Foundations and Strategies of Social Media Marketing

Sage Publications introduces social media marketing through relationships, culture and the structures of online communities. B2C strategy sits alongside cross-cultural differences and social-network concepts. It suits learners who want to explain why an audience participates in a community and how that context should inform a campaign, rather than start with a posting schedule alone.

What you will learn

• Explore strategic approaches to consumer engagement.
• Compare cultural differences in platform use.
• Analyze online communities and social relationships.

Who this suits

Beginners, students and marketers seeking conceptual foundations. Sage states that no prior experience is required; this is the first of three distinct courses in its handbook pathway.

Before you enroll

Compare the syllabus with your role: strategy, research, analytics and publishing tools require different preparation. Platform interfaces and account features change, and software subscriptions or advertising spend may be separate from enrollment. Use sample campaigns for practice and check brand claims, permissions and accessibility before publishing work.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Describe a fictional online community and the reason members participate. Propose a campaign objective, then identify a cultural assumption and a relationship that would need research before deciding on content.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

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