What is Social? Course Syllabus

Overview: This course provides a comprehensive introduction to social media marketing, designed for beginners with a foundational understanding of marketing principles. Over approximately 6 hours, learners will explore social trends, audience targeting, and content strategy while gaining practical skills through hands-on assignments. The course is self-paced, ideal for working professionals, and culminates in a final project that applies key concepts. Lifetime access ensures flexibility and ongoing learning.

Module 1: Introduction to Social Marketing

Estimated time: 1 hour

• Understand the goals of the Social Marketing Specialization
• Explore course structure and learning outcomes
• Identify how courses build on each other
• Learn about deliverables and expectations

Module 2: Social Trends

Estimated time: 1 hour

• Analyze the digital revolution’s impact on the marketplace
• Identify key social media trends
• Understand the disrupted digital landscape
• Assess implications for marketing strategies

Module 3: The Business of Social

Estimated time: 2 hours

• View social media as a consumer-focused platform
• Integrate social into broader business strategy
• Define target audiences on social media
• Complete a peer-reviewed audience definition assignment

Module 4: Social Overview

Estimated time: 2 hours

• Understand the role of big data in social media
• Differentiate between social networks and communities
• Set up social media sites for use in the specialization
• Explore tools for measuring engagement

Module 5: Final Project

Estimated time: 2 hours

• Develop a content strategy for a target audience
• Apply insights from social trends and data
• Submit a shareable strategy document

Prerequisites

• Familiarity with basic marketing concepts
• Basic understanding of digital platforms
• Interest in social media and digital engagement

What You'll Be Able to Do After

• Explain the foundational principles of social media marketing
• Analyze current social trends and their business impact
• Develop audience-specific content strategies
• Leverage big data and AI tools for engagement
• Position yourself for roles like Social Media Manager or Digital Marketing Specialist