The Sage Handbook of Social Media Marketing

via Coursera Specialization

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Sessions

Self-Paced
Level

Beginner

Found in

Overview

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This Specialization guides learners through the core domains of social media marketing. The first course introduces foundational concepts such as B2C strategies, cross-cultural influences, consumer culture in social networks, and types of online communities. Participants gain insight into social media’s impact on engagement patterns, equipping them to design informed marketing approaches. The second course focuses on research methods and analytics. Learners explore big data techniques, digital dialogue analysis, sentiment tracking, social contagion, eye-tracking research, geopolitical platform effects, and social shopping in China, emphasizing evidence-based decisions. The third course covers tactical applications, ethical considerations, and emerging trends. Learners study influencer marketing, paid/owned/earned media, brand content, virtual influencers, visual communication, memes, emojis, employee advocacy, service recovery, platform exit strategies, metrics, A/B testing, reputation management, and ethics in influencer engagement. This Specialization is based on the book, The Sage Handbook of Social Media Marketing, by Annmarie Hanlon and Tracy L. Tuten.

Syllabus

Course 1: Foundations and Strategies of Social Media Marketing
Course 2: Research Methods and Insights in Social Media Marketing
Course 3: Tactics, Ethics, and Future Trends in Social Media Marketing

Courses

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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.
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This course equips learners with advanced research skills for social media marketing, emphasizing analytical strategies that inform professional marketing decisions. Participants explore big data analytics, sentiment analysis, and the dynamics of virality across global platforms. Learners develop practical proficiency in analyzing digital dialogues, emotions, and platform-specific trends. Eye-tracking methods, social shopping in China, and digital placemaking provide applied insights for evidence-based marketing strategies. The course uniquely blends theory with real-world applications, allowing participants to translate research findings into actionable insights. Interactive exercises and quizzes reinforce learning and enhance analytical capabilities. This course benefits marketing professionals, researchers, and students seeking to strengthen social media research expertise. No prior experience is required, though familiarity with social media concepts is helpful. This course is part two 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. This Specialization is based on the book, The Sage Handbook of Social Media Marketing, by Annmarie Hanlon and Tracy L. Tuten. 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.
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This course focuses on the tactical and ethical execution of social media marketing, emphasizing practical strategies that drive measurable outcomes. Learners explore influencer marketing, content creation, and brand advocacy within modern digital platforms. Participants gain hands-on knowledge in managing paid, owned, and earned media, leveraging memes, emojis, and visual communication. Strategies for customer engagement, complaint handling, and organizational exit are examined to optimize marketing performance. The course blends theory with real-world applications, highlighting ethical considerations and reputation management. Learners engage with examples and interactive exercises that reinforce practical skills and decision-making. This course benefits marketing professionals, social media managers, and students seeking applied knowledge of tactical execution and ethical best practices. No prior experience is required. This course is part three 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. This Specialization is based on the book, The Sage Handbook of Social Media Marketing, by Annmarie Hanlon and Tracy L. Tuten. 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.