CAREER BOOSTING SHORT COURSE

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

Red & Yellow has been

teaching business
leaders to think
creatively since 1994.
PROGRAMME OVERVIEW
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.

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

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 understand how it fits into the overall marketing 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- efficient way.
 THE COURSE DETAILS

? Duration: 10 weeks

Time commitment: 10 hours / week

A highly respected Red & Yellow Certificate

Cost: R16 500 *payment plans available

*** CPD points: 60

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
 EXCLUSIVE only for Digital Marketing students!

Get the major additional benefit of our eMarketing textbook! Now 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.
It’s worth R827 and packed with
exclusive content and over $2000 in
vouchers to get you going.

International Accolades

I have been using your textbook since 2012 and have

found it to be the most comprehensive and reliable
guide to digital marketing strategy.
This is the first textbook that I found in college that
Martin Key Assistant Professor @ University of Colorado 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
Get your certificate from the leaders in Digital Marketing Training
Online short courses Accredited online programmes
6 WEEKS 10 WEEKS M
os 14 WEEKS NQF7 | 2 YEAR | ONLINE
tp
op
DIGITAL MARKETING: DIGITAL MARKETING
ul
ar DIGITAL MARKETING: ADVANCED DIPLOMA IN DIGITAL MARKETING
INTRODUCTION PROFESSIONAL CERTIFICATION
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,
R 9 900 R 16 500 R 24 500 coupled with bi-monthly tutorial sessions that give you a
chance to meet fellow students (online) and chat with the
Learn About Learn & Do Learn & Master subject-matter experts.
Become conversant Deep understanding In-depth proficiency in all aspects of
with the non-technical basics & the ability to implement digital marketing
NQF5 | 1 YEAR | ONLINE

NATIONAL CERTIFICATE IN ADVERTISING,

TEXTBOOK Our 6th edition eMarketing textbook Our 6th edition eMarketing textbook Our 6th edition eMarketing textbook
SPECIALISING IN DIGITAL MARKETING
Implementation of strategy know-how
STRATEGY High-level overview in Strategy In-depth introduction to strategy
In-depth understanding of campaign planning
A deep-dive to gain Digital Marketing expertise that will give
CAMPAIGNS Understand campaign types & goal Plan and outline a campaign Run a campaign
students intense industry-relevant knowledge, expose them to
international best practice (in the South African context), and
Overview of channels Overview of channels teach them theoretical foundations and practical techniques
Understand when to choose each channel Know when to choose each channel
CHANNELS Overview of channels
Understand through-the-line integrated Touchpoint planning and skills relevant to the 21st Century.
media planning Integrated media planning

Understand platforms
Understand platforms Exploration of purposes of platforms
Exploration of purpose Implementation of platforms
SOCIAL MEDIA Overview of platforms & purpose Basics of advertising Advertising on platforms
Community management Community management
Analytics & Optimisation of platforms

CONTENT Overview, Analysis & Implementation of

Overview of Content Marketing Overview & Analysis of Content Marketing
MARKETING content marketing

UX Overview of UX Design Overview & Best Practices of UX Design Overview of UX Design

Principles of SEO
Overview & Principles of SEO
SEO Overview & Principles of SEO Best practices of SEO
Best practices of SEO
Implementation of SEO

Overview of analytics & optimisation

Overview of analytics & optimisation
Overview of Analytics & Optimisation Setting SMART objectives
ANALYTICS & Setting SMART objectives
Setting SMART objectives KPIs
OPTIMISATION KPIs
Tracking
Tracking a campaign
Optimising a campaign

FINAL ASSIGNMENT Analyse creative for fit to brief Create a digital marketing strategy Implement a digital marketing campaign
THE LEARNING JOURNEY
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.

Module 1: Strategy

1 •
•
•
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

2 •

•
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

3
• Recognise and implement the qualities of effective web design
• Understand important principles of mobile-specific channels
• 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

4
• Plan, research and implement an effective SEO strategy across text and
other content Included:
quick quizzes,
• Explain why CRM is essential for any business and how it creates and practical simulations
improves positive customer relationships & live sessions
to help you along
• Appreciate the role that customers play in shaping and steering your the way.
business
THE LEARNING JOURNEY CONTINUED
Module 5 : Direct Marketing

5
• Implement a content marketing strategy that engages and creates value
for customers
• Understand how successful online videos are produced, step-by-step Learn from leading experts
• Structure and design an effective marketing email and key course contributors
• Use mobile to tie into and enhance your direct marketing campaigns Together with prolific industry input and our
smart education team, we’ve designed
Module 6 : Social Media

6
an original, 21st Century relevant course.
• Learn the best ways to engage with audiences on the top social media
platforms
• Create a social media strategy

Module 7: Online Advertising Weekly simulations build on each other

• Advertise your brand on search engines with search ads and across the (scaffold). Together with the final research

7
web using display advertising project, the outcome will be a new set of
• Know which business objectives can be met with online advertising skills and the know-how to implement
• Learn about the various ad formats, payment models and ad types immediately.
available (Voilà - a beautiful new skill mastered!)
• Create best-practice ads to be displayed on the top social media
platforms

Module 8: Optimisation
• Discover how to pick the right test for specific goals and purposes

8 •

•
Perform conversion optimisation step by step to improve marketing
efforts
Understand the basics of how to approach Google Analytics and some
other analytics platforms
HIGH-IMPACT LEARNING TOOLS Why Red & Yellow has a reputation for producing graduates that can “hit the ground running”

Engaging content in digestible modules:

Applicable, practical assignments:
enriched with infographics, videos, useful links to
Designed to test your ability to translate the valuable resources, case studies and fun interactive
theory into practical implementation for quizzes to deepen and entrench your learning
successful outcomes

Geared so that you can apply what you’re

learning to your everyday work life, and Chat sessions/video Q&A sessions: hosted by
your specific business challenges your coach, lecturer or subject specialist - ideal
opportunities to discuss the content and get
Providing an incredible opportunity to prove answers to all your questions
your value, improve your performance, and
impress your colleagues
Personalised feedback: recommendations and
suggestions from subject-matter experts, tailored
to your individual strengths and opportunities for
Discussion forums: for debating viewpoints, personal improvement
demanding answers from the “smart people”,
developing your professional network, and
sharing “human connections” - “moments”
designed to make online learning (with Red & A dedicated team available on email, phone and
Yellow) so much richer and more rewarding the online forum to support, encourage and
assist you. Think of them as your “virtual” support
crew whose only focus is to help get you over
the finish-line
 +
OUR HUMAN TOUCH Uniquely Human Skills that are covered:

Creative Critical
Thinking Thinking
UNIQUELY HUMAN SKILLS
Learning you won’t get anywhere else!

The reality is that AI and robots will replace many of the Adaptability Conflict
jobs we know today. The likes of NASA and Google are Resolution
already ahead of the game in their early recognition of
the importance of “soft” skills.
Social
Leadership
Our courses and programmes are designed to prepare Intelligence
humans for this unknown world, by combining
topic-specific knowledge and know-how, as well as a
selection of the 10 uniquely human skills we’ve identified
that will set us apart from “robots”:

Creative Thinking Leadership

Social Intelligence Empathy

Conflict Resolution Critical Thinking

Adaptability Persuasion

Negotiation Mindfulness A dedicated team available on email, phone,

and online forum to support, encourage and
assist you.
THE RED & YELLOW DIFFERENCE ONLINE LEARNING + the ‘human touch’ you’ll only get from us

A team of humans dedicated to your success:

Real-world insights from experts: You’ll A team of real, live people (not bots) is allocated
get “insider” access to exclusive videos to every course. The Course Coordinators’
from industry leaders and subject-matter mandate is to cheer you over the finish line,
experts - giving you tips, techniques and keep you motivated, and ensure you have the
While online learning offers time- learnings invaluable to bringing your best, most value-adding learning experience.
flexibility and the ability to study online learning to the real world. Our And our knowledgeable team of Instructional
anywhere in the world; it can also feel connection to industry is something Designers and subject matter experts are on
a little lonely at times. Red & Yellow is we’re incredibly proud of, and it’s what standby for topic-specific questions.
obsessive about offering a ‘virtual sets us apart from the other institutions.
classroom’ learning experience you
won’t get anywhere else – combining
human interactions, input from our Original, carefully curated and relevant content:
academic team and industry gurus, with Rather than opting for the easier option of reselling
all the convenience you need. A trusted signal on your CV: We take our role content (created by others), we develop our courses
– in equipping you with everything needed to internally – often roping in industry experts who run
grow your career – seriously. Our online successful organisations – to ensure what you learn
All our courses can be accredited courses are intended to put you through your is both current and relevant to the South-African
upon request, should certain paces, stretch your mind, and equip you with context. Courses are designed in response to market
criteria be met. fundamental skills. It’s the reason business demand or skills gaps as they arise in this rapidly
leaders regard a qualification from Red & changing world.
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.
NEXT STEPS

SIGN UP NOW
and secure your place
? HAVE QUESTIONS?
Give one of our amazing Career Advisors a call at
+27 872 273 283 or pop us an email
registrations@redandyellow.co.za 1. Visit www.redandyellow.co.za/course/digital-marketing/
to sign up now
DIARISE THIS LIFE-CHANGING DATE 2. Select “Book and pay now” to pay the full price
Pop the start date into your calendar and get ready upfront.
for 10 of the most important life-changing weeks. 3. Fill out the quick registration form and pay via
We can’t wait to see what you achieve! credit card, EFT or Snapscan

HAVE A GROUP OF INDIVIDUALS YOU’D Need a payment plan? We have options -

LIKE TO PUT ON THIS COURSE? check out our handy payment plans
We’re always keen to play a bigger role in educating
more people. So if you have a few people you
believe could benefit, we’ll find a way to make it
work for all parties
.
Contact: Andrew Allison, COO The magic of this program - inside
Email: welcome@redandyellow.co.za and outside the classroom - is
Phone: +27 872 273 283 something you’ll never forget.

Rob Stokes Course Creator HAVE YOUR SAY

We care deeply about
Get in touch our students’ learning
experience, so we’ve built 3
+27 872 273 283
feedback-opportunities into
welcome@redandyellow.co.za the process. We
Follow us: @redandyellowed look forward to
your input!
redandyellow.co.za