1 How to use this course

Reading time: approx. 6 minutes

Learning goal: Introduction to the course

About the course

This course is free and does not lead to a degree.

Benefits of the course

With this strategy course you will acquire

  • a solid competency to understand and apply social media strategy more comprehensively and in a more solid manner.
  • the competency to derive tailored social media strategies for a business model.
  • the basics and prerequisites to apply the potential-based strategy model for your company or the company you work for.


If you need a degree, you have the option of obtaining the paid pbsm.strategist degree by completing a thesis. You can find out more about this here.


The competence with which you can then apply this method in practice is based not least on the commitment and consistency with which you work through this course, especially with regard to the exercises.

It is entirely up to you how extensively you work through this course. However, it is highly recommended that you do not neglect the exercises. The competence to apply the method is not least a question of practice, i.e. the number of exercises you complete.

If you need feedback for individual exercises, this is optional. You can find out more about this here.

Lessons and topics

The course content is divided into lessons and topics. Lessons contain the individual chapters of the course. The topics are assigned to the respective lessons and cover the individual topics of the chapter.

The lessons

The course is divided into this lessons:

1 Set up

Course module set up strategy process
Reading time approx. 10 minutes
Exercises 1

2 Social media performance potential

Course module Social Media Performance Potential
Reading time 250 minutes
Exercises: 78

3 Social media action options

Course module Social Media Options for Action
Pure reading time: approx. 200 minutes
Exercises: 37

4 social media strategy components

Course module Social Media Strategy Components
Reading time: approx. 250 minutes
Exercises: 49

5 Definition of social media strategy

Course module Social Media Strategy Definition
Pure reading time: approx. 150 minutes
Exercises: 40

6. Social media strategy evaluation

Course module Strategy evaluation
Reading time: approx. 82 minutes
Exercises: 4

7 Strategy Management

Course module Strategy Management
Reading time: approx. 20 minutes
Exercises: none

The reading time includes the approximate pure reading time calculated at a reading speed of 200 words per minute. The time required for the exercises is usually significantly longer than the pure reading time.

The number of exercises describes how many different exercises the individual lesson includes and does not take into account how many different companies/industries the exercises are applied to.

It is recommended to work through the lessons in this order, as they build on each other in terms of content.

The topics

The topics are mainly organized into basics, applications and exercises. If these areas are very extensive in terms of content, they are listed individually.

  • Basics: As the name suggests, the basics cover the basic content of a lesson.
  • Applications: The applications discuss the work steps with which the individual areas are applied in practice. Consider these applications as recommendations that you can adapt if necessary.


If you have read the course content, you will not necessarily be able to use the method confidently straight away.

Only through consistent practice will you acquire the skills that enable you to develop social media strategies for companies. The more you practice, the more confident you will become in applying the method.

The exercises are a key element for the success of your course and you will spend most of your time on the exercises.

The exercises generally focus on the application for your own company. Not least because this course is specifically designed for this application.

In addition to your own company, you should look for other examples on which you can carry out the exercises for the individual course content. This will give you additional confidence in applying the potential-based strategy model.

Please note

  • If you practice with 3 examples from different industries, you will develop a more solid foundation than if you only focus on your own company.
  • The practice/application for companies other than your own is much more demanding and also more time-consuming.

Application of the potential-based strategy model / strategy competence

  • If you want to use the potential-based strategy model “only” for your own company, it may make more sense to focus strictly on the application for your own company. This will save you a lot more work and time.
  • If you want to be able to apply the potential-based strategy model to different companies and perhaps even different industries, it is essential to practice this accordingly, i.e. to apply the potential-based strategy model to different companies and industries.
  • If you want to provide services for other companies using the potential-based strategy model, the course with the pbsm.strategist qualification is required.

Your questions about the course content

When you use the potential-based strategy model, you will have questions whose answers may not be immediately apparent from the course content. Ultimately, no course can address all specific company and competitive situations. In these cases, you have this option:

Exchange with the lecturer

You have the (paid) option of communicating directly with your lecturer to ask questions about the content or to receive feedback on your exercises. You can find out more about this here.

Monitoring your learning success

What we have understood becomes clear in the application. So use the exercises as extensively as you have time for. Using this application, you can identify and check your individual learning success, discover gaps in time and close them.

Feedback on your exercises

Exercises are voluntary but essential. The more intensively you practice, the more confidently you will develop your strategic competence. If you would like feedback on specific exercises, you can request this from your instructor. You can find out more here.