Integrated Social Media Marketing Strategy

Build an effec­tive online pres­ence through a strong mar­ket­ing strat­e­gy that reflects your orga­ni­za­tion­al cul­ture. Learn about best prac­tices for social media and mar­ket­ing across var­i­ous plat­forms, build­ing and strength­en­ing orga­ni­za­tion­al rep­u­ta­tion and brand online, strate­gic plan­ning and devel­op­ment, how to build a social media fol­low­ing, and steps for exe­cut­ing an inte­grat­ed strate­gic social media mar­ket­ing plan.

Course at a glance
  • Fully online asynchronous course, accessible through eClass, the University of Alberta’s eLearning management tool.
  • Learn all the steps and develop your own integrated social media marketing plan.
  • Aimed at those who want to better reach and communicate with their target audiences while understanding and building social media skills, including small business owners and those working in government, small to large enterprises, not-for-profits, and board-run organizations.
What you will learn

By the end of this course, you should be able to:

  • Articulate how social media can be used for strategic communication, brand & reputation, and marketing.
  • Identify your social media persona.
  • Develop an awareness of the different approaches required for each platform.
  • Understand the difference between organic, earned, and paid marketing.
  • Acquire knowledge and skills to integrate social media technologies into your marketing plan.
  • Apply key concepts and methods related to marketing by using a social media platform for strategic marketing purposes.
  • Develop an integrated social media marketing plan.
This course has no prerequisites

Students from all educational backgrounds welcome. You can register for this course without applying and enrolling in a program.

Take note:

  • This course has the equivalent of three hours of online instruction per week (including voice over PowerPoints, readings, and resource links), plus weekly assignments.
  • Students are encouraged to build relationships and network with their classmates through forums and discussions.
  • While there are no prerequisites for this course, a general working knowledge of Social Media platforms is recommended for student success.
  • You will be expected to have existing social media accounts or to create them prior to the course start date.
Currently counts towards:

Applicants intending to enrol in a program are encouraged to apply as soon as possible to lock in their course requirements since they are prone to change.

*If you are already enroled in this program, please refer to your specific program requirements as outlined at the time of your admission: Bear Tracks > Academic Advisement.

When will
this course be offered?

New course schedules are released each June and November.

Scheduled for Fall/Winter:

Info & Register