UNIVERSITY OF CAPE TOWN

COPYWRITING FOR DIGITAL MARKETING

Gain the skills to attract readers’ interest through powerful content

Duration

6 weeks, excluding
orientation

Effort

7–10 hours per week,
entirely online

Learning Format

Weekly modules,
flexible learning

ON COMPLETION OF THIS COURSE, YOU’LL WALK AWAY WITH:

1

The skills to write simple and persuasive content that captures an audience and inspires them to take action.

2

The tools to tailor content to various digital platforms, and tie together all elements within a holistic digital strategy.

3

An understanding of how to improve search engine optimisation (SEO) to generate leads and increase conversions.

4

An official digital certificate from Africa’s leading university, as proof of your copywriting expertise.1

1QS Top Universities (2023).

COURSE CURRICULUM

Over the duration of this online short course, you’ll work through the following modules:

MODULE 1 Introduction to Online Copywriting and Digital Content
Learn the basics of online copywriting.

MODULE 2 Principles and Best Practice for Online Copywriting
Learn how to apply online copywriting best practices and techniques.

MODULE 3 Headlines, Calls-to-Action, and Persuasive Copy
Learn how to write catchy headlines and persuasive copy.

MODULE 4 Copy for Social Media and Digital Content
Discover how to engage with your online audience.

MODULE 5 Copywriting for Search Engine Optimisation
Discover how headings and body copy work together to improve search engine rankings.

MODULE 6 Pricing and Project Strategies for Client Management
Learn about pricing strategies and how to quote your clients.

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

COURSE CONVENOR

Dr Raeesah Chohan

Senior Lecturer in Marketing, Faculty of Commerce, UCT

Dr. Raeesah Chohan is a Senior Lecturer of Digital Marketing at the University of Cape Town. She holds a PhD (Industrial Marketing) from Sweden’s Luleå University of Technology and an MBusSci (Digital Marketing) and BBusSci (Marketing) from the University of Cape Town. Her research is published in peer-reviewed journals such as Business Horizons, International Journal of Advertising, Journal of Strategic Marketing and Journal of Business and Industrial Marketing.

AN ONLINE EDUCATION THAT SETS YOU APART

This UCT online short course is delivered in collaboration with online education provider GetSmarter, part of edX. Join a growing community of global professionals, and benefit from the opportunity to:

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Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities and institutions, entirely online and in your own time.

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Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step.

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Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.

GET MORE INFORMATION

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Enter your information below to learn more about the UCT Copywriting for Online Marketing online short course, including receiving the course prospectus, from GetSmarter.

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