University of Cape Town
Marketing
Discover how to create and execute a comprehensive marketing strategy that integrates industry-leading practices.
Start date
28 July 2025
Course duration
10 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
7–10 hours per week
Self-paced learning online
Course overview
Duration: 10 weeks (excluding orientation)
As competition in the business world intensifies, companies must utilise the latest branding techniques and promotional strategies to differentiate their products and appeal to their desired clientele. Consequently, skilled marketing professionals can play a crucial role in enhancing the financial performance of an organisation.
The Marketing online short course provided by the University of Cape Town (UCT) offers an all-encompassing perspective of the fundamental principles of marketing management. The course covers the entire spectrum of marketing, teaching students how to establish marketing objectives, construct buyer personas, and design and implement a comprehensive strategy that combines conventional channels with digital marketing best practices. As you progress through the course, you’ll receive in-depth guidance from an enthusiastic course leader and have opportunities to apply your newfound knowledge by making marketing decisions for a hypothetical company.
Is this course for you?
This course's target audience encompasses marketing and business development professionals seeking to update their expertise and individuals seeking an introductory understanding of the field. Furthermore, entrepreneurs and business owners eager to enhance their marketing knowledge and effectively advertise and position their brands are also a key focus.
If you’re looking to develop a holistic marketing skill set, we recommend you investigate the UCT Marketing Analytics: Strategy and Decision-Making online short course. This course takes a strategic, end-to-end approach to marketing analytics and equips you to use data to inform important marketing decisions. If you want to learn more about the course, request a call to speak to an Enrolment Advisor.
Course overview
Introduction
Duration: 10 weeks (excluding orientation)
As competition in the business world intensifies, companies must utilise the latest branding techniques and promotional strategies to differentiate their products and appeal to their desired clientele. Consequently, skilled marketing professionals can play a crucial role in enhancing the financial performance of an organisation.
The Marketing online short course provided by the University of Cape Town (UCT) offers an all-encompassing perspective of the fundamental principles of marketing management. The course covers the entire spectrum of marketing, teaching students how to establish marketing objectives, construct buyer personas, and design and implement a comprehensive strategy that combines conventional channels with digital marketing best practices. As you progress through the course, you’ll receive in-depth guidance from an enthusiastic course leader and have opportunities to apply your newfound knowledge by making marketing decisions for a hypothetical company.
Is this course for you?
This course's target audience encompasses marketing and business development professionals seeking to update their expertise and individuals seeking an introductory understanding of the field. Furthermore, entrepreneurs and business owners eager to enhance their marketing knowledge and effectively advertise and position their brands are also a key focus.
If you’re looking to develop a holistic marketing skill set, we recommend you investigate the UCT Marketing Analytics: Strategy and Decision-Making online short course. This course takes a strategic, end-to-end approach to marketing analytics and equips you to use data to inform important marketing decisions. If you want to learn more about the course, request a call to speak to an Enrolment Advisor.
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
An integrated marketing strategy and the skills to roll it out while adhering to a fixed budget.
Insight into market research and competitor analysis methods, and the ability to build a strong brand identity.
An understanding of both traditional and digital marketing avenues, and knowledge of how to optimise content for various online platforms.
The tools to measure the effectiveness of different marketing tactics and the progress of a campaign.
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
Understanding marketing management and planning
Module 2
Market research
Module 3
Branding strategy
Module 4
The product or service plan
Module 5
Competitive analysis
Module 6
Traditional marketing tactics and channels
Module 7
Digital marketing
Module 8
The sales plan
Module 9
Measuring marketing success
Module 10
Putting your marketing strategy together
What past students
think
Elisma Lombard
Past student
Having earned a UCT certificate attests to my abilities and understanding of the subject matter because of the reputation the university holds. It has given me a marketable advantage compared to the next person.
Course Convenor
Pragasen Pillay
Senior Lecturer, Marketing Section of the School of Management Studies, UCT
About the certificate
Cultivate marketing 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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