Participants will learn about the emerging field of strategic communication, including communication models that drive strategic planning and best practices for managing communication campaigns on behalf of clients or within an organization. There will be engaging discussions, a final campaign project and countless opportunities to demonstrate the knowledge and skills gained throughout the course.

Module 1: What We Mean When We Say “Strategic Communication”

This module takes an in-depth look at the interdisciplinary field of strategic communication by examining how the lines have blurred between public relations, marketing communications and organizational communications. It concludes by examining how ethics, professional values and diversity competencies impact the effective strategic communications practitioner.

Module 2: The Relevance of Research

This module focuses on understanding the importance of research in strategic communication, research methods and tools used commonly in strategic communication, and how we apply research in the planning and development process.

Module 3: Public Opinion and Persuasion

This module looks at how public opinion is formed, what factors contribute to behavior change and which persuasive methods are often used to sway influence in a strategic communication campaign.

Module 4: Communication Planning and GOST

This interactive module gets into the heart of the communication campaign — the planning stage that involves developing goals, objectives, strategies and tactics. It will help students understand the importance of setting goals and objectives through discussion and activities and the relationship between strategies and tactics.

Module 5: Tools of the Trade

It’s important to have a broad understanding of communication tools available in your toolbox for any strategic communication campaign you develop. This includes writing, speaking, designing and being able to pitch to the media. This module focuses on these various tools of the trade.

Module 6: Budgeting, Timing and Measuring in Strategic Communications

This module is devoted to understanding the role of the budget and calendar and the evaluation criteria and tools as the final two steps in the communication campaign. Together, the budget and calendar facilitate the smooth execution and successful achievement of the campaign's objectives. Evaluation, on the other hand, provides a framework to measure the campaign's effectiveness and success.

Module 7: Presenting Your Strategic Communication Campaign

This module is devoted to developing your completing your course project and preparing to deliver it as a recorded presentation for the course instructor. It will provide presentation tips, videos and readings to help students in developing and presenting their course project.

This course provides a fundamental understanding of crisis and issues management. The process of prevention, preparation and response a professional must employ during crisis management will be discussed. An emphasis will be placed on practical applications of crisis communications theory.

Modules 1-3: Introduction to Crisis Communication; Crisis Identification Risk and Assessment; and Response

Identify a crisis, assess the risk and determine the level of stakeholder engagement. Develop an effective crisis communication response planning and management strategy. Create, manage and execute effective communication strategies and tactics.

Module 4: Management

Develop an effective crisis communication response planning and management strategy. Create, manage and executive effective communication strategies and tactics.

Module 5: Resolution

Develop an effective crisis communication response planning and management strategy. Resolve crisis and conflict, minimizing the challenge to an organization’s or individual's reputation. Create, manage and executive effective communication strategies and tactics.

Module 6: Recovery

Develop an effective crisis communication response planning and management strategy. Resolve crisis and conflict, minimizing the challenge to an organization’s or individual's reputation. Create a recovery plan in response to a crisis while evaluating and analyzing effective crisis communication.

Module 7: Final Project

Create a recovery plan in response to a crisis while evaluating and analyzing effective crisis communication.

Foundations of Digital Marketing is a comprehensive introductory course designed to equip beginners with essential digital marketing skills. Students will explore fundamental marketing concepts and learn how to apply them in the digital landscape. This self-paced, online course covers essential topics such as the distinctions between traditional and digital marketing, inbound versus outbound strategies and the use of various digital channels. Participants will learn to define marketing terms, conduct competitive analyses and apply benchmarking techniques. The course also emphasizes practical skills, including crafting audience personas, creating customer journey maps and developing a compelling brand story. By the end of the course, learners will have a solid foundation in digital marketing concepts, ready to implement effective strategies in real-world scenarios.

Module 1: Course Overview and Expectations

This module introduces the course, outlining its structure, objectives and the key skills students will acquire. Participants will gain an understanding of what to expect, including the topics covered, the learning outcomes and the practical applications of the knowledge gained. This module sets the stage for the course, ensuring that learners are well-prepared and motivated to engage with the material.

Module 2: Digital Marketing Terms to Know

In this module, students will familiarize themselves with essential digital marketing terminology. Understanding these terms is crucial for navigating the digital marketing landscape and effectively communicating strategies and concepts. This module will cover key terms related to traditional and digital marketing, inbound and outbound strategies and various digital channels. Learners will have a solid grasp of the foundational vocabulary needed to succeed in the course and in real-world digital marketing scenarios.

Module 3: Traditional vs. Digital Marketing

This module explores the evolving landscape of marketing, focusing on the distinctions and synergies between traditional and digital marketing strategies. It begins with an overview of marketing concepts and the marketing mix, examining how the 4 Ps (Product, Price, Place, Promotion) are utilized in both contexts. The module then compares the pros and cons of traditional and digital marketing, considering factors like reach, cost, engagement and measurability. It concludes with a side-by-side comparison of both methods, using case studies to illustrate how businesses can leverage these strategies.

Module 4: Inbound vs. Outbound Marketing

This module delves into the contrasting approaches of inbound and outbound marketing. It starts by defining each approach, exploring their historical development and addressing their primary objectives and strategies. It then dives deeper into specific tactics used in both methods, such as content creation and SEO for inbound marketing, and advertising and direct mail for outbound marketing. Key statistics are presented to highlight the effectiveness of each approach, followed by a focus on why inbound marketing is increasingly popular due to its cost-effectiveness and higher engagement rates.

Module 5: Digital Channels

This module explores various digital marketing channels, highlighting their unique features and benefits. It examines popular channels such as social media, email marketing, SEO, PPC advertising and content marketing, discussing how each can be leveraged to reach and engage target audiences effectively.

Module 6: Competitive Analysis

This module provides a detailed guide on analyzing competition to understand market position and develop strategies. It starts with an overview of competitive analysis, its importance and benefits. The module then addresses identifying competitors, using methods and tools for competitor analysis, and conducting a competitive analysis step-by-step. It also covers using Google and social media to find competitors, researching competitors’ social media strategies, and utilizing Rival IQ insights to benchmark performance against industry standards.

Module 7: Benchmarking

This module offers an in-depth look at benchmarking, a process for measuring and improving business performance. It begins with an overview of benchmarking, its purpose and benefits. Different types of benchmarking are then explored, including trend, earned, competitive, aspirational and generic benchmarking, explaining how each type can be used to compare performance and identify best practices.

Module 8: SWOT Analysis

This module provides a comprehensive guide to conducting a SWOT analysis. It starts with an overview of SWOT analysis, its purpose and benefits. It then explores the differences between qualitative and quantitative data, and how both can be used in a SWOT analysis. It covers identifying and evaluating internal strengths and weaknesses, as well as external opportunities and threats. The module concludes with creating a SWOT matrix and conducting a detailed analysis to develop actionable plans.

Module 9: Brand Standard

This module provides an understanding of brand standards and their importance in maintaining brand consistency. It begins with an overview of brand standards, their role in creating a cohesive brand identity and the benefits of using them. The module details key elements to include in a brand standard, showcases examples from various industries and discusses applying brand standards in digital marketing to ensure consistency across digital channels.

Module 10: Target Audiences

This module focuses on identifying and understanding target audiences, a crucial aspect of effective marketing. It begins with an overview of target audiences, explaining their importance in marketing strategies. It then delves into Maslow’s Hierarchy of Needs, providing insights into how different levels of needs influence consumer behavior. Next, it explores generational audiences, highlighting the unique characteristics and preferences of different age groups. The module also covers niche audiences, emphasizing the importance of targeting specific, well-defined segments. The final sections are dedicated to audience research, offering a two-part guide on how to gather and analyze data to better understand and reach your target audience.

Module 11: Personas

This module is dedicated to creating detailed personas, which are fictional representations of your ideal customers. It starts by outlining the essential data to include in a persona, such as demographics, behaviors and motivations. It then provides a step-by-step guide to building a persona, divided into two parts. The first part focuses on gathering and organizing data, while the second part emphasizes synthesizing this information into a coherent and useful persona. By the end of this module, learners will be equipped to create detailed personas that can guide their marketing strategies and help them connect more effectively with their target audience.

Module 12: Customer Journey Maps and Marketing Funnels

This module provides a comprehensive overview of customer journey maps and marketing funnels, two essential tools for understanding and optimizing the customer experience. It begins with an introduction to these concepts, explaining their purpose and benefits. The module then dives into the marketing funnel, detailing each stage from awareness to conversion and how to guide customers through this process. Next, it covers customer journey maps, which visualize the steps a customer takes from initial contact to post-purchase. The module concludes with a demo, showing how to create and use a customer journey map to improve marketing strategies and enhance customer satisfaction.

Module 13: Brand Story

This module focuses on the art of crafting a compelling brand story, an essential element for building a strong and memorable brand. It starts with an overview of what a brand story is and why it matters. The module then introduces the dramatic arc, a storytelling framework that can be used to create engaging and emotionally resonant brand narratives. Finally, it provides practical guidance on crafting a compelling brand story, including tips on identifying your brand’s unique elements, creating a narrative structure and ensuring consistency across all marketing channels. By the end of this module, learners will be able to develop a powerful brand story that resonates with their audience and strengthens their brand identity.

Students will learn the fundamentals and best practices—monitoring and listening, audience engagement, content curation, campaign planning and execution, tools and resources, and measuring result  — for using social media for marketing on current, new and emerging platforms, including Facebook, X (Twitter), LinkedIn, Instagram, Snapchat, YouTube and Pinterest.

Module 1: Introduction

This module serves as the foundation for the course, introducing the class and outlining the learning objectives. It begins with a comprehensive overview of the course structure, detailing how the content will be delivered and what students can expect to achieve by the end. The module also discusses the course outline in relation to individual organizations, helping participants understand how the material can be applied to their specific contexts. Additionally, it provides an overview of the course documents and tools, ensuring that students are well-prepared and equipped with the necessary resources to succeed.

Module 2: Introduction to Social Media Marketing

This module offers a deep dive into the world of social media marketing, starting with its history and evolution. It contrasts inbound and outbound marketing strategies, explaining their relevance in the digital age. The module introduces the social technographics ladder, a framework for understanding how different segments of the population engage with social media. It also explores how social networks spread and shape information and influence, highlighting the dynamics of online communities. Best practices for professional and ethical social media marketing are discussed, emphasizing the importance of maintaining integrity and trust. Finally, the module introduces social media analytics and reporting, teaching students how to measure the results and impact of their social media efforts.

Modules 3, 4 and 5: Social Media Platforms

These modules focus on the various social media platforms available for marketing, examining their unique features and audience demographics. Students will learn about platform-specific terms, concepts and best practices for creating profiles and channel tactics to stimulate engagement and grow their audience. The modules cover branding and image guidelines, ensuring that students understand how to maintain a consistent and professional brand presence across different platforms. Channel etiquette is also discussed, providing guidelines for appropriate and effective interactions on each platform.

Modules 6 and 7: Campaign Planning

These modules guide students through the process of planning and executing social media marketing campaigns. They begin with defining social media goals and strategies, helping students align their campaigns with broader business objectives. The modules cover identifying target audiences and creating engaging content, including planning, calendaring, creation and curation. The importance of various content types—written, photos, video, audio and shared content—is discussed, along with their specific purposes in a campaign. Students will learn how to plan, develop, execute and monitor social media marketing campaigns, ensuring they can manage the entire campaign lifecycle effectively.

Module 8: Social Media Toolkit

This module introduces a range of tools, software and resources that can enhance social media marketing efforts. It covers tools for discovering shareable content and scheduling posts, helping students streamline their content management processes. The module also discusses social listening and monitoring, teaching students how to engage with their audience, participate in online conversations and conduct outreach to current and potential customers. Creating brand evangelists is another key topic, focusing on how to turn satisfied customers into passionate advocates for the brand. Finally, the module introduces social media paid ads and boosted posts, providing an overview of how to use paid strategies to amplify reach and engagement.

In this course, students will be provided with the tools and skills needed to run effective and successful marketing campaigns on LinkedIn. Participants will receive in-depth, hands-on experience researching, planning, developing, integrating, executing and analyzing the outcomes of comprehensive LinkedIn marketing strategies.

Module 1: Course Overview and Expectations

This introductory module sets the stage for the course, providing a comprehensive overview of what participants can expect. It begins by outlining the course objectives, detailing the skills and knowledge students will acquire. The module also discusses the course structure, including the sequence of topics and how each module builds on the previous one. Participants will learn about the various course documents and tools available to them, ensuring they are well-prepared to engage with the material. Additionally, this module emphasizes the importance of active participation and sets clear expectations for assignments and assessments, helping students understand how to succeed in the course.

Module 2: Overview of LinkedIn

This module provides an in-depth introduction to LinkedIn, focusing on its significance as a professional networking platform. It starts with “LinkedIn by the Numbers,” presenting key statistics that highlight the platform’s reach and impact. The module then explores the benefits of having a LinkedIn company page, emphasizing how it can enhance brand visibility, credibility and engagement. An assessment at the end of the module helps participants evaluate their understanding of LinkedIn’s potential and how it can be leveraged for business success.

Module 3: Audience

Understanding your audience is crucial for effective marketing, and this module delves into the process of defining and analyzing target audiences. It begins with “Defining the Audience,” where participants learn how to identify and segment their audience based on various criteria. The module then covers “Customer Journey Maps and Marketing Funnels,” providing tools to visualize and optimize the customer experience. Finally, “Who is your Organization’s Target Audience?” helps participants apply these concepts to their specific organizations, ensuring they can effectively reach and engage their target market.

Module 4: Goals and Key Performance Indicators

This module focuses on setting clear, measurable goals and identifying key performance indicators (KPIs) to track progress. It begins with “Setting Goals,” guiding participants through the process of defining strategic objectives that align with their business goals. The module then covers “Key Performance Indicators,” explaining how to select and measure KPIs that provide meaningful insights into the effectiveness of their marketing efforts. By the end of this module, participants will be equipped to set realistic goals and use KPIs to monitor and improve their performance.

Module 5: Setting Up and Optimizing Business Profile/Page

This module provides a step-by-step guide to setting up and optimizing a LinkedIn business profile or page. It starts with “LinkedIn Page Types,” explaining the different types of pages available and their specific purposes. The module then covers “LinkedIn Page Setup, Optimization and Advanced Strategies,” offering practical tips for creating a professional and engaging profile. “LinkedIn Administrator Roles” discusses the various roles and permissions available, helping participants manage their LinkedIn presence effectively.

Module 6: Creating Engaging Content

Creating compelling content is key to successful social media marketing, and this module focuses on aligning LinkedIn content with overall marketing objectives. It begins with “Aligning LinkedIn with Your Company’s Overall Marketing Objectives,” ensuring that content strategies support broader business goals. The module then explores different “Types of LinkedIn Posts” and provides “Content Ideas” to inspire creativity. “Best Practices” offers guidelines for creating high-quality content, and an “Assessment” helps participants evaluate their content strategies.

Module 7: Maximizing LinkedIn for Business Impact

This module explores how to leverage LinkedIn for maximum business impact. It covers “Brand Awareness,” explaining how to increase visibility and recognition. “Employee Advocacy” discusses how to engage employees as brand ambassadors. “Nonpaid Lead Generation” offers strategies for attracting potential customers without paid advertising. Finally, “Talent Acquisition” focuses on using LinkedIn to recruit top talent, enhancing the organization’s workforce.

Module 8: LinkedIn Groups and Community Building

Building and engaging with communities is a powerful aspect of LinkedIn, and this module focuses on “LinkedIn Groups.” Participants will learn how to create and manage groups, fostering a sense of community and engagement. “Moderating, Monitoring, and Listening” provides strategies for effectively managing group interactions and gathering valuable insights from community members.

Module 9: LinkedIn Paid Ads, InMail and Audience Targeting (Part 1)

This module introduces participants to LinkedIn’s paid advertising options. It begins with an “Introduction to LinkedIn Paid Advertising,” explaining the benefits and opportunities of using paid ads. “LinkedIn Campaign Manager” provides a detailed overview of the platform’s ad management tool. The module then covers the “Overview of Creating a LinkedIn Ad,” guiding participants through the process of setting up ad campaigns. “Ad Campaign Group and Objective” discusses how to define campaign goals and structure, while “Audiences” focuses on targeting the right audience for maximum impact.

Module 10: LinkedIn Paid Ads, InMail and Audience Targeting (Part 2)

This module continues the exploration of LinkedIn’s paid advertising options, focusing on various ad formats, budgeting, and campaign launch strategies. Participants will learn about different ad formats such as sponsored content, sponsored messaging, dynamic ads, text ads, lead generation forms, boosting an organic post and InMail. The module covers how to set and manage ad budgets effectively, including different budgeting options and bidding strategies. Finally, it provides a step-by-step guide to launching LinkedIn ad campaigns, including setting up the campaign, selecting ad formats, defining the target audience, and monitoring and adjusting campaigns in real time for optimal performance.

Module 11: Analytics

This module emphasizes the importance of analytics in measuring the success of LinkedIn marketing efforts. It covers how to track and analyze the performance of both organic posts and paid campaigns. Participants will learn to measure key metrics such as impressions, clicks, engagement rate, follower growth, click-through rates (CTR), conversion rates, cost per click (CPC) and return on ad spend (ROAS). The module also provides guidance on generating reports and using data to optimize marketing strategies. The final section celebrates the completion of the course, encouraging participants to reflect on their learning and apply these insights to their LinkedIn marketing strategies.

In this course, students will be provided with the tools and skills needed to run effective and successful marketing campaigns on Instagram. Participants will receive in-depth, hands-on experience researching, planning, developing, integrating, executing and analyzing the outcomes of comprehensive Instagram marketing strategies. Participants will learn how to connect an Instagram account to Meta Business Suite, design and launch Instagram ad campaigns, and add an Instagram Shop to an account. Those taking the course will learn the importance of optimizing an Instagram profile, setting effective social media goals, developing a distinctive brand voice and aesthetic and how to efficiently use Reels and Stories to boost engagement.

Module 1: Course Overview

This module introduces the course, outlining its objectives, key topics and organizational structure. It ensures students are well prepared for the learning journey ahead by providing guidance on how to organize their study schedules and materials. Additionally, students will complete an assignment using Sprout Social, a social media management tool, to practice scheduling posts, monitoring engagement and analyzing performance. Optional resources are provided to help students master Sprout Social.

Module 2: What is Instagram?

This module provides an in-depth introduction to Instagram, highlighting its significance and benefits for businesses. Students will learn about the importance of Instagram in digital marketing, key statistics illustrating its reach and the advantages of maintaining a business page. An assessment is included to evaluate students’ understanding of Instagram’s importance and benefits.

Module 3: Audiences

This module focuses on identifying and understanding target audiences to create effective marketing strategies. Students will learn techniques for defining their target audience, including micro-niche audiences, generational marketing and audience segmentation using psychological principles. The module also covers creating customer journey maps and marketing funnels to visualize and optimize the customer experience. Practical application of these concepts helps students identify their organization’s specific target audience.

Module 4: SMART Goals, Key Performance Indicators and Metrics

In this module, students are taught how to set effective goals and measure their success using key performance indicators (KPIs) and metrics. Students will learn to create SMART goals, understand the differences between KPIs and metrics, and select appropriate ones to track progress and performance. An assessment encourages students to reflect on real-world use cases and apply their knowledge.

Module 5: Setting Up and Optimizing a Professional Account

This module provides a step-by-step guide to setting up and optimizing an Instagram business account. Students will learn about the different types of Instagram accounts, how to convert to a business account and the benefits of doing so. The module also covers configuring business profile settings, optimizing the profile and setting up Instagram Shopping to drive sales.

Module 6: Content Creation

This module focuses on creating engaging content that resonates with the target audience and aligns with Instagram’s algorithm. Students will learn about the Instagram algorithm, best practices for writing captions and different types of posts, including single image posts, carousel posts, Stories, Reels and Lives. The module also covers integrating shopping features into posts and exploring other types of content.

Module 7: Paid Advertising on Instagram

This module covers the essentials of paid advertising on Instagram, including ad creation and management. Students will learn about the purpose and benefits of paid advertising, analyze successful ads and understand the differences between boosting posts and creating ads. The module also covers choosing ad placements, different ad types and formats, technical specifications, and using Ads Manager to create and manage campaigns. An assessment evaluates students’ understanding of Instagram advertising.

Module 8: Organic Posts and Paid Ads Analytics

This module focuses on measuring the performance of both organic posts and paid ads on Instagram. Students will learn about the importance of analytics, how to track and analyze the performance of organic posts and how to measure the success of paid ads using key metrics and reporting tools.