Social Media Marketing Career Pathway
The Social Media Marketing Career Pathway provides MC students at JCTC and UofL the opportunity to earn industry credentials and gain hands‑on experience through experiential learning, project‑based internships, and real‑world marketing campaign work
Program Overview
The Social Media Marketing Career Pathway offers Metropolitan College (MC) students at Jefferson Community and Technical College (JCTC) and the University of Louisville (UofL) an opportunity to gain hands‑on, real‑world experience in a growing and in‑demand career field. Designed as an experiential learning pathway, the program combines industry‑recognized credentials with applied learning to help students build practical skills, professional confidence, and career readiness in social media and digital marketing.
Students in the pathway will complete a Hootsuite Social Marketing Certification through LinkedIn Learning and participate in either an internal or external project‑based internship. During the internship experience, students will work on real marketing campaigns with deadlines, apply marketing strategies and techniques, and collaborate in professional settings that mirror industry expectations. This hands‑on approach allows students to build portfolio‑ready experience while developing the skills employers seek in today’s digital marketing workforce.
Program Goals
- Develop and enhance professional online portfolios that showcase students’ social media marketing skills, projects, and campaign outcomes.
- Engage in experiential learning opportunities that provide hands‑on, real‑world experience in social media and digital marketing.
- Create branded digital content, including posts and promotional assets aligned with organizational voice, goals, and audience engagement strategies.
- Design and manage basic content calendars to plan, schedule, and execute social media campaigns effectively.
- Earn industry‑recognized credentials, strengthening career readiness and employability.
- Complete the Hootsuite Social Media Marketing Professional Certificate
(Approximately 4 hours and 4 minutes; 5 instructional modules) https://www.linkedin.com/learning/paths/social-media-marketing-professional-certificate-by-hootsuite?u=70934012
Program Benefits
MC Benefits
Part-time employment at UPS starting at $21/Hour: Working on the front operational lines as a UPS package handler provides a a foundation for developing transferrable skills useful to future child welfare workers.
Paid tuition: Full-time in-state rate at Jefferson Community and Technical College and/or University of Louisville.
Full Benefits: Employees, along with their spouses and dependents, receive health, dental, vision, prescription, and life insurance coverage after 9 months of employment. Employees also receive paid vacation and holidays after one year of employment. They also have the ability to purchase UPS stock.
Fee Payment Assistance: Receive up to $250 in course fee payment assistance for fall and spring semesters.
Academic Bonus: Students receive a $500 bonus each fall and spring semester with successful completion of 6 or more credit hours and no withdrawals, incompletes, failures or grades lower than a B-. Eligible students must remain employed for the duration of the semester. Semester completion bonuses are not awarded for summer sessions. The maximum number of semester completion bonuses will be limited to 10. Fall semester does not include Winter term hours since winter term is not covered by MC benefits.
Please note that these bonus amounts will not be grossed up.
Stackable Financial Benefits: Stackable Financial Benefits ensure MC students maximize all available aid by requiring completion of the FAFSA each academic year, allowing them to combine MC support with other programs—such as Evolve502, Work Ready and state or federal grant opportunities—because MC is not a last‑dollar scholarship. This means students can “stack” multiple funding sources to significantly increase their total financial benefit. Students are encouraged to use the MC Total Benefits Calculator to estimate their full potential savings.
Career Coaching: Career Coaching provides MC students with personalized, one-on-one support that helps them build essential career and life readiness skills, including guidance on budgeting, résumé development, completion of the Experiential Learning Module, and preparation through mock interviews to strengthen their confidence and competitiveness in the workforce.
Career Pathway Benefits
- Hands‑on experiential learning opportunities that allow students to apply classroom knowledge in real‑world social media and digital marketing environments.
- Professional document development, including resumes, portfolios, andLinkedIn profiles that reflect applied experience, certifications, and project‑based work.
- Skill development in social media content creation and marketing, such as branding, copywriting, visual design, audience engagement, analytics, and campaign execution.
- Opportunity to earn an industry‑recognized Social Media Marketing Professional Certification through Hootsuite, enhancing employability and demonstrating practical expertise.
- Project‑based learning experiences that mirror professional expectations, including working with deadlines, hard due dates, and real marketing objectives.
- Career readiness and workforce preparation, helping students build confidence, professional communication skills, and an understanding of industry standards.
- Portfolio‑ready work samples that can be shared with employers or used for future internship and job opportunities.
- Exposure to diverse career pathways within marketing, communications, digital media, and related fields.
Program Requirements
Eligible majors at each school
UofL – Communications BS, Marketing BA/BS, BA Fine Arts- Graphic Design
JCTC – Communications Art Technology
2+2 Pathway from JCTC to an AA to Business or Graphic Design or an AS to Communications
UofL
Recommended Courses: TBD by student program.
JCTC
Recommended Courses: TBD by student program.
Get Started
Apply and Get Hired by UPS in a MC Eligible Area:
Go to UPSJobs.com/worldport and click on "Apply Now".
Apply 30-45 days prior to desired start date.
Applicants interested in this pathway need to work 1DA Hub positions.
Accept employment at UPS.
Enroll in JCTC or UofL:
Apply to Jefferson Community and Technical College: jefferson.kctcs.edu/admissions or University of Louisville: https://louisville.edu/admissions/apply
File the FAFSA at studentaid.gov with school code: 006961 (JCTC); 001999 (UofL)
Enroll in Metropolitan College:
Learn more about the MC program and benefits.
Follow the Get Started steps to sign your MC agreement to start earning MC benefits.
Participation Process
Semester One
Attend Social Media Marketing Interest Meeting (Virtual)
Complete the Social Media Marketing Interest Form
Review New Student Checklist for UofL or JCTC
Meet with a Student Success Counselor to update your resume, Linked-In, and online portfolio (If applicable)
Complete the Hootsuite Social Media Marketing Certificate and add to resume and Linked-In
Meet with George Scott III to review all documents and begin search for internship placements
Once placed, complete the Social Media Marketing Enrollment Form
Semester Two
Begin internship at accepted site
Set up monthly check-ins with George Scott III for updates on placement progress (Dates and times for check-ins will be coordinated by George Scott III and student based on availability)
After completing internship, meet with George Scott III to update resume and Linked-In with internship experience
*The Social Media Marketing career pathway is designed with flexible start times, enabling students to begin the program at various points throughout the year.
Social Media Marketing Student Checklist
Use this checklist to guide your journey through the Social Media Marketing career pathway at Jefferson Community & Technical College and the University of Louisville. It outlines key steps, milestones, and requirements to help you stay on track as you progress through the program. Follow along to make sure you’re prepared, on time, and maximizing every opportunity along the way.
UofL New Student Checklist Social Media Marketing
Jefferson Community & Technical College Checklist
Contact Us
Individuals interested in learning more about the Social Media Marketing Career Pathway can contact Student Success Counselor George Scott III at george.scott.1@louisville.edu or george.scott@kctcs.edu
If you have questions about course requirements at JCTC or the Communications Arts Technology program, please contact Mark Cable at mcable0007@kctcs.edu
Local Organizations
Metro College strives to ensure that students interested in careers in marketing have meaningful opportunities to engage with the local community beyond the classroom. The organizations listed below may provide valuable resources, real-world experience, and networking opportunities for students exploring this career pathway.
AAF of Louisville / AdFed – American Advertising Federation Louisville
The American Advertising Federation of Louisville supports students and professionals in advertising and marketing through education, networking, and professional development.
- Student membership available at a discounted rate of $20
- Regular networking and professional development events through the Ad 2 program
- Scholarship opportunities for students attending both two-year and four-year institutions
AIGA Louisville
AIGA Louisville is the local chapter of the national professional association for design and creative professionals. The organization offers students opportunities to connect with industry professionals and build practical experience.
- Volunteer opportunities for students interested in design, marketing, and creative leadership
- Events and programming focused on creativity, professional growth, and community engagement
Participation in these organizations can help students build professional networks, gain industry insight, and enhance their career readiness while completing their studies at Metro College.
High Demand Career Sector
Sector Overview:
The social media marketing pathway offers a wide range of career opportunities, from entry-level roles to leadership positions. These jobs blend creativity, data analysis, communication, and digital strategy. A career in social media marketing can lead you from creating posts to leading global marketing strategies. It’s a flexible field with opportunities in businesses, nonprofits, agencies, and freelance work, especially as digital platforms continue to grow.
Why This Sector Matters in Kentucky
- Businesses increasingly rely on social media, websites, and online ads to reach customers
- Digital marketing roles are among the most in-demand nationwide, with steady growth expected
Kentucky (like the U.S.) has a labor shortage, meaning not enough skilled workers are available
Employers compete for people with:
- social media skills
- digital advertising experience
- content creation abilities
Why it’s high demand:
- Many job openings and worker shortages
- Businesses moving online
- Growth of digital economy and industries
Social media marketing is a high-demand, growing career in Kentucky because nearly every organization now depends on digital communication to compete and succeed.
Opportunities in Kentucky:
- Social media coordinator, manager, content creator
- Digital marketing specialist, strategist, analyst
- Advertising and influencer marketing roles
Social media marketers are needed across many sectors including:
- Healthcare organizations
- Manufacturing and logistics companies
- Retail and e-commerce businesses
- Hospitality (restaurants, tourism, events)
- Universities and athletics programs
- Marketing and advertising agencies
Industry Growth & Outlook
- Digital-related roles (like web/digital design) are projected to grow around 13% in Kentucky. Social media marketing is part of this broader digital economy growth,
Companies across Kentucky are investing in:
- websites
- e-commerce
- social media advertising
This creates constant need for digital marketers.
Experience and specialized responsibilities greatly impact earning potential across the state:
- Entry-Level / Specialist: Typically ranges between $38,900 and $58,132. The average state baseline for a specialist is around $47,295.
- Social Media Manager: Typically yields $53,631 to $74,618. However, larger corporate structures report median manager salaries pushing upwards of $106,100.
- Senior Manager / Director: Highly experienced professionals or directors with 7+ years of experience can command salaries between $108,110 and $163,890.
Salary by Major Kentucky Cities
Pay varies across regional hubs, with larger metros and areas bordering larger out-of-state economies offering higher averages:
| Location | Average Annual Salary | Typical Range (25th–75th Percentile) |
|---|---|---|
Louisville | $62,305 – $65,214 | $58,132 – $71,359 |
Florence | $61,300 | $47,700 – $76,200 |
Bowling Green | $60,500 | $47,100 – $75,300 |
Lexington | $47,000 – $61,400 | $37,400 – $76,300 |