About this Course

This 2-day digital university gives you a complete overview of digital marketing disciplines, and brings you up-to-date fast in the digital landscape.

• Intensive course covering a complete overview of digital marketing
  
• Understand the digital marketing spectrum from paid search, display advertising to big data, marketing automation and content marketing
  
• Learn to build powerful online strategy and review best practice case studies
  

Why You Should Attend This Course:

This intensive 2-day course is a great place to start your digital marketing training. The course gives you a complete overview of the exciting areas of digital marketing, knowledge on how to effectively leverage the new media and integrate them into your overall marketing strategy.

This course is designed for professionals who have basic to intermediate understanding of digital marketing. It covers the key considerations for digital marketing, how to build a great online strategy and assesses what the future has in store. You will learn various customer acquisition tools (like paid search and SEO), customer engagement channels (like Facebook, Youtube, etc) and marketing automation tools for a data-driven personalised marketing world.

Learning Outcomes:

• Understand how to integrate online marketing to your overall marketing stragegy
  
• Leverage online customer acquisition tools (e.g. paid search, SEO) and engagement channels (e.g. social media)
  
• Evaluate your current online strategy, measure and analyse future online marketing tactics
  
• Understand content marketing and data-driven marketing personalisation
  

Course Outline:

This robust course contains 5 main modules, and includes real-life case studies and relevant role plays for you to work through.

Setting the Stage

• The digital marketing landscape and new marketing paradigm
  
• Market research and knowing your customers online
  
• Online measurement and analytics
  

Customer Acquisition Channels

• E-mail marketing – considerations & best practices
  
• Paid search – how to leverage this powerful tool
  
• Search Engine Optimisation (SEO) – how to do it better
  
• Display Advertising – optimise your campaign performance
  

Customer Engagement Channels

• Concept of Content Marketing
  
• Social Media Marketing – how to do it right
  
• Mobile and location-based marketing – what's new
  
• Video Marketing
  

Personalisation and Marketing Automation

• Data-driven personalisation
  
• Marketing automation tools and tactics
  

Integration

• How to build your dream online strategy
  
• Key integration considerations
  
• The future of digital marketing, and further readings
  

Who Will Benefit?

Marketers, senior managers and business owners who want to understand the impact of digital marketing on their business.

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