Marketing and Social Media Course

Lesson 1 • Setting Marketing Goals and KPIs

Teaches goal-setting frameworks and metric selection aligned to business objectives. Prepares students to measure every tactic introduced later.

Lesson 2 • Brand Identity and Positioning

Covers brand elements, voice, and differentiation strategy. Grounds students in brand thinking before channel-specific execution.

Lesson 3 • Understanding Your Target Market

Introduces segmentation, targeting, and positioning as tools for focusing effort. Connects audience clarity to message effectiveness.

Lesson 4 • The Customer Journey Framework

Maps how customers move from awareness to purchase and loyalty. Provides a structural lens applied in every subsequent chapter.

Lesson 1 • Matching Platforms to Business Goals

Applies a decision framework to align platform strengths with brand objectives and audience location. Prevents wasted effort on mismatched channels.

Lesson 2 • Setting Up Professional Brand Profiles

Covers profile optimisation across platforms for discoverability and credibility. Directly applies brand identity concepts from Chapter 1.

Lesson 3 • Platform Algorithms and Organic Reach

Explains how algorithmic ranking affects content visibility and engagement. Teaches students to create content that works with, not against, algorithms.

Lesson 4 • How Social Media Changed Marketing

Traces the shift from broadcast to two-way communication and its strategic implications. Contextualises why platform choice matters.

Lesson 1 • Content Pillars and Themes

Teaches how to define recurring topic categories that reflect brand expertise and audience interest. Creates structural consistency across all content output.

Lesson 2 • Content Formats and Platform Fit

Matches content formats to platform norms and audience consumption habits. Reduces production waste by choosing formats with the highest native performance.

Lesson 3 • Content Ideation and Brainstorming

Equips students with repeatable methods for generating fresh content ideas at scale. Prevents creative blocks that stall consistent publishing.

Lesson 4 • Content Strategy vs. Content Marketing

Distinguishes strategic planning from tactical execution to prevent random posting. Establishes the planning mindset required for the rest of the chapter.

Lesson 1 • Storytelling for Social Media

Teaches narrative structures that build emotional connection and drive shares. Elevates content beyond information delivery to audience engagement.

Lesson 2 • Visual Design Principles for Marketers

Introduces non-designers to layout, colour, typography, and hierarchy for social assets. Enables students to brief designers or create basic visuals independently.

Lesson 3 • Video Content Production Basics

Covers scripting, filming, and editing fundamentals for social video without professional equipment. Directly addresses the dominance of video across all major platforms.

Lesson 4 • Social Media Copywriting Fundamentals

Covers the principles of writing short, high-impact copy for social feeds. Applies brand voice concepts from Chapter 1 to real post formats.

Lesson 1 • Driving Engagement Through Content

Teaches content tactics that prompt comments, shares, and saves rather than passive scrolling. Directly applies copywriting and visual skills from Chapter 4.

Lesson 2 • The Role of Community in Social Marketing

Defines community management as a strategic function, not just customer service. Connects engagement quality to long-term brand equity.

Lesson 3 • Responding to Comments and Messages

Provides frameworks for timely, on-brand responses across positive, neutral, and negative interactions. Builds practical skills for daily community management tasks.

Lesson 4 • Managing Negative Feedback and Crises

Equips students to handle criticism, trolls, and brand crises without damaging reputation. Prepares for high-stakes scenarios before they occur.

Lesson 1 • Ad Creative and Copy for Paid Campaigns

Adapts content creation skills from Chapter 4 specifically for paid ad formats and performance requirements. Covers creative testing principles.

Lesson 2 • Paid vs. Organic Social Strategy

Clarifies when paid amplification is necessary and how it complements organic efforts. Sets strategic context before introducing ad mechanics.

Lesson 3 • Measuring and Optimising Paid Performance

Covers key paid metrics, attribution models, and optimisation decisions based on data. Connects to the KPI framework established in Chapter 1.

Lesson 4 • Campaign Structure and Budget Management

Teaches how to structure campaigns, ad sets, and ads for efficient budget use and clear data. Prevents common structural mistakes that inflate costs.

Lesson 1 • Platform Native Analytics Tools

Guides students through built-in analytics dashboards on major platforms. Enables independent data extraction without third-party tools.

Lesson 2 • Setting Up Tracking and Attribution

Covers pixel installation, UTM parameters, and conversion tracking setup. Connects social activity to website and sales outcomes.

Lesson 3 • Social Media Metrics That Matter

Distinguishes vanity metrics from actionable data tied to business outcomes. Builds analytical literacy required for every measurement task in this chapter.

Lesson 4 • Building Stakeholder Reports

Provides templates and communication principles for presenting social data to non-marketing audiences. Translates metrics into business language.

Lesson 1 • Cross-Channel and Omnichannel Integration

Connects social media strategy to email, SEO, events, and other marketing channels. Ensures social does not operate in isolation from broader marketing efforts.

Lesson 2 • Conducting a Social Media Audit

Provides a systematic process for evaluating current social presence before building strategy. Applies analytics skills from Chapter 7 to strategic planning.

Lesson 3 • Campaign Planning and Execution

Walks through end-to-end campaign planning from brief to launch to post-campaign review. Applies content, paid, and analytics skills in a unified workflow.

Lesson 4 • Building a Full Social Media Strategy

Integrates goals, audience, platform, content, and paid decisions into a single strategic document. Synthesises all core chapter concepts into one deliverable.