› 12 weeks
› Part-time
Social Media
Marketing:
Elevate
Academy Xi: What is
Our story Social Media
Marketing?
Hello and welcome to Academy Xi!
Our online courses are designed to Would you believe there are 4.62 billion
meet the insatiable demand for digital social media users globally?1 This equates
capabilities across all industries. We to 58.4% of the world’s total population!
run short, practical and industry- In the simplest terms, Social Media
relevant courses in Design, Business & Marketing entails leveraging the reach of
Marketing, and Tech & Data. social media to promote brands, goods
and services.
Built and taught by passionate
industry experts, our courses empower Social Media Marketers use inspiring
people with the skills and confidence content to stimulate authentic brand
to stay ahead of the industry curve, conversations, build a community of
create a future-ready career, and followers, drive website traffic and boost
transform their lives. sales. Organisations of all sizes use social
channels to tap into an audience of
millions within seconds, or on the flipside,
target specific demographics in just a few
clicks.
Social Media Marketing isn’t just about
being active on Facebook, Instagram,
or Tiktok. Instead, it’s about aligning
your content with a big picture strategy,
making it measurable, knowing and
engaging your audience, and even selling
to them.
With new platform features emerging
daily and people’s taste for content
always evolving, Social Media Marketing
is fast becoming one of the world’s most
dynamic industries.
1
We Are Social, 2022
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Why choose this course?
The world’s love affair with social media
represents a golden opportunity for CO U RS E S N A PS H OT:
businesses with marketing ambitions. The
Social Media Marketing industry has grown
by 17% in the last year alone and is now worth M E T H O D O F ST U DY
$134 billion, accounting for 33% of all digital 100% online
marketing spending1.
Weekly mentor-led live
In Australia, skilled Social Media Marketers are sessions
more sought after than ever before, with Seek
currently advertising over 9,000 specialist
roles2. T I M E CO M M I T M E N T
Designed in response to rising demand for 60-80 hours over 12 weeks
Social Media Marketers, this course is hands-
on, immersive and offers a balanced skill-set.
In just 12 weeks you’ll: CO U RS E CO N T E N T
• Learn how to select the best forms of 11 modules including
content and platforms based on your Social Media Platforms,
specific audience, brand and goals Strategy - Goals &
Audience, Increasing
• Develop the technical skills and tactical Engagement and Driving
mindset needed to combine strategy and Sales, Measuring Results
execution, helping you become a well- and more
rounded Social Media Marketer
• Get comfortable with the end-to-end CO U RS E O U TCO M E S
Social Media Marketing process, from
building a comprehensive strategy and • Practical Social Media
Marketing skills
calendar, to creating and scheduling
razor-sharp content • An end-to-end social
media strategy &
• Learn how measure the success of your content plan
strategy and use analytics to refine your
content • A portfolio of assets and
ad mock-ups
• Build a custom portfolio with content
assets and ad mockups that helps you • Prepare for Meta
Certification
stand out from the crowd
• An industry-recognised
1
Hootsuite, 2022 digital credential
2
Seek, 2022
L E V E L O F ST U DY
No prerequisites - beginner
friendly
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Why study with us
DESIGNE D BY E X P E RTS I N - DE MA N D SK I L L S
Our courses are built in-house Get to grips with paid and
by experienced learning organic social media marketing
designers with input from world- and use the latest platforms,
class industry professionals including Facebook, Instagram,
at Inspired Content, Amplify, TikTok and LinkedIn. You’ll also
Immutable, and Academy Xi. This pick up industry-standard tools
guarantees that everything you’ll like Canva, Ad Mockups, Google
learn is relevant, current, and in- Analytics and URL Builder.
demand.
G E T ME TA CE RT I F I E D
DUAL F O CU S : STRATEGY + By the end of the course you’ll
EXECU TI O N be prepared to take a Meta
Develop the big picture Certification. Meta Blueprint
mindset needed to build a allows you to set yourself
comprehensive strategy based apart as a digital marketer by
on your business goals, and the becoming a Meta Certified
technical skills put it into action. Professional, with advanced
Create context-specific content, proficiency using all of the apps
schedule content calendars and and services in the Meta group.
measure success. Additional fees apply, payable directly to Meta.
BRIN G YOU R OW N P ROJ ECT LO O K TO T H E F U T U R E OF
Complete a project you’re SO CI A L
passionate about and develop Deepen your knowledge of
an end-to-end social media Social Media Marketing with
marketing strategy for your additional content covering
current employer, small business, anticipated industry trends,
or even a brand you’re interested the effects of dark social, and
in. the responsibilities of Social
Media Marketers in an age of
BUILD A U NI Q U E misinformation.
PORTF O LIO
Walk away with a custom Social H A N D- PI CK E D ME N TO RS
Media Marketing strategy and Learn the tricks of the trade
a portfolio of content and from a practising Social
ad mockups, demonstrating Media Marketer with extensive
your new practical skills to experience, both in the field and
prospective employers and in the online classroom.
clients.
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1:1 ME NTO R S U P PO RT SOCI A L L E A R N I N G
Book two 1:1 sessions with PL AT F O R M
your mentor for personalised Absorb the course content on
feedback, expert guidance, our custom learning platform,
and insider tips as you progress powered by NovoEd. Gamified
through the course. content encourages classmate
interaction and rewards your
IN DUSTRY- RECO GNISE D efforts, and there’s an app for
CERT I F I CATE learning on-the-go 24/7.
Industry-trusted Certificate of
Completion you can show-off to COH ORT- B ASE D
potential employers? Check. A ‘Online but not alone’ is what
digital badge you can share on we preach. Complete the
LinkedIn? Double check. course at the same time as your
classmates—discuss current
AL UM NI BE NE F I TS topics, work collaboratively and
use the chat function to learn
Access our exclusive alumni
from and collaborate with your
events and Slack channel, with
cohort and mentor.
job offers, career guidance
and networking opportunities.
Receive discounts on future
courses and a credit when you
refer a friend.
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What you’ll learn
This course will equip you with the technical skills and strategic mindset needed to
excel as a Social Media Marketer. Learning resources include:
• Platform-based written and multimedia content
• In-house video content
• Course workbook
• Case studies
• Weekly challenges
• Weekly live sessions with your mentor and classmates
• Mentor and peer project review
• Mentor-on-demand sessions
• Links to additional resources
The software and web apps you’ll get to grips with include Canva, Ad Mockups,
Google Analytics and URL Builder. You’ll also pick up social media management and
scheduling tools Hootsuite, Buffer and Sprout Social.
Additionally, you’ll have the option to use any graphic design tools you’re comfortable
with to create your content, including apps in the Adobe Creative Suite.
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What you’ll learn
W H AT IS S O C I A L M E D I A M A R K E T I N G?
Develop a foundational understanding of what social media is and why it’s important in the
overall marketing mix.
MODULE 1
TO P I C S
» What is Social Media Marketing
» The benefits and ‘why’ of Social Media Marketing
» Overview of course projects
L E A R N I N G ACT I V I T I E S
» Outline the benefits of social media for your chosen brand and industry
S O C I A L M E D I A P L AT F O R MS
Understand the key platforms that make up today’s social media landscape, exploring their
content types and audiences.
MODULE 2
TO P I C S
» Overview of key platforms, content types and audiences
› Facebook and Instagram
› TikTok
› YouTube
› LinkedIn
› Reddit
› Pinterest
› Snapchat
› Twitter
L E A R N I N G ACT I V I T I E S
» Outline the pros and cons for each platform for your chosen brand
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S O C I A L M E D I A ST R AT E GY: O R GA N I C VS PA I D
Recognise the difference between using paid and organic social media, and how choosing one
or the other will impact the strategy you set.
MODULE 3
TO P I C S
» The basics of digital advertising
» Understand the difference between organic and paid social media
» Ad placements on socials / where to place your ad
L E A R N I N G ACT I V I T I E S
» Outline the pros and cons of organic and paid social media for your
chosen brand
S O C I A L M E D I A ST R AT E GY: G OA LS A N D CO N T E N T
Understand how to set SMART goals and define content pillars for a Social Media Marketing
strategy.
MODULE 4
TO P I C S
» Setting SMART goals
» The purpose of social
» Defining content pillars
L E A R N I N G ACT I V I T I E S
» Set social media goals for your chosen brand
» Create personas for your audience
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G R OW I N G YO U R AU D I E N C E
Learn the different tactics and strategies that can be used to successfully build your audience.
MODULE 5
TO P I C S
» Define your audience
» How to grow your social media audience
» Influencer marketing
» User-generated content
L E A R N I N G ACT I V I T I E S
» Outline a plan for growing the audience of your brand’s channels
» Mini project 1: Set your overall social media strategy and define content
pillars for your brand
I N C R E AS I N G E N GAG E M E N T A N D D R I V I N G SA L E S
Learn how to bring a strategic approach to driving engagement and sales.
MODULE 6
TO P I C S
» What makes your audience engage with your brand and content
» Different types of audience motivations on socials (entertainment,
information seeking and sharing, social and relational interaction,
monetary incentives or rewards)
» Strategies that drive engagement (using the right photos, tone of voice
and content type)
» Best platforms to use when selling on social media
» Social selling techniques and strategies
L E A R N I N G ACT I V I T I E S
» Outline a plan for increasing engagement and driving sales for your brand
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I M P L E M E N T I N G YO U R ST R AT E GY: D E V E LO P I N G
CO N T E N T
Learn how to determine the best content types and understand how to structure your content
according to the content pillars.
MODULE 7
TO P I C S
» Defining the content pillars
» Deciding on content types
» Creating content
L E A R N I N G ACT I V I T I E S
» Make a recommendation of content types and content pillars for your
brand, and create a sample piece of content
I M P L E M E N T I N G YO U R ST R AT E GY: C R E AT I N G A
CO N T E N T CA L E N DA R
Understand how to set the cadence and timing of your social media posts by creating a content
calendar, and get to grips with writing microcopy.
MODULE 8
TO P I C S
» Cadence and scheduling
» Creating a content calendar
» Copy vs microcopy
L E A R N I N G ACT I V I T I E S
» Develop a content calendar for your brand based on the content pillars
» Mini project 2: Put together a content management plan and content
calendar for a seasonal or event-driven activity
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O PT I M IS I N G A N D CO M M U N I T Y M A N AG E M E N T
Get to grips with publishing optimised content and the community management side of social
media.
MODULE 9
TO P I C S
» Scheduling tools
» Publishing best practices
» Basics of community management
L E A R N I N G ACT I V I T I E S
» Make a recommendation for optimising your brand’s content and set
guidelines for community management
» Mini project 3: Create, plan and schedule social media content across
platforms with Canva, and use Ad Mockups to produce paid social ads
M E AS U R I N G R E S U LTS
Learn how to measure success (vs vanity metrics), and understand how to use social listening,
UTM tracking and Google Analytics.
MODULE 10
TO P I C S
» Social Media ROI
» Tracking social media ROI: clicks to website by source, email opt-ins by
source, sales and landing pages
» Understanding linear and time decay for socials
» Key metrics to measure
» Benchmarks for success
» Iterating your strategy based on performance data and insights
L E A R N I N G ACT I V I T I E S
» Use benchmarks to outline what success looks like for your campaign
» Perform a social media listening activity and record results
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THE FUTURE OF SOCIAL
Understand the projected evolution of social media, how to stay current and future-proof your
career, and your obligations in a world of misinformation.
MODULE 11
TO P I C S
» Dark social
» Algorithms
» Staying current
» The role of a social media manager in the age of misinformation
P R E S E N TAT I O N
Present your social media strategy, calendar and assets to your cohort and mentor.
Note: Topics and activities are subject to change based on recommendations from our industry experts
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Learning outcomes
This course provides professional-level • Small business owners wanting to use
skills and knowledge aligned to industry social media strategy to grow their
standards. By the end of this course, you’ll be business
equipped to: • Anyone new to the world of social media
marketing keen to get a taste of the
• Design and develop an aligned, effective industry
and measurable social media strategy for
your brand or business
• Build end-to-end social media content Assessment
plans
• Create eye-catching social media visuals
Our graduates are recognised by the industry
with compelling marketing copy
to possess crucial Social Media Marketing
• Track and measure the analytics of skills. To ensure you achieve the specified
your social media activities to generate outcomes, this course includes multiple
actionable insights assessment projects and opportunities to
• Present your content and strategy discuss project work with your mentor.
persuasively to demonstrate your
You’ll submit mini projects after weeks 5, 8 and
understanding of social media marketing
9 for grading and mentor feedback. At the
The framework of this course has been built in end of the course, you’ll aggregate your mini
alignment with McKinsey’s ‘Defining the skills projects and present your finalised content
citizens will need in the future world of work’ strategy, calendar and content assets to your
report (June, 2021), offering you the chance mentor and peers.
to develop cognitive, interpersonal and
technical skills that are essential to the future At different stages of the course you’ll need to
of digital work. submit your work for assessment. Your mentor
will mark your work and provide structured
feedback. To prepare for the assessments,
Who this course is for you should complete all the activities and
tasks throughout the course.
This course has no prerequisites and is
suitable for anyone looking to upskill and
boost their professional remit by adding the
latest social media marketing techniques and
tactics to their CV. Those interested in this
course may include:
• Traditional and Digital Marketers wanting
to update their skill-set
• Junior and Community Marketers keen to
climb the industry ladder
• Existing Social Media Marketers wanting
to formalise their skills with an industry-
recognised credential
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Course timeframe Support and feedback
Your course takes approximately 60-80 hours Our Tribe will support you from enrolment to
over 12 weeks. This includes absorbing the graduation, helping you achieve your goals
learning materials, attending live sessions, every step of the way:
participating in one-on-one mentoring
• The Experience Team: Your go-to for
sessions, completing the course activities,
any day-to-day questions to ensure a
working on your assessment projects and
seamless online experience.
communicating with your peers and mentor.
• Your Mentor: Through regular live video
Next steps sessions, private mentor on-demand
sessions and the in-platform chat function,
your mentor will guide you throughout
the course and share their wealth of
GE T I N TOU CH
experience.
Speak to one of our Course Advisors to
clear up any questions: • Your classmates: Brainstorm, bounce ideas
off each other and make lifelong friends.
admissions@[Link]
You can reach your peers through the
1300 098 165 discussion tool embedded in our online
learning portal.
ENROL
Academy Xi © Page 14