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DePaul University

Online Social Media Marketing Certificate Program

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The Social Media Marketing Certificate Program is now available online. The Online Social Media Marketing Certificate Program is taught asynchronously by the same instructor who teaches the in-class program. The online class will cover the same content as the in-class program, but you have the freedom to set the time and location. The content will be available to you anywhere in the world, as long as you have an internet connection. You get the same great class and content but on your own schedule. Social networks are an essential part of a successful digital marketing mix. The Social Media Marketing Certificate program will prepare you to market your business, your clients or your company using cutting-edge social networks like Facebook, Twitter, LinkedIn, Google+, Instagram, YouTube, Pinterest and more. In this program you will have access to multi-media demonstrations and lectures, in-depth content, case studies and testimonials from businesses successfully using social media marketing. You will receive case studies throughout class to observe, share comments and create discussions with peers and the instructor.


  • Gain access to real-time case studies, peer-to-peer networking and feedback from peers and instructor
  • Learn the fundamentals of social media marketing, including monitoring and listening, creating a plan, tools and resources and measuring results
  • Identify and understand the various social networks and how to integrate these marketing channels into your current digital and offline marketing programs
  • Learn how to utilize advertising campaigns within social networks
  • Understand the integration of social media marketing with other digital campaigns, including SEO and email marketing
  • Acquire practical experience using web analytics and social media measurement tools
  • Be able to take this course from anywhere with Internet access


Week 1: Introduction to Social Media Certificate

  • Introduction
  • Stats and insights
  • Golden rules of social media
  • Goals, resources and team building
  • A day in the life of a Community Manager
  • Content and social media
  • Blogging
  • Case studies
  • Review suggested readings, assignments and final project

Week 2: Social Strategy, Creative & Execution

  • Deeper dive: Facebook, Twitter, G+, YouTube, LinkedIn and Pinterest
  • Advertising on social media
  • Posting and moderating: creating a strong dialogue
  • Case studies

Week 3: Listening, Monitoring, Research, Advocacy & Tools

  • Connect social media to other digital channels
  • Email marketing and video
  • Search engine marketing, SEO and content optimization
  • Offline marketing
  • Promotions/events/loyalty

Week 4: Cross - Channel Integration

  • Listening and monitoring overview
  • Listening to action
  • Tools and resources – free and paid
  • Creating advocates and managing evangelism for your brand/product
  • Creating guidelines and policies for SMM

Week 5: Putting it into Action

  • Building a plan
  • Guidelines and governance
  • Benchmarking and KPIs
  • Reporting and measurement overview
  • Sample reports

Week 6

  • Additional resources and materials
  • Final project due

Who should attend

This program is ideal for individuals looking to gain a deeper understanding of social marketing, experienced digital marketers looking to expand their knowledge, and marketing professionals or those in transition.

The following individuals will benefit from this course:

  • Entrepreneurs
  • Nonprofit and small business staff
  • Freelancers
  • Marketing professionals


Dr. Kelly is an Associate Professor of Marketing and also serves as co-Director of the Kellstadt Marketing Center (KMC) which offers continuing and professional education in marketing, including the newly developed Jacobs & Stone Multichannel Marketing Communications (MC2) Certificate Program...
Kelly Cutler began her career at companies including Classified Ventures, and AOL. In 2003 she decided to utilize her entrepreneurial skill set to launch a business, Marcel Media, which she sold in January 2014. Kelly was inspired to launch Kona Company while vacationing on the beautiful...
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