The internationalisation agenda has meant universities are increasingly seeking to find new ways to diversify their income streams (Mellors-Bourne et al., 2015; British Council, 2023). As such, many universities have expanded their campus networks to include countries right across the globe.

We explore the challenge of delivering a social media marketing module across 2 campuses with mixed-size cohorts. We share findings and recommendations based on three years of working in this way.