Content, Advertising & Social IMC Course Syllabus

Overview: This specialization provides a comprehensive introduction to social media marketing, blending theoretical foundations with hands-on application. Over approximately 46 hours of content, learners will progress through six modules that build from foundational concepts to strategic integration and real-world application. The course is designed for beginners and offers flexible pacing, making it ideal for working professionals seeking to develop in-demand digital marketing skills. Each module combines video lectures, readings, and practical exercises to reinforce learning.

Module 1: What is Social?

Estimated time: 8 hours

• Explore the evolution of social media and its role in modern marketing
• Understand the impact of social media on consumer behavior
• Identify key characteristics of major social media platforms
• Examine how businesses leverage social media for brand visibility

Module 2: The Importance of Listening

Estimated time: 6 hours

• Learn the principles of social listening
• Discover tools for monitoring social media conversations
• Understand how audience insights inform marketing strategy
• Identify customer needs and sentiment through social data

Module 3: Engagement & Nurture Marketing Strategies

Estimated time: 10 hours

• Develop strategies for building customer relationships
• Understand the customer journey on social media
• Learn how to create engaging interactions
• Explore techniques for nurturing leads through social content

Module 4: Content, Advertising & Social IMC

Estimated time: 8 hours

• Create compelling content for social media audiences
• Integrate paid advertising into social strategies
• Understand the fundamentals of Integrated Marketing Communications (IMC)
• Align social media messaging with broader marketing goals

Module 5: The Business of Social

Estimated time: 6 hours

• Explore how social media influences business decisions
• Understand the return on investment (ROI) of social media efforts
• Learn to justify social media budgets and strategies
• Connect social initiatives to business outcomes

Module 6: Social Marketing Capstone Project

Estimated time: 8 hours

• Deliverable 1: Develop a comprehensive social media marketing strategy
• Deliverable 2: Apply concepts from all previous modules to a real-world business scenario
• Deliverable 3: Present a campaign integrating content, advertising, and IMC principles

Prerequisites

• Familiarity with basic marketing concepts
• Access to internet and common social media platforms
• Willingness to engage in written and strategic assignments

What You'll Be Able to Do After

• Understand how to leverage social media platforms for marketing purposes
• Create effective social media strategies aligned with business goals
• Develop content that resonates with target audiences and drives engagement
• Measure and analyze social media performance using key metrics
• Integrate social media with other marketing communications for a cohesive strategy