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Social media marketing

Gain the skills to create stand-out social media campaigns with The Open University (OU) and industry experts, Target Internet. Whether you are new to social media marketing or want to build on existing experience, this course will equip you with the critical skills you need to use social media in a way that engages and resonates with your audience.

Target Internet logo

Standalone study only

You will not be awarded credits for studying this course. It is available for standalone study only and cannot be counted towards an OU qualification.

Short course

Short course code

YG004

Credits

This is a non-credit bearing course.

Study method

Distance Learning

Short course cost

See Registration

Entry requirements

See Entry requirements
Course details Entry requirements Registration Study materials

What you will study

Throughout this course, you’ll benefit from expert insight into how to achieve your social media marketing goals. Practical exercises will help you to apply your new knowledge, and the social learning approach will empower you to further enhance and reflect on your understanding by sharing your thoughts and opinions with co-learners.

Delivered over four easy-to-digest sections, you will cover:

1: The user journey

  • Understand the role of social media in the user journey
  • How to align social media with your target audience
  • User journey mapping and social media
  • Define objectives at each stage of the journey
  • Fake accounts, vanity metrics and misleading data
  • How to keep iteration at the core of social activity

2: Social media channels

  • How to align channel selection with target audiences and user journeys 
  • Considering channel adoption and engagement 
  • Managing and keeping up to date with channel updates 
  • Channel key features and benefits 
  • Channel drawbacks and risks 

3: Paid and organic social media

  • Understanding the differences between organic and paid social media
  • The benefits and limitations of organic social media
  • The benefits and limitations of paid social media
  • Organic and paid social media working together
  • The key organic vs. paid features of the most popular social channels 

4: Managing social media

  • What differentiates great social media?
  • Social media insights and monitoring
  • Social media policies
  • Avoiding social media disasters
  • Social media channel management tools
  • Content calendars and social media processes
  • Social media measurement

Please note: the content in this course also features in courses created by The Open University and Target Internet, which are available on FutureLearn.

You will learn

By the end of this course, you’ll have the skills to:

  • develop and plan effective social media campaigns that align user journeys and business objectives
  • apply social media listening tools to gain market insights and monitor campaign success
  • assess and plan to avoid social media disasters
  • evaluate and analyse social media campaigns using social and web analytics.

Vocational relevance

With more than 4.74 billion users across the globe, social media is now an essential part of any marketer’s toolkit. Keeping pace and developing the skills to use social channels for business are key to helping you succeed in an ever-evolving digital world.

This course has been developed by the OU with industry experts, Target Internet. Known for being leaders in digital marketing training, they also have vast experience in planning and implementing digital campaigns for high-profile brands, including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. It’s hosted by Target Internet’s CEO Daniel Rowles, the voice behind the Digital Marketing Podcast and renowned author in the field.

Learner support

There is no tuition on this course and all study is self-directed. Throughout the course, you will have the opportunity to enhance and reflect on your understanding by sharing your thoughts and opinions with co-learners.

Teaching and assessment

Assessment

This online course is delivered via social learning and includes video, audio and written tutorials. You can learn at your own pace with complete flexibility. Throughout the course, you will be asked to respond to questions, reflect on your experiences and learning, and carry out short exercises to help you develop your understanding.

At the end of each section, you will be asked to answer a set of multiple-choice questions to test your knowledge. You can attempt these as often as you need to. It is important to complete them because they count towards your final score.

To receive a Certificate of Completion, you will need to complete every section and achieve at least 70% in all tests. ​

Regulations

As a student of The Open University, you should be aware of the content of the academic regulations, which are available on our Student Policies and Regulations website.


Entry requirements

You don’t need any prior social media marketing knowledge to join this course, although any work experience will help enhance and contextualise your learning. 

It’s suitable for those who are new to the subject and want to build their knowledge, traditional marketers and communicators who would like to upskill in social media, and more experienced marketers who want to cement their knowledge of the latest trends.

The content in this course is suitable for a global audience and the skills you learn can be applied in a wide range of marketing roles, whether in the public or third sector, large corporates, or SMEs.

If you'd like to discuss the suitability of the course, please contact us.

Course length

This course will take around 32 hours to complete and you can learn at your own pace. As a guide, if you set aside four hours per week, it would take eight weeks to complete.

You can begin learning at any time. You will have a minimum of six months and up to 18 months to complete the course, depending on your registration date.

Register

Start End England fee Register
At anytime before registration end date Jan 2025 - see Entry requirements for more detail £200.00

Registration closes 31/07/2024

Register

Ways to pay

Credit/Debit Card – We accept American Express, Mastercard, Visa and Visa Electron.

Sponsorship – If this course is geared towards your job or developing your career, you could ask your employer to sponsor you by paying some or all of the fees. Your sponsor just needs to complete a simple form to confirm how much they will be paying and we will invoice them.

The fee information provided here is valid for short courses starting in the 2024/25 academic year. Fees typically increase annually. For further information about the University's fee policy, visit our Fee Rules.

Can you study an Access module for free?

Depending on eligibility and availability of places, you could apply to study your Access module for free.

To qualify, you must:

  1. be resident in England
  2. have a household income of less than £25,000 (or be in receipt of a qualifying benefit)
  3. have not completed one year or more on any full-time undergraduate programme at FHEQ level 4 or above or successfully completed 30 credits or more of OU study within the last 10 years

How to apply to study an Access module for free

Once you've started the registration process, either online or over the phone, we'll contact you about your payment options. This will include instructions on how you can apply to study for free if you are eligible and funded places are still available.

If you're unsure if you meet the criteria to study for free, you can check with one of our friendly advisers on +44 (0)300 303 0069, or you can request a call back.

Not eligible to study for free?

Don't worry! We offer a choice of flexible ways to help spread the cost of your Access module. The most popular options include:

  • monthly payments through OUSBA
  • part-time tuition fee loan (you'll need to be registered on a qualification for this option)

To explore all the options available to you, visit Fees and Funding.

What's included

All learning materials, exercises and activities are delivered entirely online.

Computing requirements

You can learn from your desktop computer or laptop or take your learning with you on a phone or tablet. You’ll need broadband internet access and a desktop/laptop computer with an up-to-date version of Windows (10 or 11) or macOS Ventura or higher. Our OU Study mobile app will operate on all currently supported Android and iOS versions.

If you have a disability

The course is delivered online and makes use of a variety of online resources. If you use specialist hardware or software to assist you in using a computer or the internet, you can contact us about the support which can be given to meet your needs.