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Social Media Marketing Course Modules
Develop a deep understanding of the intricate landscape of social media and its pivotal role in modern business and brand perception. This course will equip you with the knowledge to move beyond mere theoretical concepts and tactical minutiae, giving you the skills and confidence to craft and execute winning strategies.
Learn how using Artificial Intelligence (AI) can offer a cutting-edge advantage as you craft coherent social media strategies, effectively communicating the strategic value of social campaigns to your employer or clients. The course aims to transform your understanding of social media from a casual personal use to a professional asset, enabling you to leverage platforms to achieve measurable business objectives, engage meaningfully with communities, and significantly enhance the digital presence of your brand or organisation.
Or browse our wide range of expert-led online courses and grow your career potential today.
1. Introduction to Social Media Marketing & Strategy
Learn how social media platforms work today and the roles of the key social channels in marketing. Look at the core principles and concepts in developing social marketing strategies.
- The role of a social media marketer
- Social media today
- Which brands succeed and why
- Strategy: structure, documentation, and use
- Defining objectives and KPIs
- Gaining buy-in from stakeholders
2. Facebook & the Meta Ecosystem
Understand Facebook and the Facebook Business Suite. Look at the content formats that work on Facebook and discuss how Facebook integrates with the wider marketing strategy.
- Facebook features
- Facebook pages
- Facebook groups
- The Facebook algorithm
3. Instagram for Business
Learn how marketers grow an engaged audience on Instagram and understand the platform’s functionality for creating, curating, and sharing content.
- Collaborating with brands and influencers
- Content management
- Social selling: integrating with eCommerce
- Analytics using Instagram and other tools
4. B2B Social Media & Social Selling with LinkedIn
Explore the LinkedIn platform and its products for marketers, looking in particular at the principles of B2B marketing. Learn best practice for growing a community around your brand on LinkedIn.
- Integration with the sales funnel
- How businesses sell on LinkedIn
- Brand building on LinkedIn
- Recruiting and driving employee engagement
5. Microblogging: X & Threads
Understand the recent evolution of Twitter into X and learn how to decide if it’s the right channel for your business. Consider the value of microblogging platforms such as X and Threads (from Meta) to build brands and reach audiences.
- X functionality
- Spaces functionality
- Build engagement with conversational media
- Build trust with customer service (reactive and proactive)
- Gain allies and respect through collaboration and curation
6. Social Video – TikTok, Snap/Snapchat & YouTube
Look at how modern brands are successfully using video and explore how video platforms work for marketers. Develop strategies that include creation, curation, and working with influencers. You will also work through a practical exercise, editing a YouTube video with transitions, graphics, and captions.
- Platform walkthroughs
- Video in the social media mix
- Content creation tools (with/without AI)
- Content strategy for video
- Internal processes for regular video production
- Practical exercise using free online tools
7. Social Content Creation Workshop
Jump into the nitty gritty of content creation with a hands-on workshop looking at text, copy, image, video, and editing. Understand what makes a piece of content work and explore the generative AI tools that take content creation to the next level.
- The roles of different content types
- High impact copy that converts
- Creating eye-catching images
- Producing Hollywood-worthy video content
- Design using free online tools
8. Social Media Advertising
Understand the principles and economics of PPC (pay-per-click) advertising on social media. Explore how the different platforms work for ads and look at the practical steps involved in setting up campaigns - including remarketing, segmentation, and multivariate testing.
- Facebook ads (Facebook, Instagram, and Messenger)
- LinkedIn ads
- TikTok ads
- Pinterest ads
- X ads
- Driving results in key use cases
9. Influencer Marketing
Delve into the components of a great influencer marketing campaign on social media.
- Planning an influencer campaign
- Finding the right influencers
- Executing successful influencer campaigns
- Measuring ROI
- Pitfalls like regulation and ineffective campaigns
10. Social Listening, Customer Service & Crisis Management
Discover how brands can use social media to listen to audiences as well as broadcasting to them. Look at the tools and platforms used for conducting research, delivering customer service, social listening, and crisis management.
- Social media monitoring
- Audience research
- Effective customer service
- Reputation management
- Preparing for a crisis
11. Social Measurement and Analytics
Understand the basic principles of social media analytics - how, what, and why – and look at the native tools available on platforms like Facebook, LinkedIn, etc. Discover how to present social media marketing reports and create actionable insights that lead to decisions.
- Social media analytics
- Key native tools
- Third-party tools
- Data insights
- Presenting social media marketing reports
12. Case Study – Work Through a Real Brief Together
In this practical final session, you will work through a real campaign brief, with breakout groups working on different elements (creative ideas, media plan, etc.). The cohort will then review what has been done and pull it together into a campaign plan, looking at how the plan translates into actual streams of work.
- Quick recap of the course
- Social media marketing briefs
- Work on a campaign from brief to plan
€34,500 / Annual
Social Media Manager Salary in Ireland
The average social media manager salary in Ireland is €34,500 per year. Entry level positions start at €26,000 per year while more experienced workers make up to €40,000 per year.
Salary data source: indeed.com, 5th March 2024
Average
€34,500
Salary data source: indeed.com, 5th March 2024
What our Alumni Say
Access to thousands of journals, articles and papers. Free of charge.
Students taking part in this course will now have access to the EBSCO Online Library, free of charge, for the full duration of the course. Here you can browse thousands of relevant journals, articles and other reliable academic and commercial texts like the Harvard Business Review, Bloomberg Businessweek and Forbes Magazine, to supplement your learning and assignments.
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Talk to our expertsFrequently Asked Questions
Is this course right for me?
This course is for individuals at any career stage looking to harness the power of social media marketing in a variety of roles. Whether you're a business owner, an influencer, a professional in a related role, a career starter, or a seasoned marketer, this course will equip you with the tools and knowledge to excel in social marketing. We cut through the high-level abstract theory to give you real-world insights, working methodologies and tools, and a systematic approach. Leverage the latest technologies and navigate this fast-changing landscape with confidence and professionalism.
How will this course help with my career?
Providing you with a broad understanding of the latest trends and tools, including strategic planning and AI in marketing, this course will enhance your expertise and give you a competitive edge in the job market, making you highly attractive to employers seeking professionals with up-to-date knowledge and versatile skills. You'll learn to think strategically and align social media efforts with business goals, effectively communicating and showcasing your campaigns and results to a diverse stakeholder audience. The fluency and clarity you develop will help open the door to a wide array of career opportunities in this space.
What is the student experience like?
Student care is a high priority at UCD Professional Academy, which is why our Student Services team is on hand to support you throughout your time with us. They will respond to any queries you have, help you with any technical issues, and facilitate your learning experience at every point. All students are given access to our Student Portal, where you can see your timetable, access all your study materials, and manage your account.
What is the online learning experience like?
Our online experience is designed to be just as interactive, supportive, and inspiring as the UCD Professional Academy campus experience.
Online courses can be accessed from any computer or laptop with an internet connection.
Live lectures are delivered using Zoom. During these lectures, your teachers will use technology interactively to ensure an engaging learning experience. When appropriate, students will be encouraged to activate their microphones so that they can ask questions and communicate with other students.
How is this course assessed?
This course is assessed through a practical project, culminating in a presentation (PDF slide deck) that showcases your ability to craft and execute a comprehensive social media marketing campaign addressing specific challenges and circumstances. The assessment brief is shared at the beginning of the course and throughout the course a variety of samples, prompts, and exercises will lead to the completion of the project.
How do I get my Professional Academy Diploma?
Your UCD Professional Academy Diploma will be issued electronically on a secure platform, with a link that you can share with employers and others wishing to verify your credentials. You can also add this qualification to your LinkedIn profile.
What are the benefits of a Professional Academy Diploma?
UCD Professional Academy Diplomas and Certificates are designed to give your career an advantage. Developed in conjunction with industry thought leaders our courses teach practical, applied skills to support you to achieve your career and business goals. Professional Academy Diplomas are suitable for career minded learners wishing to advance their professional skills and prospects rather than their academic credentials.
The Professional Academy is an independent wholly owned part of UCD designed to address the need for skills development in the workforce. Courses tend to be short, designed and delivered by industry practitioners, and are not part of nor do they lead to a traditional University award such as a degree or a masters. They are widely accepted by employers and many students are sponsored to study by their organisation.
For full details of UCD Professional Academy’s Certifications & Governance please visit https://www.ucd.ie/professionalacademy/governance/
What payment options are available?
You can secure your spot on most of our Live Online, On-Campus, or On-Demand courses with a low 30% deposit. The remaining balance can be paid in two equal instalments (30 and 60 days later).
For full-time Bootcamp courses, you can secure your spot with a 50% deposit, with the remaining balance due prior to the start of your course.
Please note that standard terms and conditions apply, which you can review here: https://www.ucd.ie/professionalacademy/terms-and-conditions/