Centre for Continuing Education

LinkedIn Marketing Course

Social media marketing. Learn social media marketing strategies that work.

COVID-19 update: arrangement of our courses

We are now delivering courses online and in-person. Please check the delivery format of each class before enrolling.

Please note that course materials (excluding prescribed texts) are shared electronically within 48 hours of course commencement. Printing is not available.

In this course you will learn how to build, manage and optimise Business to Business (B2B) adverting campaigns within LinkedIn’s advertising platform, Campaign Manager.

LinkedIn is emerging as a significant social media platform, with over with 706+ million users in more than 200 countries and territories worldwide. Its unique focus on business and networking offers an incredible opportunity for B2B advertising. Unlike other social media platforms, LinkedIn’s targeting ability can very accurately display campaigns to users based on their job title, company size or industry. Since its acquisition by Microsoft in 2016 the platform has undergone significant reforms to its products and advertising services.

This course will give you insight into the advertising platform and provide you a step-by-step guide on how to build LinkedIn campaigns to suit your business’ goals. You will also gain a deeper understating in how to manage, optimise and track your return of investment on the LinkedIn Campaign Manager Platform.

LinkedIn advertising offers untapped potential for companies with a goal to reach more business users with targeted social media marketing campaigns.


This course aims to show you how to build, manage and optimise (B2B) campaigns using LinkedIn’s advertising platform.


By the end of this course, you should be able to:

  • build brand awareness, consideration, and conversion campaigns from LinkedIn’s Campaign Manager
  • select an appropriate budget and bidding method to drive the best results
  • create custom audiences within LinkedIn and use your existing customer data to find your ideal prospects
  • selecting creative and writing copy for LinkedIn campaigns
  • identify advertising opportunities that you can uniquely use on the LinkedIn platform
  • build all objectives of LinkedIn campaigns, step-by-step
  • implement campaign tracking and improve Return On Investment (ROI)
  • create campaigns from LinkedIn’s targeting information, or from your own data
  • blend LinkedIn advertising with your other digital marketing campaigns to amplify results.


Overview: LinkedIn Campaign Manager

  • The LinkedIn advertising platform
  • The algorithm behind the LinkedIn Campaign Manager

Campaign objectives and campaign types

  • Define your campaign objectives in Campaign Manager
  • The different types of LinkedIn campaigns

Building campaigns in Campaign Manager

  • Creating campaigns, from start to finish
  • Audience targeting, setting the bid type and budget

Campaign tracking, optimisation and ROI

  • Setting up LinkedIn Matched Audiences
  • The Insights Tag

Tracking conversions

Tracking and ROI

  • Reporting on ROI
  • Tracking ROI across LinkedIn and additional digital marketing channels

Campaign best practice

  • Creative
  • Copywriting

Intended audience

  • Digital marketing specialists who want to broaden their knowledge of LinkedIn ads
  • Marketing or Agency professionals looking to assist clients with LinkedIn ads
  • Social Media Managers and coordinators who want to upskill with LinkedIn ads


A basic understanding of LinkedIn and access to a LinkedIn Company page.

Delivery style

This one-day course is delivered as a practical presentation and workshop, supported by recent case studies and live examples.

Delivery options

  • Presenter-taught training on your own device, on University premises.
  • Online training via the platform Zoom.

Face-to-face classes

You are required to bring your own device. You should ensure it is fully charged as access to power is limited. Please note that the University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.

Online classes

If you are attending an online class via Zoom, you will need your own device.

Before the course

Please ensure you have a LinkedIn account set up and bring along the login details to class.


  • Expert trainers
  • Central locations
  • Course materials – yours to keep
  • CCE Statement of Completion

LinkedIn Marketing Course

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