Social Media Marketing Specialization

Enroll

Starts Nov 9. From $79.

Manage Your Social Strategies

Expand your online audience and establish your social brand in five courses.

About This Specialization

In todays marketplace, organizations need effective, profitable social marketing strategies. In this
Specialization, youll learn to match markets to social strategies to profitably grow your business. Youll use
social media tools and platforms to design, manage, and optimize social campaigns to promote growth and
position your brand in the global digital marketplace, and youll develop targeted content to spark dialogue with
various social communities. In the final Capstone Project, youll create and evaluate a comprehensive social
marketing strategy. Each course also contains a toolkit with bonus materials one for everyone who signs up,
and a special toolkit with additional content for only those who sign up and pay to earn a Course Certificate.

Created by:

5 Courses

Capstone
Project

Certificate

Courses
Beginner Specialization. No prior experience required.

COURSE 1

What is Social?
Upcoming session: Nov 9 Dec 14
Commitment

4 weeks of study, 1-3 hours/week

About the Course

The What Is Social?" MOOC is for business owners, executives, and marketing professionals who want
to significantly improve their abilities to grow their social strategy using effective, proven methodologies.
This hands on, "how to" program wont just tell you how to grow your professional persona using social
you will actually do it! This course is the first in the six-course specialization, Social Media Marketing:
How to Profit in a Digital World.
There are three options for taking this course:
1. Enroll for free.
2. Enroll in the Signature Track to earn a Course Certificate from Northwestern and gain access the
course toolkit for $79. (For MOOC 1, the toolkit includes a special video from Alessandro Acquisti on Big
Data and a set of studies done by IBM on engagement and social marketing strategies with bottom-line
profits.)
3. Take the MOOC as part of the six-course Social Media Specialization ($426). If you register for all six
courses at once, you will receive a ten percent discount, earn the more prestigious Social Media
Marketing Specialization Certificate from Northwestern, and access to the toolkits for all courses.
This course has been designed to give you the tools, insights, knowledge, and skills to immediately
impact your organization. In addition, we will help you network with thought leaders in social. After
completing this course, you and your organizations staff will be able to position, engage, and grow
relationships with the consumers of highest value to you.

Today, we are living in a period of massive disruption. New technologies are changing the way people
engage with each other and with the organizations that interest them. This course will start you on the
path to growing your own social strategy using effective, proven methodologies.
Additional MOOC 1 faculty include:
* Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing
Communications, Northwestern)
More Details

COURSE 2

The Importance of Listening

Upcoming session: Nov 16 Dec 21

About the Course

In this second MOOC in the Social Marketing Specialization - "The Importance of Listening" - you will go
deep into the Big Data of social and gain a more complete picture of what can be learned from
interactions on social sites. You will be amazed at just how much information can be extracted from a
single post, picture, or video. In this MOOC, guest speakers from Social Gist, BroadReader, Lexalytics,
Semantria, Radian6, and IBM's Bluemix and Social Media Analytics Tools (SMA) will join Professor
Hlavac to take you through the full range of analytics tools and options available to you and how to get
the most from them. The best part, most of them will be available to you through the MOOC for free!
Those purchasing the MOOC will receive special tools, templates, and videos to enhance your learning
experience. In completing this course you will develop a fuller understanding of the data and will be able
to increase the effectiveness of your content strategy by making better decisions and spotting crises
before they happen! MOOC 2 bonus content in the paid toolkit includes access to Semantria's analytics
engine to extract some data on the markets you are developing and have it analyzed.
NOTE: By enrolling in this course, you will be given access to IBM's Bluemix technology for one month
for free as well as Lexalytics' Semantria tool. For those earning a Course Certificate, you will be given an
additional five months of Bluemix and three months of Semantria at no cost with a special key code
generated only for your email address. By enrolling for a Course Certificate for this MOOC, you are
acknowledging that your email will be shared with IBM and Lexalytics for the sole and express purpose
of generating your individual key code. After the key code has been generated, IBM and Lexalytics will
delete your email from its records.
Additional MOOC 2 faculty include:
* Steve Dodd (SVP Business Development, Effyis - dba BoardReader and Socialgist - Global Social
Media Content Access)

* Seth Redmore (CMO, Lexalytics, Inc.)

* Chris Gruber (Social Media Analytics Solution Architect, IBM)
* Russell Beardall (Cloud Architect, IBM)
* Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning,
Medill Integrated Marketing Communications, Northwestern)
* Tressie Lieberman (VP Digital Innovation, Taco Bell)
More Details

COURSE 3

Engagement & Nurture Marketing Strategies

Starts November 16, 2015

About the Course

In this third course in the Social Marketing Specialization - "The Engagement & Nurture Marketing
Strategies" - you will learn two of the most effective social strategies used by organizations today. You'll
see real-world best practice examples and learn what metrics they use to gauge success. You will also
learn the importance of infographics and the impact a well-designed landing page can have on your
bottom line. All of the social skills you have learned thus far will be put into action with a multimedia filter
and focus blog that you will create to demonstrate how social can enable real-time marketing results.
After this MOOC, you will have developed a plan to reach your target consumer markets and know when
it is best to either use or avoid specific social marketing strategies.
Additional MOOC 3 faculty include:
* Randy Krum (Data Visualization & Infographics Designer | Consultant | Author | Speaker | President,
InfoNewt)
* Stanford Smith (CEO, Pushing Social)
* Andy Crestodina (Co-Founder & Strategic Director, Orbit Media Studios)
* Ellen Valentine (Veteran Marketing Leader & Evangelist, Silverpop, IBM)

COURSE 4

Content, Advertising & Social IMC

Starts December 2015

About the 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)

COURSE 5

The Business of Social

Starts January 2016

About the Course

In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business
metrics while only 20% of businesses worldwide actually have them. This means strategies which not
only grow your companys social footprint but link to your sales and marketing systems. With this critical
linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth
MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform
your organization's social marketing from an untracked investment to an integral part of your companys
marketing strategy. You will learn the legal considerations involved as well as proven performance
metrics and management tactics for success.
Additional MOOC 5 faculty include:
* Thomas Hayden (Lecturer, Medill Integrated Marketing Communications, Northwestern)

* Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern)

* Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning,
Medill Integrated Marketing Communications, Northwestern)

CAPSTONE PROJECT

Social Marketing Capstone Project

Starts February 2016

About the Capstone Project

Your markets are on social and you need to be there. However, your social strategy needs to be based
on the business metrics which define your success. This final Capstone Project in the Social Marketing
Specialization will put the methodologies, tools, and insights you have learned to the test as you create a
multifaceted plan to assure effective social marketing is an integral part of your business strategy.
Whether your company has a sophisticated Engagement Strategy or you are a new start-up, you will
learn to harness the full power of social marketing to grow provable market share and build stronger
relationships with your high value markets. For success in today's digital world, you must have a plan to
integrate your social and mobile marketing strategies into your business strategy. In this Capstone you
will use the practical skills that youve mastered through the Specialization to demonstrate your ability to
integrate social and mobile marketing strategies into a companys business strategy.

Pricing

Total Price to Enroll

$474

Includes
1 What is Social?

$79

2 The Importance of Listening

$79

3 Engagement & Nurture Marketing Strategies

$79

4 Content, Advertising & Social IMC

$79

5 The Business of Social

$79

6 Social Marketing Capstone Project

$79

Payment Options
Pre-Pay
Purchase all courses in a bundle and save 10%.

Pay Per Course

Purchase each course individually, whenever you are ready.

Creators

Northwestern Universitys Medill School of Journalism, Media, Integrated Marketing Communications is

training a new generation of multimedia journalists and integrated marketing communications
professionals who are helping to shape an evolving media landscape.

Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy Inc

FAQs

What is the Capstone Project?

What is the refund policy?

Can I just enroll in a single course? I'm not interested in the entire Specialization.

Is financial aid available?

Can I take the Specialization for free?

How long does it take to complete the Social Media Marketing Specialization?

How often is each course in the Specialization offered?

Do I need to take the courses in a specific order?

Will I earn university credit for completing the Social Media Marketing Specialization?

What will I be able to do upon completing the Social Media Marketing Specialization?

What background knowledge is necessary?

More questions? Visit the Learner Help Center (https://learner.coursera.help/).

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