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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/social-imc
课程评论：没有评论
课程名称：内容、广告与社会整合营销传播（IMC） 概述：想让你的内容实现病毒式传播吗？谁不想呢！在这个日益饱和的世界中，制作突出的内容需要深思熟虑的综合方法。在社会营销专业化的第四门课程“内容、广告与社会整合营销传播”中，你将学习到市场营销者如何在当今的媒体环境中成功应对挑战。你将意识到，为你的受众开发引人入胜的内容是有效社会营销的核心要素。专家小组将揭示付费媒体、拥有媒体和获得媒体的谜团，并通过一个综合的谁/什么/在哪里的方法，利用特定平台的信息传递来扩大市场份额。该课程还将概述社会整合营销传播策略及其在全球范围内的应用，同时提供一些游戏化技巧，以确保你的受众持续关注。此外，你还将学习到在Facebook及其他社交网站上广告的秘诀。 额外的MOOC 4师资包括： * Judy Ungar Franks（市场民主有限公司总裁，西北大学Medill综合营销传播讲师） * Steffi Decker（重庆与科斯特的初级合伙人） * Joey Strawn（工业强度市场营销的综合营销总监） 课程大纲： 1. 内容策略：在这一模块中，你将学习内容为何是社会营销的重要组成部分。专家小组将解开付费/拥有/获得媒体的谜题，并提供一个综合的谁/什么/在哪里的方法。 2. 广告：在这一模块中，你将学习如何开发特定平台的广告信息，以扩大市场份额。 3. 社会整合营销传播（IMC）：在这一模块中，你将了解社会整合营销传播策略的概述及其部署情况。你还将学习让你的内容实现病毒传播的技巧，以及如何通过游戏化保持受众的关注。 4. 测量你的社会程序：在这一模块中，你将学习如何开发和衡量社交营销程序的关键绩效指标（KPI）。
Name:Content Strategy
Description:In this module, you will learn why content is an important component in social marketing. A panel of experts will debunk the paid/owned/earned media riddle and replace it with an integrated who/what/where approach.
Name:Advertising
Description:In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
Name:Social Integrated Marketing Communications (IMC)
Description:In this module, you will learn an overview of the social integrated marketing communications strategy and how it is deployed. You will also learn tips to get your content to go viral and how to keep an audience coming back with gamification.
Name:Measuring Your Social Programs
Description:In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.
Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites. Additional MOOC 4 faculty include: * Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern) * Steffi Decker (Junior Partner, Chong and Koster) * Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)
