Foundations and Strategies of Social Media Marketing

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Foundations and Strategies of Social Media Marketing

This course is part of The Sage Handbook of Social Media Marketing Specialization

Instructor: Sage Instructors

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5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

4 hours to complete

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

4 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Analyze consumer behavior and social media interactions for strategic marketing insights
Evaluate cultural differences to optimize international social media campaigns
Apply online community concepts to design effective and engaging marketing strategies

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Build your subject-matter expertise

This course is part of the The Sage Handbook of Social Media Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

This course provides a deep dive into the principles and strategic approaches of social media marketing, emphasizing its impact on professional marketing practices. Learners explore key frameworks for designing effective campaigns and understanding the evolving digital landscape.

Participants develop skills to analyze consumer behavior, apply social network theory, and evaluate online communities. Practical insights guide learners in shaping marketing strategies that resonate across diverse audiences and cultural contexts. The course uniquely combines theory with real-world application, enabling learners to translate academic concepts into actionable marketing strategies. Expert-led content integrates illustrative examples and interactive exercises for a well-rounded learning experience. This course is designed for marketing professionals, students, and anyone interested in understanding digital engagement. No prior experience is required to gain value from the course material. This course is part one of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. Copyright ©2022 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.

This module introduces the foundational concepts, methodologies, and ethical considerations of social media marketing. Learners will explore key theories, analyze major platforms and channels, and examine strategies for managing and measuring social media initiatives. The module also addresses the challenges of maintaining ethical standards and reputation in the digital landscape.

What's included

1 video5 readings1 assignment

This module traces the evolution of B2C social media marketing, examining key theoretical frameworks and essential research topics that shape digital relationship building and market sensing. Learners will explore consumer behaviors, strategic approaches, and the impact of online communities on brand engagement.

What's included

1 video6 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

6 readingsTotal 31 minutes

Introduction6 minutes
2011–2019 – Exponential Growth of Social Media Technologies and Research6 minutes
2021 and beyond – Trust Slides and Expenditures Grow6 minutes
Self-Presentation Theory4 minutes
Seven Essential Topics of B2C Social Media Marketing Strategy Research2 minutes
Leveraging Online Communities in Social Media7 minutes

1 assignmentTotal 16 minutes

Strategic Directions in B2C Social Media Marketing16 minutes

This module explores how cultural differences shape social media usage patterns and influence the effectiveness of international marketing strategies. Learners will examine conceptual frameworks, key social media functionalities, and practical implications for global engagement. By understanding these dynamics, students will be better equipped to tailor marketing approaches for diverse audiences.

What's included

1 video10 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

10 readingsTotal 50 minutes

Introduction5 minutes
International Social Media Marketing Strategy4 minutes
A Conceptual Model and the Scope of Current Research4 minutes
Impacts of Culture on Social Media Use: Research Propositions4 minutes
Conversations6 minutes
Presence5 minutes
Reputation6 minutes
Implications for firms' international social media marketing strategy6 minutes
Presence5 minutes
Groups5 minutes

1 assignmentTotal 16 minutes

Cross-Cultural Insights in Social Media Marketing16 minutes

This module examines how social media platforms shape consumer relationships and cultural interactions through the lens of social network theory and social capital. Learners will explore the unique dynamics of online communities, the impact of platform design, and the implications for consumer behavior in digital environments.

What's included

1 video5 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

5 readingsTotal 26 minutes

Introduction4 minutes
Social Media and Social Network Theory5 minutes
Consumer Ties in Social Media Networks – A Framework5 minutes
Social Media Platform: Platform Effects on Consumer Ties4 minutes
Implications of Social Media Networks for the Study of Consumer Ties8 minutes

1 assignmentTotal 16 minutes

Exploring Social Media and Consumer Relationships16 minutes

This module explores the diverse landscape of online communities, examining their structures, dynamics, and the roles they play in technology and marketing. Learners will investigate different community typologies, including brand and influencer communities, and understand how virtuality shapes digital engagement. The module also introduces methodologies for classifying and analyzing online communities.

What's included

1 video6 readings1 assignment

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Instructor

Sage Instructors

Sage Publications

28 Courses175 learners

Offered by

Sage Publications

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.