Duration: 3–6 Months
Programme Type: Provider-Based Short Course (Non-Credit Bearing)
Certification: Certificate of Proficiency / Completion
Mode of Delivery: On-Campus | Online | Blended

Programme Overview

This programme equips learners with practical digital marketing, social media management, and content creation skills required in today’s digital economy. Learners gain hands-on experience in managing social media platforms, creating engaging content, running digital campaigns, and promoting brands, businesses, and services online.

The programme is suitable for students, job seekers, entrepreneurs, small business owners, influencers, and aspiring digital marketers.

Course Modules

Module 1: Introduction to Social Media & Digital Marketing

• Overview of digital marketing and online branding
• Role of social media in business and communication
• Understanding digital audiences and platforms
• Ethical and responsible online engagement

Module 2: Social Media Platforms & Management

• Facebook, Instagram, TikTok, X (Twitter), LinkedIn
• Business pages vs personal accounts
• Social media algorithms and engagement basics
• Community management and customer interaction
• Social media policies and professionalism

Module 3: Content Creation Fundamentals

• Types of content: text, images, video, reels, stories
• Content planning and storytelling
• Introduction to design tools (Canva, basic Adobe tools)
• Copywriting basics for social media
• Content calendars and scheduling

Module 4: Digital Marketing Tools & Strategies

• Introduction to digital marketing channels
• Email marketing basics
• Search Engine Optimization (SEO) fundamentals
• Influencer and affiliate marketing concepts
• Online reputation management

Module 5: Paid Advertising & Campaign Management

• Introduction to paid social media advertising
• Facebook & Instagram Ads Manager basics
• Audience targeting and budgeting
• Campaign planning, monitoring, and optimization
• Measuring reach, engagement, and conversions

Module 6: Video Content & Brand Storytelling

• Short-form video creation (Reels, TikTok, Shorts)
• Video editing basics using mobile and desktop tools
• Brand voice and messaging
• Visual identity and consistency

Module 7: Analytics, Reporting & Performance Tracking

• Understanding social media insights
• Digital marketing metrics and KPIs
• Content performance analysis
• Reporting results to clients or businesses
• Improving campaigns using data

Module 8: Practical Projects & Portfolio Development

• Create and manage a social media page
• Develop a content calendar and campaign
• Design marketing posts and short videos
• Run a simulated or real digital campaign
• Compile a digital marketing portfolio

 Learning Outcomes

By the end of the programme, learners will be able to:

• Manage social media accounts professionally
• Create engaging digital content
• Plan and execute digital marketing campaigns
• Use analytics to improve performance
• Promote businesses, brands, and services online

Entrance Requirements

• Grade 10, Matric, or equivalent
• Basic computer or smartphone skills
• No prior digital marketing experience required

Career & Business Opportunities

Learners may pursue:

• Social Media Manager
• Content Creator
• Digital Marketing Assistant
• Online Brand Promoter
• Freelancer or Influencer
• Small Business Digital Marketer

Compliance & Accreditation Note

This is a provider-based, non-credit-bearing skills programme developed and assessed by Excel Gene Academy. It is not registered on the NQF and does not carry SAQA accreditation, but supports employability, entrepreneurship, and digital skills development.

Excel Gene Academy – Learn. Transform. Excel.

Building digital voices for a connected world.