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Northwestern University

Social Marketing Capstone Project

Northwestern University via Coursera


Your markets are on social and you need to be there. However, your social strategy needs to be based on the business metrics which define your success. This final Capstone Project in the Social Marketing Specialization will put the methodologies, tools, and insights you have learned to the test as you create a multifaceted plan to assure effective social marketing is an integral part of your business strategy. Whether your company has a sophisticated Engagement Strategy or you are a new start-up, you will learn to harness the full power of social marketing to grow provable market share and build stronger relationships with your high value markets. For success in today's digital world, you must have a plan to integrate your social and mobile marketing strategies into your business strategy. In this Capstone you will use the practical skills that you’ve mastered through the Specialization to demonstrate your ability to integrate social and mobile marketing strategies into a company’s business strategy. 2016 Capstone Schedule: 1st offering begins on February 29 (2/29/16). It will be offered again starting on May 23 (5/23/16), August 29 (8/29/16), and November 28 (11/28/16),


  • Capstone Project
    • This Capstone Project will put all that you have learned in the Social Marketing Specialization to the test by asking you to create a multifaceted business plan for future success.
  • Selecting a Strategy
    • Select the strategy for your Project and establish your empowering concept.
  • Develop Your Marketing Program
    • Establish your KPIs, performance funnels, and your program's budget.
  • Complete and Submit Your Capstone Projects
    • This week you will complete and submit your Capstone Projects for peer review.
  • Peer Review and Congratulations!
    • This week you will do three peer reviews of other's submissions to earn your Specialization Certificate.

Taught by

Randy Hlavac


4.9 rating at Coursera based on 319 ratings

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