University of Cape Town
Copywriting for Digital Marketing
Improve your ability to generate leads and drive conversion through impactful online copy.
Starting soon
Start date
29 June 2023
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)
The success of an organisation’s online marketing material can be significantly enhanced by the work of a skilled copywriter. It’s the copywriter’s job to create persuasive, engaging content that captures an audience and inspires them to take action, and the University of Cape Town (UCT) Copywriting for Digital Marketing online short course is designed to prepare you for this task.
Guided by an industry expert, you’ll learn to apply copywriting best practices and techniques, write compelling copy, headlines and calls-to-action for various online platforms, and develop a content marketing plan. You’ll also discover more about how copy can be changed to enhance search engine optimisation and how to price copywriting work.
Equipped with the tools to tackle writing in the dynamic digital landscape, you’ll have the foundation to become an invaluable asset to any company that needs to distinguish their brand or business online.
Is this course for you?
This course is suitable for aspiring copywriters looking to gain practical and up-to-date skills to move into a new role. It will also benefit existing copywriters who want to refresh their knowledge and stay abreast of the skills needed in a constantly evolving industry. The content is also relevant to business owners or entrepreneurs looking to improve the effectiveness of their digital marketing material.
Course overview
Introduction
Duration: 6 weeks (excluding orientation)
The success of an organisation’s online marketing material can be significantly enhanced by the work of a skilled copywriter. It’s the copywriter’s job to create persuasive, engaging content that captures an audience and inspires them to take action, and the University of Cape Town (UCT) Copywriting for Digital Marketing online short course is designed to prepare you for this task.
Guided by an industry expert, you’ll learn to apply copywriting best practices and techniques, write compelling copy, headlines and calls-to-action for various online platforms, and develop a content marketing plan. You’ll also discover more about how copy can be changed to enhance search engine optimisation and how to price copywriting work.
Equipped with the tools to tackle writing in the dynamic digital landscape, you’ll have the foundation to become an invaluable asset to any company that needs to distinguish their brand or business online.
Is this course for you?
This course is suitable for aspiring copywriters looking to gain practical and up-to-date skills to move into a new role. It will also benefit existing copywriters who want to refresh their knowledge and stay abreast of the skills needed in a constantly evolving industry. The content is also relevant to business owners or entrepreneurs looking to improve the effectiveness of their digital marketing material.
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 certificate from UCT.
Unlimited access to 2U’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
Get course prospectus
Course Convenor
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Dr Raeesah Chohan
Senior Lecturer in Marketing, Faculty of Commerce, UCT
About the certificate
Develop 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 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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Want to know more?
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 see the list of university partner login pages 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
