UNIVERSITY OF CAPE TOWN

DIGITAL MARKETING

Develop strong online marketing skills and strategies to stay ahead of the digital curve

Duration

10 weeks, excluding
orientation

Effort

7–10 hours per week,
entirely online

Learning Format

Weekly modules,
flexible learning

Other Detail

Multiple payment options

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

1

An understanding of basic web analytics and the ability to measure the effectiveness of your online marketing strategies.

2

Practical skills you can apply instantly, including the ability to design a basic website and execute an email marketing campaign.

3

Insight into future digital marketing trends and an understanding of SEO, paid marketing, digital tools and platforms.

4

The confidence to develop your own digital marketing strategy and a certificate of completion from Africa’s leading university.1

1QS Top Universities (Aug, 2021).

COURSE CURRICULUM

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

MODULE 1 Introduction to Digital Marketing
Understand digital marketing and the role it plays.

MODULE 2 Web Design and Development
Discover the importance of a website to digital marketing strategy and learn how to design one.

MODULE 3 Web Analytics
Learn how to track the effectiveness of a digital marketing campaign.

MODULE 4 Search Engine Optimisation
Discover how to get your website noticed by search engines.

MODULE 5 Online Copywriting
Learn how to write effective copy for different online mediums.

MODULE 6 Online Advertising and PPC
Learn effective ways to reach your target market through online advertising.

MODULE 7 Social Media and Web PR
Discover how brand management can affect your social media marketing.

MODULE 8 Email Marketing
Discover a simple and effective digital marketing tool.

MODULE 9 Mobile Marketing
Discover the method of digital marketing that allows you to reach most South Africans.

MODULE 10 Digital Marketing Strategy
Learn how to combine all the tools into a holistic digital marketing campaign.

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

COURSE CONVENER

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.

“The Digital Marketing course has been hugely beneficial in coming to terms with such a relevant and topical subject that we’re all exposed to day in and day out. Whether you would like to further your own understanding or upskill to be better equipped for your role, this course gives you that, and more. The subject matter is in-depth, and the practical applications require you to ‘get your hands dirty’ while you practically apply the theory for a deeper understanding.”

– Melanie Botoulas, Account Executive, Digital Activation Group

AN ONLINE EDUCATION THAT SETS YOU APART

This UCT course is presented in collaboration with GetSmarter, part of edX. GetSmarter collaborates with the world's leading universities to select, design, and deliver premium online short courses through a people-mediated model with a data-driven focus on learning gain.

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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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