Online learning from an accredited institution

Digital Marketing Professional Course

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.

This “Rolls Royce” of Digital Marketing courses will take you from “competent” to specialist. You’ll gain an in-depth understanding of how to create powerful digital marketing strategies, campaign planning, and strategic implementation that will get you the results you want.

“I recently completed the Red & Yellow Digital Marketing Professional course. It was excellent! Course content is well thought out, engaging and up to date. I’d recommend the course without hesitation.”

Claudia Handschuh

Marketing Manager at Camelot Spa

Take your marketing career to the next level with this flagship Certificate.

Designed by leading industry experts and experienced marketers, this 15-week course will expand your knowledge and expertise in SEO, UX Design, Social Media Marketing, Analytics, and Community Management. You’ll gain valuable skills to master algorithms of tech platforms and drive greater ROI for your business.

Get this industry-respected Certificate to set you apart in the ever-changing digital world.

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

Who should take this course?

Anyone seeking career-advancing skills, and who wants to stay on top of trends and shifts
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

Upgrade your skills to pro

Studying this course will equip you with next level cutting-edge skills based on the latest developments.

Learn from the pros

Our lecturers have spent decades working in the industry and know what it takes to make your career soar.

Bring creativity to marketing

This course is ideal for people who want to stay on top of their marketing game with a range of creative skill sets and approaches.

Elevate your career

Be recognised with an industry centric Red & Yellow certificate, giving you a blend of theoretical knowledge and hands-on skills.

Red & Yellow courses are made to future-proof your career

Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.

Included in your course:

A hard-copy of our globally read 7th Edition eMarketing textbook (worth R950)
An industry-sought-after Certificate of Completion from Red & Yellow
Original, relevant, and constantly updated content
An interactive online learning experience that includes videos, live chat sessions, forum discussions, and more

Benefits:

Our courses are both current and relevant to the South African context.

Applicable, practical assignments:

So that you can apply what you’re learning to your everyday work life, and your specific business challenges.

Discussion Forums and Chat sessions:

Helping you develop your professional network.
Hosted by your coach, lecturer, or subject specialist.
Ideal opportunities to discuss the content and get answers to all your questions.

Personalized feedback:

Tailored to your individual strengths, and opportunities for personal improvement.

A dedicated team:

Acting as your “virtual” support crew whose only focus is to help get you over the finish line.

Course curriculum:

Section 1: Strategy

Market Research

Understand the importance of market research
Conduct strategic market research
Understand your audience and target market
Apply behavioral economic insights to your DM strategy

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

How SEO Affects Your Digital Marketing Strategy

Understand the complexities of SEO, and how to achieve high rankings for your website
Know what’s required for websites to maximize search engine visibility
Choose the right metrics for measuring your SEO initiatives
Appreciate the importance of optimized content to ensure visibility

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

Tracking & Analytics

Understand the importance of tracking for campaign optimization
Select appropriate metrics and benchmarks
Use analytics tools to track website and campaign performance
Manage and monitor content produced
Generate data reports that underpin optimization and strategic decisions

Optimising your Campaigns

Understand why optimization is integral to your campaigns
Conduct effective campaign testing
Manage your bids to maximize 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

Section 2: Advertising

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

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

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

Section 3: Content Marketing

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

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

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 4: Digital PR

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 5: Research Project

Meet your team:

This course was created by, and benefits from, our full-time lecturers’ years of experience in the field – both in lecturing and in industry. They know how to nurture talent and bring out the best in students, resulting in many award-wins over the years.

Carmen Schaefer
Head of Academics

20 years in education
Academic Team leader at Red & Yellow
Authors the annual employability report

Keenan Harduth
Lecturer

15 years marketing experience
Worked with Cerebra, Total Exposure, Google
Awarded Social Media Marketer of Year

Su Little
Education Council Lead at IAB SA

Award-winning social media marketer
17 years of both agency and corporate
Regular speaker at social media, digital and integrated marketing conferences around South Africa

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About Red & Yellow

Creative thinking is the most important skill. Artificial Intelligence and robots are going to replace some of the jobs we know today.

Red & Yellow is the business school where talented people go to develop the career skills they need to thrive in this digital world.

R&Y unlocks creative thinking to build brilliant careers and organisations using Commercial Logic and Creative Magic.

We are vision-led and values-driven and we are developing the next generation of changemakers, creators and innovators.

We believe creative thinking is the most important skill of the future and it must be supported by uniquely human abilities such as leadership, adaptability and social intelligence.

We are a Creative School of Business that provides you with the commercial logic to grow successful organisations and more importantly the creative magic to set them apart.

We are teaching the great creators, inventors, leaders and entrepreneurs for the 21st Century.

We will be the most creative business school in the world.

Get inspired to study Digital Marketing

Get a full course infopack & a digital copy of our world renowned eMarketing Textbook for free

Uncover every aspect of digital marketing – from data analysis, SEO, and performance to content marketing, social media, and customer engagement – with our 7th Edition eMarketing Textbook.

Up-to-date statistics and eye-opening digital marketing case studies