Social Media Advertising
The Intersection of Technology and Creativity in Modern Communication
If you’re the kind of person that is fascinated by the intersection of technology, communication, marketing, and creativity, then UConn’s Pre-College Social Media Advertising program is the perfect course for you. This class will function as a crash course for all things social media advertising as a way of introducing students to the various career paths available in social media.
During this 1-week course, students will have the opportunity to explore the art and science of creating a compelling social media advertising campaign. Additionally, students will take an intensive dive into how to design, develop, implement, optimize, and analyze an integrated social media campaign using Facebook Ads. There is so much that goes into the social media platforms we use every day and this course will focus on what it takes to make an ad successful in these unique technological spaces.
Leveraging Facebook Ads Manager, students will learn how to
- Select and set campaign objectives
- Identify and build target audiences
- Create engaging and successful ads
- Set budgets and optimize paid media
- A/B test messaging
- Analyze success through custom conversion tracking, attribution modeling and ads reporting.
Phil Dwire, Assistant Professor in Residence for Digital Media & Design, is a digital marketer and brand strategy consultant based in Connecticut. He has worked on marketing campaigns, digital programs, and design projects with some of the most distinguished global and regional brands including: Nike, GE, Coca-Cola, Powerade, Chevrolet, AT&T, ESPN, NBC, GEICO, MillerCoors, UPS, Toyota, Travelers, jetBlue, Hyundai, Dunkin’ Donuts, Subway, Buffalo Wild Wings, Moe’s Southwest Grill, Allstate, AAA, UConn Health, and many more. His research and creative interests are digital consumer behavior, digital strategy, audience analysis, web analytics, social media strategy, social media analytics, branding and brand management.