University of Cape Town | DIGITAL MARKETING

DIGITAL MARKETING

ONLINE SHORT COURSE

Gain the knowledge and tools needed to confidently design and implement an effective integrated digital marketing strategy.

6 weeks, excluding orientation.

4–6 hours of cohort-based learning, entirely online.

Email: uctonline@getsmarter.com

Call: +27 87 551 8063

About This Course

The University of Cape Town Digital Marketing online course explores how digital marketing helps organisations engage and resonate with their target audiences to meet business objectives. The course explores the key elements of an effective digital marketing strategy while acknowledging the need for a more nuanced approach within the unique context of South Africa. Over six weeks, you’ll gain the tools and insights you need to apply best practices in the various aspects of digital marketing, including website creation, copywriting, and social media marketing. You’ll learn about the power of web analytics and search engine optimisation (SEO), the elements of an effective content marketing strategy, the evolution of online advertising, and the role influencer marketing plays within a broader digital marketing strategy. Through exposure to research, case studies, and insights from your Course Convener, Dr Nqobile Bundwini, and various experts and practitioners within the industry, you’ll be equipped to create and launch effective digital marketing strategies.

“There is a diverse offering as far as content is concerned, I was pleasantly surprised and challenged. The entire experience was rather eye opening, and I had to relearn to commit to tasks and see them through in a way that I had forgotten. I have been enlightened on what digital marketing is, what it means to be a digital marketer, and I have fallen more in love with the career. I am sure now, more than I was at the beginning of the course. The success managers were just incredible, I had the convenience of asking them for help and getting it instantly. Although, for the most part, I would have preferred to have had a one-on-one with my tutor so I could understand and ask more without having to wait for someone to relay my messages.”

Neo Bridgette Nthepha Kitso

Copywriter, Pantone Reign

“I enjoyed the Digital Marketing course immensely. GetSmarter’s platform was easy to use, and the team was incredibly knowledgeable and helpful. Engaging with my classmates through the forums was as valuable as the incredibly well-thought-out and carefully curated content. I now possess a more thorough knowledge of digital marketing, which will stand me in good stead in my future endeavours.”

Mia Boyd

Account Executive, Wine & Roses

“I loved the journey I took with GetSmarter and UCT in a field I knew nothing about. The learning experience was very insightful and I will definitely be using this to advance my career and the new business that I am starting up with my colleague. The support was amazing and I always knew what to do even though I had no business background. My classmates helped me a lot and gave me a lot of insight whenever I felt lost. I enjoyed all the topics, especially those that were practical and based off real-life. If you are entering the marketing world this course is a must!”

Bianca Faber

Teacher

“Coming from an old-school style of learning, I thoroughly enjoyed this course. The course material was very good. I enjoyed the interaction with a broad spectrum of classmates and got a lot of feedback, direct and indirect, as the course progressed. I will definitely consider UCT and GetSmarter for any future studies.”

Andre Pretorius

Senior Manager of Client Administration, Capricorn Asset Management

“The Digital Marketing online short course has been carefully compiled to cover a vast array of material and concepts with sufficient detail to leave you with a sound understanding and knowledge of the subject matter. I found that the structure and guidelines provided for the course was a key factor in ensuring there was sufficient depth to the learning experience, provided you stuck to the recommended time allocation given for each activity. Input on the forums from both the tutors and classmates were invaluable in encouraging different trains of thought, as well as noting key areas of focus. Classmates had so much to offer as we were all from different industries and business sectors. This gave the material further perspective and allowed me to understand how concepts can be applied and interpreted differently, which would not happen if the course content was purely text based and self-study. Online support and tutor feedback were always timeous, friendly, and helpful in providing direction and clearer understanding.”

Keshav Saikoolal

Sales and Marketing Manager, Pro Nutrition

What This Course Covers

This course provides you with the skills to implement your own digital marketing tactics and strategies. Through an ongoing project, you’ll learn how to draft a social media marketing proposal that aligns with business objectives. You’ll examine the value of online advertising, email marketing, and web analytics insights, and use your knowledge to create a website as part of your digital marketing strategy. You’ll also learn how to effectively use search engine optimisation (SEO) to improve website rankings and drive organic growth. Additionally, you’ll build your copywriting skills to create online content that engages target audiences and achieves digital marketing objectives.

This course forms part of the Digital Marketing Strategy bundle from UCT, where you can sign up for three courses at a reduced rate and at dates of your choosing.

A Powerful Collaboration

Since 2007, the University of Cape Town (UCT) has partnered with digital learning expert GetSmarter to take its renowned education online. This move is driven by UCT’s goal to broaden access to the research and information developed at Africa’s leading university, and make it available to those previously excluded due to geographical constraints. UCT’s scope extends to all areas of sub-Saharan Africa, providing both the institution and its future students with opportunities for further growth.

ABOUT UCT

Founded in 1829, UCT has a proud tradition of academic excellence and effecting social change and development through its pioneering scholarship, faculty, and students. UCT’s reputation for excellence is underpinned by its distinctive research, led by its distinguished faculty, many of whom are leaders in their field.

ABOUT GETSMARTER

GetSmarter, part of edX, helps working professionals gain verifiable skills from leading global universities and institutions to thrive in an ever-changing work environment.

Technology meets academic rigour in GetSmarter’s people-mediated model, which enables lifelong learners across the globe to obtain industry-relevant skills that are certified by the world’s most reputable academic institutions.

As a student of this course, you will also gain unlimited access to edX’s Career Engagement Network at no extra cost. This platform will provide you with valuable career resources and events to support your professional journey. You can look forward to benefits including rich content, career templates, webinars, workshops, career fairs, networking events, panel discussions, and exclusive recruitment opportunities to connect you with potential employers.

What You’ll Learn

You’ll be welcomed to the course and begin connecting with fellow students, while exploring the navigation and tools of your Online Campus. Be alerted to key milestones in the learning path, and review how your results will be calculated and distributed.

You’ll be required to complete your student profile, confirm your email address for the delivery of your digital certificate, and submit a digital copy of your passport/identity document.

Please note that module titles and their contents are subject to change during course development.

Explore the key components of digital marketing and the nuances of its application in the South African digital landscape.

Outline the simple and expanded definitions of digital marketing
Identify the various components that form part of a digital marketing strategy
Articulate the nuances of digital marketing within the South African context related to different economic groups and international counterparts

Learn how to build a website and draw key insights that inform marketing strategies through analytics.

Discuss the role websites play in digital marketing
Articulate the key purpose and principles of website design in relation to digital marketing
Apply the practical steps and guiding principles to creating a website
Investigate how the insights web analytics tools provide can be leveraged to enhance website performance through data-driven decision-making

Explore the role of search engine optimisation (SEO) as a key part of a digital marketing strategy.

Identify how search engines operate and interact with websites
Determine the importance of optimising websites as part of a marketing strategy
Investigate the benefits of and misconceptions associated with search engine optimisation
Analyse search engine optimisation best practices and how it can be leveraged to forward digital marketing objectives
Evaluate the factors that impact search engine rankings and how it can be leveraged to optimise websites

Learn how to apply the elements and best practices of online copywriting in order to engage target audiences and meet an organisation’s digital marketing objectives.

Determine the role online copywriting plays in connecting with audiences and reaching business objectives as part of a digital marketing strategy
Select the various elements that form part of an online copywriting strategy in order to meet an organisation’s marketing objectives
Recommend the use of online copywriting best practices to engage target audiences and reach marketing objectives
Write a targeted digital marketing content piece that reflects the various copywriting elements and best practices

Explore how the evolution of online advertising and email marketing has changed the way businesses achieve their objectives.

Outline the similarities and differences in digital marketing mediums over time
Articulate how digital marketing may continue to evolve in future and the impact this may have on the relevance of marketing tools
Compare the benefits and defining features of paid and free advertising
Evaluate the relevance of email marketing campaigns within the current digital marketing context

Explore the role and power of social media as a key element of a digital marketing strategy.

Identify the benefits and risks of social media as part of a digital marketing strategy
Articulate how social media can be leveraged to enhance the impact of digital marketing efforts
Analyse the various components that an effective social media strategy consists of
Evaluate the need for, benefits and risks of online influencer marketing as part of your digital marketing strategy
Write an influencer marketing proposal that draws on digital marketing best practices to meet an organisation’s business objectives

Who Should Take This Course

This course is beneficial for business owners and existing and aspiring marketing professionals looking to enhance their brand’s online presence and harness the potential of their target audiences. Those currently in a marketing position will be able to update their skills in line with modern business needs. Those new to the field will benefit from the foundational digital marketing knowledge the course provides. There are no formal prerequisites for this course.

This Course Is for You if You Want To:

Grow Your Career

Drive career development with a deeper understanding of the elements that make up an effective, holistic digital marketing strategy.

Apply New Skills

Develop practical skills in web design, analytics, SEO, online copywriting, social media marketing, and email marketing that you can readily apply to your business context.

Move Into A New Role

Transition into a new role with knowledge that is transferable and applicable to an extensive range of contexts and industries.

About the Certificate

Earn a certificate of completion from the University of Cape Town, Africa’s leading university, as recognition of your newly developed skills.

Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with a digital certificate, you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.

Your digital certificate will be issued in your legal name and sent to you upon successful completion of the course, as per the stipulated requirements.

Who You’ll Learn From

This subject matter expert from UCT guides the course design and appears in a number of course videos, along with a variety of industry professionals.

Your Course Convenor

Dr Nqobile Bundwini

Senior Lecturer in Marketing, School of Management Studies, UCT

Dr Nqobile Bundwini brings a wealth of expertise to her role. After obtaining her PhD in Business Science from UCT, she went on to share her knowledge through courses such as Consumer Behaviour, Contemporary Marketing Issues, Integrated Marketing Communications, and Research Methodology. She actively guides PhD, master’s, and honours students at the university and has contributed to course development and reviews at the Independent Institute of Education (IIE) and Red & Yellow Creative School of Business. She regularly shares her insights internationally, presenting research in Australia, New Zealand, the UK, and the USA. Dr Bundwini extends her academic influence to radio and documentary platforms during her free time. She is committed to education and dedicated to empowering her students with the skills for autonomy and, ultimately, freedom.

How You’ll Learn

Every course is broken down into manageable, weekly modules designed to accelerate your learning process through diverse activities:

Work through your downloadable and online instructional material
Interact with your peers and learning facilitators through weekly class-wide forums and reviewed small group discussions
Enjoy a wide range of interactive content, including video lectures, infographics, live polls, and more
Investigate rich, real-world case studies
Apply what you learn each week to quizzes and ongoing project submissions, culminating in the ability to develop a holistic digital marketing campaign

YOUR SUCCESS TEAM

GetSmarter, with whom UCT is collaborating to deliver this online course, provides a personalised approach to online education that ensures you’re supported throughout your learning journey.

HEAD TUTOR

A subject expert who’ll guide you through content-related challenges.

SUCCESS ADVISOR

Your one-on-one support available during university hours (8am–5pm SAST) to resolve technical and administrative challenges.

GLOBAL SUCCESS TEAM

Available 24/7 to solve your tech-related and administrative queries and concerns.

Nearly 47% of businesses don’t have a defined digital strategy, despite being active in digital marketing.

Smart Insights (Dec, 2023).

Research has shown that marketers’ top three challenges are generating traffic and leads, keeping up with the times, and understanding customers and their needs.

HubSpot (2024).

TECHNICAL REQUIREMENTS

Basic Requirements

In order to complete this course, you’ll need a current email account and access to a computer and the internet, as well as a PDF Reader. You may need to view Microsoft PowerPoint presentations, and read and create documents in Microsoft Word or Excel.

Browser Requirements

We recommend that you use Google Chrome as your internet browser when accessing the Online Campus. Although this is not a requirement, we have found that this browser performs best for ease of access to course material. This browser can be downloaded here.

Additional Requirements

Certain courses may require additional software and resources. These additional software and resource requirements will be communicated to you upon registration and/or at the beginning of the course. Please note that Google, Vimeo, and YouTube may be used in our course delivery, and if these services are blocked in your jurisdiction, you may have difficulty in accessing course content. Please check with an Enrolment Advisor before registering for this course if you have any concerns about this affecting your experience with the Online Campus.