The Business of Social
School: Northwestern University
Registration Link: CLICK HERE
Start Date: May 9, 2016 (4 Weeks Long)
Workload: 1-2 Hours Per Week
Grades: Students can choose to explore course videos, discussions, and ungraded assignments for free, but they won’t be able to submit graded assignments, earn a certificate, or complete a specialization without paying a fee.
Instructor: Randy Hlavac
Credentials: An academic and a practitioner, Hlavac is the President and CEO of Marketing Synergy, a firm that helps CEOs and CMOs develop social, mobile and integrated marketing strategies. Since 1992, he has also taught at Northwestern University’s Medill School of Journalism, where he heads the school’s integrated marketing communications department. There, he also directs the department’s IBM OmniChannel Initiative. His classes have been profiled by the Wall Street Journal and he recently published a book on social media marketing: Social IMC – Social Strategies with Bottom-Line ROI.
Description: How do I measure my impact? How can I show a return on my investment? Those two questions have vexed marketers since Don Draper would drink himself to an afternoon nap. How do you measure the value of a brand – and the social capital it brings? With the advent of social media, you can better track your investments through clicks and orders. In this course, you’ll learn how to generate business metrics that connects sales and marketing in the social space. What’s more, the course covers the legal and data security end, as well as the psychology and strategy behind metrics.
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Additional Note: This is the fifth of a six course specialization from Northwestern University called “Social Media Marketing.” To learn more about this specialization and register for it, click here.