Developing an Integrated Social Media Strategy

    EXSM 5511 is offered this summer:

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.


Jun 15, 2021Aug 3, 2021
Asyn­chro­nous online learning, eClass

21 hours of instruction

In asynchronous online courses, students are expected to move through the course material at the same pace as their peers, but there are no real-time virtual classroom sessions to attend. All components of this type of course are accessible through eClass, the University of Alberta’s eLearning management tool. for­mat details

Bryan Leung

Your Instructor

Bryan LeungID: bryan-leung

Brian Siddle

Your Instructor

Brian SiddleID: brian-siddle

Class info
  • This is an asyn­chro­nous learn­ing course. To start your online learn­ing expe­ri­ence at the Fac­ul­ty of Exten­sion, vis­it https://​ext​-leo​.ca/​s​t​u​d​e​n​t​s​/​e​c​l​a​s​s​-​e​s​s​e​n​t​ials/
  • 21 course hours in total
  • Cost assistance: May be eli­gi­ble for the Cana­da-Alber­ta Job Grant and the Canada Training Benefit. (view all)
    Cor­po­rate mul­ti-reg­is­tra­tion pack­ages (groups of 4 or more) are avail­able for most Exten­sion cours­es. Con­tact us at for pre­ferred pricing.
  • Open for registration until June 15, 2021. Register at least one week before the course start date to secure your spot. If space is available you may register until the day the course starts.
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

We recommend that you apply to the program as soon as possible to lock in your course requirements as they are subject 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.

You can register for and take a course without applying and enrolling into the program.

Looking for
different course dates?

New course schedules are released each June and November.

EXSM 5511 is offered this summer: