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Certificate of Social Media Marketing


Course Outline and Topics

Course Overview

If you’re interested in discovering how to use digital marketing to establish a strong, personal connection with customers through social media engagement, this professional development course delivers.

The Certificate of Social Media Marketing will take you through the tools and techniques that will enable you to build a solid base of loyal customers and increase website traffic through engaging social networks online via Facebook, Twitter, LinkedIn, Blogging, Instagram, YouTube and more.

Throughout this course you will discover emerging social media trends and learn how to enhance customer engagement through branding and social media platforms. You will also learn how to enhance social media profiles using social media design principles, how to avoid social media mistakes through effective social media management and increase brand awareness using proven digital marketing tactics.

On completion of this course, you will feel confident to create social media campaigns, identify social media marketing opportunities, track social media activity, navigate web analytics, create content and copy and understand web analytics, SWOT, PEST, and SMART goals. So, whether you want to acquire skills to market your own business, work in a freelance capacity or apply for positions in digital marketing, this course is perfect for you.

Course Structure

Unit 1 - Use social media to engage customers

  • Social media requirements
  • Policies and procedures
  • Social media platforms
  • Emerging trends
  • Social media campaigns
  • Social media issues
  • Information and content
  • Target audience
  • Social media calendar
  • Customer engagement
  • Attracting and promoting content
  • Responding to customers
  • Written communication
  • Potential brand damage
  • Customer complaints
  • Legal and ethical practices
  • Legislation
  • Identify social media marketing opportunities
  • Special offers, events and promotions
  • Track social media activity
  • Recommendations
  • Improving customer service
  • Continuous improvement
  • Look and feel of social media accounts

Unit 2 - Undertake digital marketing activities

  • Effective market information
  • Sources of intelligence
  • Quality source materials
  • Previous marketing activities
  • Types of internal data
  • USP strategies
  • Segmentation
  • Customer preferences
  • A/B testing
  • Multivariate testing
  • Digital marketing trends
  • Types of digital marketing
  • Social media content designs
  • Research reports / presentations
  • Policies and procedures
  • Review digital marketing plan
  • Situation analysis
  • Customer relationship management
  • SWOT analysis
  • PEST analysis
  • Business tactics
  • Measuring results
  • Marketing objectives
  • SMART goals
  • Google analytics
  • Digital marketing plan
  • Efficiency and effectiveness
  • Organisational policies and procedures
  • Legal constraints
  • Codes of practice
  • Cultural expectation and influences
  • Ethics
  • Misleading advertisements
  • Legislation
  • Anti-spam legislation
  • Do not call legislation
  • Health and safety legislation
  • Social responsibilities
  • Web analytics
  • Measuring engagement
  • Designing elements and creating copy
  • Rich media
  • Marketing performance
  • Tracking, evaluation and maintenance
  • Digital marketing activity outcomes
  • Return on Investment (ROI)
  • Target audience
  • Cost per response
  • Report structure and distribution

Unit 3 - Social media tools for collaboration and engagement

  • Characteristics of social media
  • Types of Social Media
  • Tools and applications
  • Social networks
  • Job networks
  • Blogs
  • Micro-blogs
  • Video sharing
  • Forums
  • Wiki
  • Issues using social media tools
  • Social media security
  • Comparing social media
  • Popular tools and applications
  • Selecting social media tools
  • WordPress
  • Popular tools and applications
  • Benefits of using social media
  • Using social media in a business environment
  • Selecting appropriate social media tools
  • Initiate preferred social media tools and applications
  • Web host blog options
  • Establish the social media interface
  • Text and file content
  • Posting
  • Initiate the social networking interaction
  • Promoting your business on FB
  • Target demographics
  • Setting budget and duration of the campaign
  • Test and evaluate tools and applications
  • Testing usability of a tool
  • Asking users what they would like to see


Written assignments and exercises, including short-answer questions, reports/essays and projects. There are no examinations or due dates for assessment.


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Payment Information

Certificate Course



  • Professional development that is widely recognised and respected;
  • Improve your employment opportunities;
  • Study online, anywhere via our elearning system;
  • High-quality professional development programs written by industry experts;
  • No entry requirements;
  • All course materials provided online – no textbooks to buy;
  • Unlimited tutor support;
  • Easy to understand course content;
  • 12 months’ access. Free extensions may be available upon application.
  • Certificate of Attainment/Completion issued for your CV (hard copy provided); and
  • Course may be tax deductible; see your tax advisor.

Career Pathways

Future growth




  • Social Media Specialist
  • Social Media Marketing Trainer
  • Social and Digital Media Content Creator
  • Social Media Coordinator
  • Communications and Media Officer
  • Best value option
  • Includes 12 months access


  • $150 deposit
  • $30/week
  • No credit checks required