Learn to create, execute, measure, and refine intelligent social media marketing strategies within the ever-changing digital realm
8 weeks, excluding
orientation
7-10 hours per week,
entirely online
Weekly modules,
flexible learning
1
The confidence to create innovative and unique social media solutions that support and service measurable marketing objectives.
2
The knowledge required to understand and strategise for a collective of online communications channels dedicated to community-based input, interaction, content-sharing, and collaboration.
3
Recognition of your social media marketing knowledge and skills in the form of a certificate of completion from the University of Cape Town (UCT) – Africa’s leading university.
Over the duration of this online short course, you’ll work through the following modules:
MODULE 1 Navigating the Social Media Landscape
Understand the role of social media in marketing brands and businesses, and its current uses in a South African context.
MODULE 2 Applying a Social Media Content Strategy
Discover how to create engaging content across various social media platforms.
MODULE 3 Creating Content That Drives Engagement
Plan a campaign that incorporates quality content and social media influencers to promote a business or brand.
MODULE 4 Managing a Social Media Community
Explore online reputation management, community management, and learn how to use social media for customer service.
MODULE 5 Advertising on Social Media
Learn why it’s crucial to have a social media advertising budget in place, and how to put it to use on various platforms.
MODULE 6 Measuring and Optimising a Social Media Strategy
Get to grips with social media ROI and learn how to measure, report, and optimise your social media performance effectively.
MODULE 7 Social Media Marketing Management
Discover different social media management roles and models, and learn about social media marketing as a career.
MODULE 8 Consolidating a Social Media Marketing Strategy
Learn how to identify social media goals and objectives, and how to create an effective social media marketing strategy for a brand or business.
Please note that module titles and their contents are subject to change during course development.
Dr James Lappeman
Head of Projects, UCT Liberty Institute of Strategic Marketing
Dr Lappeman has a PhD in marketing (specialising in consumer behaviour) and has lectured and supervised both undergraduate and postgraduate students in a range of marketing disciplines. Lappeman also holds a Bachelor of Business Science (marketing) and Masters in Social Science (religion). He has lectured, convened and moderated courses at UCT’s School of Management Studies, UCT’s Graduate School of Business, Henley Business School, Vega, Red & Yellow, GetSmarter, and Educate24. Lappeman has published research in both local and international journals and co-edited Marketing in South Africa, which was published by Van Schaik Publishers in 2017.
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:
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.