Program Overview
This comprehensive six-week program provides access to industry experts, real-life case studies, and hands-on experience in social media marketing. Participants learn fundamental concepts, integrate various social networks, and understand advertising campaigns and measurement tools. The program culminates in a group presentation and review, preparing individuals for careers in social media marketing or expanding their knowledge in digital marketing.
Program Outline
Degree Overview:
This six-part program will provide access to premier subject matter experts, cutting-edge case studies, and testimonials from businesses successfully using social media marketing. You will analyze real-life examples and perform hands-on work with social media marketing, which will prepare you to take on these duties in your current or future career. Past guests have included social media experts from the Chicago Blackhawks, Chicago White Sox, Morningstar, LinkedIn, Chicago Tribune, Beam Global, Sprout Social and more.
Objectives:
- Gain access to real-time case studies, peer-to-peer networking and feedback from peers and instructor
- Learn the fundamentals of social media marketing, including monitoring and listening, creating a plan, tools and resources and measuring results
- Identify and understand the various social networks and how to integrate these marketing channels into your current digital and offline marketing programs
- Learn how to utilize advertising campaigns within social networks
- Understand the integration of social media marketing with other digital campaigns, including SEO and email marketing
- Acquire practical experience using web analytics and social media measurement tools
Outline:
Week 1: Introduction to Social Media Certificate
- Introduction
- Stats and insights
- Golden rules
- Goals, resources and team building
- A day in the life
- Content and blogging
- Review suggested readings, assignments and final project
- Group meeting 1
Week 2: Social Strategy, Creative and Execution
- Deeper dive: Facebook, Twitter, YouTube, LinkedIn, Slideshare, Pinterest and Snapchat
- Case studies
- Advertising on social media
- Jobs available in social media
- Guest speaker
- Group meeting 2
Week 3: Listening, Monitoring, SEO and Tools
- Social listening
- Tools for monitoring
- Creativity and sharing
- SEO + Social = Winning
- Guest speaker
- Group meeting 3
Week 4: Best Practices to Build Your Brand and Become an Influencer
- Steps to launch campaigns and brands
- Tools and resources
- Best practices for social channels
- Social media wins. . .And fails
- Guest speaker
- Group meeting 4
- Turn in assignments
Week 5: Putting it into Action - Measurement and Analytics
- Creating a plan
- Social media guidelines
- Measurement
- Key performance indicators
- Social media experts
- Group project reminder
- Guest speaker
- Group meeting 5
Week 6: Group Presentation and Review
- Each group will receive real-time feedback from the instructor as well as the class.
- All final projects are pass/fail and must be presented in order to receive the certificate of completion for this class.
Assessment:
- Students will be expected to present a case study or research project during the final course session.
Teaching:
- This program is geared toward marketing professionals. While there are some technical topics covered, these are explained in a way that a non-technical person can understand.
Other:
- Students will be provided a list of suggested learning materials which are optional. This will include books, videos, eBooks and articles. Some of these materials will be discussed in class sessions.
- There will be no additional costs for materials.
- This program is ideal for individuals looking to gain a deeper understanding of social marketing, experienced digital marketers looking to expand their knowledge, and marketing professionals or those in transition.
- The following individuals will benefit from this course:
- Entrepreneurs
- Nonprofit and small business staff
- Freelancers
- Marketing professionals
- The Social Media Marketing Seminar is a one-day introductory course for people brand-new to social media marketing. The Social Media Marketing Certificate Program is a six-week advanced program that will begin with the fundamentals of social media marketing and include in-depth views of social media from leading experts as a serious and performance-based marketing channel with measurable reporting metrics.
