How to use this course

Reading time: approx. 6 minutes

Learning objective: Introduction to the course

Exercises: Exercises are in the PDF of all exercises of this course. Download it from here.

About the course

This course leads to the grade pbsm.user. You will acquire the basics and prerequisites to apply the potential-based strategy model to your company or the company in which you are employed. With this course you acquire the user license pbsm.user. You can find more about the licenses of the courses here.

The competence with which you can subsequently 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.

No mandatory exercises or strategy draft are required for the pbsm.user degree. I.e. it is completely up to you how comprehensively you work out this course. However, it is highly recommended not to neglect the exercises. Competence in using the method is not least a matter of practice, including the number of exercises you complete.

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

Lessons and topics

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

The lessons

The course is divided into the lessons

  • Setup (Topics: 3, Reading time: , Number of exercises: 0)
  • Social media performance potential (topics: , reading time: , number of exercises: )
  • Social media options of action (Topics: , Reading time: , Number of exercises: )
  • Social media strategy components (topics: , reading time: , number of exercises: )
  • Social Media Strategy Definition (Topics: , Reading Time: , Number of Exercises: )
  • Strategy assessment (Topics: 2, Reading time: , Number of exercises: )


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

The number of exercises describes how many different exercises the single 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 sequence, as they build on each other in terms of content.

The topics

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


In the basics, as the name suggests, basic contents of a lesson are covered.


In the applications, the work steps are discussed with which the individual areas apply practical. Think of these applications as recommendations that you can adjust if necessary.

Work Templates

The work templates are examples to help you understand and organize the content of each step and summarize the results. In fact, please understand these examples as inspiration only. You can and must adapt the work templates to the needs of your company already due to the individual scope of the content. However, keep in mind their contextual relationships.


If you have read the contents of the course, you cannot necessarily apply the method with confidence right away.

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

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

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

You should look for other examples – apart from your own company – on which to carry out the exercises for the individual course contents. This will give you additional confidence in applying the potential-based strategy model.

Basically, keep your practice examples in the course. Otherwise, they would have to constantly think their way into new corporate, market and competitive situations. This is an additional complication you should do without.

You can look for your own examples for your exercises – besides the example of your company. Below you will find some suggestions for this

  • own company: try to apply the exercise to your company’s – existing or virtual – social media strategy.
  • Media: apply the exercise to Gruner + Jahr’s CouchStyle project ( or ZEIT (
  • FMCG – brand companies: SEAT,
  • Trading company / chain store: Proposal Douglas Cosmetic, dm-markt or Lidl
  • b2b: Würth, Stihl,

Please note

  • If you practice with 3 examples from different industries, you will develop a more stable foundation than if you only focus on your own company.
  • Exercising/applying for companies other than your own, is much more challenging and also time consuming.

Application of the potential-based strategy model / strategy competence

  • if you want to apply 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 significantly more work and time.
  • want to be able to apply the potential-based strategy model to different companies and perhaps even different industries, it is indispensable to practice this accordingly, i.e., to apply the potential-based strategy model to different companies and industries.
  • want to provide services for other companies before with the potential-based strategy model the course with the degree pbsm.strategist is required.

Your questions about the contents

At the latest when applying the potential-based strategy model, questions will arise whose answers may not be immediately apparent to you from the course content. Ultimately, no course can address all specific business and competitive situations. For these cases, you have several options:

Exchange with the lecturer

You have the option (for a fee) of direct exchange with your instructor via eMail. More about this.

Control of the learning success

In application, it becomes apparent what we have understood. So use the exercises as extensively as time allows. Via this application you can recognize and check your individual learning success, discover gaps in time and close them.

Feedback on your exercises

If you want feedback on specific exercises, you have the option to request them from your instructor. More about this.