Curriculum · 4 levels · 28 modules
Everything we teach. In the order that builds.
Four levels, 28 modules, built from what employers hire for and what moves the numbers for businesses and creators. Every fact in it is checked weekly. The assessment decides where you start, so you never sit through what you already know.
Module 1The Platform Landscape & the Language of SocialEvery major platform, what it's for, and the vocabulary — feeds, Stories, Reels, DMs, hashtags, engagement — decoded properly.Module 2Accounts, Profiles & Link-in-BioPersonal vs creator vs business accounts, profile optimisation, and building a link-in-bio that converts.Module 3Content Formats & Current SpecsImages, carousels, short video, live and text posts — and the current specs for each platform, always verified.Module 4Writing for Social 101Hooks, captions, tone of voice, hashtags and calls to action — the fundamentals of words that stop the scroll.Module 5Phone Photography & Design BasicsComposition, lighting, and free tools — make professional-looking visuals with the phone in your pocket.Module 6Safety, Privacy & Digital CitizenshipAccount security, privacy settings, scams, and behaving well online — the professional baseline.
Level 2
Practitioner
Content that performs: writing, video, algorithms and analytics.
About this level →Module 7Copywriting Craft & AccessibilityPlatform-specific copy, storytelling frameworks, A/B-testing hooks, and writing everyone can read.Module 8Short-Form VideoScripting, shooting and editing TikToks, Reels and Shorts — plus the retention curves that decide reach.Module 9YouTube & Long-Form VideoTitles, thumbnails, packaging and watch time — how long-form works, and when it beats short-form.Module 10How Algorithms Actually WorkRanking signals per platform — documented, not mythology — and what that means for your content.Module 11Analytics I: Reading the NumbersNative insights, reach vs impressions, engagement rates and benchmarks — know what's working and why.Module 12Community ManagementReplying at scale, moderation, UGC and social-first customer care — the craft of keeping people around.Module 13Content Planning & RepurposingCalendars, batching, scheduling tools and repurposing pipelines — publish consistently without burning out.Module 14AI Tools I: Your Content AssistantIdeation, caption drafting, image and video AI, editing assistants — and the disclosure norms that keep it honest.
Level 3
Marketer
Strategy, paid social, commerce and partnerships that deliver results.
About this level →Module 15Strategy: Audience, Pillars & Channel MixAudience research, positioning, content pillars, briefs and budgets — social with a plan behind it.Module 16Paid SocialCampaign structures, pixels, audiences and creative testing across Meta, TikTok and LinkedIn ads.Module 17Analytics II: Attribution & ROIUTM tracking, attribution models, dashboards and reporting that proves social's value to stakeholders.Module 18Social Listening & InsightsTools, sentiment, share of voice and trend detection — hearing what the internet says about you.Module 19Social CommerceTikTok Shop, Instagram Shopping, live shopping and affiliate features — selling where people scroll.Module 20Influencer & Creator PartnershipsSourcing, vetting, rates, contracts, briefs and Spark Ads — partnerships that are worth the money.Module 21Personal Branding & Thought LeadershipLinkedIn and X founder brands, employee advocacy, and building an audience that opens doors.Module 22Legal & Ethical Social MediaASA and CMA disclosure rules, copyright and music licensing, GDPR basics and accessibility — the rules UK professionals must know.
Level 4
Leader
Running social at a professional level — teams, crises, and the boardroom.
About this level →Module 23Integrated Strategy & BudgetsSocial's role in brand, comms and CRM; budgeting and agency management at a senior level.Module 24Crisis ManagementEscalation matrices, holding statements, dark-hour playbooks and post-mortems — calm under fire.Module 25Teams, Workflow & GovernanceHiring, approval workflows, tone-of-voice guardianship and governance for social at scale.Module 26Advanced MeasurementIncrementality, marketing-mix basics, brand-lift studies and board-level reporting.Module 27AI & Automation at ScaleAI-driven campaign products, chatbots, and keeping generative content brand-safe.Module 28Career & PortfolioCertifications, freelancing, rates and portfolio building — turning skills into income.
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