About the course
SHORT & CERTIFICATE COURSES
Join us for our short course in Digital Marketing evening class offered over 14 weeks, at the University of the Witwatersrand, Johannesburg.
OBJECTIVE OF THE COURSE
This course aims to: • Provide a holistic view of the digital marketing landscape. • Explain the relationships between digital marketing channels. • Teach participants how to select suitable digital marketing channels for their specific needs. • Enable participants to integrate digital marketing into the traditional marketing mix. • Teach participants how to measure digital marketing success (reporting).
• Overview of the digital marketing landscape. • Integrated marketing communication. • Digital marketing strategy. • Different types of websites and website technologies. • Managing the user experience, key conversion points and calls to action. • Introduction to mobile marketing. • Planning and executing a mobile marketing campaign. • Defining social media. • Content creation, curation and marketing. • On-line community management. • On-line reputation management. • On-site and off-site search engine optimisation. • Introduction to email marketing. • Generating and purchasing email databases. • Discuss the various types of paid advertising: Google Adwords, affiliate marketing, social media, paid advertising, display advertising. • Discuss the various types of digital and social media reports: Google analytics, Google webmaster tools, social media insight tools.
OUTCOMES AND COMPETENCIES
After successful completion of the course, the participants should be able to: • Describe the digital marketing landscape; • Explain how a digital marketing strategy is executed; • Compare the different types of websites that exist, the purpose of each and how it relates to digital marketing; • Plan and execute a mobile marketing campaign; • Create a content strategy and factory; • Identify the key metrix for Online Reputation Management (ORM); • Formulate an effective search engine optimisation plan; • Plan and execute an email marketing campaign; • Compare paid advertising mediums; • Create effective digital marketing reports.
WHO WILL BENEFIT?
The course will be of value to the following individuals: • Business owners. • Digital media consultants. • Communication and Public Relations Officers or Managers. • Online publishers and Content Managers. • Graphic Designers and Developers. • Project Managers who work in the digital space. • Marketing professionals who require Digital Marketing exposure. • Marketing or Brand Managers.
Semester 1: February: Thursdays 17:30 – 19:30 Semester 2: July: Thursdays 17:30 – 19:30
LENGTH OF THE COURSE
Lectures will take place once a week over 14 weeks. The duration of each lecture will be two hours (24 total contact hours). The 13th lecture will be revision and will be followed by a two-hour examination in the 14th.