• Duration

    10 Weeks

  • Class fee

    R13,500

  • Starts

    18 July 2022

About this course

This online course packs a hefty punch when it comes to learning about the pros and cons of traditional and digital media channels; what constitutes a robust media strategy; why it is so important to segment and understand your audience; and how to measure, optimise and report on performance. It spans understanding the role of the various channels, the importance of an integrated approach, defining the audience, how best to connect with them, and measure performance to ascertain cost versus value.

Key learning outcomes:

  • Understand the value of an integrated channel approach to marketing
  • All your channels and touchpoints are approached from the perspective of a holistic brand experience
  • Understand how consumers view digital touch points
  • Importance of segmentation and understanding customer types
  • How to connect with your audience and measure performance

Benefits

  • The pros and cons of traditional and digital media channels
  • What constitutes a robust media strategy
  • Why it is so important to segment and understand your audience
  • How to measure, optimise and report on performance
  • How to understand the role of the various channels
  • The importance of an integrated approach, defining the audience, and how best to connect with them
  • How to measure performance and to ascertain cost versus value

This course is perfect for:

  • Anyone who works in any form of advertising or marketing communications, or anyone who intends getting into the field. It was written for people who had trouble seeing the value of digital, and in particular the value of combining traditional and digital.
  • This course is essential for anyone involved in media planning, marketing communications and advertising and related fields.

The learning journey

Module 1: Introduction

  • Explain how the current media landscape affects customers
  • Understand where advertising falls under the marketing umbrella
  • Describe important touchpoints for your brand

Module 2: Marketing Channel Management 

  • Focus on the most important consideration in any form of advertising you create
    (the customer!)
  • List above-the-line channels and when you should use them
  • Name below-the-line channels and when you should use them
  • Figure out how to use ATL and BTL together to create unified communications

Module 3: Audience

  • Describe your target market using demographics and psychographics
  • Understand segmentation and create customer personas
  • Start researching and measuring your audiences

Module 4: Crafting a Strategy

  • Align your audience segmentation with your marketing objectives
  • Determine your strategic priorities and align your campaigns to them
  • Select the most appropriate channels for your marketing campaigns
  • Understand the different online payment models

Module 5: Traditional/ATL Advertising

  • Select traditional channels based on how they will contribute to your media mix
  • Describe the process of using each channel
  • Understand the importance of having channels work together

Module 6: Online Advertising

  • Select online channels based on how they will contribute to your media mix
  • Describe the process of using each channel
  • Select a media mix based on which channels will work together well to achieve your goals

Module 7: Managing Media Projects

  • Pinpoint resources for your media project
  • Manage your media budget
  • Negotiate for and purchase media space

Module 8: Optimising

  • Write and evaluate a media proposal
  • Measure the performance of various media types
  • Optimise your campaigns

Need more details?

Prefer a friendly chat, WhatsApp or email?

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Why choose Red & Yellow

142
Awards

Degrees, Diplomas, National and Higher Certificates that cater for everyone and the high employability of our graduates have earned us close to 142 awards

15 K
Alumni

Education that combines knowledge and practical skills, providing our 15 392 alumni with traits they can use in all aspects of their lives

87 %
Employability

87% of our students find employment on graduating due to a combination of experiential learning and know-how.

100 %
Unmatched Creativity

For 28 years we have had a single minded approach to teach students how to harness a skill that will stand the test of time and the metaverse. That skill is creativity.

WE’VE PROUDLY COLLABORATED WITH

Frequently asked questions

How many hours per week do I need to set aside?

Varies per course – average 6-8. For more intense courses (or perfectionists) more like 10.

Do you have payment plans?

Yes, 3 or 4 part payment plan depending on the length of the course.

How will these courses help me?

Theory backed by practical exercises to clue you in to industry-necessary tools and practices and prepare you for real industry briefs and contexts

Why Red & Yellow?

Our content is great and developed in consultation with industry experts
Our Course Coordinators are renowned for being dedicated and working very hard to help you complete the courses and get your certificate
We include personalised feedback on written assessments, which provide guidance and add that extra touch to help you refine your work and prepare you for industry.

What’s the difference between Red & Yellow and a MOOC, or Udemy?

The personal touch. There’s a reason why MOOCs/Udemy have dismal completion rates while ours is exceptionally high.
Our Course Coordinators and Facilitators are there to guide, assist and coach you through the course

Are your short courses accredited?

All our short courses are aligned to relevant SAQA (South African Qualification Authority) unit standards, usually at NQF 5 level
Many of our short courses can be run as accredited, which means you will earn credits when you successfully complete the course and hand in the necessary portfolio of evidence
Completing the portfolio and facilitating your external assessment and moderation is an additional fee on top of the online course fee.

Are your short courses and programmes internationally accredited/recognised?

Completing one of our short courses with the accredited option, will award you credits for the unit standards you have completed.
These unit standards are registered with SAQA at the relevant NQF level, which are recognisable internationally

Why are your short courses and programmes so expensive?
  • Because they’re very good.
  • Because we do not simply resell content from other institutions or developers. We oversee the development of all our content and ensure it meets the R&Y standards.
  • Because we provide the personal touch.
    • Our courses include support, coaching and guidance from our Course Coordinators to keep you motivated and on course
    • Students have access to knowledge experts and facilitators through regular tutorials and other forms of student engagement.
    • We manage queries personally and provide individualised and tailored responses
  • Workshops and videos in our programmes are hosted by content and industry experts
  • Our assessments are practical and provide as much exposure to simulated industry briefs as possible
  • We provide individual feedback on each written assessment that help students understand where they may have gone wrong, and how to improve in their next submission.
Are there any cancellation fees?
  • If you wish to cancel participation in an online course after paying (in part or in full), the following applies provided you notify Red & Yellow in writing:
  • No later than 7 (seven) days prior to course commencement date: you are entitled to a full refund of all amounts paid, (Excluding Application Acceptance fees).
  • Within the 7 day period prior to course commencement date: you will be liable for a cancellation fee equal to 5% of the total fee for the relevant course. (Red & Yellow shall refund all amounts paid by you to Red & Yellow in respect of the course, less the cancellation fee); or
  • Cancellations on or after the date of commencement of the course are not eligible for any refund.
What do I need to do if I need to defer?
  • In the event that you wish to defer your participation in any course for which you have registered and paid, you are required to apply for a deferral in writing by no later than 7 (seven) days prior to the date of commencement of the course. Red & Yellow shall only accept applications for deferrals received after the commencement of a course in certain situations and will not award any credits for assignments completed at the time of requesting the deferral. The following situations, inter alia, may qualify an individual for a deferral:
  • Financial concerns i.e. retrenchments, unexpected expenses
  • Family responsibility i.e. loss of a loved one, need to take care of an ill family member, marriage
  • Personal health i.e. physical and/or mental health concerns
  • Any Other reason deemed reasonable considering the circumstances of the case as determined by the manager of course coordination.
  • Red and Yellow will charge a deferral fee as follows, which must be paid in order to defer participation:
    • 10% of the course price on registration for online qualifications and programmes
    • 15% for online short courses
Do I get a Certificate when I finish the course?
  • Yes, you get a Red & Yellow certificate of completion.
  • If you take an accredited version of the course, you will also receive a Statement of Results (SOR) from the SETA with which the course is registered.
    • Please note verification from the relevant SETA can take up to 2 – 3 months to be successfully completed.
Why should I do an accredited course? What are the benefits?
  • Red & Yellow’s accredited courses give you credits toward a formal SAQA registered qualification, a National Certificate.
    • If you complete all the unit standards for a specified qualification, within a specified time frame, you will be awarded that qualification through the SETA.
    • Alternatively, should you choose to enrol in a full qualification, for which you already hold credits, these credits contribute to the completion of the qualification
  • Employers seem to assign more weight to courses that are ‘accredited’ on your CV, as it provides them peace of mind that the course you completed was aligned to a SAQA Unit Standard, with specific outcomes and tied to an NQF level.
How can I get my employer to pay for a short course or programme? (list BBBEE benefits)
  • You will need to complete a cost estimate and we will invoice your company directly.
  • Accredited online courses qualify as Category E training and provide more skills development recognition as well as more B-BBEE points.
Can I start the course whenever I want?
  • Unfortunately, No. R&Y courses are run according to a set course calendar. [maybe a link to the course calendar here]
  • Courses have a set start date and end date, with specific hand in dates and tutorial sessions scheduled at set points within the course.
  • Research has shown that scheduled courses have better student engagement and completion rates, than courses that run asynchronously.
  • Scheduled courses ensure you will have the company and support not only of our content team and course coordinators, but also of your fellow students.
Do I have a coach to support me along the way?
  • You have regular opportunities to interact with content experts to ask questions, and your course coordinator will be there to help you across the line.
Do I have to finish within a certain time period?
  • Our courses are run according to set schedules, which means you need to finish within the time allotted for the course. If you defer, you still need to complete the course within two years.