Short course
Podcasting for Business Success
Podcasting has rapidly established itself as one of the most effective channels for business communication and audience engagement. This one-day CPD course offers business professionals, freelancers and content creators a comprehensive and practical grounding in podcast production, from planning and recording through to publishing, marketing, and monetisation. Whether you're exploring podcasting for the first time or looking to build on your existing knowledge, you'll leave with the skills, tools, and a clear framework to launch and sustain a successful business podcast. Using Birmingham City University's state-of-the-art studios, you'll also have the opportunity to produce your own pilot episode.
Overview
This intensive one-day course covers everything from initial concept and planning through to production, distribution, and monetisation, with a strong emphasis on hands-on, practical learning.
The course is led by Dr Sam Coley, an experienced audio producer, supported by technical demonstrators and guest speakers from industry who bring real-world insight into how podcasting is being used to drive business growth and build brands.
You’ll develop a strong understanding of how to plan and structure a podcast, including how to identify a target audience, define a niche, and build a content strategy that supports their broader business goals. On the technical side, the course covers the essential equipment and software used in professional podcast production, including microphones, audio interfaces, and industry-standard editing tools, with plenty of opportunities to get hands-on in our Parkside audio studios.
You’ll learn how to navigate the podcast publishing landscape and choose the right hosting platform. The day also covers the strategic side of podcasting, such as how to grow and retain an audience through social media, email marketing, and SEO, as well as how to explore monetisation opportunities including sponsorships, advertising, and listener-funded models.
By the end of the day, attendees will have the confidence and skills to launch their own professional business podcast, as well as gaining CPD accreditation.
Learning Outcomes
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The confidence to launch your own podcast: You'll leave with hands-on recording and editing experience, a solid understanding of the equipment and software used by professionals, and a completed pilot episode or demo of your own podcast.
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A clear strategy to grow your audience: Gain an understanding of how to plan compelling content, define your niche, and use social media, SEO, and email marketing to build a loyal listenership around your brand.
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The knowledge to make your podcast work for your business: Explore a range of monetisation options, from sponsorships and advertising to Patreon, giving you a practical roadmap to turn your podcast into a business asset.
Who will benefit?
This course is primarily designed for business owners, marketers, and communications professionals who are looking to include podcasting into their wider business strategy. It will also be of benefit to freelancers, content creators, and entrepreneurs who are looking to build their personal brand and expand their reach through audio content.
No prior knowledge or qualifications in podcasting or audio production are required. The course covers all the fundamental skills needed to get started, while also providing those with existing experience the opportunity to build on their skills.
Course in depth
This is a one-day, tutor-led intensive course delivered in person at Birmingham City University. The day is structured to balance theory with plenty of hands-on practical experience, ensuring you’ll leave with real world skills you can put to use immediately.
The morning session begins with an introduction to the power of podcasting for business, exploring how leading brands and professionals are already using it to build authority and engage their audiences. We then move into the planning phase, covering target audiences, content strategy, and how to choose the right podcast format for your needs. The morning ends with an overview of the equipment and software used in professional podcast production.
After lunch, the course shifts into a practical, workshop-style environment where attendees get hands-on with recording and editing their own audio. This is followed by a session on publishing and distribution, covering everything from choosing a hosting platform to writing episode descriptions and developing your podcast's visual identity.
The final part of the afternoon focuses on building and monetising an audience, before attendees put their learning into practice by developing an outline for their very first episode. The day closes with an open Q&A session, giving everyone the chance to ask questions and consolidate their learning.
What is included?
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Comprehensive course workbook with detailed notes and templates
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List of recommended equipment and software to get you started
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A copy of your own pilot podcast / demo
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Access to online learning resources to continue your development after the course
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A certificate on course completion / accreditation
Schedule & Location
11th of September 2026
9:00 – 9:30 Welcome, introductions and course overview
9:30 – 10:15 The power of podcasting for business
10:15 – 10:30 Coffee break
10:30 – 11:30 Planning your podcast — audience, niche, content strategy and format
11:30 – 12:30 Equipment and software essentials
12:30 – 1:30 Lunch break 1:30 – 2:30 | Hands-on recording and editing workshop
2:30 – 3:30 Publishing and distributing your podcast
3:30 – 3:45 Coffee break
3:45 – 4:45 Marketing and monetising your podcast
4:45 – 5:15 Creating your podcast episode outline
5:15 – 5:30 Q&A and closing remarks
Location
Birmingham City University, Parkside Building, Cardigan Street, Birmingham, B4 7BD
Fees and enrolment
Level: CPD
Cost: £300 (inc vat)
If you're interested in finding out more about this course or would like more information before you enrol, please register your interest and we'll be in touch with more information.