Welcome to the Media Management Center
at Northwestern University!

In a world where people are engulfed by a tidal wave of information, Northwestern University’s Media Management Center finds insightful ways to enable everyone to be better informed. It develops impactful approaches for organizations to more effectively tell their most important stories to essential audiences.

To achieve these vital goals, the Center explores new frontiers in audience understanding, emerging story forms, just as it examines which technologies are most effective to deliver strategic content. It then shares its findings with industry, the academy, and the public.

It is affiliated with the Medill School of Journalism, Media, Integrated Marketing Communications and the Kellogg School of Management at Northwestern University.

In this site you will find information about the Center’s research, faculty and staff, and events.






Free MOOC! Take Northwestern University’s Second Course in the Content Strategy Specialization

June 1, 2015

Northwestern launches latest Content Strategy MOOC in a series of three – Expanding Your Content’s Impact and Reach.

  • Free online course open to the world
  • Features six expert Northwestern faculty
  • Learn applicable and relevant content strategy skills

EVANSTON, Ill. – On June 1, 2015 Northwestern University will add to its record of innovative learning systems on Coursera with the launch of its latest Content Strategy MOOC (massive open online course). It is entitled Content Strategy for Professionals – Expanding Your Content’s Impact and Reach. The course is hosted on the Coursera platform where enrollment is free and open now at: https://www.coursera.org/course/growingaudiences.

Previous participants in the first Content Strategy MOOC – Content Strategy for Professionals – Engaging Audiences for Your Organization have nothing but praise for the quality and real-world skills garnered from the course. ”It is a wonderful course and opportunity for everyone who wants to improve his or her professional skills in communication, marketing and even journalism” says participant, Clicerio Munoz Pavon from Mexico.

The latest Content Strategy MOOC, Expanding Your Content’s Impact and Reach continues to serve professionals in every organization– for-profit, non-profit, volunteer, and government. It differs from the previous MOOC as it delves deeper into the theory and practice of content strategy.

In the MOOC, six expert Northwestern professors share their insights and offer actionable advances on a range of relevant topics including:

  • Understanding and capitalizing on content trends
  • Social community engagement strategies and how to use them
  • Gamification tools to engage with your target and external audiences
  • The latest examples of effective digital interactive content
  • A best practice boot camp for visual communication
  • A guide to efficiently monitoring and measuring your content’s impact and reach

The MOOC is divided into six modules with each broken into a number of succinct, easy to complete sessions. There are no prerequisites, exams or term papers.  There are two practical case studies, where participants will apply and execute skills learned in the course. For details on the course and how to enroll, visit: http://bit.ly/1Fgcaui.

About Content Strategy Specialization

Content Strategy for Professionals – Expanding Your Content’s Impact and Reach is one of two MOOCs in the world’s first Content Strategy Specialization offered by Northwestern on Coursera. The Specialization includes this MOOC and the first MOOC Content Strategy for Professionals – Engaging Audiences for Your Organization as well as a final capstone project. For more information and to signup visit: http://bit.ly/1IDeNqV

About the Media Management Center at Northwestern.

The Content Strategy Specialization on Coursera is led by the Media Management Center founded by Professor John Lavine and a host of faculty from Northwestern’s Medill School of Journalism, Media, Integrated Marketing Communication and Kellogg Business School. To learn more about the Media Management Center at Northwestern visit: http://bit.ly/1gDVHoj.

Next On-Site Activity



Online Offerings

The Media Management Center has partnered with Coursera to bring you a professional Content Strategy Specialization. The Content Strategy Specialization is for professionals at all levels of for-profit, non-profit, volunteer or government organizations. It will give you the knowledge and skills to advance your enterprise and your own career. In addition, the top Specialization participants will be selected to have their Final Project recognized and awarded a prize by a real world enterprise.

For more information or to sign up today, please visit our page on Coursera.

Be sure to also follow us on social media:
LinkedInYouTubeFacebookTwitter, and Google +.

©2012 Media Management Center | Northwestern University 1801 Maple Ave | Suite 5316 | Evanston, IL 60201
email:mediamanagementcenter@northwestern.edu| phone: 847.491.4900