Social Media Marketing
Develop practical skills in social media strategy, content creation, platform management, paid advertising, analytics, community engagement, and campaign optimization. Prepare for digital marketing employment, freelance projects, and agency-based work through hands-on labs and a real-world capstone project.
Course Introduction
Learning Outcomes
Develop platform-specific social media strategies aligned with business goals, audience segments, and customer personas.
Create, schedule, and optimize engaging content while managing social media pages, groups, and online communities.
Execute paid advertising campaigns, analyze performance metrics, conduct A/B testing, and improve campaign results using analytics and automation tools.
Build and present a professional social media campaign portfolio, including creative assets, performance reports, and campaign recommendations.
Target Audience
- group ICT and business graduates seeking digital marketing careers.
- group Freelancers aiming to manage social media campaigns for clients.
- group Professionals and entrepreneurs seeking to grow their online presence.
- group Aspiring social media managers and digital marketing specialists.
16 Weeks Duration.
Modular Course Structure
A practical, 16-week roadmap for mastering social media strategy, content creation, paid advertising, analytics, and campaign optimisation.
Digital Marketing & SMM Overview
Trends, channels, goals, marketing funnels, industry frameworks
Audience & Persona Development
Audience segmentation, targeting, buyer personas, user profiling
Facebook & Instagram Marketing
Page setup, content planning, hashtags, Meta Business Suite
Content Planning & Scheduling
Canva basics, creative templates, content calendars, scheduling tools
LinkedIn & Twitter for Business
B2B content, company page setup, business advertising, thought leadership
YouTube & TikTok Marketing
Channel creation, video SEO, Shorts, Reels, short-form video strategy
Paid Ad Campaigns
Ad formats, budgeting, audience targeting, Meta Ads Manager, Google Ads
Analytics & Reporting
Meta Insights, Google Analytics, ROI metrics, reporting dashboards
Community Management
Moderation, direct messages, comments, brand voice, engagement
Tools for SMM Automation
Buffer, Hootsuite, Meta Business Suite, scheduling workflows
A/B Testing & Optimization
Creative split testing, CPC, CTR, conversions, performance optimization
Influencer & Affiliate Marketing
Influencer discovery, outreach, contracts, affiliate marketing use cases
Capstone Planning
Brand selection, channel strategy, advertising plan, project approval
Capstone Execution I
Page setup, content rollout, paid advertising, campaign monitoring
Capstone Execution II
Metrics collection, campaign optimization, performance reporting, final edits
Capstone Presentation
Final report, campaign presentation, audience feedback, evaluation
Tools & Platforms
Content Design: Canva, Adobe Express
Social Media Management & Scheduling: Buffer, Hootsuite, Meta Business Suite
Paid Advertising: Meta Ads Manager, Google Ads
Analytics & Reporting: Meta Insights, Google Analytics, Sprout Social
Collaboration & Project Management: Trello, Google Workspace
AI Content Support: ChatGPT, Jasper AI, Copy.ai
Plan, execute, and optimize a social media marketing campaign for a real, local, or fictional brand or organization. Participants will define business objectives, develop an organic and paid social media strategy, create and schedule content for at least two platforms, implement a basic advertising campaign using Meta Ads Manager, monitor performance, analyze results, and present campaign insights.
Comprehensive social media marketing strategy and campaign plan
Content calendar and creative assets for at least two social media platforms.
Implemented basic paid advertising campaign using Meta Ads Manager.
Campaign performance report with metrics, analysis, and optimization recommendations.
Final capstone presentation and learning reflection.
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