Social Media Marketing Certificate Program

Spring 2012 Courses

The immense popularity of interactive media and online communities is transforming how consumers and businesses view the world. Every organization must now interact with customers through digital channels to successfully compete in this constantly evolving marketplace. Experts in social media marketing are invaluable assets to any organization.

This program demystifies social media and enables you to develop the expertise necessary for creating and implementing effective social media marketing campaigns. Upon successful completion of this program, you will have mastered social media marketing principles, applied strategies and tactics to real projects, and developed a portfolio to showcase your achievements.

Take courses individually or earn a certificate by completing the requirements. Also earn 8.5 Continuing Education Units (CEUs) upon completion of the certificate.

Scholarships for Adult Hispanic Students

Most courses in this program are either 100% online or hybrid. Please refer to Hybrid and Online Courses for additional information.

To qualify for the certificate, students must:

1. Submit a Form of Intent.
2. Achieve a “Pass” designation in coursework from the instructors.
3. Submit a Certificate Request Form after all requirements have been met.
4. Submit a Professional Certificate Program Survey.

Required Courses

1. Social Media Marketing: Strategies and Tactics
2. Social Media Marketing: Using the Tools of the Trade

Elective Courses (choose three)

1. Micromarketing: Short But Tweet
2. Facebook Marketing: Leveraging the Power of Community
3. Building Brands: Blogs—The New Website
4. Search Engine Marketing

About the Instructors | How to Register for Courses

 Visit our blog for interesting articles about social networking.

Costs
In addition to the tuition, there is a $25 nonrefundable registration fee paid once per semester.

SPRING 2012 Courses

Early Registration Discount
This discount applies to registrations received (paid in full) by January 27.

Social Media Marketing: Strategies and Tactics
Explore the realm of social media marketing and how it is revolutionizing the marketing landscape. Through case studies, discussions, and interactive exercises, learn about the history of communities and how to define and evaluate social media. Examine and assess the roles of the consumer, online communities, crowd sourcing, and the impact of new technologies and changing lifestyles. Identify market leaders (Facebook, LinkedIn, Twitter) and key tools, and learn how to effectively integrate them into your marketing mix.
CBU9051.10 / $590
CBU9051.11 / $565 (Purchase College employees and alumni, and early registration discount)
Instructor: Linda Solomon
Wed., 6:309:30 p.m.
Feb. 29–Mar. 28 (5 sessions)
Library, Room 1004C

Social Media Marketing: Using the Tools of the Trade
How does one create a viral marketing campaign in the digital world? Develop expertise in social media marketing by immersing yourself in practical online applications. Master real-world tools and create viral projects that integrate blogs, YouTube, Twitter, podcasts, Second Life, online publishing, live-casting, widgets, RSS (Really Simple Syndication), SMS (text messaging), Facebook groups and applications, search engine marketing (SEM), Streamy, wikis, and other new technologies. Master best practices for effective and ethical communications via user-generated platforms and integrate them into your marketing strategies.
Note: This course is self-paced and 100% online (20 hours, five weeks), with weekly assignments and a weekly online group-discussion forum; please visit www.purchase.edu/online for details.
Prerequisite: CBU 9051
CBU9052.10 / $590
CBU9052.11 / $565 (Purchase College employees and alumni, and early registration discount)
Instructor: Annmarie Gatti
April 9–May 11

Micromarketing: Short But Tweet
To Tweet or not to Tweet? There is no question—savvy marketers need to stay on the cutting edge. There is no better way to dynamically connect with audiences than via Twitter. Learn how to tap into this amazing community of people from around the world to find out what they are thinking, feeling, and experiencing. Create and maintain your own Twitter account and messaging. Discover ways to engage the community, build your following, drive communications, and reinforce your brand.
Note: This course is hybrid (5 additional class hours online); please visit www.purchase.edu/online for details.
Prerequisite: CBU 9052
CBU9053.10 / $445
CBU9053.11 / $420 (Purchase College employees and alumni, and early registration discount)
Instructor: Linda Solomon
Tue., 6:30–9:00 p.m.
Apr. 17–May 8 (4 sessions)
Library, Room 1004C (UPDATED 11/2/2011)

Facebook Marketing: Leveraging the Power of Community
Everyone—from all demographic segments—is now engaged in Facebook. Discover why Facebook initiatives add substantial value to any marketing campaign. Learn how to create and maximize a Facebook page and group, how to engage the Facebook community, and how to drive traffic. Explore and evaluate Facebook applications and advertising campaigns, discover why they are effective, and learn how to integrate them into your overall marketing plans.
Note: This course is hybrid (5 additional class hours online); please visit www.purchase.edu/online for details.
Prerequisite: CBU 9052
CBU9054.10 / $445
CBU9054.11 / $420 (Purchase College employees and alumni, and early registration discount)
Instructor: Annmarie Gatti
Thurs., 6:30–9:00 p.m.
Apr. 19–May 10 (4 in-class sessions)
Library, Room 1004C

Building Brands: Blogs—The New Website
Considered word-of-mouth on steroids, blogs are a key platform in launching any successful marketing campaign. Marketers can effectively engage their target audiences via honest two-way communication—building credibility, enthusiasm, and customer evangelism along the way. Discover how the blogosphere has changed the face of marketing, advertising, public relations, and content development. Create and maintain your own blog, actively engage in blogger outreach, and integrate these tactics into your overall social network marketing strategies.
Prerequisite: CBU 9052
Note: This course is hybrid (five additional class hours online); please visit www.purchase.edu/online for details.
CBU9055.10 / $445
CBU9055.11 / $420 (Purchase College employees and alumni, and early registration discount)
Instructor: Annmarie Gatti
Thurs., 6:30–9:00 p.m.
Mar. 1–22 (4 in-class sessions)
Library, Room 1004C

About the Instructors

Annmarie Gatti is a senior marketing executive with more than 15 years of experience in developing, implementing, and managing all business aspects of marketing for top-tier entertainment corporations. She has managed high-profile Sony BMG audio and video franchises (WWE, Hasbro, Classic Media, MTV, Nick @ Nite, Mattel, and more), musical artist releases (Bennett, Loggins, Raye, Lithgow, Keb’ Mo,’ Himmelman, and others) and video games (Ghostbusters, Star Trek Online, and more), and has successfully directed fan outreach and social media marketing campaigns for Transformers, Ghostbusters, and Star Trek. She is currently driving social media marketing strategies and initiatives for Atari.

Linda Solomon, a marketing executive and entrepreneur with more than 25 years of experience, has taught and lectured in these fields for more than 10 years. She has successfully produced a wide variety of special events ranging from major teachings of the Dalai Lama to a hip-hop fundraising concert starring Def Jam recording artist Karina Paisan. As director and cofounder of Living Ideas for Elders, she spearheaded a writing contest that went viral, resulting in a bestselling book, Legacies (Harper Collins, 1993). She has served as a board member and in various managerial roles for high-profile organizations, including Gilda’s Club (founding member, board of directors), the Leibovitz Foundation (executive director), the Khyentse Foundation (treasurer), Code Pink (coproducer, Iraqi women’s U.S. tour), and Draft Gore for President (regional coordinator).

Updated Dec. 14, 2011