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Strategic Social Media Marketing

A Systematic Approach to Media and Messaging

Social media can serve as an incredible tool for marketing and engagement — when approached with the right strategy. In this program, you will learn how to achieve the greatest impact by using your organization’s broader marketing strategy to inform the development of social media activities, content and messaging.

In a collaborative and interactive classroom environment, you will learn how to design, organize and implement social media campaigns that effectively reach your target audience while staying true to your brand’s equity. To help you transform your marketing efforts into an always-on, content-driven marketing organization, a faculty team of leading academics and practitioners will guide you through topical case studies and help you design a social media campaign.
Upcoming Sessions (Fee includes lodging and most meals)
Session Date Cost
November 16-19, 2014 $6,300 Apply
April 19 - 22, 2015 $6,300 Apply
November 15-18, 2015 $6,300 Apply

Program Materials

  1. Midlevel managers responsible for brands in consumer product and service industries
  2. Entrepreneurs who manage small firms
  3. Managers seeking skills in coordinating messaging and media strategies to enhance brand adoption and sustain brand loyalty
In this course, you will learn to: 

  1. Identify the brand’s target and position; orchestrate media platforms to communicate the brand’s position, stimulate adoption and sustain loyalty
  2. Leverage social media to identify and reach target consumers and communicate brand positioning
  3. Explore social media strategies used in different industries and different-sized firms
  4. Experience hands-on opportunities for implementing concepts learned

Introduction to Social Media

  1. Foundational concepts in social media
  2. Social media as a customer-driven (versus platform-driven) enterprise
  3. Measuring consumer engagement and activation through awareness, action and advocacy

Strategy Development

  1. Developing a social media strategy based on targeting, brand positioning and consumer insight
  2. Systematic approaches to segmentation and targeting
  3. Principles underlying sound brand positioning; frame-of-reference and point-of-difference
  4. Strategies for sustaining or changing brand position
  5. Using consumer insight to inform targeting and positioning decisions
  6. Assessing consumer insight via data from online sources

Designing Online Messaging And Media Strategies

  1. Analyzing messaging and media strategies to enhance engagement and brand purchase
  2. Four-stage engagement model: target acquisition, target amplification, brand adoption and sustained consumer activation
  3. Message cues that attract attention and motivate information sharing
  4. Content strategies that highlight the brand’s position
  5. Techniques for sustaining consumer interest in brand (e.g., events, gamification, social causes and promotion)
  6. Strategies for preventing emulation from competitors
  7. Targeting, positioning and consumer engagement demands that suggest the use of social media

Executing A Social Media Campaign

  1. Key elements of a successful social media campaign
  2. Coordinating message and media to create consumer engagement and judge campaign success
  3. Developing a cohesive management approach
Brian Sternthal - Academic Director; Mondelez International Chair in Marketing

Ulf Bockenholt - John D. Gray Professor of Marketing

Marc Landsberg - Founder and CEO, socialdeviant

Neal Roese - John L. and Helen Kellogg Professor of Marketing; Professor of Psychology, Weinberg College of Arts & Sciences (Courtesy)

Alice Tybout - Harold T. Martin Professor of Marketing

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