Weekly online
Each four-month module includes 14 interactive two-hour classes and one reading week, following an optional full-day London masterclass. Read selected material, practise between sessions and bring your questions back to the group.
Professional learning · Marketing
Social Media Management.
Create social activity that earns attention and supports a business goal.
Useful social media marketing combines audience understanding, creative judgement and consistent management. This course helps you plan content, choose a platform role and evaluate whether activity is contributing to the result you want. The reading pairs Andrew Jenkins’s practical business text with Yu and Yoon’s 2026 examination of platforms, attention, crises and consumer response. KBC’s proposed workshops translate those themes into an audience brief, content plan and review process. You will consider how to participate with a recognisable voice, respond when a conversation becomes difficult and make decisions using evidence beyond the most visible engagement numbers.
Weekly route4 months
Live online2 hours a week
Module startsOctober · February · June
Learning structure1 module
The professional challenge
Make the next decision with more confidence.
Your team posts regularly, but cannot explain which content helps customers take the next useful step. A popular post attracts attention from the wrong audience while a complaint goes unanswered between departments. You need a manageable content and response plan, supported by clear ownership and measures that help the business.
Who will benefit
For marketers, communications staff, business owners and team members responsible for a brand’s social presence. It is useful if you create content, coordinate approvals, manage community responses or report campaign performance, and want an approach that connects those tasks with audience needs and a clear organisational purpose.
What you take back to work
Practical capability, built through learning.
- Define audience needs and a clear role for social activity.
- Plan content that supports a coherent campaign.
- Establish practical governance and response arrangements.
- Evaluate performance and recommend a focused improvement.
Inside the course
A connected learning journey.
KBC’s proposed four-month module comprises 14 sessions: 1–2 audit and audience; 3–5 content; 6–8 campaign distribution; 9–11 governance and response; 12–14 measurement and portfolio review. The sequence combines themes from two books into original teaching blocks. Platform examples should be checked when taught, because features and interfaces change.
01Audit the audience, channels and purpose
Reading connection: Jenkins chapters 1–2; Yu/Yoon platform and user themes.
Examine the current social presence and the reasons people might choose to engage with it. KBC’s proposed exercise compares what a business publishes with the questions its customers actually ask. You will identify gaps, define the role of social activity and decide where further audience evidence is needed. The task creates a reasoned starting point before committing effort to another channel or format.
Apply it at work: Create a social audit and an audience-purpose brief.
02Create content with a reason to exist
Reading connection: Jenkins chapter 4; Yu/Yoon attention and content themes.
Explore how a useful message, an appropriate format and a recognisable voice work together. In KBC’s workshop, you will develop several treatments of one customer need and explain the job each piece of content should do. Peer review tests clarity, credibility and relevance. The exercise also asks you to identify where claims or context need checking before publication, including AI-assisted material.
Apply it at work: Build a short content calendar and sample creative briefs.
03Connect organic and paid activity
Reading connection: Jenkins chapter 12; original KBC campaign exercise.
Consider how distribution choices support a campaign objective. KBC’s case offers limited resources and several opportunities to expand reach. You will define the role of organic content, assess a proposed paid activity and specify what should happen after a person responds. The focus is on a coherent audience journey and an evaluable experiment; it does not depend on memorising a platform’s changing interface.
Apply it at work: Prepare a campaign brief with a testable distribution plan.
04Manage the conversation and the responsibilities
Reading connection: Jenkins chapters 3 and 11; Yu/Yoon chapters on crises and consumer resistance.
Explore approval, moderation and escalation as practical parts of social management. In the proposed simulation, a critical comment becomes a wider conversation while different departments disagree about the response. You will identify the facts needed, propose ownership and prepare an appropriate response process. Discussion draws attention to context, consumer concerns and the limitations of trying to control every conversation about a brand.
Apply it at work: Draft a response guide and a crisis-escalation exercise.
05Evaluate what changed and decide what follows
Reading connection: Jenkins chapter 6; KBC-designed analysis and reflection.
Examine how a social report can distinguish attention, audience response and the business outcome. KBC’s final exercise provides contrasting results from several posts and a campaign. You will explain which findings are useful, which are inconclusive and what should be tested next. Your recommendation should guide the team’s next creative effort.
Apply it at work: Create a performance review with one prioritised improvement test.
Learn around your working life
Time to understand. Space to apply.
Online or in a city near you
Face-to-face delivery can be arranged in London, Maidstone, Manchester, Birmingham, Leeds and Liverpool. Your course offer confirms the venue and teaching dates.
A London masterclass to start your module
Meet your tutors and fellow professionals at an optional full-day London event. KBC covers the event, agreed transportation, refreshments and an open buffet dinner. Confirm arrangements with the team before booking travel.
Support between sessions
Return to class recordings and learning resources, bring questions to your tutor and use free one-to-one tutoring and coaching support. Your course plan sets out the guided reading and practice needed alongside live teaching.
Your route to recognition
Know what the assessment involves.
KBC proposes a social campaign portfolio containing an audit, content plan, response process and performance review. A short briefing would explain the audience reasoning, creative choices and measurement limitations. No external awarding-body examination or professional-body award is established for this standalone course. Completion requirements and any KBC certificate should be specified in the enrolment information. Publishing a live campaign or buying advertising is not necessary to demonstrate the proposed learning: draft creative work and a structured case can provide evidence.
Your written offer records the award or course completion requirements, any examination fees included, and the relevant eligibility checks.
The professional knowledge behind the course
Explore the books and standards.
The learning themes above bring together the relevant guide, syllabus and workplace practice. KBC’s teaching sequence connects these ideas through discussion and application.
- Social Media Marketing for Business: Scaling an Integrated Social Media Strategy Across Your Organization — Andrew Jenkins ↗Kogan Page · 1st edition, March 2022; ISBN 9781398603691
Verified contents: audit, governance, content, analytics, operating model, listening and paid activity.
- Social Media Marketing: Digital Marketing in a Networked World — Zizheng Yu and Hyunsun Yoon ↗Kogan Page · 1st edition, 3 March 2026; ISBN 9781398623149
Platform behaviour, attention, international context, crisis management and consumer resistance.
Your investment
Get a course offer that fits your route.
Request the standalone fee for your chosen format, including the teaching, reading materials, assessment and membership arrangements relevant to this course.
Standalone professional development is self-funded or employer-funded. The agreed course offer explains any available support and the costs included.
Your questions, answered.
Do I need access to a business account?
An account can support application, but the proposed exercises can use a structured case and draft content.
Must I spend money on advertising?
No. You can design and evaluate a paid-activity proposal without launching it.
Does the course promise follower growth?
No. Results depend on the audience, offer and execution.
What would this help you achieve?
Talk to KBC about your experience, your goals and the right learning route for you.