Course name Facebook & Instagram Marketing
Course date 19.05.2023 - 04.08.2023
Institution Metropolia University of Applied Sciences
Course language English
Credits 5 ECTS credit

Field Business HUB
Teacher John Greene
Available for open UAS No
Level Bachelor

Queries related to enrolment practices
Enrolment period 13.03.2023 - 14.05.2023

Facebook & Instagram Marketing

19.05.2023 - 04.08.2023

Course description

By the end of the course, the student will:

  • Understand the importance and advantages in marketing a business on Facebook and Instagram
  • Apply marketing theories and techniques that can be developed to gain a following and promote a business on Facebook and Instagram.
  • Learn how to create a Facebook business manager account, Facebook business page and Instagram presence as well as gaining an understanding of the benefits of a Facebook business manager account.
  • Develop basic design skills in order to generate branded and visually appealing content.
  • Understand the requirements for and be able to create Facebook & Instagram Ads
  • Identify and understand customer targeting & segmentation in Facebook & Instagram advertising – Learn how to reach hundreds, thousands or millions of people on Facebook/Instagram
  • Understand Facebook Pixel and Retargeting in Ads. Lean how to add Facebook pixel to a website and review data.
  • Improve overall knowledge of social media marketing


Rationale Billions of people are active on Facebook and Instagram every day. Businesses are increasing their presence on both platforms as they acquire, engage and converse with these active consumers. Developing and growing a business/brand presence and being able to communicate an engaging brand story is essential in attracting potential customers. By using digital marketing and social media marketing theory and techniques with a deeper knowledge of the tools provided by Facebook and Instagram you can increase a company’s growth.

Aims The main aim of the course is to provide students with essential digital/social media marketing theories, knowledge and understanding of Facebook and Instagram, in order to manage a business’s presence in both platforms and acquire and grow an engaged consumer following.


  • English Language Proficiency required. All lectures are carried out in English
  • Students for this course should have completed at least an introduction to marketing or first-year marketing course.
  • Students are required to have access to a Facebook and Instagram account, and a basic understanding of how Facebook & Instagram works.

Assessment criteria

Sufficient performance: showing just enough understanding of the subject to merit a pass grade but requiring greater effort to achieve a more satisfactory result.

Good performance: showing strong understanding of basic concepts and good grasp of techniques, but with certain minor problems still requiring further attention.

Excellent performance: not only fulfils all standard requirements but demonstrates originality and imagination

Course way of working and time table

The course is a fully online course with videos presentations by the lecture and practical walkthrough videos. There are no video conference calls planned unless requested.

The course work is completed by each student individually.

  • Guidance by Lecturer 5 hours*
  • Assignments, Quizzes & Tasks 47 hours*
  • Self-directed learning 85 hours*


WEEK 20 – 31

i: Section: Introduction

  • Introduction to the lecturer & the course
  • Introduction to the contents and tasks
  • Introduction to the basic technical details
  • Our Course – Private Facebook Group and or Facebook Page
  • Your Knowledge & What would you like to learn?

WEEK 22 – 31

ii: Section: Getting Started:

  • What skills are required in the market place for social media marketing
  • managers
  • Setting up Facebook Business Suite
  • & Facebook Page
  • Linking Your Facebook & Instagram accounts
  • Setting up a basic website in preparation for FB Pixel
  • Extra content

WEEK 23 – 31

  • Part 1: Facebook & Instagram Marketing
  • Why Facebook & Instagram Marketing? & Introduction to the Marketing
  • Funnel
  • Researching & Understanding Your Target Audience
  • Developing your Facebook & Instagram Marketing Strategy/Plan
  • Extra content

WEEK 23 – 31

  • Part 2 Section A: Engaging with Your Customers
  • Part 2 Section B: Engaging with Your Customers
  • Developing your Facebook & Instagram Presence
  • Delivering the digital customer experience
  • Content Marketing
  • Getting Started with Visual Marketing
  • Engaging & Growing your fan base
  • Improving your Facebook & Instagram Marketing with Insights & data

WEEK 23 – 31

  • Part 3: Facebook Pixel & Advertising
  • Setting up & using Facebook Pixel
  • Understanding & Using Facebook Audience
  • Understanding the basics of Facebook & Instagram Advertising
  • Visual Marketing continued
  • Extra content

WEEK 23 – 31

  • Part 4: Facebook & Instagram Campaign Running
  • Facebook & Instagram Campaign Planning
  • Identify and understand customer targeting & segmentation in Facebook &
  • Instagram advertising
  • Facebook & Instagram Advertising
  • Visual Marketing – Creating Adverts
  • Facebook & Instagram Ads Retargeting
  • Further Measurement & Data Analysis
  • Visual Marketing continued

WEEK 23 – 31

  • Part 5 Other Facebook Marketing
  • Extra content

*Content & timing may change depending on feedback & progress. I will try to avoid too many changes.