Programa Especializado - Marketing de los Medios Sociales

Comienza el mar. 27

Programa Especializado - Marketing de los Medios Sociales

Manage Your Social Strategies

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

Sobre este Programa Especializado

In today’s marketplace, organizations need effective, profitable social marketing strategies. In this Specialization, you’ll learn to match markets to social strategies to profitably grow your business. You’ll 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 you’ll develop targeted content to spark dialogue with various social communities. In the final Capstone Project, you’ll 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. Each of the individual courses can be audited for free. Click on the following links to navigate to each course in this Specialization: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social.

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courses
6 courses

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projects
Proyectos

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certificates
Certificados

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Cursos
Beginner Specialization.
No prior experience required.
  1. CURSO 1

    ¿Qué es lo social?

    Próxima sesión: mar. 27 — may. 1.
    Dedicación
    4 semanas de estudio, 1-3 horas/semana.
    Subtítulos
    English, Spanish

    Acerca del Curso

    El MOOC "¿Qué es lo social?" está dirigido a empresarios, ejecutivos y profesionales de marketing que desean mejorar notablemente sus capacidades para desarrollar su estrategia social mediante el uso de metodologías eficaces y probadas. Este programa práctico sobre "cómo hacer" no solo te indicará cómo desarrollar su imagen profesional a través de lo social – ¡realmente lo harás! Este es el primero de una serie de seis cursos de especialización, Marketing en las redes sociales: Cómo obtener beneficios en un mundo digital. Existen tres opciones para tomar este curso: 1. Inscríbete gratis. 2. Inscríbete en el Signature Track (seguimiento de firma) para obtener un certificado del curso de Northwestern y accede a la caja de herramientas del curso por $79. (Para el MOOC 1, la caja de herramientas incluye un video especial de Alessandro Acquisti de Big Data y un conjunto de estudios realizados por IBM sobre estrategias de participación y marketing social con beneficios finales.). 3. Toma el MOOC como parte de los seis cursos de especialización en las redes sociales ($426). Si te inscribes en los seis cursos de una vez, recibirás un diez por ciento de descuento, obtendrás el certificado más prestigioso de Especialización en las redes sociales de Northwestern y tendrás acceso a la caja de herramientas para todos los cursos. Este curso ha sido diseñado para proporcionarte todas las herramientas, ideas, conocimientos y habilidades que tendrán un impacto inmediato en tu organización. Además, te ayudaremos a establecer contacto con líderes del pensamiento en lo social. Tras completar este curso, tú y el personal de tu organización estarán en condiciones de posicionar, integrar y desarrollar relaciones con los consumidores de valor más alto para ti. Hoy, estamos viviendo en un período de grandes trastornos. Las tecnologías nuevas están cambiando la manera en que las personas se relacionan entre sí y con las organizaciones que les interesan. Este curso te iniciará en el camino al desarrollo de tu propia estrategia social utilizando metodologías eficaces y probadas. La facultad adicional del MOOC 1 incluye a: * Judy Ungar Franks (presidenta de The Marketing Democracy, Ltd. y profesora de Medill Integrated Marketing Communications, Northwestern)
  2. CURSO 2

    The Importance of Listening

    Próxima sesión: mar. 27 — may. 1.
    Dedicación
    4 semanas de estudio, 2 horas/semana
    Subtítulos
    English

    Acerca del Curso

    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)
  3. CURSO 3

    Engagement & Nurture Marketing Strategies

    Próxima sesión: mar. 27 — may. 1.
    Dedicación
    4 semanas de estudio, 1-3 horas/semana.
    Subtítulos
    English

    Acerca del Curso

    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)
  4. CURSO 4

    Content, Advertising & Social IMC

    Próxima sesión: mar. 27 — may. 1.
    Dedicación
    4 weeks of study, 1-3 hours/week
    Subtítulos
    English

    Acerca del Curso

    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)
  5. CURSO 5

    The Business of Social

    Próxima sesión: mar. 27 — may. 1.
    Dedicación
    4 semanas de estudio, 1-2 horas/semana
    Subtítulos
    English

    Acerca del Curso

    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)
  6. CURSO 6

    Proyecto Final de Marketing Social

    Próxima sesión: abr. 24 — jun. 5.
    Dedicación
    5 weeks of study, 2-4 hours/week
    Subtítulos
    English

    Sobre el Proyecto Final

    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 you’ve mastered through the Specialization to demonstrate your ability to integrate social and mobile marketing strategies into a company’s business strategy. 2016 Capstone Schedule: 1st offering begins on February 29 (2/29/16). It will be offered again starting on May 23 (5/23/16), August 29 (8/29/16), and November 28 (11/28/16),

Creadores

  • Universidad Northwestern

    Northwestern University’s 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.

    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.

  • Randy Hlavac

    Randy Hlavac

    Lecturer, Medill IMC; CEO, Marketing Synergy Inc

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