All 2U/edX courses Overview What you'll learn Modules FAQs

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Overview

Price

R 15,500

Language

English

Duration

10 weeks

Effort

7–10 hours per week

Marketing is a pivotal function in any business, making it a field with vast career opportunities and a necessity for business owners and professionals. Understanding the principles and techniques of effective marketing is crucial in today's competitive corporate world. The University of Cape Town (UCT) Marketing online short course is designed to provide this essential knowledge, combining a deep dive into marketing principles with practical tactics.

This comprehensive 10-week course covers the full spectrum of marketing, from setting business goals to developing multifaceted campaigns to achieve these objectives. With the marketing landscape continually evolving, the course places a strong emphasis on the latest trends and techniques across both traditional and digital media. It aims to keep your skills and knowledge current, preparing you for various marketing jobs and careers.

The UCT Marketing short course delves into marketing management fundamentals, market research, customer analysis, brand development, sales, and the exploration of various marketing channels. It's led by industry experts who guide you in identifying your business's strengths, weaknesses, and market opportunities. The course enables you to develop competitive marketing strategies, analyse competitors, create detailed buyer personas, and select the most effective marketing channels. By the end, you’ll not only understand the relationship between marketing and sales but also how to measure the effectiveness of promotional tactics and design comprehensive campaigns within a set budget.

This course is immensely beneficial for anyone already in a marketing role, aspiring to enter the field, or for business owners and entrepreneurs looking to grow their businesses. It caters to a wide range of professionals, including marketing managers, social media managers, content marketers, marketing executives, email marketers, sales consultants, and website administrators. By completing the course, you can update your marketing skills and become more effective in your roles.

What you'll learn

Acquire valuable and relevant marketing skills, and walk away with:

  • The skills to develop and implement an integrated marketing strategy within a fixed budget
  • Proficiency in market research and competitor analysis, coupled with the ability to establish a robust brand identity
  • A comprehensive understanding of both traditional and digital marketing channels, including content optimisation for diverse online platforms
  • The ability to accurately measure the effectiveness of various marketing tactics and track the progress of campaigns
  • Unlimited access to edX’s Career Engagement Network, providing exclusive resources and events for professional development and career advancement

 

Modules

ORIENTATION MODULE Welcome to your Online Campus.
You’ll be welcomed to the course and begin connecting with fellow students, while exploring the navigation and tools of your Online Campus.

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.

FAQs: Marketing jobs

A marketing manager is responsible for overseeing the marketing strategies and campaigns of an organisation. They manage the development of marketing materials, analyse market research and trends, plan and execute marketing initiatives, and often lead a team of marketing professionals. Their role also involves collaborating with other departments to ensure brand consistency and meeting business goals.

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Studying marketing is beneficial because it equips individuals with an understanding of consumer behaviour, market research, branding, and digital marketing strategies. It helps develop skills in communication, creativity, and analytics, which are essential in various business sectors. Marketing knowledge is crucial for driving business growth and adapting to the ever-evolving consumer landscape.

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To become a marketing manager, one usually needs a bachelor's degree in marketing, business, or a related field, along with several years of experience in marketing roles. Strong leadership skills, strategic thinking, and the ability to analyse market trends are essential. Gaining experience in various marketing positions and developing a comprehensive understanding of different marketing strategies and tools can also aid in advancing to a managerial role.

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To become a marketing consultant, one should have substantial experience and knowledge in the field of marketing. This typically involves earning a degree in marketing or a related field and gaining several years of professional experience. Developing a broad skill set, including strategic planning, market analysis, and communication skills, and building a strong professional network are key steps. Marketing consultants often work as freelancers or establish their own consulting businesses.

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Becoming a digital marketing specialist involves gaining expertise in digital marketing tools and strategies, such as SEO, social media marketing, content marketing, and email marketing. This can be achieved through a combination of formal education, like a degree in marketing or a specialised digital marketing course, and practical experience. Keeping abreast of the latest digital trends and technologies, obtaining certifications in digital marketing platforms, and gaining experience through internships or entry-level positions are also important steps. The UCT online marketing course ensures that you are equipped with relevant, up-to-date knowledge. It's an invaluable resource for anyone looking to advance their marketing career or enhance the marketing strategy of their business.

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