Overview

This course provides a deep dive into the principles and strategic approaches of social media marketing, emphasizing its impact on professional marketing practices. Learners explore key frameworks for designing effective campaigns and understanding the evolving digital landscape. Participants develop skills to analyze consumer behavior, apply social network theory, and evaluate online communities. Practical insights guide learners in shaping marketing strategies that resonate across diverse audiences and cultural contexts. The course uniquely combines theory with real-world application, enabling learners to translate academic concepts into actionable marketing strategies. Expert-led content integrates illustrative examples and interactive exercises for a well-rounded learning experience. This course is designed for marketing professionals, students, and anyone interested in understanding digital engagement. No prior experience is required to gain value from the course material. This course is part one of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. Copyright ©2022 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.

Syllabus

Introduction to Social Media Marketing

This module introduces the foundational concepts, methodologies, and ethical considerations of social media marketing. Learners will explore key theories, analyze major platforms and channels, and examine strategies for managing and measuring social media initiatives. The module also addresses the challenges of maintaining ethical standards and reputation in the digital landscape.

Strategic Directions in B2C Social Media Marketing

This module traces the evolution of B2C social media marketing, examining key theoretical frameworks and essential research topics that shape digital relationship building and market sensing. Learners will explore consumer behaviors, strategic approaches, and the impact of online communities on brand engagement.

Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy

This module explores how cultural differences shape social media usage patterns and influence the effectiveness of international marketing strategies. Learners will examine conceptual frameworks, key social media functionalities, and practical implications for global engagement. By understanding these dynamics, students will be better equipped to tailor marketing approaches for diverse audiences.

Consumer Ties and Social Media Consumer Culture in Social Media Networks

This module examines how social media platforms shape consumer relationships and cultural interactions through the lens of social network theory and social capital. Learners will explore the unique dynamics of online communities, the impact of platform design, and the implications for consumer behavior in digital environments.

From Global Activism to Knowledge-sharing with Colleagues: A Typology of Online Communities

This module explores the diverse landscape of online communities, examining their structures, dynamics, and the roles they play in technology and marketing. Learners will investigate different community typologies, including brand and influencer communities, and understand how virtuality shapes digital engagement. The module also introduces methodologies for classifying and analyzing online communities.