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  • Berkeley Global

Social Media Marketing Strategies

BUS ADM X432.5

1450426
Delivery Options Online
Explore social media and semantic web strategies and tactics by using contemporary and emerging new-media channels, and digital and mobile technologies and platforms. Learn how to establish realistic business and performance goals within these environments; integrate new communications platforms and technologies into existing marketing plans; systematically evaluate new technologies and delivery platforms to determine an optimal marketing mix; and evaluate in-market results. Analyze the strengths and pitfalls offered by channels such as email, RSS, SEO-optimized websites, blogs, audio and video podcasts, social and business networking sites, and social media newsrooms. Explore emerging technologies that could alter the landscape of contemporary marketing. At the end of the course, you will be able to plan and execute a cost-effective, strategic marketing program that will include new media integrated with conventional marketing approaches to make brands and companies “go viral” and increase lead-to-sales conversion rates.

Course Outline

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Course Objectives

  • Identify and describe social media sites and new media technologies that are pertinent to contemporary marketing
  • Describe how new media technologies are changing and challenging traditional media formats and non-mass communications
  • Explain how to use traditional, digital, mobile, Internet and new media communications channels to create awareness of and position products/services in specific target markets
  • Compare competing websites and their multimedia content for marketing and storytelling purposes
  • Evaluate new media opportunities and rate their ROI 
  • Grade the risk levels of various social media and technological tools and evaluate the effects of those risks when calculating potential ROI

What You'll Learn

  • Websites and blogs
  • Integrated marketing approaches
  • Social media profiles (Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest and Instagram) and strategies
  • Networking
  • RSS feeds and blog
  • Podcasting, videocasting, webcasting
  • Microblogging
  • Widgets and badges
  • Bookmarking and communities
  • Keywords and optimization
  • Website analytics and SEO tools
  • Crisis management
  • Social media newsrooms
  • Public relations
  • Tools and ethics
  • Storytelling

How You Learn

  • Lectures
  • Small-group work
  • Final project: plan, execute and perform an ongoing analysis of a social media marketing strategy for a company and its brands

Is This Course Right for Me?
This course is intended for marketing managers, product managers, target marketers and anyone in small- to medium-sized companies who want to learn the latest tips, tricks, techniques and strategies in using current and future technologies in the online marketing arena.

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Sections

Section 091

Jul 15, 2021 to Sep 23, 2021 Online

Course Fee(s)

Course Fee credit (2 units)

$995.00


Type Online, Fixed Date

Enroll in this course by its start date and complete it by its specified end date. There are no live sessions, but plenty of opportunities to collaborate with your classmates and instructor.

Dates

Jul 15, 2021 to Sep 23, 2021

Instructional Hours

30.00

Delivery Options

Online

Available for Credit

2 semester units

Instructors

  • Meleena Erikson

Section Notes

Students must score a 70% or higher on the final project to pass the course.

Section Materials

  • (Mandatory) The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases & Viral Marketing to Reach Buyers Directly by David Scott Meerman © 2018 Wiley 6th edition ISBN ISBN-13: 978-8126572595 ISBN-10: 9788126572595

Section 090

Jul 28, 2021 to Sep 29, 2021 Live Online

Course Fee(s)

Course Fee credit (2 units)

$995.00


Type Lecture

Days

W

Time

6:00PM to 9:00PM Pacific Time

Dates

Jul 28, 2021 to Sep 29, 2021

Schedule and Location

View Details

Instructional Hours

30.0

Delivery Options

Online

Available for Credit

2 semester units

Instructors

  • Kimberly Legocki

Section Notes

Enroll early to secure a space in class. You must enroll before the second class meeting.

This course applies to the following programs:

Certificate Program in Marketing

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Core Courses

  • Marketing Management
  • Marketing Research: Concepts and Techniques
  • Marketing Strategy
  • Social Media Marketing Strategies
  • Strategic Marketing Analytics

Electives

  • Copywriting Communications for Marketing Professionals
  • Digital Marketing
  • Managing Product and Go-to-Market Strategies
  • Marketing Analytics Tools and Technologies
  • Marketing Data Visualization
  • SEO Fundamentals and Business Applications
  • Strategic Brand Management
  • Strategic Marketing Planning

Learn More About this Program

Professional Sequence in Digital Marketing

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Required Courses

  • Digital Marketing
  • Strategic Marketing Analytics
  • Social Media Marketing Strategies
  • Marketing Data Visualization

Learn More About this Program

Notes

Departmental contact: extension-business@berkeley.edu | (510) 642-4231

Prerequisites

Marketing Management BUS ADM X460.1, or equivalent

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Course Fee

Online

Meleena Erikson

Meleena Erikson, M.A., is the CEO of ES Communications, a marketing consulting firm that works with small businesses and non-profits to develop and execute marketing strategies. For more than a decade, she has brought her passion for marketing to the classroom, teaching business and marketing courses at the undergraduate and graduate levels.

Course Fee

BUS ADM X432.5 - 090 - Social Media Marketing Strategies

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