Viral Marketing and How to Craft Contagious Content Course Syllabus
Full curriculum breakdown — modules, lessons, estimated time, and outcomes.
Overview: This course provides a concise, practical guide to understanding why some content goes viral while other content doesn't. Through evidence-based frameworks and real-world examples, learners will explore the psychological and social mechanisms behind contagious content. The course is divided into four core modules, each taking approximately one hour to complete, followed by a final project. Total time commitment is around 5 hours, designed for beginners in marketing, communications, or entrepreneurship who want to create more shareable and impactful messages.
Module 1: What Makes Ideas Sticky?
Estimated time: 1 hour
- Explore the SUCCESs framework for creating memorable messages
- Understand how simplicity enhances message retention
- Learn the role of unexpectedness in capturing attention
- Examine concreteness, credibility, and emotional resonance in messaging
- Analyze how storytelling increases message stickiness
Module 2: How Social Influence Shapes Behavior
Estimated time: 1 hour
- Understand the psychological drivers of social influence
- Examine the role of conformity in decision-making
- Learn how social proof impacts perception and behavior
- Discover strategies to leverage social influence in marketing
Module 3: The Power of Word of Mouth
Estimated time: 1 hour
- Compare word-of-mouth to traditional advertising
- Identify why people share information organically
- Learn the six STEPPS that drive content sharing
Module 4: Social Networks
Estimated time: 1 hour
- Analyze how information spreads through networks
- Understand the role of strong and weak ties in dissemination
- Explore network structures that amplify content reach
Module 5: Crafting Contagious Content
Estimated time: 1 hour
- Apply the STEPPS framework to real-world examples
- Integrate emotional appeal and practical value into messaging
- Design content strategies for maximum shareability
Module 6: Final Project
Estimated time: 1 hour
- Create a shareable content piece using course principles
- Apply SUCCESs and STEPPS frameworks cohesively
- Submit for self-assessment and reflection
Prerequisites
- Familiarity with basic marketing concepts
- Interest in digital communication or social media
- No advanced technical skills required
What You'll Be Able to Do After
- Identify the core principles that make content memorable and shareable
- Analyze how social influence drives consumer behavior
- Apply the STEPPS model to create more contagious messages
- Leverage network dynamics to enhance content reach
- Design effective word-of-mouth marketing strategies