Engaging Consumers in a Digital World | Questrom School of Business

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Strengthen social media engagement by linking strategy, tactics, and measurement.

Topic Overview

Your online course will cover the following:

  1. Developing a social media marketing strategy
  2. Developing and delivering content that engages consumers and is strategically integrated across platforms
  3. Measuring the effectiveness of social efforts
  4. Using social media to listen to consumers and monitor their behavior
  5. Managing social media

Summary

Social media technologies are continuously transforming the ways consumers interact with each other and firms. These changes constitute a fundamental shift in the marketplace–consumers have greater opportunities to voice their opinions and connect with their peers as well as increased influence over marketers and brands.

You will examine how organizations capitalize on social media and consumer-to-consumer interactions to support their marketing efforts. The courses view these issues from a strategic and a practical perspective, rather than a technical or platform perspective. You will gain the knowledge needed to create engaging content for platforms such as Facebook, Instagram, Twitter, and Snapchat, as well as the ability to identify influencers, deliver content to a targeted audience, and measure the success of your efforts.

Barbara Bickart, esteemed BU Questrom marketing professor, will equip learners with the skills they need to promote their company’s products or services, or their own personal brand using social media. Additionally, participants will gain an understanding of how they can use social media to achieve specific organizational objectives and measure the effectiveness of those efforts.

Faculty

Barbara Bickart

Credentials

The full sequence in Engaging Consumers in a Digital World includes three online courses:

  • Foundations of Digital Consumer Engagement

     

    – Upon course completion, participants will earn a

     

    Questrom Digital knowledge badge

    • Course Length: Approximately 3 hours online
  • Online Content Creation and Listening

     

    – Upon course completion, participants will earn a

     

    Questrom Digital knowledge badge

    • Course Length: Approximately 3 hours online
  • Managing Strategic Social Media Marketing

     

    – Upon course completion, participants will earn a

     

    Questrom Digital knowledge badge

    • Course Length: Approximately 3 hours online