A Northwestern University course on Coursera, taught by Randy Hlavac, on how content marketing, paid advertising and social media come together as integrated marketing communications. It connects the three into one coordinated approach, with a practical, campaign-oriented view. Good for marketers who want content, ads and social working as a single system.
Good for: Coordinating content, advertising and social into one integrated approach.
Less suitable if: You want deep expertise in one of those areas alone.
Skills you'll gain
Content marketingAdvertisingSocial media marketingIntegrated marketing communicationsCampaign strategy
Is this course right for you?
A good fit if you…
You want content, ads and social coordinated
You are a marketer or manager
You want a campaign-oriented view
Consider something else if you…
You want deep single-area expertise
You want a beginner marketing intro
You already run integrated campaigns
Requirements: Basic marketing familiarity helps.
Realistic time: Around 12–15 hours over a few weeks.
About this course
Content, Advertising & Social IMC looks at how content marketing, paid advertising, and social media come together as integrated marketing communications. From Northwestern University and instructor Randy Hlavac, it's part of a respected social-media marketing specialization and focuses on coordinating channels around campaign goals.
What you'll learn
Combine content, advertising, and social into one plan
Coordinate channels around campaign objectives
Build content that supports paid and organic reach
Apply integrated marketing communications to social
Plan campaigns across the social ecosystem
Measure integrated campaign performance
This course includes
Yes
Certificate
Yes
Mobile access
English
Language
What it costs
You can audit the course free on Coursera. A certificate needs a Coursera subscription (about $49/month) or Coursera Plus, with financial aid available.
Comparison · LBS
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A Northwestern University certificate on Coursera is a credible learning record. It is a course certificate rather than a professional qualification or degree.
Last updated
Instructor
RH
Randy Hlavac
Coursera instructor
Randy Hlavac teaches social-media marketing at Northwestern University and is a practitioner who works with companies on social selling and analytics. His Northwestern specialization is a well-known route into social marketing.