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Social Media Certificate Courses

NOTE: This program is not accepting new students.

Course Descriptions

Integrating Social Media Marketing Strategy with Organizational Goals 

This course will prepare you to proactively develop an effective social media strategic roadmap. You will learn how to make long-term plans that align your social media marketing goals with your larger organizational objectives. Through carefully selected and updated literature, discussions, hands-on exercises, and professional guidance from the instructor, you will learn how to define specific objectives, how to identify the right marketing platform, and how to leverage the best tools, practices, and tactics for the strategy. At the end of the course, you will be equipped to integrate social media into the overall communication strategy of an organization. You will also be prepared to develop a social media strategy suitable for different business objectives. This 8-week course is worth 3 credits. 

Content Marketing

Content is king! This course will prepare you to think about content strategically, to translate goals into compelling content pieces, to understand media, and to apply storytelling and platform-specific best practices. Through hands-on exercises, you will learn how to create and curate different types of content to ensure effective communication with your audiences. The course will prepare you to develop a user-centered content strategy (user personas, competitive analyses, and user journey maps, user interviews) that will connect content with the context. This 4-week course is worth 1.5 credits.

Social Media Engagement and Advocacy 

Marketing strategies are shifting toward relationships and community building with customers on social media. In this course, you will learn the steps of starting a community, developing relationships, and generating meaningful engagement. You learn how to maintain a strong presence and maintain consistent communication across platforms with different audiences. You will examine such concepts as authenticity, social capital, and empathy on social media. Additionally, the course will cover how social media can be used for social justice, advocacy, and social activism. This 4-week course is worth 1.5 credits.

Paid Social Advertising and Influencer Marketing 

Today more and more social media platforms are limiting organic reach in favor of generating revenue from digital advertising. It is, therefore, imperative for social media marketers to integrate a paid media component into their social media marketing strategy. In this course, you will learn about the difference between earned, owned and paid media, as well as how, when, and where to launch a paid social media campaign. Instructors with industry experience will teach you about buying and audience targeting on social media. As a part of the course, you will learn about influencer marketing, which is growing in importance and becoming a significant part of social media marketing budgets. The course will prepare you to create an influencer campaign that will boost your business objectives. You will learn how to identify and recruit the most relevant influencers for your campaign, how to manage your partnership, how to align your brand with theirs, and how to set KPIs and track the campaign. This 8-week course is worth 3 credits.

Social Media Analytics and Social Listening 

This course will prepare you to measure the effectiveness of your social media marketing efforts using quantitative and qualitative tools. You will gain an overview of the metrics used to evaluate the impact and performance of your campaign. Through hands-on exploration, you will learn to evaluate data that are most relevant for measuring the success of your efforts toward your stated goals. After the course, you will be able to define baseline metrics for various social media platforms, as well as define and measure KPIs and ROI. In addition to evaluation, you will also learn how to prepare and present a report using dashboards and other visuals. You will learn about the importance of social listening and the tools available for this task. Through discussions and assignments, you will know how to make evidence-based decisions. This 8-week course is worth 3 credits.

 

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