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Course Description

Social media is best known by its platforms, especially the ones we use every day like Facebook, Instagram, and Twitter. But social platforms are not all alike, nor are they used by the same people and for the same purposes. Marketers need to know which platforms are appropriate to serve specific business goals and objectives. In this course, you will learn how to create a platform strategy by conducting an audience analysis to identify and describe the brand target markets. You will then perform a competitive audit to clarify the brand’s social media presences relative to the competitive set and determine the social media marketing goals for the brand by applying the social media marketing funnel. Lastly, you will select the right social media platforms to deliver on specific marketing objectives across the social media marketing funnel.

Faculty Author

Rob Kwortnik; Stephanie Cartin

Benefits to the Learner

  • Conduct an audience analysis for a company, brand, or product of your choosing
  • Perform a competitor analysis, both at the product level and the social media activity level
  • Map social media marketing goals to the social media consumer purchase funnel
  • Perform social media platform selection to support integrated marketing communications goals and influence target markets
  • Use your market analysis and funnel-driven goals/objectives to create a platform selection strategy

Target Audience

  • Content marketers
  • Social media managers
  • Marketing channel managers
  • Product managers
  • Entrepreneurs
  • Account executives
  • Brand marketers
  • Marketing communications specialists
  • Copywriters
  • Marketing consultants

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Oct 29, 2025 to Nov 11, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 26, 2025 to Dec 09, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 24, 2025 to Jan 06, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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