AAA School Of Advertising

2020 Dates: 27 October – 10 December 2020

2021 Dates: 29 March 2021 & 6 September 2021

Duration: 6 weeks (±4hrs/week)

Price: R9 999.00 (Includes 30% discount). Contact us for discounts on group bookings.

Resources needed: Access to a computer and internet.

Course Location: Online (two live online sessions per week with access to online resources

Lecturer: Jared Potgieter, industry expert with South African and International experience

Entry requirements: Basic marketing knowledge is helpful, but not mandatory

AAA Certificate of Achievement will be awarded upon completion


In this course, we look at 4 key elements that contribute to marketing success – digital marketing, brand management, brand engagement and media planning.

This course is ideal for…

  • Working professionals in marketing and advertising
  • Anybody looking to upskill in these topic areas
  • Entrepreneurs
  • Working professionals needing a refresh on the marketing space today.

In this course you will cover the following topics:


Understand the ‘new’ marketplace of the digital world to identify appropriate digital strategies and how to apply them.


  • The digital marketplace
  • How to develop a digital marketing plan using the SOSTAC planning framework
  • The elements of the online marketing mix and how the online environment impacts them
  • Managing Digital Media
  • How to outline an integrated digital marketing plan
  • Marketing mix and the role of branding in the context of digital marketing
  • The importance of measuring return on investment (ROI)
  • Social media strategy, planning and how to measure social media campaigns
  • Website objectives for effective website design and how to review site effectiveness and build traffic


Practical application: You’ll be challenged to develop and implement your own digital marketing strategies and measure their success and apply what you’ve learnt to your digital strategy and your digital campaign plan.


After completing the course, you’ll have a solid knowledge of the marketing landscape and how to apply the tools for small, medium and large businesses.  


In this topic, we explore the role of brands and branding in today’s competitive marketplace. It deals with why brands are so important, what they represent to consumers and how they should be managed.

Brand management looks at the strategic design and implementation of integrated marketing communication programmes and the various activities necessary to build, measure and manage brand equity.


  • The concept of branding
  • The different components of a brand that identify and differentiate it from others
  • The importance of brands and why they matter to consumers and organisations
  • What is brand equity and why is it important?
  • The strategic brand planning process
  • How to identify and establish brand positioning and develop a strong brand
  • The stages in the brand value chain fast facts
  • The choice criteria in developing an engaging brand experience for your brand, using integrated marketing communication
  • Developing a brand equity measurement and management system


Practical application: You will have the opportunity to practically apply the knowledge gained in a practical real-world context.



  • The brand experience: why it is about much more than developing an Integrated Marketing Communications campaign.
  • It’s all about the journey: how customers experience our brand or service along their journey determines whether they continue with us, or move on to competitors.
  • The power of story-telling: In this section we will look at how to bring your consumer and brand story to life in order to drive brand engagement over time.
  • How to effectively engage your internal and external stakeholders to comtribute to the brand experience 


Without an understanding of the target market and the available communication channels, marketing and advertising activities would not meet their required objectives. This course will cover how to define a target market using several research tools, as well as the role of media in the communication mix (incl. digital and traditional media touchpoints).


  • How to position media planning within the broader discipline of communication
  • The evolution and role of media planning
  • The key terms and concepts of segmenting target markets
  • The need for and relevance of markets and market segmentation
  • The benefits and weaknesses of market segmentation
  • The steps in the market segmentation process (STP)
  • The objectives of the market segmentation process
  • Eight different positioning strategies
  • Preparing the media strategy

After completing the course, you’ll have a solid knowledge of the marketing landscape and how to apply the tools for small, medium and large businesses.