Formerly titled "Advanced Social Media Marketing: A Practical Approach for Business."

Have you ever wondered how to pinpoint customer pain points so you can position yourself as a thought leader rather than jumping in with premature and often inappropriate solutions?

Once you develop a clear picture of the customer, how do you apply these insights to social media marketing? What measures have you put in place to ensure campaign performance?

Advanced Social Media Marketing applies a pragmatic approach to answering these questions. Using digital tools, customer data, and social media analytics, students learn methods that result in innovative social media marketing programs and bottom-line ROI. Real-world assignments demonstrate why the buyer’s journey is significant to constructing campaigns on platforms such as Twitter, Instagram, YouTube, and Facebook.

Learning Outcomes

At the conclusion of the course, you should be able to

• Explain the latest digital tools, technologies, and trends.
• Create measurable return on investment with SMART goals and metrics.
• Increase target audience awareness, engagement, and conversion rates.
• Create campaigns with audience targeting and content such as infographics and e-books.
• Develop partnerships with active micro and macro influencers to increase leads.
• Build a competitive analysis using social media analytics.
• Construct messaging with transformative and data storytelling.

Emphasis is placed on understanding how social media fits into the overall marketing mix and how it can be used to create results. New skills will be reflected in the social media marketing strategy each student creates and presents.

Note

It is important that you have already successfully completed the prerequisite course, MKTG.X415 Social Media Marketing Fundamentals prior to enrolling in this course. If you have any questions or have not met the prerequisite requirement, contact the department for approval by emailing extension@ucsc.edu before enrolling in this course.