Content, Advertising & Social IMC (Coursera)

A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites.

Additional MOOC 4 faculty include:

* Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern)

* Steffi Decker (Junior Partner, Chong and Koster)

* Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)

Course 4 of 6 in the Social Media Marketing Specialization.

Syllabus

WEEK 1

Content Strategy

In this module, you will learn why content is an important component in social marketing. A panel of experts will debunk the paid/owned/earned media riddle and replace it with an integrated who/what/where approach.

WEEK 2

Advertising

In this module, you will learn how to develop platform-specific advertising messages to grow your market share.

WEEK 3

Social Integrated Marketing Communications (IMC)

In this module, you will learn an overview of the social integrated marketing communications strategy and how it is deployed. You will also learn tips to get your content to go viral and how to keep an audience coming back with gamification.

WEEK 4

Measuring Your Social Programs

In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.