This programme was delivered in Partnership between the UNESCO, the university Nelson Mandela African Institute of Science and Technology (Tanzania), the Bindura University of Science Education (Zimbabwe), and Digitally Smart.



Women have the potential to change their own economic status, as well as that of the communities and nations in which they live; but barriers to women’s equal economic participation are still today a reality in many countries.

There is increasing recognition that women entrepreneurs are the new engines for inclusive and sustainable economic growth, and are the rising stars of economies in developing countries. Yet, despite this, women entrepreneurs still struggle to take their rightful place in African economic life. Even though more and more women are starting businesses, they still manage fewer businesses than men, and run businesses that are in less profitable sectors, that grow more slowly and are ultimately more likely to fail. And employed women they don’t have it easier; studies suggest that women in Africa earn 30-50% less than men.

The lack of capacity such as limited marketable professional skills prevents African women from fully driving change in the economy of their country. In order for women to compete with equal conditions to those of their male counterparts, they need access to appropriate professional skills so a foundation can be made for solid business opportunities.



Digitally Smart designed a programme with the goal to empower African women with new professional skills to secure employment and to promote entrepreneurship.

The specific objectives of the programme were:
• To provide Digital Marketing capacity to the beneficiaries;
• To develop e-Learning skills among participants;
This programme was delivered to 43 students from Zimbabwe and Tanzania.



The Digital Marketing Fundamentals (DMF) is an online course that covers the aspects of digital marketing that are most relevant to the marketing mix for 'Business to Business' (B2B) and 'Business to Consumer' (B2C). It’s a 4-week training course with rich media and interactive material, and contains the following elements: video-lessons, supporting material, exercise assignments, test evaluations, discussion forums and messaging facilities to communicate with tutors and peers.



This course provides an overview of the fundamentals of digital marketing and covers a wide

• Targeted women developed vocational skills to capitalise the Internet resources from a business perspective.
• Developed e-learning capacity among participants
• Repeatable and transferable design and delivery of the EAWPS Project

DMF course received high evaluation on major questions from participants: 96.2% feel they will be able to apply what they’ve learned to their current or future job, 100% will recommend this course, and 100% found this course informative.
Regarding the course content, 100% of respondents rate the course Excellent and/or Good, and the content was in line with their expectations for 96.2% of participants.
88.5% of participants felt assignments were strongly related with the lesson, and according to 96.2% of respondents the assessments were clearly defined and fair.
Instructors were highly regarded by all participants. 100% of respondents considered that their tutors had Excellent and/or Good Knowledge of the matter, and established good rapport to students.



Lucky Belinda EAWPS student

23 years old
The Nelson Mandela African Institute of Science and Technology

“The course was very interesting. It opened my eyes to the world of digital marketing and the endless opportunities it can create. I’m now ready to apply this knowledge for the betterment of my career.”
Neema Mduma EAWPS student

26 years old
The Nelson Mandela African Institute of Science and Technology

“Thanks very much for introducing this course into my life, it add a lot in my career and I have no idea where and when I could get this knowledge out of this opportunity”

24 years old
Bindura University

“It was a wonderful course and I will definitely apply it in the future as I intended to start my own advertising agency all I have learnt will definitely be applicable”


Comments are closed.