Program Overview

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Social Media Management BA (Hons)

Overview

Are you an aspiring content creator? An entrepreneur looking to build your brand? Or do you dream of a career managing social and digital communities for major companies? This course gives you the skills and experience to do it all.

Almost every brand, business and organisation, from Nike to Netflix, recognises the need for a powerful social media presence – and for skilled professionals to manage it. The demand for social media experts, content specialists and digital community managers is increasing year-on-year in this dynamic and ever-evolving industry.

On this Digital Marketing Institute-accredited degree, you’ll learn to grow and engage audiences, create scroll-stopping content from AR lenses and photography to video and livestreams, develop brands and manage relationships, and shape organic and paid strategies and campaigns. You’ll build your own digital communities, develop your own creator channels and work on client projects. You’ll also complete a week-long industry placement and start building your own professional brand.

You’ll graduate with a degree in Social Media Management, an optional qualification in media law, and an Associate Digital Marketing certificate to launch your social media career, whether that’s as an in-house specialist, a freelancer or digital nomad, or an agency owner or entrepreneur.

Why us?

• This course is accredited by the Digital Marketing Institute (DMI), the global standard in Digital Marketing Certification. You'll get an Associate Digital Marketer certificate on completion of the course
• Augmented reality lens building workshops with LADbible and Snapchat AR expert Liam O’Neill, who has created lenses for McDonald's, Adidas, New Balance, Toyota, and Maybelline
• Superb industry contacts with regular masterclasses with Spotify community managers and Yogscast livestreamers. Our educational trips so far have included Yogscast and Snapchat head offices
• Cutting-edge kit and facilities including high-end video, stills and 360 cameras, photography studios, radio and podcasting studios, mediaHUB newsroom, gaming and VR facilities, 4K TV studio for livestreaming, 200-seater cinema
• Our Media and Film Studies courses (which include BA (Hons) Social Media Management) are 3rd in the UK (Guardian University Guide, 2025)
• Taught by award-winning video content creators, CIPR-award-winning public relations experts, community managers and marketers and ecommerce professionals with decades of experience
• Our public relations modules are also accredited by the Chartered Institute of Public Relations (CIPR) – the industry's leading body for public relations training
• Get involved with our international award-winning Spark Sunderland community radio, all based in our dedicated Media Centre along with our online newspapers and magazines Spark, Sportsbyte, and Fashion North
• Paid work opportunities through Sunderland Creatives Agency, which have included content creation for local restaurants and strategy and content for regional interior design firms

Course structure

On this degree, you’ll learn by doing. You’ll build your own creator channels, grow digital communities, and develop strategies and content for real-world businesses and audiences. You’ll create reports and use digital and social media metrics to analyse and evaluate work that shows real impact. You’ll take part in client projects, working both individually and in teams on live briefs, pitching ideas or putting them into action.

In your first year, you’ll sit one media law exam, ensuring you’re legally safe to publish content. Sometimes, you’ll delve further into ideas and research about how influence and persuasion work on social platforms or how we can optimise the spread of information, and you’ll present your ideas in formats that suit you – whether that’s in writing, video, or in a presentation.

Most teaching happens in practical workshops, supported by one-to-ones, placements and occasionally lectures.

In your final year, you’ll shape your own ‘masterpiece’, a major project that reflects your skills, interests and ambitions as a content creator and social media strategist.

Assessments include practical projects, critical reflections, case studies, essays and presentations. There is also a Media Law exam as part of the NCTJ certificate.

Part-time study

If you study this course on a part-time basis, you will typically complete 40-80 credits in a year, rather than the 120 credits of full-time students. All modules are taught during the daytime, and you will be studying alongside full-time students.

Year 1 (national level 4):

Core modules:

• Social Media and Content Creation (60 credits)
  • Want to turn your creativity into a strong social media presence? This module teaches you how to build a personal brand, create engaging content, and grow your audience across different platforms.
  • Learn the key skills of content creation, including video production, photography, graphic design, livestreaming, and even augmented reality.
  • Understand how social media platforms work, track your performance, and use smart strategies to reach more people.
  • Discover what makes content go viral, how trends spread, and why people share what they do. By mixing creativity with strategy, you’ll build a loyal following – and even explore ways to make money as a creator.
• Public Relations: Managing Relationships and Reputation (30 credits)
  • Public relations is all about storytelling, strategy, and reputation. How do businesses earn trust? What makes a campaign go viral? In this module, you'll explore how PR shapes brands and builds strong connections with audiences.
  • Learn to craft compelling news releases, develop key messaging, and pitch impactful campaigns. Analyse real-world case studies to see what works and why.
  • You'll dive into the full PR planning process, from researching audiences to amplifying messages for maximum impact.
• Publishing Legal and Ethical Content (30 credits)
  • In today’s digital world, understanding the legal and ethical challenges is more important than ever. Whether you're working in marketing, journalism, or communications, this module will teach you how to navigate the rules and stay compliant.
  • You’ll delve into the key laws that impact the digital space, from copyright and privacy to defamation and data protection. You’ll also learn how to follow ethical guidelines and stay on track with industry regulations in advertising, PR, marketing, and publishing.
  • Gain hands-on skills in managing influencer contracts, paid content, and tackling the ethical dilemmas social media managers face daily.

Year 2 (national level 5):

Core modules

• Social Media Strategy (30 credits)
  • Ready to make an impact with your social media skills? In this module, you’ll work with a real client to craft a strategy that delivers measurable results.
  • Learn how to master the latest tools and tactics – from social listening and brand storytelling to influencer marketing and user-generated content.
  • You’ll also gain essential digital marketing skills, like running paid ads, optimising SEO, and mastering email marketing, giving you an edge in today’s competitive market.
  • Track success, analyse real-time metrics, and create professional reports to showcase your impact. By the end, you’ll have the hands-on experience and skills to create social media strategies that truly make a difference.
• Video, Livestreaming and Podcasting (30 credits)
  • Bring your ideas to life with hands-on media production. Whether it’s video, livestreaming, or podcasting, this module gives you the skills to create content that grabs attention and keeps audiences engaged.
  • Master camera operation, lighting, sound recording, video editing, and colour grading. Learn how to run livestreams that connect with viewers in real-time and craft podcasts that tell compelling stories. From scripting and recording to editing and producing, you’ll develop the skills to make high-quality content across multiple platforms.
  • How do brands and businesses use these formats to connect with audiences? You’ll also explore content marketing strategies and discover how your skills can be used in the real world.
• Building and Engaging a Community (30 credits)
  • Ready to make an impact? Bring people together, spark conversations, and create a digital space where ideas and collaboration flourish. In this module, you’ll learn how to grow and manage online communities that inspire real engagement.
  • Discover what motivates people to join and participate, master strategies to keep members active, and develop key skills in moderating and managing online interactions. Track success with key metrics and learn how to foster a healthy, engaged community.
  • With online communities shaping everything from brands to movements, this module gives you the expertise to turn an audience into a powerful, connected network.
• Campaigns: Live Client Brief (30 credits)
  • Step into the fast-paced world of public relations and take on a live client brief. In this hands-on module, you’ll plan and execute real-world PR campaigns that blend traditional media, social platforms, events, and influencer partnerships.
  • Develop essential skills in strategic planning, messaging, and media relations. Craft compelling media kits, write news releases, and learn how to capture attention in a crowded media landscape.
  • Focus on measurable results, perfect your timing, and build key industry relationships. Then, pitch your campaign in a professional group presentation.

Final year (national level 6):

Core modules:

• Social Media Practical Project (60 credits)
  • Take everything you’ve learned and turn it into a real-world project with impact. Whether you develop a social media strategy for a client, start an e-commerce brand, or build your own creator platform, this is your chance to apply your skills in a meaningful way.
  • Blend content creation, strategy, community management, marketing, PR, and data analysis to develop a powerful, polished project. Designed to showcase your skills, the final project can grab the attention of employers, attract clients, or even kickstart your own business.
• Strategic Communication: Crisis, Influence and Social Change (30 credits)
  • Ready to take control in a crisis? Learn how to protect your brand during a crisis. Create a solid crisis plan, craft powerful messages, and manage tough situations with confidence.
  • Study real-world scandals to uncover effective strategies and explore how social influence drives change. Plus, discover how successful campaigns have sparked societal shifts and measure their impact.
• Employability and Personal Branding (30 credits)
  • Want real-world experience in social media, marketing, or PR? This hands-on placement gives you the chance to work on live projects – whether in an agency or in-house – while building industry skills and getting a real taste of the field.
  • Stand out to employers and clients by crafting a personal brand, creating a strong digital presence, and learn how to perfect job applications, land clients, and price your services.

Facilities

You’ll study in the David Puttnam Media Centre, which has a 4K TV studio and gallery which you will use for live-streaming on social media. You also have access to radio studios, video editing suites, gaming and VR facilities. You can get involved in award-winning community radio station, Spark Sunderland which is based in the building, and create online and social media content for our fashion, news, sport and culture websites in our mediaHUB. You can also join our CineClub which screens films in our 200-seater cinema.

Entry requirements

Our typical offer is:

• Irish Leaving Certificate: 112 UCAS points – Students must have H1-H7 or O1-O4 in Maths & English.
• QQI/FETAC 5: Pass profile overall. For entry we also require H1-H7 or O1-O4 in Maths and English from Irish Leaving Certificate.

If you don't meet our standard entry requirements, you can take one of the foundation pathways at our partners ONCAMPUS Sunderland. Find out more information and whether your course is eligible on our ONCAMPUS page.

If your qualification is not listed above, please contact the Student Administration team at for further advice.

Our admissions policy uses a range of flexible options to support you in studying with us. This may include a reduced offer of up to 16 UCAS tariff points, (or equivalent). Find out if you are eligible.

If English is not your first language, please see our English language requirements.

Is your qualification not displaying here? For international qualifications, search our full list of international entry requirements for this course.

Fees and finance

The annual, full-time fee is:

• £9,535 if you are from the UK/Europe
• £16,500 if you are an international student

*Undergraduate fees are set according to rules from Government in line with forecast inflation. The fee for your first year of study for 2025/26 will be £9,535. You will pay tuition fees for every year of study. Fees may increase every year based on the Retail Price Index.

Tuition fees for part-time students are £7,145 per 90 credits. Please note that part-time courses are not available to international students who require a Student visa to study in the UK.

Read more about EU fees and funding in our Help and Advice article.

Take a look at the scholarships and bursaries that may be available to you.

This information was correct at the time of publication.

Career ready

You’ll build the skills to land a job as a social media manager in almost any industry – from fashion and fitness to football and festivals. Or, if you'd rather do your own thing, you’ll learn how to grow an audience, create content that connects, and build a brand you can turn into a career.

Our graduates have gone on to work with brands like Matalan, Tombola, Port of Tyne, Weber Shandwick, and Durham Women’s Football Club – and some have launched their own agencies like Olive and Sonder, or become creators collaborating with the likes of Harrods Beauty, Sephora and Greggs.

Alongside hands-on experience and live client projects, you’ll complete a work placement and build your own professional brand through the employability module. Throughout the course, you'll also have opportunities to take on paid and voluntary social media work, giving you real-world experience, local business connections, and a robust portfolio to showcase your talent.

You’ll graduate with three separate qualifications in social media management, media law, and digital marketing – and a CV that stands out.

Real-world experience as a creator

From your very first year, you'll be creating content for real audiences. Students have launched successful social media projects like @NEFempowerment, @YorkshireLassInNewcastle, and @BrunchNE1 – which was featured in Living North’s 'One to Follow'. What makes this degree really unique is our focus on content creation skills, from photography to video to graphics, allowing you to explore content-specific roles, stand out from those on social media marketing degrees, and giving you a strong basis to monetise your content skills.

Live client work that builds your CV

You’ll work with local businesses and organisations on live social media briefs – helping them build campaigns, strategies and content that get results, and helping you build your portfolio.

We’ve partnered with businesses like Adventure Sunderland, Latimers Seafood, Lakes Distillery and North East Interior Designs, which has resulted in further paid work for some of our students.

Outside of your assignments, you’ll also have the chance to take on paid projects through our Sunderland Creatives Agency, as well as numerous paid and voluntary projects from businesses who approach us for your in-demand skills, building your portfolio and network as you go.

Placements with freedom to choose your path

In your final year, you’ll take on a week-long placement – wherever you want to go. Whether you’re aiming for an agency, a brand, or a solo path, you’ll be supported by our employability team and Enterprise Hub to make contact with your dream employers. Past placements have included Metro Radio Arena, High Life North and Durham Cricket Club. You'll also develop a personal brand and professional portfolio through your employability module, ready to stand out in the job market – or on your own.

Turn your ideas into a business

If you’re entrepreneurial, this is your chance to make it happen. You’ll have access to startup support and funding through our Digital Incubator. Students have used their final project assessments to dedicate time to growing their own businesses on social and digital platforms, like Charlotte and Lauren, who launched their loungewear brand Cloud Eleven or Claudia, who used it to start growing client interest for her solo agency Digital NetConnector. Whether you want to freelance, become a full-time creator, or launch your own company, we’ll help you turn your passion into something bigger.