[major=BBA_FIN | course_id=MKT208c | syllabus_id=13331 | semester=8 | combo=FIN_COM3.2 | title=Social Media Marketing]
Course ID: MKT208c
Title EN: Social Media Marketing
Title VI: Marketing mạng xã hội
Credits: 3.0
Prerequisites: MKT101 or MKG101
Description: The Social Media Marketing Specialization is designed to achieve two objectives. It gives students the social analytics tools, and training to help them become an influencer on social media. The course also gives the knowledge and resources to build a complete social media marketing strategy – from consumer insights to final justification metrics.
Student tasks: Access the specialization on Coursera and complete all courses' requirements to earn a certificate of completion for the specialization, in order to be qualified for the Final Exam.
Tools: Internet access
Course type: coursera_only
Decision: 932/QĐ-ĐHFPT dated 08/22/2025
Approved date: 2025-08-22
CLO1: Understand how to grow your social strategy using effective, proven methodologies.
[1] category=Final Exam; type=Final exam; weight=100.0; duration=60 mins; question_type=CLO1, CLO2, CLO3, CLO4, CLO5, CLO6; grading_guide=All studied courses. Each module of course contributes 3-4 questions.; completion_criteria=; clos=4
[1] desc=https://www.coursera.org/specializations/social-media-marketing; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=Spec: https://www.coursera.org/specializations/social-media-marketing
[2] desc=https://www.coursera.org/learn/social-marketing-capstone; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=MOOC 6: Social Marketing Capstone Project
[3] desc=https://www.coursera.org/learn/business-of-social; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=MOOC 5: The Business of Social
[4] desc=https://www.coursera.org/learn/social-imc; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=MOOC 4: Content, Advertising & Social IMC
[5] desc=https://www.coursera.org/learn/nurture-market-strategies; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=MOOC 3: Engagement & Nurture Marketing Strategies
[6] desc=https://www.coursera.org/learn/importance-of-listening; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=MOOC 2: The Importance of Listening
[7] desc=https://www.coursera.org/learn/what-is-social; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=MOOC 1: What is Social?
Session 1: Course 1:
Module 1: What is Social?
Lesson 1: Introduction
Lesson 2: Course Overview
Lesson 3: The Capstone Project
Lesson 4: Brief [but Important] Announcement on the IBM Cloud System
Module 2: Social Trends
Lesson 1: Surviving the Digital Revolution 2019
Lesson 2: Media: From Chaos to Clarity
Lesson 3: Media: From Chaos to Clarity 2019 2nd Edition
Lesson 4: The Social Media Revolution
Lesson 5: Digital Transformation Trends 2019
Lesson 6: Identifying Social Trends
Topic: Online; Teaching type: LO1; LO: ITU
ITU: Course 1: What is Social?
Download: - Watch the videos
- Read the materials
- Do the quizzes

Session 2: Course 1
Module 3: The Business of Social
Lesson 1: Viewing Social
Lesson 2: Your Professional Network
Lesson 3: Real-Time Social Data
Lesson 4: WeFeelFine.org Demo
Lesson 5: The Shifting Social Landscape
Lesson 6: The Social Pyramid
Lesson 7: Developing your Professional Social Media Assets
Lesson 8:Targeting Assignment Step by Step
Module 4: Social Overview
Lesson 1: The 3 M's of an Effective Content Strategy for Social Media Marketing
Lesson 2: The 3 M's of Effective Content Strategy - Focusing on Markets
Lesson 3: The 3 M's of Effective Content Strategy - Focusing on Messages
Lesson 4: The 3 M's of Effective Content Strategy - Focusing on Media
Lesson 5: Social Networks and Communities
Lesson 6: Why Social Communities Form
Lesson 7: Understanding Social Communities
Lesson 8: How to Position Yourself as a Brand Authority
Lesson 9: Developing your Social Media Tools for the Networking Assignment
Review Course 1
Topic: Online,Offline; Teaching type: LO1; LO: TU
ITU: Course 1: What is Social?
Download: - Watch the videos
- Read the materials
- Do the quizzes
- Participate in Course 1 review slot (optional)

Session 3: Course2:
Module 1: Big Data
Lesson 1: Using Social Data
Lesson 2: Social Data Flows from a Single Source
Lesson 3: Data Extraction from Social Documents
Lesson 4: Accuracy of Text Analysis2m
Lesson 5: Data Extraction from Photos and Videos
Lesson 6: Accessing and Using the IBM Cloud System
Lesson 7: Sign up for Lexalytics Semantria
Module 2: Big Information
Lesson 1: Social Media Analytics Overview 2018
Lesson 2: Free Influencer Analytics Tools 2018 - Followerwonk, Buzzsumo & Instagram Search
Lesson 3: Free Keyword & Pay Per Click Analytics Tools 2018 - KWFinder, Socialert & Google Adwords
Lesson 4: Free Hashtag Analytics Tools 2018 - Ritetag, Hashtagify.me & Keyhole.co
Lesson 5: Free Search Analytics Tools 2018 - Google Trends, Answer the Public & BoardReader
Lesson 6: Free Content Analytics Tools 2018 - Buzzsumo, Mashable, Alltop, Channel Crawler & ListenNotes
Lesson 7: Bonus - IBM Institute for Business Value - Free Resource for Technology Information
Lesson 8: Social Monitoring
Lesson 9: Salesforce Social Studio - formerly Radian6
Lesson 10: Social Marketing Toolkit Pt. 1b - Lexalytics Worksheets
Lesson 11: Social Marketing Toolkit Pt. 1c - Analyzing Content
Topic: Online; Teaching type: LO2; LO: TU
ITU: Course 2: The Importance of Listening
Download: - Watch the videos
- Read the materials
- Do the quizzes

Session 4: Course 2
Module 3: Big Insights
Lesson 1: Social Analytics
Lesson 2: Transforming Data to Information
Lesson 3: IBM Cloud - Assessing your Personality based on your Twitter activities - See Resources for Links to this System
Lesson 4: Is.gd is a free link tracking tool
Lesson 5: Buffer is a free social media scheduler
Lesson 6: Now that you have identified influencers and hashtags, let's start using them!
Lesson 7: IBM Cloud Visual Recognition System
Lesson 8: IBM Cloud Tone Analyzer
Lesson 9: 2.14 Using Social Analytics to grow your professional follower base

Module 4: Real-Time in Action
Lesson 1: How Are Big Insights Being Used Today?
Lesson 2: Engagement Strategies
Lesson 3: Building Social Relationships
Lesson 4: Taco Bell War Room
Lesson 5: Crisis Management
Lesson 6: Social Insights for Content Strategies
Review Course 2
Topic: Online; Teaching type: LO2; LO: TU
ITU: Course 2: The Importance of Listening
Download: -Watch the videos
- Read the materials
- Do the quizzes
CLO2: Understand the Big Data of social and gain a more complete picture of what can be learned from interactions on social sites.
Session 1: Course 3
Module 1: Social Strategy Overview
Lesson 1: New Terminology & New Marketing Technologies for 2017
Lesson 2: Social Strategies Used by Organizations Today
Lesson 3: Engagement Marketing Social Strategy
Lesson 4: Engagement Example: Cadbury Dairy Milk
Lesson 5: Engagement Example: Old Spice
Lesson 6: How Startups and Small Businesses Can Use the Engagement Marketing Social Strategy
Module 2: Engagement Strategy
Lesson 1: Effective Media Marketing
Lesson 2: Your Content Marketing Strategy
Lesson 3: Newsjacking to impact your high value markets
Lesson 4: Eventjacking - a "must" engagement strategy for start-ups
Lesson 5: Developing a 52 week Engagement Marketing Calendar - 2020 Calendar in Resources
Lesson 6: Cool Infographics
Lesson 7: Infographics for Businesses
Lesson 8: Using an Engagement Strategy
Topic: Online; Teaching type: LO3; LO: TU
ITU: Course 3: Engagement & Nurture Marketing Strategies
Download: - Watch the videos
- Read the materials
- Do the quizzes

Session 2: Course 3
Module 3: Nurture Marketing Strategy
Lesson 1: Embrace Your High-Value Markets
Lesson 2: Nurture Marketing Strategy
Lesson 3: Nurture Marketing Strategy Examples
Lesson 4: Importance of a Landing Page
Lesson 5: Real-Time Marketing
Lesson 6: Nurture Marketing Programs
Lesson 7: Develop a Filter and Focus Blog
Lesson 8: Create a Blog Article
Lesson 9: Assignment Step by Step
Module 4: Developing a Great Blog
Lesson 1: 5 Tips for Effective Blog Posts
Lesson 2: Developing an Effective Blog
Topic: Online; Teaching type: LO3; LO: TU
ITU: Course 3: Engagement & Nurture Marketing Strategies
Download: - Watch the videos
- Read the materials
- Do the quizzes

Session 3: Course 4:
Module 1: Content Strategy
Lesson 1: Importance of Content in Social Marketing
Lesson 2: Paid / Owned / Earned Media
Module 2: Advertising
Lesson 1: How to Develop Facebook-type Advertising Pt 1
Lesson 2: How to Develop Facebook-type Advertising Pt 2
Module 3: Social Integrated Marketing Communications (IMC)
Lesson 1: Social IMC Strategy
Lesson 2: What is Gamification?
Lesson 3: Keep Them Coming Back
Lesson 4: Applications for Social IMC Strategy
Lesson 5: Social IMC Example: Ridgid Plumber Forum
Lesson 6: Social IMC Example: Carling Black Label
Lesson 7: Social IMC Example: North Face
Lesson 8: Social IMC Example: American Express
Topic: Online; Teaching type: LO4; LO: TU
ITU: Course 4: Content, Advertising & Social IMC
Download: - Watch the videos
- Read the materials
- Do the quizzes

Session 4: Course 4
Module 3
Lesson 9: Engaging Your High-Value Markets
Lesson 10: Rolling Out Your Blog
Lesson 11: A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid
Lesson 12: Step 2 - Creating your Tracking URLs
Lesson 13: Step 3 - Executing Your Plan
Lesson 14: Step 4 - Analyzing your Results
Module 4: Measuring Your Social Programs
Lesson 1: Three Social Strategies
Lesson 2: Measuring Social IMC Programs
Lesson 3: Key Performance Indicators
Lesson 4: Testing Your Strategies
Topic: Online; Teaching type: LO4; LO: TU
ITU: Course 4: Content, Advertising & Social IMC
Download: - Watch the videos
- Read the materials
- Do the quizzes
CLO3: Understand two of the most effective social strategies used by organizations today to reach your target consumer markets, and know when it is best to either use or avoid specific social marketing strategies.
Session 1: Course 5
Module 1: Legal Considerations
Lesson 1: Understanding Data Protection
Lesson 2: Security, Privacy, and Governance Pt. 1
Lesson 3: Security, Privacy, and Governance Pt. 2
Module 2: Metrics
Lesson 1: Managing Social Programs
Lesson 2: Identifying Social Successes
Lesson 3: A New Model for Marketers
Lesson 4: Measuring Engagement
Lesson 5: Performance Funnels and KPIs
Topic: Online; Teaching type: LO5; LO: TU
ITU: Course 5: The Business of Social
Download: - Watch the videos
- Read the materials
- Do the quizzes

Session 2: Course 5
Module 3: Performance
Lesson 1: Developing Your Budget
Lesson 2: Justification Metrics
Lesson 3: Calculating Performance Metrics
Lesson 4: Creating a Pilot Program
Module 4: Management
Lesson 1: Program Testing
Lesson 2: Program Management
Lesson 3: Learn More with Medill IMC
Lesson 4: Assessing Your Performance
Topic: Online; Teaching type: LO5; LO: TU
ITU: Course 5: The Business of Social
Download: - Watch the videos
- Read the materials
- Do the quizzes

Session 3: Course 6
Module 1: Capstone Project
Lesson 1: Welcome to the Capstone!
Lesson 2: How You Will Build Your Social Media Marketing Strategy
Lesson 3: Linked Cells in your Social Marketing Planning Worksheets
Lesson 4: Your Market Planning Tool
Lesson 5: Secondary Research to Start the Process
Lesson 6: Defining Your Social Market
Module 2: Selecting a Strategy
Lesson 1: Establishing Your Empowering Concept
Lesson 2: Selecting Your Strategy
Lesson 3: Engagement Marketing
Lesson 4: Nurture Marketing
Lesson 5: Social IMC
Lesson 6: Community Support Sites
Lesson 7: March 9, 2016 Online Meetup Recording
Lesson 8: June 2, 2016 Online Meetup Recording
Topic: Online; Teaching type: LO6; LO: TU
ITU: Course 6: Social Marketing Capstone Project
Download: - Watch the videos
- Read the materials
- Do the project

Session 4: Course 6
Module 3: Develop Your Marketing Program
Lesson 1: Developing Your Marketing Program
Lesson 2: Performance Funnels and KPIs
Lesson 3: Creating Your Program's Budget
Lesson 4: Justifying Your Program
Module 4: Complete and Submit Your Capstone Projects
Lesson 1: Pilot Program
Lesson 2: Social Marketing Schedule
Lesson 3:Presenting Your Plan
Lesson 4: Final Presentation of the Specialization
Review
Topic: Online,Offline; Teaching type: LO6; LO: TU
ITU: Course 6: Social Marketing Capstone Project
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch the videos- Read the materials- Do the project- Participate in review slot (optional)- Deadline of Spec Completion: End of Friday of the week.
CLO4: Understand a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world.
CLO5: Understand how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy, and the legal considerations involved as well as proven performance metrics and management tactics for success.
CLO6: Understand how to use methodologies, tools, and insights you have learned to create a multifaceted plan to assure effective social marketing as an integral part of your business strategy.