Introduction to Social Media Marketing Course Syllabus

Overview (80-120 words) describing structure and time commitment.

Module 1: The Social Media Landscape

Estimated time: 4 hours

• Introduction to the Meta Social Media Marketing Professional Certificate program
• Overview of marketing and social media marketing
• Understanding how businesses use social media
• Categorizing social media platforms

Module 2: Social Media Platforms Overview

Estimated time: 3 hours

• Detailed insights into Facebook, Instagram, LinkedIn, YouTube, and TikTok
• Understanding platform functionalities
• Roles of each platform in marketing strategies
• Comparing audience reach and engagement across platforms

Module 3: Goals and Planning for Success

Estimated time: 3 hours

• Defining marketing goals using the SMART framework
• Establishing Specific, Measurable, Achievable, Relevant, and Time-bound objectives
• Identifying Key Performance Indicators (KPIs)
• Setting up a measurement framework for campaign success

Module 4: Understand Your Audience

Estimated time: 4 hours

• Creating target audience personas
• Defining demographic and psychographic characteristics
• Mapping the customer journey
• Aligning marketing strategies with audience behavior

Module 5: Choose Your Social Media Channels

Estimated time: 2 hours

• Selecting appropriate platforms based on audience and goals
• Understanding platform-specific strengths and limitations
• Developing social media policies
• Implementing guidelines for consistent brand presence

Module 6: Final Project

Estimated time: 3 hours

• Create a comprehensive social media marketing plan
• Define SMART goals and relevant KPIs
• Present audience personas and platform selection rationale

Prerequisites

• Basic understanding of digital communication
• Familiarity with common social media platforms
• Access to internet and Coursera platform

What You'll Be Able to Do After

• Describe the evolution and impact of social media marketing
• Identify key functionalities of major social media platforms
• Create SMART marketing goals and track KPIs effectively
• Develop audience personas and map the customer journey
• Select appropriate platforms and establish social media policies