Development Programme: Next-Generation SMM: Strategy, Content & Artificial Intelligence
- Status:New season starts on September 16, 2026
- Duration:16 September - 14 October
- Language: Ukrainian
- Time:16, 21, 23, 28, 30 September and 5, 7, 12, 14 October, 17:00 – 19:00, online and offline Kyiv time
- Fee for EBA members:20000 UAH
- Early Registration for EBA members:17500 UAH till August 16th, 2026
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Development Programme: Next-Generation SMM: Strategy, Content & Artificial Intelligence. Date: 16 September2026. Time: 17:00 19:00. Language: Ukrainian. Social media has long evolved beyond being just a communication channel. Today, it shapes brand reputation, influences customer decisions, builds communities, and directly impacts sales. However, effective SMM is much more than attractive posts or random videos. A successful social media presence requires an understanding of audience behavior, platform algorithms, strategic thinking, high-quality content, and the ability to leverage modern technologies, including artificial intelligence.
EBA Management Development Centre Team, together with industry experts, invite you to participate in the Development Programme: Next-Generation SMM: Strategy, Content & Artificial Intelligence. This programme will help participants build a systematic approach to social media management — from developing an effective SMM strategy and creating engaging content to utilizing AI tools, analytics, and advertising to achieve business goals.
Target audience: marketing professionals, SMM managers, PR and communications specialists, content creators, marketing team leaders, experts, and anyone seeking to systematically develop a brand’s social media presence, leverage artificial intelligence capabilities, and improve the effectiveness of digital communications.
This programme will help you to:
Understand how modern social media platforms and their algorithms work.
Learn how to build an effective SMM strategy aligned with business goals.
Create content that stops the scroll, engages audiences, and builds brand trust.
Use artificial intelligence tools for content creation, design, and workflow automation.
Master the fundamentals of video production and editing for social media.
Write compelling copy and stories that capture attention and drive action.
Effectively launch and analyze social media advertising campaigns.
Develop YouTube as a communication, audience acquisition, and business growth tool.
You will Gain:
A comprehensive understanding of modern SMM and content marketing.
Practical tools for working with Instagram, TikTok, Telegram, and YouTube.
Ready-to-use templates, frameworks, and algorithms for content creation and communication planning.
Hands-on skills in using AI tools for marketing and content production.
Practical experience in creating content, videos, and advertising campaigns.
Expert recommendations and real-life cases that can be implemented immediately after the programme.
Format:
16, 21, 23, 28, 30 September and 5, 7, 12, 14 October;
17:00 – 19:00;
online and offline.
PROGRAMME
Module 1. SMM Without the Myths: How Social Media Really Works – 16.09.26, 17:00 – 19:00, online – Zoya Lobod
The psychology of attention and scrolling.
Overview of social media platforms in 2026.
The SMM market: professions, roles, and career opportunities.
How Instagram, TikTok, and Telegram algorithms work.
Metrics that truly matter.
Module 2. Strategy: Thinking Like a Brand – 21.09.26, 17:00 – 19:00, online – Zoya Lobod
Jobs-to-be-Done.
Target audience analysis.
Competitor analysis.
Brand positioning.
Tone of Voice.
KPIs and business goals in SMM.
Module 3. Design Without a Designer – 23.09.26, 17:00 – 19:00, online – Oleksandre Kuzovkina
Canva as a professional tool.
AI for content and visual creation.
Fundamentals of composition and visual communication.
Content creation workshop.
Module 4. Targeted Advertising Basics: From Setup to Campaign Launch – 28.09.26, 17:00 – 19:00, online – Darina Proshak
What is targeted advertising?
What does a media buyer (targeting specialist) do?
Key resources for running advertising campaigns: Facebook Business Page, Ads Manager, Business Portfolio. How to create these resources and connect them correctly.
Safety measures when working with advertising accounts.
Meta Ad Library.
Advertising formats.
What makes an effective creative?
What makes an effective ad copy?
Campaign structure and navigation.
Advertising objectives.
Practice: launching your first promoted post.
Module 5. Audiences, Budgets, and Advertising Objectives in Meta Ads – 30.09.26, 17:00 – 19:00, online – Darina Proshak
Interest- and behavior-based audiences.
Remarketing audiences.
Lookalike audiences.
Which audiences to choose for different objectives.
Budget selection (daily or lifetime) and budget allocation.
Practice:
Launching a Direct Messages campaign.
Launching a Leads campaign.
Launching a Sales campaign.
Module 6. Theory: Mobile videography for business – 05.10.26, 11:00 – 15:00, offline – Vladyslava Kapusta
Basics of mobile videography.
Composition, shots, camera movements, smartphone settings, editing, Blackmagic Camera.
Export for Reels and tools for content creation.
Module 7. Video Editing for SMM – 07.10.26, 17:00 – 19:00, online – Vladyslava Kapusta
Practical shooting.
Working with shots and camera movements.
Creating material, editing in VN and preparing the finished video for publication.
Module 8. YouTube for Business: How to Build a Channel That Works for You – 12.10.26, 17:00 – 19:00, online – Olga Eksaurova
Channel strategy: from competitor analysis to your first video without chaos.
Creating content pillars and a content plan for your channel.
How can you influence YouTube algorithms?
How thumbnails and CTR determine a videos success — and how to improve them.
How AI works in and for YouTube.
Monetization and KPIs for professionals reporting to business stakeholders.
Module 9. Copywriting and Storytelling for Social Media: Words That Sell – 14.10.26, 16:00 – 19:00, online – Artem Shevchuk
How audience attention works on social media: the first 3 seconds determine everything.
Hook, body, CTA — the anatomy of a high-performing post.
5 headline formulas for Instagram, TikTok, and Telegram.
Tone of voice in practice: how to sound like a brand rather than everyone else.
Writing for Reels and Stories — short, sharp, and effective.
Common mistakes that kill reach.
Throughout the program, participants will complete short practical assignments designed to reinforce learning and immediately apply new knowledge in their professional activities.Upon successful completion of the program and practical assignments, participants will receive a certificate.
Please note that any opinions and views expressed by the trainer(s) during the event are solely their personal views and intellectual property and do not necessarily reflect the official position of the European Business Association.
Speakers. Zoya Lobod. Co-owner of LOBODS digital agency, SMM consultant with more than 8 years of work experience, officially certified Meta specialist. Oleksandra Kuzovkina. Designer and Canva expert who has been teaching how to use this tool as the main graphic editor for everyday tasks for over two years. She is also a mentor at a design school for children and teenagers, as well as a trainer for companies and educational institutions.
Her author’s courses and learning materials have helped hundreds of entrepreneurs, students, and professionals create not only beautiful but also effective content — from presentations and social media posts to comprehensive visual strategies.
In her work, Oleksandra combines hands-on practice with a deep understanding of composition and visual communication, proving that professional content can be simple and accessible to everyone.. Darina Proshak. Owner of Dada Target agency, a targeting specialist with 8 years of experience. Over 500 successful cases in the USA, Canada, and Europe. Her team manages advertising budgets of up to $100,000 per project. Lecturer at Genius, Udemy, Webpromo, and other platforms, with over 25,000 students and an average rating of 4.8.. Vladyslava Kapusta. A content creator and videographer with over three years of experience producing commercial content, she works with brands, businesses, and experts across various sectors—ranging from beauty and cosmetics to hospitality and technology. Her portfolio includes collaborations with brands such as Samsung, Carlsberg, Christina Cosmetics, Reviderm, GRKY, Makhan, BigMag, and others. Having started her journey by shooting on a smartphone, she continues to create mobile content for clients today. She knows from firsthand experience that high-quality content isnt about having the most expensive gear; it’s about knowledge, a keen eye for composition, and plenty of practice. In this course, Vladyslava will share her expertise, teaching you how to maximize your phones capabilities and create professional-looking content.. Olga Eksaurova. YouTube marketer, certified YouTube specialist, consultant, and trainer. She has successfully collaborated with brand channels such as Huggies (Huggies Club), Kotex (Podruzhky), Dr. Silina Womens Health School, Orestokratiia, and is currently working on her own projects and agency collaborations. YouTube lecturer and trainer at Superludi, WebPromoExperts Academy, KAMA (Kyiv Academy of Media Arts). Corporate YouTube training for Robota.ua, Fozzy Group, Ukrainian Media Business Association, European Business Association, Deposit Guarantee Fund. Speaker at the Oschadbank Build Your Own Business! reality school and WebPromoExperts conferences. She is also the author of the Telegram channel about YouTube @youtubehive and a specialized channel about YouTube thumbnails @goodYTcovers. Additionally, she runs a YouTube channel dedicated to YouTube marketing.. Artem Shevchuk. Head of the expert group of the Ministry of Defense in Ukraine, before he was the creative strategist of MOKO agency, worked with such brands as Nova Poshta, Galychyna, Oshchadbank. You can send a question to:. Contact person:. Daria Chyshkala. E-mail [email protected]. Contact Phone. 067 218 27 41.
About the Programme
Social media has long evolved beyond being just a communication channel. Today, it shapes brand reputation, influences customer decisions, builds communities, and directly impacts sales. However, effective SMM is much more than attractive posts or random videos. A successful social media presence requires an understanding of audience behavior, platform algorithms, strategic thinking, high-quality content, and the ability to leverage modern technologies, including artificial intelligence.
EBA Management Development Centre Team, together with industry experts, invite you to participate in the Development Programme: Next-Generation SMM: Strategy, Content & Artificial Intelligence.This programme will help participants build a systematic approach to social media management — from developing an effective SMM strategy and creating engaging content to utilizing AI tools, analytics, and advertising to achieve business goals.
Target audience: marketing professionals, SMM managers, PR and communications specialists, content creators, marketing team leaders, experts, and anyone seeking to systematically develop a brand’s social media presence, leverage artificial intelligence capabilities, and improve the effectiveness of digital communications.
This programme will help you to:
- Understand how modern social media platforms and their algorithms work.
- Learn how to build an effective SMM strategy aligned with business goals.
- Create content that stops the scroll, engages audiences, and builds brand trust.
- Use artificial intelligence tools for content creation, design, and workflow automation.
- Master the fundamentals of video production and editing for social media.
- Write compelling copy and stories that capture attention and drive action.
- Effectively launch and analyze social media advertising campaigns.
- Develop YouTube as a communication, audience acquisition, and business growth tool.
You will Gain:
- A comprehensive understanding of modern SMM and content marketing.
- Practical tools for working with Instagram, TikTok, Telegram, and YouTube.
- Ready-to-use templates, frameworks, and algorithms for content creation and communication planning.
- Hands-on skills in using AI tools for marketing and content production.
- Practical experience in creating content, videos, and advertising campaigns.
- Expert recommendations and real-life cases that can be implemented immediately after the programme.
Format:
- 16, 21, 23, 28, 30 September and 5, 7, 12, 14 October;
- 17:00 – 19:00;
- online and offline.
PROGRAMME
Module 1. SMM Without the Myths: How Social Media Really Works – 16.09.26, 17:00 – 19:00, online – Zoya Lobod
- The psychology of attention and scrolling.
- Overview of social media platforms in 2026.
- The SMM market: professions, roles, and career opportunities.
- How Instagram, TikTok, and Telegram algorithms work.
- Metrics that truly matter.
Module 2. Strategy: Thinking Like a Brand – 21.09.26, 17:00 – 19:00, online – Zoya Lobod
- Jobs-to-be-Done.
- Target audience analysis.
- Competitor analysis.
- Brand positioning.
- Tone of Voice.
- KPIs and business goals in SMM.
Module 3. Design Without a Designer – 23.09.26, 17:00 – 19:00, online – Oleksandre Kuzovkina
- Canva as a professional tool.
- AI for content and visual creation.
- Fundamentals of composition and visual communication.
- Content creation workshop.
Module 4. Targeted Advertising Basics: From Setup to Campaign Launch – 28.09.26, 17:00 – 19:00, online – Darina Proshak
- What is targeted advertising?
- What does a media buyer (targeting specialist) do?
- Key resources for running advertising campaigns: Facebook Business Page, Ads Manager, Business Portfolio. How to create these resources and connect them correctly.
- Safety measures when working with advertising accounts.
- Meta Ad Library.
- Advertising formats.
- What makes an effective creative?
- What makes an effective ad copy?
- Campaign structure and navigation.
- Advertising objectives.
Practice: launching your first promoted post.
Module 5. Audiences, Budgets, and Advertising Objectives in Meta Ads – 30.09.26, 17:00 – 19:00, online – Darina Proshak
- Interest- and behavior-based audiences.
- Remarketing audiences.
- Lookalike audiences.
- Which audiences to choose for different objectives.
- Budget selection (daily or lifetime) and budget allocation.
Practice:
- Launching a Direct Messages campaign.
- Launching a Leads campaign.
- Launching a Sales campaign.
Module 6. Theory: Mobile videography for business – 05.10.26, 11:00 – 15:00, offline – Vladyslava Kapusta
- Basics of mobile videography.
- Composition, shots, camera movements, smartphone settings, editing, Blackmagic Camera.
- Export for Reels and tools for content creation.
Module 7. Video Editing for SMM – 07.10.26, 17:00 – 19:00, online – Vladyslava Kapusta
- Practical shooting.
- Working with shots and camera movements.
- Creating material, editing in VN and preparing the finished video for publication.
Module 8. YouTube for Business: How to Build a Channel That Works for You – 12.10.26, 17:00 – 19:00, online – Olga Eksaurova
- Channel strategy: from competitor analysis to your first video without chaos.
- Creating content pillars and a content plan for your channel.
- How can you influence YouTube algorithms?
- How thumbnails and CTR determine a video’s success — and how to improve them.
- How AI works in and for YouTube.
- Monetization and KPIs for professionals reporting to business stakeholders.
Module 9. Copywriting and Storytelling for Social Media: Words That Sell – 14.10.26, 16:00 – 19:00, online – Artem Shevchuk
- How audience attention works on social media: the first 3 seconds determine everything.
- Hook, body, CTA — the anatomy of a high-performing post.
- 5 headline formulas for Instagram, TikTok, and Telegram.
- Tone of voice in practice: how to sound like a brand rather than everyone else.
- Writing for Reels and Stories — short, sharp, and effective.
- Common mistakes that kill reach.
Throughout the program, participants will complete short practical assignments designed to reinforce learning and immediately apply new knowledge in their professional activities.Upon successful completion of the program and practical assignments, participants will receive a certificate.
Please note that any opinions and views expressed by the trainer(s) during the event are solely their personal views and intellectual property and do not necessarily reflect the official position of the European Business Association.
Trainers
Zoya Lobod
Co-owner of LOBODS digital agency, SMM consultant with more than 8 years of work experience, officially certified Meta specialist
Oleksandra Kuzovkina
Designer and Canva expert who has been teaching how to use this tool as the main graphic editor for everyday tasks for over two years. She is also a mentor at a design school for children and teenagers, as well as a trainer for companies and educational institutions. Her author’s courses and learning materials have helped hundreds of entrepreneurs, students, and professionals create not only beautiful but also effective content — from presentations and social media posts to comprehensive visual strategies. In her work, Oleksandra combines hands-on practice with a deep understanding of composition and visual communication, proving that professional content can be simple and accessible to everyone.
Darina Proshak
Owner of Dada Target agency, a targeting specialist with 8 years of experience. Over 500 successful cases in the USA, Canada, and Europe. Her team manages advertising budgets of up to $100,000 per project. Lecturer at Genius, Udemy, Webpromo, and other platforms, with over 25,000 students and an average rating of 4.8.
Vladyslava Kapusta
A content creator and videographer with over three years of experience producing commercial content, she works with brands, businesses, and experts across various sectors—ranging from beauty and cosmetics to hospitality and technology. Her portfolio includes collaborations with brands such as Samsung, Carlsberg, Christina Cosmetics, Reviderm, GRKY, Makhan, BigMag, and others. Having started her journey by shooting on a smartphone, she continues to create mobile content for clients today. She knows from firsthand experience that high-quality content isn't about having the most expensive gear; it’s about knowledge, a keen eye for composition, and plenty of practice. In this course, Vladyslava will share her expertise, teaching you how to maximize your phone's capabilities and create professional-looking content.
Olga Eksaurova
YouTube marketer, certified YouTube specialist, consultant, and trainer. She has successfully collaborated with brand channels such as Huggies (Huggies Club), Kotex (Podruzhky), Dr. Silina Women's Health School, Orestokratiia, and is currently working on her own projects and agency collaborations. YouTube lecturer and trainer at Superludi, WebPromoExperts Academy, KAMA (Kyiv Academy of Media Arts). Corporate YouTube training for Robota.ua, Fozzy Group, Ukrainian Media Business Association, European Business Association, Deposit Guarantee Fund. Speaker at the Oschadbank "Build Your Own Business!" reality school and WebPromoExperts conferences. She is also the author of the Telegram channel about YouTube @youtubehive and a specialized channel about YouTube thumbnails @goodYTcovers. Additionally, she runs a YouTube channel dedicated to YouTube marketing.
Artem Shevchuk
Head of the expert group of the Ministry of Defense in Ukraine, before he was the creative strategist of MOKO agency, worked with such brands as Nova Poshta, Galychyna, Oshchadbank
Zoya Lobod
Oleksandra Kuzovkina
Darina Proshak
Vladyslava Kapusta
Olga Eksaurova
Artem Shevchuk
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