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

CAREER BOOSTING SHORT COURSE

DIGITAL MARKETINGProfessional Certificate in

Stay on the cutting edge and consolidate your skills to become a master in the field

Endorsed by the:

Duration: 15 weeks

Time commitment: 10-15 hours / week

A highly respected Red & Yellow Certificate

Cost: R24 500 *payment plans available

THE COURSE DETAILS

Digital marketing is in a constant state of flux. While the foundational principles remain constant, staying on top of your game requires keeping up with the trends and constant new developments.

This course will take you from a competent digital marketer to an expert in the field. Learn how to take your digital marketing strategies to the next level, become more adept at mastering the algorithms and quirks of tech platforms, and ultimately drive greater ROI.

CAREER BOOSTING SHORT COURSE

Who should take this course? • Anyone seeking career-advancing skills, or intent on

keeping abreast of trends and shifts

• People - lacking the appetite for our 2-year

accredited Advanced Diploma in Digital Marketing

programme, but - keen for a quick-fix that’ll take their

digital marketing skills to the next level

• Digital Marketing professionals looking to safeguard

their career success prospects

• Traditional marketers wanting to expand their perspective

of ‘digital’ versus ‘traditional’

• Small business owners and niche teams wanting to

enhance their digital marketing skills to increase

conversions, drive engagement and foster customer

lifetime value

What you’ll learn• Devise more powerful digital marketing

strategies

• Plan and execute more powerful and

successful campaigns/outcomes

• Understand and conquer the shifts and

nuances of channels and platforms

• Strengthen your skills in UX design,

Social Media Marketing, SEO, community

management and analytics

What makes it unique?• Exclusive, original content: focused on

future-proofing your success with learnings

relevant to South Africa (within the

international context), combined with critical

human skills.

• Enriched and jam-packed: with great case

studies and value-boosting elements like

tutorial videos and mastery sessions with

industry giants (which you won’t get from our

competitors).

DIGITAL MARKETING: PROFESSIONAL CERTIFICATION

A word from people who know...

Geneticists have the gene, biologists have the

atom, digital marketers have content. Success

depends on your ability to create the right

content, for the right audience, on the right

channel and at the right time. Clearly, there’s a

lot of things you need to get just right.

- Brafton Agency

Our “Rolls Royce” of Digital Marketing courses is super-engaging, and will take you from ‘competent’ to ‘expert/specialist’.

MODULE 1: MARKET RESEARCH

• Understand the importance of market research

• Conduct strategic market research

• Understand your audience and target market

• Apply behavioural economic insights to your DM strategy

MODULE 2 : DIGITAL MARKETING STRATEGY

• Craft a digital marketing strategy

• Choose the right tactics to implement that strategy

• Determine your target audience

• Plan an effective digital marketing campaign

MODULE 3 : HOW SEO AFFECTS YOUR DM STRATEGY

• Understand the complexities of SEO, and how to achieve high rankings for your website

• Know what’s required for websites to maximise search engine visibility

• Choose the right metrics for measuring your SEO initiatives

• Appreciate the importance of optimised content to ensure visibility

MODULE 4 : THE IMPORTANCE OF UX FOR YOUR DIGITAL MARKETING STRATEGY• Understand why designing with the user in mind is critical to your business and digital marketing

campaigns

• Oversee the development of user-friendly digital assets, leading to improved conversions and

brand affinity

• Manage the design of digital experiences that make customers more likely to reach positively to

your brand, and increase efficiency and positive outcomes

How it unfolds... The first week is dedicated to easing you into the process - familiarise

yourself with the online learning platform (virtual classroom), get how everything

works, meet the humans that’ll support you throughout this upskilling process, and be

introduced to the 10 uniquely human skills we believe are critical for career success in

the 21st Century.

THE LEARNING JOURNEY

SECTION 1: Strategy

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

work life, and your specific business challenges

• 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

crew whose only focus is to help get you over the finish-line

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

THE LEARNING JOURNEY CONTINUED...

MODULE 5 : TRACKING & ANALYTICS• Understand the importance of tracking for campaign optimisation

• Select appropriate metrics and benchmarks

• Use analytics tools to track website and campaign performance

• Manage and monitor content produced

• Generate data reports that underpin optimisation and strategic decisions

MODULE 6 : OPTIMISING YOUR CAMPAIGNS• Understand why optimisation is integral to your campaigns

• Conduct effective campaign testing

• Manage your bids to maximise your ad campaign budgets

• Optimise your digital content

• Optimise your website’s performance

• Optimise the performance of different types of ad campaigns

• Optimise social media platforms for the best performance

MODULE 1 : SEARCH ADVERTISING• Set up accounts and use paid search products

• Understand how quality score and ad rank affect ad position

• Select appropriate keywords for your campaign

• Target your campaigns to the audiences’ position in the purchase funnel

MODULE 2 : DISPLAY ADVERTISING

• Explain what display advertising is

• Describe and perform programmatic buying

• Use your media strategy to inform your campaign plan

• Target your ads to ensure maximum response

• Execute your creative

SECTION 2: Advertising

Included:quick quizzes,

practical assignments & live sessions

to help you along the way.

MODULE 3 : SOCIAL MEDIA ADVERTISING

• Create a social media ad that suits your audience, your objectives, and your brand

• Use best practices for a number of platforms to create ads that resonate

• Optimise your social media ads

A certificate from SA’s leading, accredited digital marketing educator signals you:

• Have the skills and an in-depth

understanding of campaign planning and

strategic implementation

• Know when, why and how to use the

best channels and platforms for your

specific needs

• Understand integrated media planning

and put it into practice

• Appreciate the importance and

consolidate your skills in SEO, UX design,

Social Media Marketing, analytics and

community management

THE LEARNING JOURNEY CONTINUED...

MODULE 1 : CONTENT MARKETING & VALUE

• Explain why content marketing is an important marketing avenue for your business

• Define your brand specifically enough to help guide your content development

• Understand your target audience well enough to guide what content you create

• Start to implement content marketing

MODULE 2 : CONTENT PLANNING

• Create an effective content creation and distribution plan to ensure you’re distributing your

content in the right places, at the right time

• Conduct a content audit to see where your business and its content stands

• Capitalise on a series of powerful online and offline channels to spread your content

MODULE 3: CREATING CONTENT• Understand how brand content is planned and created

• Use digital copywriting techniques and persuasive language

• Create content for social media

• Create blogs, podcasts, and videos

SECTION 3: Content MarketingLearn from leading experts and key course contributorsTogether with prolific industry input and our

smart education team, we’ve designed an original,

21st Century relevant course.

Meet the course creators Robyn Hazekamp - Head of Instructional Design - Red & Yellow

Dog-lover and superhero-aficionado, Robyn

pours her Masters degree in English

and international lecturing experience into

developing online courses that meet our

rigorous Red & Yellow standards. She somehow

also manages to find time to speak at conferences

and contribute to our globally-acclaimed textbook.

Gareth McAlister - Senior Instructional

Designer - Red & Yellow

With a Masters in Anthropology, Gareth’s

extensive industry experience ranges from

lecturing to editing news copy to designing,

writing and delivering numerous training and

online courses for both corporate and educational

training needs.

MODULE 1 : DIGITAL PR, CRM & CRISIS MANAGEMENT

• Create a community management strategy

• Conduct reputation and crisis management strategies

• Set up social media for customer service

SECTION 4: Digital PR

SECTION 5: Research Project

Weekly assignments build on each other (scaffold). Together with the final 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

Social

Intelligence

Persuasion

Adaptability

The 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

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’:

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:

+

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

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

you with fundamental skills. It’s the reason business leaders regard a qualification from Red &

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.

While online learning offers time-flexibility and the ability to study anywhere in the world; it

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

over the finish line, keep you motivated, and ensure you have the best, most value-adding learning experience. And our

knowledgeable team of Instructional Designers and subject matter experts are on standby for topic-specific questions.

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.

It’s much easier to double your

business by doubling your

conversion rate than by doubling

your traffic.

.- Jeff Eisenberg, President of Eisenberg, Vital & Ryze Advertising

NEXT STEPS

SIGN UP NOW AND SECURE YOUR PLACE

1. Visit redandyellow.co.za/course/digital-marketing-professional to sign up now

2. Select “Book and pay now” to pay the full price upfront.

3. Fill out the quick registration form and pay via credit card, EFT or Snapscan

Need a payment plan? We have options - check out our handy payment plans

www

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

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 +27 872 273 283

redandyellow.co.za

Follow us: @redandyellowed

welcome@redandyellow.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!Have a group of individuals you’d

like to put on this course?

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: Steven Fine, Business Development Consultant

Email: steven.fine@redandyellow.co.za

Phone: +27 872 273 283