Social Media Advertising

О курсе

Plan and evaluate social media advertising campaigns using durable strategy, audience, creative, regulation, and measurement principles. You will study the history and evolution of social advertising, compare advantages and tradeoffs, and connect business objectives to targeting, placements, formats, budgets, and performance evidence. Applied work covers major platform capabilities, influencer disclosure, audience development, retargeting, campaign setup, and the interpretation of campaign results. Named services such as X, Facebook, and Instagram are presented as dated examples because interfaces, policies, and product names change. The course emphasizes responsible decision-making, including privacy, transparency, disclosure, and the limits of platform data. By the end, you will be able to choose an appropriate social advertising approach, document assumptions and evidence, evaluate performance, and build a defensible campaign recommendation for a real or hypothetical organization.

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Chris J. Vargo

Associate Professor