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University of the Witwatersrand Course

Social Media Marketing


15 Jul, 2024

Digital Campus Social Media Marketing Course

Course overview

Social media enables businesses to meet their customers where they are at and place information and purchasing options within easy access. As direct purchases through social media continues to grow, it has never been more important to ensure social media marketing is included in your organisation’s marketing strategy.

The aim of this course is to develop specialist skills in social media, and to enable participants to grow their brand strategically on any social channel, increase customer engagement and accurately target those who matter most through effective social media management.

The course is also important for marketing and brand managers to better understand the power of using social media to build a strong brand image. It further covers the power of influencer marketing and how it can impact on customers purchase intentions.

Course curriculum

  • Module 1: Introduction to social media marketing
  • Module 2: Content marketing for social platforms
  • Module 3: Managing a social media community
  • Module 4: Brand identity and influencer marketing
  • Module 5: Content optimisation
  • Module 6: Advertising on social media
  • Module 7: Social media marketing strategy

Course outcomes

  • Identify different social media platforms, and the way in which you use them for marketing purposes.
  • Demonstrate an understanding of how to design an effective content marketing strategy.
  • Demonstrate an understanding of how to manage a social media community.
  • Demonstrate an understanding of brand identity.
  • Interpret data collected through advertising campaigns.
  • Understand how to measure the effectiveness of a campaign, using the data that is collected.
  • Implement a social media marketing strategy using the tools and resources you have been given.


Aaron Koopman, Dr Freddy Mgiba

Course summary

Participation in individual and syndicate online activities – 10%
Short essays -10%
Syndicate assignment -20%
Summative Assessment (50%)
Number of Notional Study Hours: 50
Language: English

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Students. Accomplished

Paul Motibane


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Social Media Marketing

Aaron Koopman, Dr Freddy Mgiba

Aaron Koopman

Lecturer – School of Business Sciences, University of the Witwatersrand Masters Degree in Marketing – University of Kwa-Zulu Natal

Dr Freddy Mgiba

Lecturer – School of Business Sciences, University of the Witwatersrand PhD in Business Sciences, University of the Witwatersrand Lecturer and course writer

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