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Content, Advertising & Social IMC
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Business
Marketing
Content, Advertising & Social IMC
This course is part of Social Media Marketing Specialization
Instructor: Randy Hlavac
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Starts Jul 20
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4 modules
Gain insight into a topic and learn the fundamentals.
4.7
1,109 reviews
1 week to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
97%
Most learners liked this course
4 modules
Gain insight into a topic and learn the fundamentals.
4.7
1,109 reviews
1 week to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
97%
Most learners liked this course
About
Outcomes
Modules
Recommendations
Testimonials
Reviews
Previous
Next
Skills you'll gain
Social Media
Social Media Analytics
Online Advertising
Owned Media
Paid media
Marketing Communications
Marketing Effectiveness
Social Media Content
Social Media Campaigns
Integrated Marketing Communications
Content Marketing
Driving engagement
Social Media Marketing
A/B Testing
Advertising Campaigns
Media Strategy
Digital Media Strategy
Content Creation
Social Media Strategy
Earned Media
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Assessments
4 assignments¹AI Graded see disclaimer
Taught in English
22 languages available
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Build your subject-matter expertise
This course is part of the Social Media Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate
There are 4 modules in this course
Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. 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)
Content Strategy
Module 1•2 hours to completeModule details
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.
What's included
2 videos
8 readings
1 assignment
Show info about module content
2 videos•Total 13 minutes
Importance of Content in Social Marketing•6 minutes
Paid / Owned / Earned Media•6 minutes
8 readings•Total 80 minutes
Welcome to MOOC 4!•10 minutes
Meet Your Instructors•10 minutes
Grading and Logistics•10 minutes
The Frustration with Peer Review Assignments•10 minutes
Social Marketing Toolkits•10 minutes
Course Bookstore•10 minutes
A Note on the Frequency of Capstone Offerings•10 minutes
Special Toolkits for Paid/Financial Aid Learners•10 minutes
1 assignment•Total 30 minutes
Quiz 1•30 minutes
Advertising
Module 2•2 hours to completeModule details
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
What's included
9 videos
1 assignment
Show info about module content
9 videos•Total 67 minutes
Setting Up Your Content for Marketing Success with Free Tools•10 minutes
Marketing an Event with AI•5 minutes
Developing X and other Short Sales Messages using AI•7 minutes
Developing Longer Sales Messaging•8 minutes
How to Develop Facebook-type Advertising Pt 1•8 minutes
How to Develop Facebook-type Advertising Pt 2•7 minutes
Using AI to Develop Facebook & Google PPC Advertising•7 minutes
Creating a Press Release using AI•8 minutes
Creating Thumbnails using Canva•6 minutes
1 assignment•Total 30 minutes
Quiz 2•30 minutes
Social Integrated Marketing Communications (IMC)
Module 3•5 hours to completeModule details
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.
What's included
15 videos
4 readings
1 assignment
1 peer review
Show info about module content
15 videos•Total 113 minutes
Social IMC Strategy•9 minutes
What is Gamification?•9 minutes
Keep Them Coming Back•8 minutes
Applications for Social IMC Strategy•4 minutes
Social IMC Example: Ridgid Plumber Forum•9 minutes
Social IMC Example: Carling Black Label•10 minutes
Social IMC Example: North Face•7 minutes
Social IMC Example: American Express•9 minutes
Engaging Your High-Value Markets•17 minutes
Rolling Out Your Blog•7 minutes
A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid•5 minutes
Step 2 - Creating your Tracking URLs•7 minutes
Step 3 - Executing Your Plan•6 minutes
Step 4 - Analyzing your Results•3 minutes
Hootsuite offers a Free message scheduler to automate message distribution•2 minutes
4 readings•Total 40 minutes
Assignment Overview•10 minutes
What is A/B Split Testing?•10 minutes
Download the A/B Testing Assignment Spreadsheet•10 minutes
Free E-books on A/B Testing•10 minutes
1 assignment•Total 30 minutes
Quiz 3•30 minutes
1 peer review•Total 120 minutes
Marketing Your Blog: A/B Split Test Messages•120 minutes
Measuring Your Social Programs
Module 4•1 hour to completeModule details
In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.
What's included
4 videos
2 readings
1 assignment
Show info about module content
4 videos•Total 28 minutes
Three Social Strategies•5 minutes
Measuring Social IMC Programs•10 minutes
Key Performance Indicators•4 minutes
Testing Your Strategies•9 minutes
2 readings•Total 20 minutes
Download the Lecture Video Slides•10 minutes
What Comes Next?•10 minutes
1 assignment•Total 30 minutes
Quiz 4•30 minutes
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Instructor
Instructor ratings
4.7
(91 ratings)
Randy Hlavac
Northwestern University
13 Courses•287,203 learners
Offered by
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Learner reviews
4.7
1,109 reviews
5 stars
79.09%
4 stars
16.12%
3 stars
3.51%
2 stars
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Showing 3 of 1109
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RR
5·
Reviewed on Feb 16, 2017
This Course is excellent and especially Prof Randy had put in a lot of effort to give this amazing series of Mooc on Social marketing. I highly recommend these Moocs
F
F
5·
Reviewed on Nov 23, 2019
Really thoughtful and gives a lot of real-world examples with guidance in using certain templates and tools to navigate social media marketing.
S
SF
5·
Reviewed on May 15, 2016
Practical methodical approach to deciphering the social IMC and complete hands on tutorial. Randy Hlavac amazing tutor.
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Frequently asked questions
When will I have access to the lectures and assignments?
To access course materials, assignments, and earn a Certificate, you'll need to purchase the Certificate experience when you enroll in a course. Eligible learners may also have the option to start with a Free Trial. Some courses may also offer a Full Course, No Certificate option. This lets you access course materials, submit required assessments, and receive a final grade, but you won't be able to earn or purchase a Certificate.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
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¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.
Enroll for free
Starts Jul 20
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