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This course introduces the fundamentals of social media and its growing importance in marketing and communication. Students will explore popular social media platforms while learning how businesses use them to engage with customers by setting marketing goals, developing strategies, targeting audiences, and measuring success through social media metrics and analytics tools. Through engaging online videos, real-world case studies, readings, and online activities, the course provides fundamental principles for creating effective social media campaigns and using analytics to understand audience behavior and optimize performance. These will help students navigate and stay competitive in today’s crowded digital marketplace.

On completing the course, students will be able to:

1. Apply core social media concepts and analytics in strategic marketing decisions within the digital landscape
2. Justify the use of different social media marketing tools for effective marketing content delivery