Course Preview: Social Media Marketing and Customer Engagement at Imperial
28 October 2022 | 0 min read
[Video Transcript] Social Media Marketing and Customer Engagement at Imperial
Programme introduction Hello, and welcome to Imperial's Customer Engagement and Social Media Certificate programme.
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I'm Daniel Rowles, and I've spent the last 25 years helping global brands create effective digital marketing. I'm a programme director at Imperial College, CEO of TargetInternet.com, and host of The Digital Marketing Podcast. During my portion of the course, we'll discuss paid and organic social media marketing, and important considerations for each. We'll conclude by talking about different social media platform factors that lead to their adoption and growth, how to measure success in this area, and how to spot promising new platform opportunities. Now, I'd like to introduce you to Andreas, another one of your instructors. Thank you, Daniel. My name is Andreas, I'm a Professor of Marketing at Imperial College Business School, Imperial College London. And I'm also the Head of the Department of Analytics, Marketing, and Operations. During my module, I will explain how to get and sustain customer attention. and how to convert that attention into sales. Now, I would like to introduce you to your third instructor for this certificate, Omar. Thank you, Andreas. I'm Omar Merlo. I am a faculty member at the Business School and I'm an academic director. And one of the things I'm very passionate about in my research and consulting work is customer engagement and social media. How do we interact with customers? Create value using all of these new channels that we have available. During my portion of the certificate, I will talk about different types of customer participation and engagement. I will talk about the role of influencers and online advocacy, and how to monitor engagement. Now we've had a chance to meet, let's begin. [End of Video Transcript]
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