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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/business-of-social
课程评论：没有评论
课程名称：《社交商业》 课程概述： 根据IBM在2014年对首席执行官和首席营销官的研究，63%的人希望拥有能够产生商业指标的社交战略，而全球只有20%的企业实现了这一目标。这表明，企业需要能够在促进社交影响力的同时，与销售和营销系统相结合的战略。通过这种关键的联系，企业的社交和移动战略能够让您在一对一层面上与消费者互动，并以成本、收入、利润和投资回报率（ROI）来衡量您的社交投资。在本课程《社交商业》中，您将学习如何将组织的社交营销从未受追踪的投资转变为公司营销策略的不可或缺部分。课程中还将涉及法律考量、经过验证的绩效指标以及成功的管理策略。 授课教师包括： - Rich Gordon（西北大学Medill数字创新教授兼主任） - Tom Collinger（斯皮格尔研究中心执行主任及西北大学综合营销传播高级主任） - Seth Redmore（Lexalytics, Inc.首席营销官） - Jeff Davidoff（Donuts.Domains首席营销官） - Matt Krull（IBM Security业务单元执行官） - Frank Mulhern（西北大学综合营销传播副院长、系主任及教授） 课程大纲： 1. 法律考虑 描述：在本模块中，您将学习为社交营销策略应用合适的安全、隐私和治理考量。 2. 指标 描述：在本模块中，您将深入了解如何利用指标推动实际的商业成果。 3. 绩效 描述：在本模块中，您将学习如何创建绩效漏斗及必要的关键绩效指标，以建立可持续的预算方案。 4. 管理 描述：在本模块中，您将学习如何创建试点项目，并通过经过验证的指标验证其可持续性和存在的合理性。
Name:Legal Considerations
Description:In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy.
Name:Metrics
Description:In this module, you will gain a deeper understand of how metrics can be used to drive real business results.
Name:Performance
Description:In this module, you will learn how to create a performance funnel and the key performance indicators necessary to create a sustainable, budgeted program.
Name:Management
Description:In this module, you will learn how to create a pilot program, test it for sustainability, and justify its existence using proven metrics.
In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success. Additional MOOC 5 faculty include: * Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern) * Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern) * Seth Redmore (CMO, Lexalytics, Inc.) * Jeff Davidoff (CMO, Donuts.Domains) * Matt Krull (Business Unit Executive, IBM Security) * Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)
