Who should attend

• Individuals in the field of marketing (e.g. marketing managers)
• Advertising and marketing services professionals from agencies
• Small business owners/entrepreneurs who wish to promote their business

Admission requirements

1. It is assumed that participants comply with the following requirements: English language competence at NQF level 4, sufficient ability to read and comprehend learning material and to write assignments and follow/participate in discussions on management issues, and a basic understanding of online business trends and marketing.
2. Participants must have an existing Google AdWords account or alternatively have a business to promote (it will be necessary to spend money on the campaigns).

Faculty profile

• Mr. Peter Brooke-Sumner

Participating companies

• Mweb
• Louis Group
• Old Mutual

Contact person (Enquiries)

Laura Kirsten
Tel: +27 (0)21 918 4467
Fax: +27 (0)21 918 4478
laura.kirsten@usb-ed.com

Zenobia Petersen (Johannesburg enquiries)
Tel: +27 (0)21 918 4475
Fax: +27 (0)21 918 4478
zenobia.petersen@usb-ed.com

How you will benefit

At the end of this programme, participants will be equipped to:

• know the benefits of AdWords and its basic features
• understand the difference between SEO (search engine optimisation) and PPC (Pay Per Click)
• create and run a basic AdWords account
• identify keyword types and keyword selection
• write focused and targeted ad copy
• understand the importance of landing pages, targeting and account structures
• differentiate between content and search targeting
• create basic reports
• manage campaign budgets

Certification

Participants will complete the Google Fundamentals exam and, upon successful completion, receive a certificate of competence from the University of Stellenbosch. Completion of the Introductory and Advanced programme will help you to equip yourself to meet certain criteria for GAP certification.

Content overview

• Introduction to AdWords, the user interface and the differences in search marketing
• Account creation, adgroups and how AdWords account run
• Reporting
• Keyword types, keyword selection and writing ad copy
• Content targeting and search targeting
• The importance of landing pages

NQF complexity level

This programme is presented on the complexity level of an NQF level 6.

Date and Venue

Cape Town (Bellville)

Venue: USB, Bellville

• Thursday, 8 March 2012
• Thursday, 15 March 2012
• Thursday, 22 March 2012
• Thursday, 29 March 2012

Class times: 18:00 - 20:00
The programme consists of four session of two hours each.

 

Fees

Fees include a R500 AdWords voucher, a voucher to take the online Google Fundamentals examination, programme fees, programme material, internet connectivity during the contact session, and refreshments. Fees are payable before the commencement of the programme.

Introduction: R4 050
Advanced: R5 900

Both programmes (Introduction and Advanced): R7 950

Cancellation Policy

It is of utmost importance that USB-ED be formally notified of cancellation 14 days prior to the commencement date of the programme.

A cancellation fee of 10% will be payable for cancelling less than 14 days prior to the commencement of the programme.