The Business of Social
list 4 sequencias
assignment Nível: Introdutório
chat_bubble_outline Idioma: Inglês
card_giftcard 32 pontos
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Informações principais

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timer 4 total de horas

Sobre o conteúdo

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)

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Programa de estudos

  • Week 1 - Legal Considerations
    In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy.
  • Week 2 - Metrics
    In this module, you will gain a deeper understand of how metrics can be used to drive real business results.
  • 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.
  • 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.
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Instrutores

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

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Criador do conteúdo

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.

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Plataforma

Coursera

A Coursera é uma empresa digital que oferece um curso on-line massivo e aberto, fundado pelos professores de computação Andrew Ng e Daphne Koller Stanford University, localizado em Mountain View, Califórnia.

O Coursera trabalha com as melhores universidades e organizações para disponibilizar alguns dos seus cursos on-line e oferece cursos em várias disciplinas, incluindo: física, engenharia, humanidades, medicina, biologia, ciências sociais, matemática, negócios, ciência da computação, marketing digital, ciência de dados. e outros assuntos.Cours

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