MQF/EQF Level 5-4 ECTS

EMCS Academy has designed the Award in Social Media Strategy and Management (a higher education programme) in view of the fact that the Social Media Revolution presents major opportunities (but also threats) to companies and organisations of all sizes and across all sectors.  While many have responded by setting up social media channels (e.g. Facebook, Twitter, LinkedIn etc.), few have developed an integrated and coordinated social media strategy for building sustained growth and competitiveness.

The need for organisations to move from an ‘experimental’ stage to a much deeper level of social media engagement is now widely accepted.  Indeed, many observers are already arguing that the concept of social media itself has become dated.  What is required is for companies to become ‘social businesses’.

The Award covers the key issues involved in developing, implementing and proactively managing an effective social media strategy for building sustained customer and competitive advantage.  A ‘business first’ approach is adopted ensuring that the social media actions and initiatives you implement are fully aligned with and supportive of core business goals and objectives.  A key focus is the use of agreed KPIs and targets to measure on-going social media performance and business impact.

Given the dynamic nature of social media, course content is fluid and flexible to reflect the rapidly changing social media landscape.

Accreditation and MQF/EQF level

A CPD Award accredited with MQF/EQF Level 5-4 ECTS Credits by the Malta Further & Higher Education Authority (MFHEA). The Award in Social Media Strategy and Management will be awarded to delegates who successfully attend all modules and obtain a minimum pass in the relative assessment.

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Learning Outcomes

  • Explain the use of metric and analytics used to measure social media performance
  • Explain digital marketing performance using KPI
  • Present social media strategy to non-technical people
  • Present social media results to management
  • Critically evaluate the social media strategy options for different business situations
  • Develop a social media strategy based on industry best practices
  • Adopt the use of Key Performance Indicators to monitor social media strategy performance.


Who is eligible to participate?

  • CEOs and Senior Executives tasked with the responsibility for creating responsive organisations in an era of turbulent digital change
  • Business Owners wishing to exploit the full potential of social media for achieving sustained growth and competitiveness
  • Middle Managers responsible for developing and implementing agreed Social Media Strategies and Action Plans
  • Junior Managers and recent graduates wishing to develop careers as Social Media Managers


Course Dates

Courses and Exams


Total Learning Hours

Whole course: 100 Hours (including contact hours, supervised practice hours, self-study hours, assessment hours)

Module 1: 25 Hours (including contact hours, supervised practice hours, self-study hours, assessment hours)

Module 2: 75 Hours (including contact hours, supervised practice hours, self-study hours, assessment hours)


Learning & Assessment Procedures

The course will be delivered using a blend of approaches to ensure a unique learning and development model that enables the learner to learn the general framework of the subject and then apply what is learnt to real life cases.

The course is carefully designed to tackle the theoretical framework by exploring the key principals of  Social Media, Strategy and Management and is then supplemented by providing the participant with other resources and hands on experience to practice the key elements of the course.

The Academy will make available a number of support mechanisms including notes and handouts, assignments and online resources in order to support participant progress on the course.

A summative assessment shall be used to award the customized award - this is done so the individual learning is assessed against a particular specification or standard. The summative assessment will take place at the end of the course when the students would have covered all the material, covering all learning outcomes. The qualifications obtained will provide evidence that the student has obtained the knowledge, skills and competencies as described in the course description and to the level awarded.

Grading: A (80-100%); B (65-79%); C (50 – 64%); F (0-49%)

Entry Requirements

A good working knowledge of the English language

Experience in Sales and Marketing or Managerial Experience would aid participants to take full benefit of the course.


Course Duration & Delivery

This course is made up of 1 live session and 7 online sessions, over a 6-week period (part-time)

EMCS Academy, Level 2, Regional Business Centre, University Heights, Msida.

The course will be delivered in English.


Price €1250 excluding VAT


money back

We offer assistance to individuals in applying for Funding Schemes currently available through Get Qualified and Training Pays scheme.

We also provide assistance to companies investing in their employees' professional development by accessing funding through the Investing in Skills Scheme.


Follow the link for the VISA requirement for third country nationals:

Course Modules


Module 1

Social Media Revolution – Strategy Development and Performance Measurement, MQF/EQF Level 5 - 1 ECTS

Learning outcomes

At the end of the module the learner will have acquired the responsibility and autonomy to:

  • Undertake a Social Media Landscape Analysis and Digital Internal Audit
  • Develop a basic Social Media Strategy for an organisation
  • Assess and use Social a number of Media Management Tools
  • Use brainstorming techniques and focus groups to generate a social media vision
  • Use social medial monitoring tools to monitor company reputation on social media channels
  • Adopt KPIs to determine social media strategy effectiveness
  • Understand the basic use of the Balanced Scorecard approach
  • Use appropriate data to assess social media strategy performance
  • Distinguish the essential elements when setting up a social media strategy
  • Choose the best options from Social Media Management Tools
  • Choose the most appropriate social media KPIs for different scenarios


At the end of the module/unit the learner will have been exposed to the following:

  • Social Media Listening System
  • Social Media Landscape analysis
  • Performance Management for Social Media Campaigns


Module 2

Strategy Implementation, from Social Media to Social Business, MQF/EQF Level 5 - 3 ECTS

  • Strategy Implementation
  • Social Customer Service
  • From Social Media to Social Business


Learning outcomes

  • Critically evaluate an Inbound / Content Marketing Strategy
  • Perform a basic social media audit
  • Assess the cost and benefits of different social customer service tools
  • Construct a project plan for the implementation of a social media strategy
  • Develop a basic Inbound/Content Marketing Strategy and identify the elements required
  • Perform Social Customer Service Audit
  • Deliver a presentation based on different options relating to social media channel management
  • Develop a project plan for the implementation of a social media strategy
  • Distinguish the Key Success Factors in Effective Social Media Channel Management
  • Choose the most appropriate social customer service tool based on company requirements
  • Determine the do’s and don’ts of social customer services


At the end of the module/unit the learner will have been exposed to the following:

  • Inbound/Content Marketing Strategy development methodology
  • Social Customer service strategy design and implementation
  • Social Customer Service Tools
  • Effective Project Management techniques.


Trainers & Guest Speakers



Management Consultant, EMCS Malta



Product Manager, Nestlé, Malta


Guest Speaker: RAN MERKAZY 

Vice President, Product and Service Innovation, Data and Digital, Lloyd’s Register, London, United Kingdom



Marketing and Communications Director, Domaines Barons de Rothschild Lafite, Bordeaux, Nouvelle Aquitaine, France



Manager, DIPA technologies, Adobe Systems Europe, London, UK

EMCS Academy is a Higher Education Institution, Licence Number 2016-19.