Do you know how to build your personal brand or generate brand awareness in a corporate setting? In this course, you’ll learn about current social media and digital strategies for building a brand and measuring the effectiveness of your efforts across social media platforms. Explore the digital tools and techniques that will help you be more successful as a creative entrepreneur or corporate professional.

  • Translate your creative talents into practical strategies for engaging audiences and building brands.
  • Learn from faculty with extensive experience utilizing digital strategies in the retail, fashion and food industries.
  • Explore the effectiveness and application of cutting-edge and existing social media strategies and platforms.
  • Develop the technical skills for measuring success through engagement, conversions and other methods of measurement – all on your schedule.

This course is a part of the Entrepreneurship for the Gig Economy Professional Certificate.


Whether you’re selling a product or promoting your personal brand, social and digital are tools for generating awareness. Our flexible, online courses are 8-weeks long and asynchronous to accommodate your busy schedule.

What will you learn in Introduction to Social Media and Digital Strategy?

Week One:

  • Customer engagement
  • Social change
  • When citizens become the authority
  • Assignments: engaging customers for social change & course research proposal

Week Two:

  • Social media policy and ethics
  • Social media guidelines
  • Assignment: writing social media guidelines

Week Three:

  • Frameworks, strategies, and analysis
  • Social media audits
  • Learning to develop social media strategy
  • Assignments: using the SMART framework to assess social media strategy & social media audit: Dunkin donuts
  • Quiz: social and digital media

Week Four:

  • Analysis of platforms and analysis preparation
  • The four P’s of marketing
  • Defining key segments
  • SWOT analysis
  • Assignments: segmentation, targeting, and positioning: McDonald’s case study & SWOT analysis (part I)

Week Five:

  • Competitive analysis preparation
  • Identifying customers and evaluating products
  • Competitor’s strengths and weaknesses
  • Market and industry outlook
  • Assignment: competitive analysis

Week Six:

  • Facebook
  • Twitter
  • Pinterest
  • Instagram
  • Snapchat
  • Assignment: social media analysis

Week Seven:

  • Search engines and SEO
  • Leveraging social in SEO
  • Social vs. search
  • Measuring results
  • Quiz: search engine and SEO

Week Eight:

  • Web analytics
  • Breaking down conversions
  • Social media and conversion rate
  • SEO and conversion rate
  • Final exam: amazon case study

Required Textbook: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk


Course Fee(s)

  • Non-Credit Tuition non-credit: $705.00
  • Tuition credit (3 units): $897.00

Section Fees

  • Registration and Technology Fee: $40.00 Mandatory
Program taught in:
Columbia College Chicago Online

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Last updated October 29, 2018
This course is Online
Start Date
June 2019
8 weeks
705 USD
Noncredit Tuition $705.00; Tuition 3-credit hours $897.00
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Start Date
June 2019
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June 2019

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