DIGITAL MARKETING

CAREER BOOSTING SHORT COURSE

Master marketing skills that are essential for this 21st Century digital world

Endorsed by the:

Red & Yellow has been teaching business leaders to think creatively since 1994

Duration: 10 weeks

Time commitment: 8-10 hours / week

A highly respected Red & Yellow Certificate

THE COURSE DETAILS

This 10-week online course, is designed to kick-start or consolidate your

digital marketing knowledge using the latest in online learning techniques and

expert-reviewed content. Get the cutting-edge knowledge and practical skills

to integrate online channels into your overall marketing strategy for the most

effective outcomes for your brand or business.

CAREER BOOSTING SHORT COURSE

DIGITAL MARKETING

Who should take this course? Anyone who needs a solid grounding in Digital

Marketing. And by our book, this skill is only going to

become more imperative as the digital transformation

accelerates.

• Traditional Marketing Managers wanting to expand

their knowledge and understanding of digital tactics

and strategy.

• Brand Managers who want to promote their

product/service, and engage with audiences,

more effectively in the online space; and need to

strategy.

• Ambitious professionals looking to move roles and

who need digital marketing expertise to progress.

• SMEs and start-ups who need to get their message

out to drive success, growth and sustainability and

understand the pivotal role digital marketing plays

in engaging and growing audiences - in a cost-

What you’ll learn• Learn which digital channels to use,

and how best to use them - to raise

awareness about your brand, engage with

your target audiences, and effectively

communicate your unique offering

• Become a fully rounded digital

marketer and gain a range of sought-

after skills: Social Media Marketing,

SEO, Online Advertising, and Digital

Marketing Strategy

• Discover hundreds of online best

practices, tools, strategies and creative

marketing opportunities

a word from our alumni... This course has been incredible...

and I’ve fully enjoyed every project. It’s been

super-valuable and I’m going to be able to use

all the concepts I’ve learned in a new business

my wife is starting. I’m so excited to see how it

will positively impact in practice. Please extend my

thanks to all the lecturers and markers and I hope I

get to do another course in the near future.

- Alan Edgar, ECD, TBWA completed the course in January 2017

in its 6th edition, and celebrating its 10th anniversary, this textbook is

used by universities around the world.

We’ll send you the magnificent

hardcopy at the start of the course,

to use as a reference throughout.

EXCLUSIVE only for Digital Marketing students!

This is the first textbook that I found in college that has made

an impact on me and my career. It was informative, while

also being easy to read and enhanced my love of marketing.

- Marisa Miller, student @ University of Mississippi

I have been using your textbook since 2012 and have

found it to be the most comprehensive and reliable

guide to digital marketing strategy.

- Martin Key, Assistant Professor @ University of Colorado

International accolades

DIGITAL MARKETING: INTRODUCTION

Become conversant with the non-technical basics

Learn About

High-level overview in Strategy

Understand campaign types & goal

Overview of channels

Overview of platforms & purpose

Overview of Content Marketing

Overview of UX Design

Overview & Principles of SEO

Overview of Analytics & Optimisation Setting SMART objectives

Analyse creative for fit to brief

DIGITAL MARKETING DIGITAL MARKETING:PROFESSIONAL CERTIFICATION

Deep understanding & the ability to implement

Learn & Do

In-depth introduction to strategy

Plan and outline a campaign

Overview of channels Understand when to choose each channel Understand through-the-line integrated

media planning

Understand platforms Exploration of purpose Basics of advertising Community management

Overview & Analysis of content marketing

Overview & Best Practices of UX Design

Overview & Principles of SEO Best practices of SEO

Overview of analytics & optimisation Setting SMART objectives KPIs Tracking a campaign

Create a digital marketing strategy

In-depth proficiency in all aspects of digital marketing

Learn & Master

Implementation of strategy know-how In-depth understanding of campaign planning

Run a campaign

Overview of channels Know when to choose each channel Touchpoint planning Integrated media planning

Understand platforms Exploration of purposes of platforms Implementation of platforms Advertising on platforms Community management Analytics & Optimisation of platforms

Overview, Analysis & Implementation of

Overview of UX Design

Principles of SEO Best practices of SEO Implementation of SEO

Overview of analytics & optimisation Setting SMART objectives KPIs Tracking Optimising a campaign

Implement a digital marketing campaign

STRATEGY

TEXTBOOK

CAMPAIGNS

CHANNELS

SOCIAL MEDIA

UX

SEO

ANALYTICS &

OPTIMISATION

FINAL ASSIGNMENT

CONTENT MARKETING content marketing

Most popular

6 WEEKS 10 WEEKS 14 WEEKS

Our 6th edition eMarketing textbook Our 6th edition eMarketing textbook Our 6th edition eMarketing textbook NATIONAL CERTIFICATE IN ADVERTISING, SPECIALISING IN DIGITAL MARKETING

A deep-dive to gain Digital Marketing expertise that will give

students intense industry-relevant knowledge, expose them to

international best practice (in the South African context), and

teach them theoretical foundations and practical techniques

and skills relevant to the 21st Century

ADVANCED DIPLOMA IN DIGITAL MARKETING

This flagship programme in Digital Marketing is designed to

give graduates an intensive understanding of the theory and

practices in this fast-moving, highly-sought after competitive

field. Every module is followed by an assignment where you

get to implement what you've learnt in real-life projects,

coupled with bi-monthly tutorial sessions that give you a

chance to meet fellow students (online) and chat with the

subject-matter experts.

NQF7 | 2 YEAR | ONLINE

NQF5 | 1 YEAR | ONLINE

Get your certificate from the leaders in Digital Marketing Training

Online short courses Accredited online programmes

MODULE 1: STRATEGY• Understand digital marketing strategies and their importance

• Understand why customers make the choices they do

• Explain the importance of data in a customer-centric organisation

MODULE 2 : PLANNING DIGITAL ASSETS• Learn about the different means of collecting and analysing data for market research.

• Ensure digital assets are engaging and user-friendly

MODULE 3 : CAPITALISING ON DIGITAL ASSETS• Recognise and implement the qualities of effective web design

•

• Know and identify what mobile channels are available for marketers

• Learn about the various types of eCommerce across different channels

MODULE 4 : SPEAKING TO YOUR AUDIENCE OF ONE • Write engaging copy suited to readers in a digital context and to search engines

• Plan, research and implement an effective SEO strategy across text and other content

• Explain why CRM is essential for any business and how it creates and improves positive customer relationships

• Appreciate the role that customers play in shaping and steering your business

How it unfolds... You’ll learn the ins and outs of digital marketing

- from key principles and applications to the value of integrated

strategic approaches, along with the ability to implement marketing

strategies across most facets of digital. At the very least, you’ll be able

to understand what your marketing team is talking about and why

it’s important.

THE LEARNING JOURNEY

Applicable, practical assignments:

• Designed to test your ability to translate the theory into practical

implementation for successful outcomes

• Geared so that you can apply what you’re learning to your everyday

• Providing an incredible opportunity to prove your value, improve your

performance, and impress your colleagues

Engaging content in digestible modules: enriched with

infographics, videos, useful links to valuable resources, case studies and fun

interactive quizzes to deepen and entrench your learning

Personalised feedback: recommendations and suggestions

from subject-matter experts, tailored to your individual strengths and

opportunities for personal improvement

Discussion forums: for debating view points, demanding answers

from the ‘smart people’, developing your professional network, and sharing

‘human connections’ - ‘moments’ designed to make online learning (with

Red & Yellow) so much richer and more rewarding

Chat sessions/video Q&A sessions: hosted by your coach, lecturer

or subject specialist – ideal opportunities to discuss the content and get

answers to all your questions

A dedicated team available on email, phone and the online forum to

support, encourage and assist you. Think of them as your ‘virtual’ support

HIGH-IMPACT LEARNING TOOLSWhy Red & Yellow has a reputation for producing graduates that can ‘hit the ground running’

THE LEARNING JOURNEY CONTINUED...

MODULE 5 : DIRECT MARKETING• Implement a content marketing strategy that engages and creates value for customers

• Understand how successful online videos are produced, step-by-step

• Structure and design an effective marketing email

• Use mobile to tie into and enhance your direct marketing campaigns

MODULE 6 : SOCIAL MEDIA• Learn the best ways to engage with audiences on the top social media platforms

• Create a social media strategy

MODULE 7: ONLINE ADVERTISING• Advertise your brand on search engines with search ads and across the web using

display advertising

• Know which business objectives can be met with online advertising

• Learn about the various ad formats, payment models and ad types available

• Create best-practice ads to be displayed on the top social media platforms

MODULE 8: OPTIMISATION•

• Perform conversion optimisation step by step to improve marketing efforts

• Understand the basics of how to approach Google Analytics and some other

analytics platforms

Learn from leading experts and key course contributors

an original, 21st Century relevant course.

Meet the course creator

Rob Stokes - entrepreneur and digital marketing guru

Rob Stokes is an investor and entrepreneur focused on the technology and

Quirk, in 1999. He built Quirk into one of the largest agencies on the African

continent before selling it to the London listed global leader, WPP, in 2014. Today,

Rob serves as Chairman of the Red & Yellow Creative School of Business and

serves as non exec director at Brandseye, Openbox and Cloudone.mobi.

Included:quick quizzes,

practical assignments & live sessions

to help you along the way.

research project, the outcome will be a new set of skills and the know-how

to implement immediately.

(Voilà - a beautiful new skill mastered!)

Creative Thinking

Critical

Thinking

Empathy

Persuasion

AdaptabilityThe reality is that AI and robots will replace many of the jobs we know

today. The likes of NASA and Google are already ahead of the game in

their early recognition of the importance of ‘soft’ skills.

Our courses and programmes are designed to prepare humans for this

that will set us apart from ‘robots’:

Learning you won’t get anywhere else!

*UNIQUELY HUMAN SKILLS

Leadership

Empathy

Conflict resolution

Critical thinking

Adaptability

Creative thinking

Social intelligence

Persuasion

Negotiation

Mindfulness

OUR HUMAN TOUCH

Uniquely Human Skillskey to this course:

+

I have learnt so much on this course - having assignments and

quizzes every week helped me to thoroughly read the textbook

and internalise the valuable insights provided. It’s going to really

help me in my role as Content Director. The feedback was really

constructive and helpful.

- Lisa Wright, Alexander Forbes

SarahFadlar

Vuyani Kelly Zubeida

Phakamisa

A dedicated team available on email, phone and online

forum to support, encourage and assist you.

AvantiCourse Coordination

Team Manager

THE RED & YELLOW DIFFERENCE

A trusted signal on your CVWe take our role – in equipping you with everything needed to grow your career – seriously.

Our online courses are intended to put you through your paces, stretch your mind, and equip

Yellow as the mark of a competent, capable individual, able to add value from day one – with the

theoretical knowledge, the practical know-how and the human skills essential for future success.

can also feel a little lonely at times. Red & Yellow is obsessive about offering a ‘virtual classroom’

learning experience you won’t get anywhere else – combining human interactions, input from

our academic team and industry gurus, with all the convenience you need.

A team of humans dedicated to your successA team of real, live people (not bots) is allocated to every course. The Course Coordinators’ mandate is to cheer you

knowledgeable team of Instructional Designers and subject matter e

Original, carefully curated and relevant content Rather than opting for the easier option of reselling content (created by others), we develop our courses internally – often

roping in industry experts who run successful organisations – to ensure what you learn is both current and relevant to the

South-African context.

Courses are designed in response to market demand or skills gaps as they arise in this rapidly changing world.

ONLINE LEARNING + the ‘human touch’ you’ll only get from us

Real-world insights from expertsYou’ll get ‘insider’ access to exclusive videos from industry leaders and subject-matter experts – giving you tips, techniques

and learnings invaluable to bringing your online learning to the real world. Our connection to industry is something we’re

incredibly proud of, and it’s what sets us apart from the other institutions.

The magic of this program - inside

and outside the classroom - is

something you’ll never forget.

- Rob Stokes, Course Creator

NEXT STEPS

HAVE QUESTIONS?

Give one of our amazing Career Advisors a call at (+216) 28 65 44 27- (+216) 28 59 16 79

or pop us an email infotunisia@red&yellow.co.za

DIARISE THIS LIFE-CHANGING DATE

Pop the start date into your calendar and get ready for 10 of the most

important life-changing weeks. We can’t wait to see what you achieve!

Get in touch(+216) 28 65 44 27 - (+216) 28 59 16 79

www.redandyellow.co.za

follow us : @redandyellowed

infotunisia@red&yellow.co.za

HAVE YOUR SAY

We care deeply about our students’ learning

experience, so we’ve built 3 feedback-opportunities into

the process. We look forward to

your input!