University of Cape Town
Copywriting for Digital Marketing
Enhance your ability to generate leads and drive conversion through impactful online copy.
Start date
28 August 2025
Course duration
6 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
7-10 hours per week
Self-paced learning online
Course overview
Increased audience retention, lead generation, and improved conversions are three of seven benefits that high-quality, consistent content marketing can produce.
Hubspot (Jan, 2020).
The percentage of the most successful content marketers who report that their organisations are very committed to content marketing.
Content Marketing Institute (2019).
Duration: 6 weeks (excluding orientation)
A skilled copywriter can significantly boost the success of an organisation's online marketing materials. A copywriter's role is to create compelling and persuasive content that captivates the audience and motivates them to act, and the Copywriting for Digital Marketing online short course from the University of Cape Town (UCT) will prepare you for this challenge.
In this copywriting course, guided by an industry expert, you will learn the best practices and techniques for writing copy. You'll learn to write engaging and persuasive copy, headlines, and calls-to-action for various online platforms and develop an effective content marketing plan. You'll also discover how to modify copy to optimise search engine rankings and how to price copywriting services.
With the skills to craft copy in the ever-changing digital landscape, you'll be an invaluable asset to any company that wants to distinguish its brand or business online.
Is this course for you?
Whether you are an aspiring copywriter seeking to acquire practical and relevant skills to transition into a new role, or an existing copywriter looking to update your knowledge in a rapidly evolving industry, this course is suitable for you. Additionally, if you are a business owner or entrepreneur seeking to improve the effectiveness of your digital marketing materials, this copywriting course is highly relevant to your needs.
Course overview
Introduction
Duration: 6 weeks (excluding orientation)
A skilled copywriter can significantly boost the success of an organisation's online marketing materials. A copywriter's role is to create compelling and persuasive content that captivates the audience and motivates them to act, and the Copywriting for Digital Marketing online short course from the University of Cape Town (UCT) will prepare you for this challenge.
In this copywriting course, guided by an industry expert, you will learn the best practices and techniques for writing copy. You'll learn to write engaging and persuasive copy, headlines, and calls-to-action for various online platforms and develop an effective content marketing plan. You'll also discover how to modify copy to optimise search engine rankings and how to price copywriting services.
With the skills to craft copy in the ever-changing digital landscape, you'll be an invaluable asset to any company that wants to distinguish its brand or business online.
Is this course for you?
Whether you are an aspiring copywriter seeking to acquire practical and relevant skills to transition into a new role, or an existing copywriter looking to update your knowledge in a rapidly evolving industry, this course is suitable for you. Additionally, if you are a business owner or entrepreneur seeking to improve the effectiveness of your digital marketing materials, this copywriting course is highly relevant to your needs.
Get this course for your team
Leading organisations recognise the value of this course and invest in it to enhance their employees' skills and expertise.
What will set you apart
The ability to create engaging copy that inspires your target audience to take action.
The skills to write marketing copy for different digital platforms and social media.
The expertise to enhance google search rankings, generate more leads, and increase conversions.
Validation of your copywriting ability, with an official digital certificate from UCT.
Unlimited access to edX’s Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.Course curriculum
Orientation module
Welcome to your Online Campus
Module 1
Introduction to online copywriting
Module 2
Online copywriting best practices and techniques
Module 3
Headlines, calls-to-action, and persuasive copy
Module 4
Copy for social media and content marketing
Module 5
Copywriting for search engine optimisation (SEO)
Module 6
Pricing strategies and quoting clients
Course Convenor
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Dr Raeesah Chohan
Senior Lecturer in Marketing, Faculty of Commerce, UCT
About the certificate
Hone your copywriting skills and earn an official certificate of completion from the University of Cape Town.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with a digital certificate, you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.
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Why choose GetSmarter?
GetSmarter operates as edX's partner for premium online short course products from the world's leading universities and institutions. With edX, we leverage our people, technology, and resources to power your education and your potential.
We deliver market-led courses that equip working professionals with the expertise required to upskill, reskill or kickstart a completely new career. Through a data-driven approach, we analyze future skills requirements and ensure all courses address this need. We ensure that leading universities and institutions are your expert guides and our people, technology, and resources are your engine – together we power more than just education, we power your potential.
Read more about GetSmarter here and edX here.
Find out more about GetSmarter’s approach to digital learning, course design, and online delivery here.
Payment options
You can pay your course fees before the course starts, or you may opt for a split payment plan on courses that are nine weeks and shorter. For courses 10 weeks and longer, there is a three-part payment plan available. To find out more about payment options please visit our Payment and Financing page, or contact an Enrollment Adviser, to find out which option you qualify for.
Manage your time
GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.
At the beginning of each module you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.
How to change your start date
As part of our commitment to your professional development, GetSmarter offers you a two-week period to change your course start date or request your money back if you’re not fully satisfied.
To qualify for a deferral of your course start date, or to cancel your enrollment and receive a refund of your course fee, your request would need to reach our Success Advisers before the release of Module 2. For more information, please read our Terms and Conditions.
Discover the Online Campus
The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats including: interactive videos, module notes, practice quizzes, presentations, assignment briefs, and additional web resources.
On the Online Campus, you'll also be able to ask questions and interact with your fellow students and teaching team through the discussion forums. If you are looking for your Online Campus login, please visit your Account page here.
Financing options
We've recently partnered with financial services firm, FeverTree, to offer you another convenient way to finance your short course education. Find out how you can apply for a short-term loan below.
How do I apply?
- You have the option of applying for a full course-cost loan agreement with FeverTree (South African citizens and short courses only)
- FeverTree works with GetSmarter to ensure your studies are financed right away, giving you the chance to join the soonest presentation
- You can find out if you pre-qualify in seconds. Send an SMS with your “Name*Surname*ID Number*Gross Salary” to 30082
- FeverTree’s application process is simple and quick – expect a 15-minute turnaround to find out if you’ve been successful with your loan application
- Even if you aren’t successful in your FeverTree application, you’ll still be eligible for the payment plan options with GetSmarter
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