Course Overview

Social media and online marketing have become essential components of contemporary marketing strategies. Organisations increasingly rely on digital platforms to communicate with customers, build brand awareness, and support commercial objectives. At the same time, the rapid development of online channels presents new strategic and operational challenges.

The Social Media and Online Marketing programme at IBS The Hague provides participants with a structured and practical introduction to digital marketing concepts, tools, and platforms. The course focuses on the strategic use of social media and online channels within a broader marketing context.

Learning Objectives

By the end of the programme, participants will:

• Understand the fundamentals of social media and online marketing
• Develop and evaluate social media strategies aligned with organisational goals
• Identify and analyse target audiences in digital environments
• Apply online marketing tools to support marketing and communication objectives
• Measure and evaluate the performance of digital marketing activities

Course Content

The programme covers the following key areas:

Foundations of Social Media and Online Marketing

• Principles of social media marketing (SMM)
• The role of online marketing within overall marketing strategy
• Opportunities and challenges of digital marketing

Social Media Strategy and Platforms

• Creating a social media strategy
• Identifying and engaging target audiences
• Creating and managing profiles on major platforms, including Facebook, LinkedIn, and Twitter
• Understanding successful and unsuccessful social media campaigns

Social Media Advertising and Metrics

• Fundamentals of social media advertising
• Defining objectives and key performance indicators
• Measuring and analysing campaign performance

Search Engine Optimisation and Analytics

• Fundamentals of Search Engine Optimisation (SEO)
• Introduction to website traffic analysis
• Using Google Analytics to measure and evaluate online performance

Teaching and Learning Approach

The course is delivered through a combination of:

• Lectures introducing key concepts
• Case studies illustrating practical applications
• Hands-on exercises and assignments
• Individual and group activities

This approach enables participants to develop both conceptual understanding and practical skills in social media and online marketing Outline SC Social Media and Onl….

Programme Structure and Duration

• Duration: 3 months
• Format: Combination of contact hours and guided self-study
• Activities: Assignments, group work, and practical exercises

The extended duration allows participants to engage more deeply with digital marketing tools and strategies than in a short-term course.

Who Should Attend

This programme is suitable for:

• Professionals involved in marketing, communication, or business development
• Individuals seeking to strengthen their digital marketing skills
• Participants interested in social media strategy and online communication

Interested in the program?