A postgraduate-level course in social media, influencer and digital marketing: platforms, communities, content, creators, paid social and honest measurement, applied to one running case, with a hands-on tool in every module.
How brands choose and use social platforms strategically: platform logics, audience fit and social objectives that ladder up to business goals.
Understanding social audiences through listening and netnography, and building brand communities that create value for members and the brand.
Designing social content that earns attention: content pillars, platform-native creative, the hook, and a content plan a team can actually run.
Where influencers fit in a marketing strategy, how the creator economy works, and how to select influencers on evidence rather than follower counts.
Running influencer partnerships well: briefing, creative freedom, contracts and usage rights, relationship management, and UK and US disclosure rules.
Paid social as a strategic lever, and how to integrate social, influencer, search, email and owned channels into one campaign that is planned and executed as a whole.
Evaluating social, influencer and digital activity honestly: measurement frameworks, attribution and its limits, incrementality testing, and influencer ROI beyond vanity metrics.
Bring the course together in one integrated social, influencer and digital marketing strategy, ready to present to a leadership team.
~4.5 hrs/week · A 12-week module alongside work or study.
~10 hrs/week · For an intensive block or a dedicated study period.