Social Media Management BA (Hons)

Create engaging content from video to graphics. Manage social media channels and develop strategies and campaigns for brands, using analytics to grow and engage your audience. Build skills as a content creator and excel in a career in social media.

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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.

An influencer speaking into a microphone while filming on her phone

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

Join our creative community: @SunderlandCreative #WeAreCreative

Get to know Spark, Fashion North and Sportsbyte, our students' award-winning websites for local news, local sport, fashion and arts and entertainment.

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 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:

Introduction to Social Media (40 credits)

Make the transition from being a social media user to a social media content producer capable of the introductory skills necessary to run a social media account professionally. Learn social media content production and analytics skills and begin to examine the relationship between content and audience. Work with fellow students to share, consolidate and develop your existing knowledge of the current tools, uses and best practices of a wide range of social media platforms.

Essential Media Law and Regulation (20 credits)

Learn the laws and ethical codes journalists must consider when preparing and publishing legally safe and ethically responsible content for print, online, broadcast and social media platforms. Explore areas including anonymity, libel, privacy, copyright, contempt of court and other statutes which affect journalistic practice and output.

Essential Journalism (20 credits)

Learn role of the journalist and the range of practical skills needed to produce news, magazine and sports content, including research, newsgathering, interviewing, copy presentation and writing style.

Introduction to PR Theory and Practice (20 credits)

Gain an introduction to the theory and practice of public relations, enabling you to position PR within a business context. Trace the emergence and development of PR through analysis of case studies and theoretical models. Develop key skills in planning, strategy, team working, news release writing and communication skills across a range of media.

Community Engagement (20 credits)

Develop essential knowledge and skills required to effectively build and participate in digital communities. Build your awareness of the historical trajectories, current, and future trends affecting and shaping the digital community sector. Explore examples of both good and bad practice when considering community relations across a range of digital platforms.

Some modules have prerequisites. Read more about what this means in our Help and Advice article.

Year 2 (national level 5):

Core modules

Placement and Practice (20 credits)

Organise and carry out a continuous one-week placement. Analyse the organisation you are with by either critically evaluating their portfolio of work or writing an essay analysing an aspect of the organisation. Complete a placement log/diary which reflects what you did and what you learnt.

Social Media: Theory and Practice (20 credits)

Develop and implement a social media strategy using professional scheduling software and analytics tools. Learn the skills necessary to create and pitch a social media campaign in response to a live client brief. Explore the latest theoretical arguments around social media and communication in order to develop your thinking around the subject and inform your decision-making.

Practical Public Relations: Strategy and Theory (20 credits)

Build on the theoretical and practical foundation you developed in your first year to learn the key elements in the process of creating a PR strategy for a real-world client or employing organisation. Engage with a critical review of PR planning models and gain an understanding of the importance of research and the study of a variety of case studies. Learn about the importance of ethical codes that aim to guide practitioners in the minefield of modern-day PR practice.

Ready Player One: Operating within the Streaming Industry (20 credits)

Develop both a practical and critical understanding of one of the fastest growing media sectors in the 21st century: the livestreaming economy. Research the live streaming economy and create content for a unique product through a variety of pre-recorded and live stream videos. Complete the module with an understanding of the importance of the relationships between content creator and intended audience, effective branding and planning, as well as a critical awareness of ethical practices and broadcast regulations.

Data Analysis and Visualisation (20 credits)

Learn to create visual, interactive and written data-driven content suitable for a range of organisations and platforms. Develop your knowledge and practical skills in relation to statistics, data analysis, spreadsheet functions, database management, data scraping, programming languages, big data, statistical software, visualisation tools and data storytelling techniques.

Optional module (choose one) (20 credits)

Choose from a range of modules including: Fashion Styling; Moving Camera; Ready Player One: Operating Within the Streaming Industry; Experiencing the Creative Industries; Club Journalism; Advanced Feature Writing.

Final year (national level 6):

Core modules:

Advanced Community Engagement (20 credits)

Develop your understanding of user behavior within the context of digital communities and community engagement. Analyse how social media platforms serve as listening and outreach tools for building awareness and promoting issues, as well functioning as sources of valuable data-generation. Develop skills to leverage social media applications as powerful alternatives to mainstream communication channels.

Advanced Public Relations (20 credits)

Learn about the economic value of corporate reputation and goodwill along with the implications for corporate responsibility and community relations. Continue to develop your practical skills in a wide range of PR techniques, including speechwriting and acting as a spokesperson.

Social Media Management Practical Project (40 credits)

Create a substantial social media strategy and management project, in a culmination of the community management, content production and digital communication skills developed throughout your course. Generate an original idea for a social media management project suitable for a client, brand or media organisation of your choice. Build and engage with audiences throughout the production and the dissemination of your project.

Branded Content and E-Commerce Video (20 credits)

Increase your awareness and knowledge of branded content and current trends in ecommerce. Further develop your video production skills for a growth area of employment and freelance enterprise. Work on live briefs which will enhance the skills needed to work with clients and build commercial relationships. Learn how to produce a video marketing strategy for an external client and plan, budget and produce a range of branded video content for a business.

Optional module (choose one) (20 credits)

Choose one from a range of modules including: Broadcast Sports Reporting; Advanced Fashion Styling; Narrative Documentary Podcasting; High-end Video Project; E-Commerce Fashion Journalism.

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:

Qualification	Minimum grade
High School Diploma along with one of the following at the required grade: SAT I and SAT II, ACT or Advanced Placement	GPA 3.0 or above and: Sat score of 1100/1600 from SATs AP (Grades 3+ in at least 2 subjects) ACT (score of 26+)

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 studentadmin@sunderland.ac.uk 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.

A Social Media Management student filming something on their mobile phone

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.

Meet the students

I’m very fortunate to benefit from all the support that the University of Sunderland offers.

Ana Maria Pintilie
The University has so many connections to huge brands and businesses across the UK and worldwide.

Charlotte Falloon
My favourite part of the course is exploring the world of PR and learning to write press releases.

Dillon Hall

Related courses

Contact

Come and see for yourself, speak to our academic team, feel at home in our facilities. For further information about the course or to arrange your tour contact:

0191 515 3000

student.helpline@sunderland.ac.uk

View Programme Specifications for the Faculty of Arts and Creative Industries.

Page last updated: 25 April 2025

We aim to provide clear, accurate and timely information to prospective and current students. We continuously review and enhance course content in consultation with our students and the information provided on our website is the latest available. If you have received an offer from us to start a course, we will communicate any important changes to you in writing. We will always seek to ensure that our prospective students are fully aware of the basis on which they are accepting an offer.

Overview

Why us?

Join our creative community: @SunderlandCreative #WeAreCreative

Course structure

Year 1 (national level 4):

Core modules:

Introduction to Social Media (40 credits)

Essential Media Law and Regulation (20 credits)

Essential Journalism (20 credits)

Introduction to PR Theory and Practice (20 credits)

Community Engagement (20 credits)

Year 2 (national level 5):

Core modules

Placement and Practice (20 credits)

Social Media: Theory and Practice (20 credits)

Practical Public Relations: Strategy and Theory (20 credits)

Ready Player One: Operating within the Streaming Industry (20 credits)

Data Analysis and Visualisation (20 credits)

Optional module (choose one) (20 credits)

Final year (national level 6):

Core modules:

Advanced Community Engagement (20 credits)

Advanced Public Relations (20 credits)

Social Media Management Practical Project (40 credits)

Branded Content and E-Commerce Video (20 credits)

Optional module (choose one) (20 credits)

Facilities

Entry requirements

Fees and finance

Career ready

Real-world experience as a creator

Live client work that builds your CV

Placements with freedom to choose your path

Turn your ideas into a business

Meet the students

Ana Maria Pintilie

Charlotte Falloon

Dillon Hall

Meet the team — BA (Hons) Social Media Management

Related courses

Contact