Course Summary
Credit Type:
26 weeks (52 hours)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 2 marketing


The course objective is to prepare learners for an entry-level role in social media marketing with this program developed by digital marketing experts at Aptly together with Facebook marketers and hosted on Coursera

Learning Outcomes:

  • create and analyze an effective advertising campaign for your target audience
  • create, edit, and troubleshoot ads in Facebook Ads Manager
  • create a creative brief that includes the assets for your paid ad
  • establish and manage a social media presence

General Topics:

  • Understanding the landscape of traditional, digital, and social media marketing
  • Understanding how to become certified as a digital marketing associate
  • Understanding the major social media platforms, how they function, what role they play in marketing, and which one is the right one for a business
  • Defining one’s target audience and their customer journey
  • Establish your presence and create a strong brand anatomy of social media content and creating basic posts
  • Social media content management
  • Evaluate your efforts
  • Introduction to social media advertising
  • Creating effective ads on social media
  • Data, privacy and policies on social media
  • Getting started with advertising on Facebook and Instagram
  • Create a creative brief for your social media ad
  • First steps in Facebook ads manager
  • Determine your campaign objective and budget
  • Select your audience, platforms and schedule
  • Create your ads and evaluate your campaign results
  • Build your own campaign in Facebook ads manager
  • An introduction to A/B tests and how to use them to optimize one’s campaign
  • How learners can analyze dashboards and evaluate return on investment from their social media marketing efforts
  • Understanding different techniques used to optimize marketing campaigns, such as attribution and marketing mix models
  • How to present and communicate the results of their campaign to a team
  • Completing a capstone project
  • Preparing learners to complete the Digital Marketing Associate Certificate Exam
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials
  • Case Studies
  • Computer Based Training
  • Discussion
  • Laboratory
  • Lectures
  • Practical Exercises

Methods of Assessment:

  • Case Studies
  • Performance Rubrics (Checklists)
  • Quizzes
  • Two peer reviewed projects (each valued at 25%) evaluated with rubrics.

Minimum Passing Score:

Supplemental Materials