Social Media Marketing

This short course aims to provide learners with an insight into how social media marketing strategies can be developed and delivered to drive high quality, measurable performance. The course will challenge participants to consider how social media marketing can be delivered in in a structured and strategic way, through a range of channels, platforms and formats.
The course investigates digital marketing methods of achieving insights, customer understanding, content creation, brand and community building, and measuring performance, through the utilisation of social media.

The following schedule of learning represents the topics that will be covered each week:
Week 1: "What is Social?", "Approaching Social Strategically" and "Understanding Your Audience".
Week 2: "Selecting and Using Channels", "Measuring Performance" and "Paid Social Media Advertising".

This course is completed through a mixture of online pre-recorded lectures and self-study reading and activities. Students will undertake a brief induction in their first session that will outline the learning methods that are used on the course and how to access the various learning resources. Students will typically then study 2-5 hours each week independently through York St John’s Virtual Learning platform.
Participants will be issued with an online workbook which they will complete and make notes on, as they progress through the course. Students are not assessed as part of this course, but to receive the University Certificate participants will be expected to submit their workbook as proof of completion.

This short course has been developed by a team with extensive academic and professional experience in Digital Marketing. Having developed the MSc Digital Marketing and Data Analytics course delivered at York St John University, the course team have extensive experience in developing vocationally focused education and training in all aspects of Digital Marketing.