Course in E-Marketing

The Internet and the online environment have been growing at a steady pace since the early 1990s.  With an online community of over 27 million internet users in South Africa (or over 50% of the adult population, according to the Digital and Marketing Association), there is little doubt that a need exists for the development of competencies in the area of e-marketing to ensure that the crucial skills are successfully integrated into the marketing activities of the learner at their place of work.

The purpose of the learning is to provide the student with relevant competencies (knowledge, skills, norms and values) in order to interpret and apply fundamental marketing principles within the context of marketing via electronic media.  The application of the skills and knowledge will provide the student with the ability to take advantage of the many opportunities in this rapidly developing sector.

Students credited with this module will have gained an understanding of the online business environment and will have knowledge of the various media available for use in the development of e-marketing strategies.


To empower entrepreneurs and business people from both small and large firms to take advantage of marketing opportunities in the online world.


Who should study this programme?

All existing and future marketing practitioners, as well as Internet and e-commerce specialists fall within the target audience of this Programme.  Indeed, any person who is interested in using the web and electronic realms as a marketing channel would benefit from this offering. Students are expected to come from both the SMME and big business environments, as well as entrepreneurs who wish to take advantage of the virtual world.

Specific outcomes

The student will be able to demonstrate the ability to consider a range of possibilities, make decisions about and evidence performance around each of the specific outcomes contained in this course.  A practical project comprises part of the course.

Duration of the course

One (1) year

Credits/Standard of course

NQF level 6

48 credits


There are two intakes: January/February and June/July.

The January intake registration opens on 2 January 2019 and closes 21 January 2019.

 The July intake registration starts officially on 1 May 2019 and closes approximately mid-July 2019.

Official programme start

The January intake starts officially in February 2019 and the July intake starts officially in August 2019.

Registration requirements

A Senior Certificate, equivalent qualification, or appropriate experience.  Students over the age of 25 may also enrol.


On successful completion of the entire course, students will be awarded a certificate from Unisa’s Centre for Business Management.


This one-year programme includes the following four modules

Semester 1

PEMKO18       Introduction to E-marketing                                   

In this module we put e-marketing into context with the broader field of marketing and provide you with various definitions and terminology that you will encounter in the e-marketing environment. We highlight the differences between e-commerce, e-tailing, e-marketing, e-business, and introduce you to the e-marketing environment.  The relationship and challenges of managing the marketing mix as part of your e-marketing strategy are highlighted. We further focus on online marketing communications, online relationship building, generating publicity and community engagement. Finally, we examine the different types of e-marketing tools such as viral marketing, affiliate marketing, social media marketing, and briefly touch on web-based, search-engine, social media, e-mail and mobile marketing which are addressed in more detail in the other modules.

 PEMKO29       Web-based and search-engine marketing                         

 In this module we examine the role of web sites as a marketing tool. We look at the different type of web sites and the importance of web usability in developing effective marketing-orientated web sites.  We also introduce you to web site advertising and how to create and manage effective banner advertising campaigns. There will be some discussion on the role of e-marketplaces, digital malls, portals and other types of web-based marketing channels, with a particular focus on social media marketing. We then turn to the role of search engines in marketing and emphasise the importance of search engine optimisation. You will be shown what to do to run your own search engine optimisation campaign including the importance of building a community of reciprocal links. There is a special focus on Google adwords and Google analytics and we end the section by providing you with a framework to manage your web-based marketing efforts.

Semester 2

 PEMKO3A      E-mail and mobile marketing

In this module we introduce you to the world of e-mail marketing and show you how to create and run your email marketing campaign. You will be shown the key issues to focus on when writing marketing-orientated emails. The module expands on how to deal with email replies, how to develop your e-mail databank, the importance of opt-in marketing, and introduces you to some of the metrics associated with running e-mail marketing campaigns. Finally, the module turns to mobile marketing and introduces you to SMS marketing. You will be shown how to create and manage an SMS marketing campaign as well as how to link this campaign to your other e-marketing activities.

PEMKO4B      Practical E-marketing Project

 In this project you will be expected to actually develop and run a mini e-marketing campaign in order to put into practice those principles we have introduced you to. It is a pure hand-on project and will require that you don’t just review the theory but develop a workable campaign.