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

• 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

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

• 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

• Social listening
• Tools for monitoring
• Creativity and sharing
• SEO + Social = Winning
• Guest speaker
• Group meeting 3

• Steps to launch campaigns and brands
• Guidelines for creating a professional profile that works for you
• Tools and resources
• Best practices for social channels
• Social media wins. . .
• And fails
• Guest speaker
• Group meeting 4
• Turn in assignments

• Creating a plan
• Social media guidelines
• Measurement
• Key performance indicators
• Social media experts
• Group project reminder
• Guest speaker
• Group meeting 5

• 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. Any student who is unable or unwilling to participate in the final project will not receive a certificate of completion.

Are there required texts for this course?
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.

Are there any materials I will need to purchase for this program?
Students will participate in guest lectures from top social media marketing business professionals as part of this certificate program. There will be no additional costs for materials.

What are the requirements to earn the certificate?
Students will be expected to present a case study or research project during the final course session.

What is the difference between the Social Media Marketing Seminar and the Social Media Marketing Certificate Program?
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.

Is this program very technical?
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.

What are the requirements for the Integrated Marketing Communications Certificate?
To receive the IMC certificate, students must successfully complete three required courses and two elective courses plus one seminar. Follow the link to learn more about the IMC Certificate and review the list of courses.

What is the difference between a certificate and a certification?
A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.