Learn how to develop and implement an integrated marketing strategy to promote your business
10 weeks, excluding
orientation
7–10 hours per week,
entirely online
Weekly modules,
flexible learning
1
The skills to design a holistic marketing campaign that incorporates both digital and traditional elements.
2
The confidence to manage brand strategy and marketing budget allocation to achieve company objectives.
3
An understanding of market research tools, and the relationship between sales and marketing.
4
A certificate from Africa’s leading university1 recognising your newfound skills in marketing.
1 QS Top Universities (Aug, 2021).
Over the duration of this online short course, you’ll work through the following modules:
Module 1 Understanding Marketing Management and Planning
An introduction to the world of marketing, including ways to set marketing goals and objectives and plan an effective campaign.
Module 2 Market Research
An introduction to market research, its role in the marketing strategy, and the various market research tools available.
Module 3 Branding Strategy
Learn the value of a clear and relatable brand identity, and how to create one.
Module 4 The Product or Service Plan
An introduction to the difference between products and services, and the marketing strategies that distinguish them.
Module 5 Competitive Analysis
Learn the importance of effective competitor analysis and the role it plays in market research and marketing strategy.
Module 6 Traditional Marketing Tactics and Channels
An overview of the various types of marketing channels and tactics available to the marketer.
Module 7 Digital Marketing
Learn about the various avenues for internet marketing, including good web design, social media and mobile marketing.
Module 8 The Sales Plan
A review of the differing roles of sales and marketing in a business, and how they work together.
Module 9 Measuring Marketing Success
An introduction to ways of measuring and understanding the progress of a marketing campaign, including an overview of the various tools for measuring.
Module 10 Putting Your Marketing Strategy Together
This module brings together everything covered previously, culminating in a fleshed-out marketing campaign for your business.
Please note that module titles and their contents are subject to change during course development.
Dr Pragasen Pillay
Senior Lecturer, Marketing Section of the School of Management Studies, UCT
Dr Pillay completed his Doctor of Commerce degree specialising in marketing and is registered as a chartered marketer with the Marketing Association of South Africa (MASA). He worked in various management roles in the corporate and academic sectors prior to joining UCT. His areas of research specialisation include consumer behaviour, brand management, and consumer neuroscience.
“Having earned a UCT certificate attests to my abilities and understanding of the subject matter because of the reputation the university holds. It has given me a marketable advantage compared to the next person.”
PAST STUDENT, ELISMA LOMBARD
This UCT online short course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:
Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities and institutions, entirely online and in your own time.
Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step.
Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.