Build a smarter, more strategic approach to social media across content, community, paid media, analytics, AI and influencer marketing.

Social Media Marketing Masterclass

Social media marketing is becoming more complex, with changing algorithms, fragmented audiences, emerging AI tools and increasing pressure to demonstrate measurable business impact.

This practical online course gives marketers the strategic frameworks, tools and techniques needed to plan, execute and optimise high-performing social media activity across the full customer journey.

Course Details:

DELIVERY

Online or In-person

FORMAT

Online

DURATION

8 x 1 hr Modules

LEVEL

Beginner - Intermediate

PRICING

$1,295 or included with SMK+ Membership

Social Media Marketing Is Getting Harder To Get Right

Platform change, rising competition and evolving audience behaviour are forcing marketers to rethink how social media delivers business value.

Social media has moved well beyond posting content and growing followers. Today, marketers need to understand rapidly changing platforms, build full-funnel strategies, produce engaging content, manage communities, invest in paid media and demonstrate measurable results.

At the same time, AI, short-form video, creator marketing and messaging are creating entirely new opportunities. Success increasingly depends on having a joined-up strategy that connects these channels, formats and technologies to clear business objectives.

Build A More Strategic Approach To Social Media

Develop the skills to plan, execute, measure and optimise social media activity across the full marketing funnel.

This course gives you a practical framework for managing modern social media marketing more strategically.

You’ll learn how to identify emerging opportunities, allocate resources effectively, improve content and community engagement, measure performance, apply AI, optimise paid campaigns and integrate influencer marketing into your wider strategy.

What You’ll Learn

Across eight modules, you’ll explore the key strategic and practical capabilities required to deliver effective social media marketing today.

Understand the major trends reshaping social media marketing

Build full-funnel social media strategies aligned with business objectives

Plan budgets and resources more effectively

Measure performance and communicate results to stakeholders

Create stronger content and community engagement strategies

Develop high-performing short-form video approaches

Use AI to improve social media workflows and execution

Plan and optimise paid social campaigns

Build effective influencer and creator partnerships

Connect social activity with wider marketing and commercial goals

Turn Social Media Activity Into Business Impact

The opportunity is significant, but many organisations still struggle to connect social media activity with wider marketing and business objectives.

Social platforms offer organisations unprecedented opportunities to reach audiences, build communities, influence decisions and drive measurable customer action.

However, many social strategies remain fragmented across organic content, paid advertising, creators and individual platforms. Building stronger capability means connecting these activities into one strategic approach.

The Opportunity

A well-structured social media strategy can support every stage of the customer journey — from increasing awareness and building brand relevance through to generating leads, sales and long-term customer relationships. Emerging formats, AI tools, creator partnerships and increasingly sophisticated advertising platforms give marketers even more ways to reach and influence audiences. The opportunity is to move beyond isolated tactics and use social media as an integrated part of the wider marketing strategy.

The Capability Gap

Many organisations are active on social media without having a clear framework for how channels, content, paid media, creators and community engagement work together. Teams can become focused on publishing volume and short-term metrics while struggling to demonstrate commercial impact, allocate resources effectively or keep pace with platform change. Closing this gap requires stronger strategy, measurement and operational capability — not simply more content.

Your Instructor

James Fitzgerald, Executive Director of Programming

James Fitzgerald is the Executive Director of Programming at SMK, a specialist learning and development organisation focused on helping businesses adapt to rapidly evolving digital, social and AI-driven marketing environments.

James leads the development of SMK’s corporate education programmes across AI, social media, digital strategy, search, content, advertising, analytics and marketing transformation.

One of the most respected digital marketing educators in APAC, James has trained more than 15,000 senior marketers, communications professionals and business leaders across enterprise, government and high-growth sectors. His programmes focus on the practical and strategic implications of emerging technologies, helping organisations respond to changing customer behaviour, AI-driven discovery, platform disruption and evolving digital ecosystems.

James has delivered training and strategic education programmes for organisations including the United Nations, Air New Zealand, MYER, McDonald’s, NAB, P&G, Tourism Australia, Ralph Lauren, Westfield and numerous government departments across the APAC region.

What’s Covered In The Course

Eight practical modules covering the strategy, channels, tools and emerging capabilities shaping modern social media marketing.

MODULE ONE: Social Media Marketing: Trends, Challenges, and Opportunities

Exploring Emerging Trends: Dive into the latest trends shaping social media marketing, including algorithm changes and new platform features.
Identifying Challenges: Understand the challenges that marketers face in the evolving digital landscape and how to address them effectively.
Seizing Opportunities: Learn how to leverage new opportunities for growth and engagement, backed by case studies of successful brands.

MODULE TWO: Strategic Planning, Budgeting, and Resourcing for Social Media

Creating Full-Funnel Strategies: Develop comprehensive social media strategies that align with business objectives at every stage of the funnel, from awareness through to conversion
Balancing Immediate and Long-Term Goals: Plan social media campaigns to achieve immediate engagement while nurturing long-term brand loyalty and awareness.
Effective Budget Allocation: Learn techniques for allocating budgets across the marketing funnel to maximise ROI, balancing short-term performance and long-term growth initiatives.

MODULE THREE: Mastering Evaluation, Analytics, and Reporting

Evaluating Performance Metrics: Gain expertise in analysing key social media metrics to measure engagement, reach, and conversions.
Utilising Analytics Tools: Discover various tools and techniques for collecting and interpreting social media data.
Creating Impactful Reports: Learn how to present analytics data in compelling reports that communicate insights to stakeholders and drive strategy adjustments.

MODULE FOUR: Content Planning and Community Engagement

Engaging Audiences with Storytelling: Explore storytelling techniques that captivate audiences and foster deeper connections with your brand.
Building and Nurturing Communities: Learn strategies for fostering genuine engagement and managing online communities effectively.
Optimising Content Workflows: Establish efficient systems and workflows for content ideation and creation to maximise productivity and maintain a steady content output.

MODULE FIVE: Maximising Short-Form Video and Messaging

Creating Engaging Short-Form Videos: Master the art of producing shareable short-form videos on platforms like TikTok, Instagram Reels, and YouTube Shorts.
Leveraging Messaging Apps: Discover how to use messaging apps for direct communication with audiences, enhancing customer service and driving conversions.
Implementing Best Practices: Gain practical tips and insights from successful short-form video and messaging campaigns.

MODULE SIX: Harnessing AI for Social Media Success

Leveraging AI Tools: Discover how to utilise AI applications for content creation, scheduling, and engagement to streamline your social media efforts.
Personalising User Interactions: Explore techniques for using AI to personalise user interactions and enhance audience engagement.
Implementing Ethical AI Practices: Address ethical considerations and best practices for integrating AI into your social media strategy.

MODULE SEVEN: Creating High-Performing Social Media Ads

Setting Clear Objectives: Learn how to define clear goals and objectives for your social media ad campaigns to ensure measurable success.
Optimising Ad Performance: Employ targeting and retargeting strategies, budget allocation, and A/B testing to continuously improve ad effectiveness.
Designing Compelling Ad Creatives: Explore best practices for creating visually appealing and persuasive ad creatives that capture attention.

MODULE EIGHT: Unlocking Influencer Marketing for Brand Building & Acquisition

Identifying the Right Influencers: Discover methods for finding and partnering with influencers who align with your brand values and audience.
Maximising ROI: Explore best practices for managing influencer relationships, ensuring authenticity, and measuring the success of your campaigns.
Creating Impactful Campaigns: Learn how to design influencer marketing campaigns that effectively build brand awareness and drive customer acquisition.

Learn When It Works For You

Access practical social media training online and work through the programme at your own pace.

The course goes beyond platform features and tactical tips to help you understand how social media fits within a broader marketing strategy. Throughout the programme, you’ll explore practical frameworks, real-world examples and techniques that can be applied to your own planning, campaigns, content, reporting and workflows.

Built For Practical Application

Apply the thinking directly to your own brand, organisation or social media strategy.

Everything You Need To Build Your Social Media Capability

Your course access includes structured online training covering eight key areas of modern social media marketing, supported by practical frameworks and resources to help you put the learning into practice.

Understand the major trends reshaping social media marketing

Build full-funnel social media strategies aligned with business objectives

Plan budgets and resources more effectively

Measure performance and communicate results to stakeholders

Create stronger content and community engagement strategies

Develop high-performing short-form video approaches

Use AI to improve social media workflows and execution

Plan and optimise paid social campaigns

Build effective influencer and creator partnerships

Learn From Digital Marketing Specialists

SMK translates fast-moving digital trends, platforms and technologies into practical marketing capability.

SMK training is designed for marketers who need more than theoretical knowledge.

Our courses combine strategic marketing thinking with practical application, helping professionals understand not only what’s changing across digital and social media, but what those changes mean for their organisation and how to respond.

Get Full Access To The Course

Build your social media marketing capability through eight practical, on-demand modules.

Enrol online and work through the complete Social Media Marketing Masterclass at your own pace.

Your enrolment provides access to all eight modules and supporting course resources, covering social media strategy, content, analytics, short-form video, AI, paid advertising and influencer marketing.

You can enrol in this course only, or all SMK online courses by becoming a SMK+ Member

Frequently Asked Questions

Who is this course for?

This course is designed for marketing, communications, digital and social media professionals who want to build a more strategic and commercially focused approach to social media.

Do I need previous social media experience?

No specific platform expertise is required, although the course is most valuable for participants who already have some exposure to marketing, communications or social media.

Is the course focused on specific social platforms?

The course covers major platforms including Instagram, Facebook, TikTok, LinkedIn and YouTube, while focusing primarily on principles and strategies that can be applied across platforms.

Does the course cover AI?

Yes. A dedicated module explores how AI can support social media planning, content creation, workflows and audience engagement, as well as responsible and ethical AI use.

Does the course include paid social media?

Yes. You'll learn how to establish campaign objectives, structure targeting and retargeting, allocate budgets, test creative and optimise paid social performance.

Does the course cover influencer marketing?

Yes. The final module covers influencer selection, partnership management, campaign planning, authenticity, measurement and ROI.

How is the course delivered?

The course is delivered online, allowing you to work through the modules and supporting materials at your own pace.