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Social Media Marketing

Social Media Marketing

An intensive summer programme designed to introduce students aged 19+ to the principles of Social Media Marketing.

A one-week programme, residential in a college of the University of Oxford.

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Course Summary

Being able to harness and leverage the power of social media is an essential skill for the contemporary marketer. Social marketing has been found to be a highly effective and valuable tool in influencing consumer buying behaviour through information and education. The marketing mix (product, place, price and promotion) is a key component of social marketing and its value to digital marketing and social media channels will be critically assessed.

The value of social media marketing to brand image and development will be explored through practical case study exercises where students will engage with the principles of strategic marketing as applied to a digital context and students will gain experience in formulating the optimal social marketing mix for an organisation. There will be comprehensive coverage of the social media marketing tools available to digital marketers (including Twitter, Facebook and LinkedIn) in order to provide students with a full understanding of the social media marketing options available to digital marketers.

Additionally, students will also explore and examine in depth the value and power that can be obtained from having a robust content marketing strategy and will see how content marketing platforms can act as a means for greater engagement with products and services. Moreover, students will gain hands-on experience in drawing up a content marketing strategy and be shown how they can set up communities of users.

The course will round off with hints, tips and best practice principles in creating and implementing a social media marketing campaign which will be applied to organisational case studies with a view to highlighting the usefulness of social media marketing metrics.

Learning Objectives

By the end of the course students will understand:

  • What’s involved in using social media to market products and services
  • The importance of identifying an ‘optimal blend’ of social media tactics and channels to promote products and services
  • The central role that content marketing can play in building customer engagement and loyalty for particular products and services
  • How to use the social media marketing mix and social media marketing principles covered on the course to design persuasive social media marketing strategies and campaigns and then track and measure their effectiveness

Course Outcomes

Monday Lecture 1: The Social Media Marketing Mix- using the social media marketing mix to build a successful brand
Seminar 1: Plotting a social media marketing strategy- practical exercises to develop skills in creating the optimal social marketing mix for top results
Tuesday Lecture 2: Social Media Tools- making social media mobile
Seminar 2: Critically assessing social media channels in order to produce a successful content marketing strategy
Wednesday Lecture 3: Content marketing and content marketing platforms
Seminar 3: Developing a content marketing strategy and social community
Thursday Lecture 4: How to develop a social media marketing campaign
Seminar 4: Collaborative activities to assemble a social media marketing campaign for an organisation
Friday Lecture 5: Social Media Marketing data and content sharing analytics. Twitter and Facebook metrics-the future of social media marketing
Seminar 5: Presentations, course review and action planning


Assessment Methods

1 x Written Assignment (500-750 words)

1 x Group Presentation


Oxford College Accommodation

  • Location Oxford
  • Ages Ages: 12+, 13-15, 16-18, 19+
  • Bedroom Type Single and twin
  • Bathroom Type En-suite & Shared (single gender)
  • Year Built Founded in 1096 (University of Oxford)

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