The Business of Social

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The Business of Social

Coursera (CC)
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Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this 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 company’s 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-to-1 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 in…

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this 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 company’s 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-to-1 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 company’s 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: * 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) * Seth Redmore (CMO, Lexalytics, Inc.) * Jeff Davidoff (CMO, Donuts.Domains) * Matt Krull (Business Unit Executive, IBM Security) * Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)

Created by:  Northwestern University
  • Taught by:  Randy Hlavac, Lecturer, Medill IMC; CEO, Marketing Synergy Inc

Basic Info Course 5 of 6 in the Social Media Marketing Specialization Commitment 4 weeks of study, 1-2 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.6 stars Average User Rating 4.6See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from your peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

Northwestern University Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries.

Syllabus


WEEK 1


Legal Considerations
In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy.


3 videos, 7 readings expand


  1. Reading: Welcome to MOOC 5!
  2. Reading: Meet Your Instructors
  3. Reading: Grading and Logistics
  4. Video: Understanding Data Protection
  5. Video: Security, Privacy, and Governance Pt. 1
  6. Video: Security, Privacy, and Governance Pt. 2
  7. Reading: Social Marketing Toolkits
  8. Reading: Course Bookstore
  9. Reading: A Note on the Frequency of Capstone Offerings
  10. Reading: Special Toolkits for Paid/Financial Aid Learners

Graded: Quiz 1

WEEK 2


Metrics
In this module, you will gain a deeper understand of how metrics can be used to drive real business results.


5 videos, 1 reading expand


  1. Video: Managing Social Programs
  2. Video: Identifying Social Successes
  3. Video: A New Model for Marketers
  4. Video: Measuring Engagement
  5. Video: Performance Funnels and KPIs
  6. Reading: Free Social Marketing Toolkit

Graded: Quiz 2

WEEK 3


Performance
In this module, you will learn how to create a performance funnel and the key performance indicators necessary to create a sustainable, budgeted program.


4 videos, 2 readings expand


  1. Video: Developing Your Budget
  2. Video: Justification Metrics
  3. Video: Calculating Performance Metrics
  4. Reading: Toolkit Pt. 2: Budget & Justification Examples
  5. Video: Creating a Pilot Program
  6. Reading: Final Thoughts and Assignment

Graded: Assessing Your Performance

WEEK 4


Management
In this module, you will learn how to create a pilot program, test it for sustainability, and justify its existence using proven metrics.


4 videos, 2 readings expand


  1. Video: Program Testing
  2. Video: Program Management
  3. Video: Learn with Medill IMC
  4. Video: Assessing Your Performance
  5. Reading: Download the Lecture Video Slides
  6. Reading: What Comes Next?

Graded: Quiz 3
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