Social Media Marketing

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

• 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

Week 1: Foundations of Social Media Strategy

• Introduction & Syllabus Review
• The Evolution of Social Media
• Overview of Top Social Channels
• Case Study Analysis Kickoff
• MILESTONE 1 (Homework): Social Media Critique

Week 2: Digital Brand & Community Building

• Online Branding
• LinkedIn Optimization
• Community & Privacy
• Guest Speaker: Real-world insights on brand storytelling and creating community
• MILESTONE 2 (Homework): Start Case Study Analysis

Week 3: Social Strategy, Execution & Creative Storytelling

• Steps of a Social Media Plan
• Integrated Marketing Mix
• The Power of Storytelling
• Creative Execution
• MILESTONE 3 (Homework): Storytelling Analysis

Week 4: Content Planning & Influencer Marketing

• Content Strategy & Tools
• Content Calendaring
• Influencer Marketing 101
• Guest Speaker: Field case studies on influencer partnerships and successful content campaigns
• MILESTONE 4 (Homework): Case Study Analysis Draft

Week 5: Insights, Analytics & Career Roadmap

• Social Listening & Monitoring
• Analytics & Data-Driven Decision Making
• Careers in Social Media
• Case Study Analysis Presentations
• FINAL SUBMISSION (Homework): Completed Case Study Analysis (Pass/Fail)

Are there required texts for this course?

Students will be provided a list of suggested learning materials which are optional. This will include books, videos, eBooks and articles. Some of these materials will be discussed in class sessions.

Are there any materials I will need to purchase for this program?

Students will participate in guest lectures from top social media marketing business professionals as part of this certificate program. There will be no additional costs for materials.

What are the requirements to earn the certificate?

Students will be expected to present a case study or research project during the final course session.

Is this program very technical?

This program is geared toward marketing professionals. While there are some technical topics covered, these are explained in a way that a non-technical person can understand.

Do I get DePaul credit for these classes?

No, but some DePaul courses have been approved for CEU credits. This is a professional education class, with different requirements than courses taken for academic credit.

What is the difference between a certificate and a certification?

A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.

Ryan Zieman is a proud Driehaus College of Business alumnus who brings his professional journey full circle as an Adjunct Professor at DePaul. With over a decade of experience leading social media strategy for Fortune 500 brands—including McDonald’s, Motorola Solutions, and Baxter International—Ryan translates high-level corporate expertise into actionable insights for the next generation of marketing leaders. For the past five years, he has specialized in the healthcare sector, leveraging a global perspective gained as an expat in Spain. Whether in the classroom or the boardroom, Ryan’s mission is to humanize brands and tell stories that resonate, viewing social media not just as a platform, but as a powerful tool for connection and community building.