YOU DON'T HAVE TO WAIT TILL BECOME A DIGITAL E L I T E E D I T I O N CERTIFICATE IN POWERED BY ECONSULTANCY AND GOOGLE ADWORDS QUALIFIED INDIVIDUAL

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1 powered by ClickAcademy Asia Z E I T G E I S T NOVEMBER 16, 2013 E L I T E E D I T I O N CERTIFICATE IN POWERED BY ECONSULTANCY AND GOOGLE ADWORDS QUALIFIED INDIVIDUAL YOU DON'T HAVE TO WAIT TILL CHRISTMAS TO BECOME A DIGITAL EXPERT! James Ho Co-Founder & Chief Executive ClickAcademy Asia

2 certificate in digital (powered by econsultancy) google adwords qualified individual STOP PRESS: Digital advertising will account for 22.7% of all worldwide ad investments this year, or about $ billion, up 13% compared with 2012, according to estimates from emarketer and Starcom MediaVest Group. In 2014, digital ads will account for 24.4% of all global ad dollars spent! Course benefits MARKETING is proud to launch the first world-class Certificate in Digital Marketing programme in Malaysia catering to senior managers and professionals who want to understand digital effectively in the shortest time possible. Complete a 6-week certification programme and get awarded the Certificate in Digital Marketing (powered by Econsultancy) and Google AdWords Qualified Individual certification. COURSE DETAILS The double certification programme is uniquely positioned to deliver these benefits: Course content and curriculum provided by Econsultancy of UK, the world leading digital best practice community and publisher with 200,000+ members Certification in Google AdWords, a highly sought-after professional qualification by Google for digital professionals Short 6-week course conducted over 6 weekends. Designed for busy professionals who need not take annual leave to attend the course Practical and real-life training by certified digital practitioners Conducted locally in Kuala Lumpur with live face-to-face training, and not webinars or online learning This double certification course is a 6-week part-time programme for working professionals who intends to upgrade their knowledge in digital. Upon successful completion of the programme, participants will obtain a double certification, and are awarded the Certificate in Digital Marketing (powered by Econsultancy) and the Google AdWords Individual Qualification. This is a part-time programme with 64 contact hours spread over 6-weeks. Participants will only be certified after passing the Google AdWords exams and the digital project, and complete at least 52 contact hours. The 6 week covers topics ranging from the overview of digital, customer acquisition channels to social media.

3 ENTRY REQUIREMENTS This programme targets professionals, business owners, c -level professionals and individuals who want to enhance their knowledge in digital, and are looking for a credible certification course with live training conducted locally. There is no minimum qualification or pre-requisite set for the programme, but participants who have at least 2 years of experience will be preferred. SCHEDULE 1a Overview of digital Sat 16 Nov (9am 1pm) 1b Web measurement & analytics Sat 16 Nov (1pm 5pm) 1c Social Media Marketing Sun 17 Nov (9am 5pm) 2a Google AdWords (Search) Sat 30 Nov (9am 5pm) 2b Google AdWords (Display) Sun 01 Dec (1pm 5pm) 3a SEO Marketing Sat 07 Dec (9am 5pm) 3b Marketing Sun 08 Dec (9am 11am) 3c Display Advertising Sun 08 Dec (11am 1pm) 3d Mobile Marketing Sun 08 Dec (1pm 5pm) 4a Strategy Framework and Digital Project Briefing Sat 14 Dec (9am 1pm) 4b Google AdWords certification (part 1) Sat 14 Dec (1pm 5pm) 4c Google AdWords certification (part 2) Sun 15 Dec (1pm 5pm) 5 Final project preparation and presentation Sat 21 Dec (9am 5pm) Total Contact Hours 64 hours

4 Course module details (1a) Overview of Digital Marketing Contact Hours: 4 hours Learning outcomes 1. Understand the new digital landscape, online consumer behaviour and digital trends 2. Grasp the digital framework and know digital jargons 3. Conduct online market and competition research 1. The digital landscape 2. The case for digital including market statistics and trends 3. The new paradigm and funnel 4. How consumers behaviour have evolved 5. Paid, owned and earned media 6. The dunbar principle 7. Adaptations for the multiscreen customers 8. Interruption versus permission 2. Team Discussion (1b) Web Measurement and Analytics Learning outcomes 1. Appreciate the importance of web measurement 2. Understand analytics and how to apply it for business 3. Know the trend of big data 1. Overview of digital measurement and analytics 2. Basics of Google analytics including account structure, tracking codes, terminologies, campaign tagging, reports and analysis, conversion tracking and customization 3. Fundamentals of web usability 4. testing using A/B testing in Google Analytics Experiment 5. Future trend of digital measurement including social data, Big Data etc. 2. Live Demo

5 (1c) Social Media Marketing Contact Hours: 8 Hours 1. Understand the social media landscape 2. Know the main channels for 3. Understand the ROI of social media 4. Use social media as part of integrated 5. and building communities 1. Why Social Media Marketing 2. The growing state of social media 3. Major social media channels: Facebook, Twitter, YouTube, LinkedIn 4. The growing channels: Pinterest, Instagram, Google+ Geo-Location 5. Developing a social media plan 6. Considerations for social media - social media policy, resourcing and ROI 7. Crisis management in social media 8. What is digital content strategy and what s in it for us? 9. A recipe for creating your own content strategy Preparation, essential equipment, ingredients, method 10. Using social media as part of the overall integrated plan 2. Role Play 3. Group Exercise (2a) Google AdWords (Search) Contact Hours: 8 Hours 1. Understand the basics of Google AdWords 2. Learn and implement search network in Google AdWords 1. Online advertising fundamentals 2. AdWords key terms demystified - Quality Score & Auction 3. Account strategy & structure including My Client Center (MCC) 4. Keyword research & list 5. Writing great ads 6. Creating your AdWords account and first campaign 7. Working with the user interface 8. Performance tracking 2. Live AdWords Exercise 3. Group Presentation (2b) Google AdWords (Display) 1. Learn and implement campaigns in Google Display Network (GDN) 1. Google Display Network(GDN) 2. Contextual Targeting & Placement Targeting 3. Audience Targeting & Re 4. Mobile Advertising 5. YouTube Marketing 2. Group Exercise (3a) SEO Marketing Contact Hours: 8 Hours 1. Learn the basics of Search Engine Optimization (SEO) 2. Understand the latest developments in search engine algorithms 3. Use SEO as part of an integrated online strategy to drive traffic & conversions 1. Why is Search important and which Search Engines to focus on 2. SEO vs SEM 3. Pros and cons of SEO 4. Why positions on Search Engine Results Pages (SERPs) are important 5. Planning and strategy : Benchmarking important SEO elements, current web traffic analysis, goal setting and timeline. 6. Keyword analysis : How search engines are structured, how people are searching, types of keywords and KEI (Keyword Effectiveness Index) 7. Competitor Analysis: Understanding competitors in term of the SEO tactics, getting competitive data 8. On-page optimization : On-page SEO element, Latent Semantic Contextual keywords. 9. Off-page optimization: Linkbuilding strategies, impact of social media and UGC (user generated content) 10. Measurement: Traffic and conversion analysis, changes in search engine algorithms 11. White hats vs Black hat tactics 12. Multilingual SEO, mobile SEO and other trends 2. Group Exercise

6 (3b) Marketing Contact Hours: 2 Hours 1. Learn best practices in 2. Understand the world-class success framework 1. Key elements and questions to ask in 2. what are the acquisition and retention options 3. SPAM s, permissionbased s and understanding the challenges 4. 4 steps to integrated 5. Routes to ROI 6. Writing persuasive copy 7. Tracking success with analytics Group Exercise (3c) Display Advertising Contact Hours: 2 Hours 1. Know the digital advertising complex landscape, vendors and elements 2. Learn best practices in online display advertising 1. Key players, the specialists, small and big players different offerings 2. Budgeting and resourcing for online display advertising 3. Matching campaign needs against vendors pricing/ packaging 4. Types of ROI and benchmarking 5. Things to avoid 6. Execution, monitoring, evaluation and evolving into the future 2. Group Discussion (3d) Mobile Marketing 1. Know the trends in mobile 2. Learn common mobile and location based tactics 1. The mobile landscape, trends and statistics 2. 7 unique benefits of the mobile channel 3. Mobile s role in 4. Mobile web and native mobile apps 5. M-commerce 6. Definition of location-based 7. Push-based or pull-based location-based 8. How brands can use locationbased 9. The future trends of mobile 2. Case Studies (4a) Strategy Framework and Digital Project Briefing 1. Learn the integrated digital strategy framework 2. Get a brief on the final digital group project 1. A digital framework 2. Integrating digital into overall plan 3. Budgeting and resourcing for digital (4b) Google AdWords Certification (part 1) 1. Do final preparation for AdWords exam 2. Take the Google Adwords Fundamental exam (4c) Google AdWords Certification (part 2) Take the Google Adwords Advanced exam (5) Final Project Preparation and Presentation Contact Hours: 8 Hours Complete the live digital project in groups, and do a final project presentation

7 FACULTY SMALL BUSINESS SUBSCRIPTION FREE 1 Year Econsultancy Small Business Membership (worth USD795 or RM2,500) for every course participant. Econsultancy s Small Business Membership (USD795/year) is Econsultancy s most popular membership plan. This single user plan offers unparalleled access to Econsultancy s rich resources of digital reports, guides, stats, events, blogs and forums. The benefits of Small Business Membership plan are: Unlimited free access to all the original reports that you need, including Best Practice Guides (cost USD400 each), Power Template Packs, Internet Stats Compendium, Trend Reports etc. Discounts on events, including a 20% discount on Econsultancy conferences Full access to member forum with inclusion of your profile in the forum Access to the famous Econsultancy newsletter which provides award-winning insights Invitations to exclusive social events and roundtables Powered by The lead trainer for this certification course is Eu Gene Ang, Lead Trainer, Asia for Econsultancy, and assisted by a pool of certified trainers. All course material and content are developed from Econsultancy s world-class portal the world s richest source of digital and e-commerce insight, intelligence, advice, training, forums, events and answers. Econsultancy is a digital best practice community and publisher, which educates the world s marketers on everything from web analytics and , to social media, PR and e-commerce. Launched in 1999, it has since grown to a dominant position in the digital industry. Its website and blog attract over 450,000 unique users per month, and its range of courses and conferences are attended by over 5,000 marketers every year. With offices in London, New York, Sydney, Singapore and Dubai, Econsultancy is part of Centaur Media Plc. Econsultancy provides Asia with independent research, regionalised reports such as Asia s Internet Statistics Compendium and State of Digital Marketing, consultancy services, and worldwide events, online resources and training programmes - enabling Econsultancy s 200,000+ members to sharpen their strategies, make better decisions, build business cases, source the best suppliers, look smart in meetings, discover how to do everything better online and accelerate their careers. You can stay up to date by bookmarking:

8 Registration Form Please fill-in-the blank box Contact Information Address Organization CERTIFICATE In DIGITAL MARKETING (powered by Econsultancy) + GOOGLE ADWORDS QUALIFIED INDIVIDUAL Address Information date: Sat 16 Nov 2013 admission: RM12,000 per pax. A special early bird rate i.e RM10,000 per pax is applicable for participants who register and pay the course fee before 6 Nov 2013 venue Menara SSM@Sentral No. 7, Jalan Stesen Sentral 5 Kuala Lumpur Sentral Kuala Lumpur maximum: 35 pax Participants Detail PAYMENT DETAILS: CHEQUE MADE PAYABLE TO: CLICKACADEMY ASIA SDN BHD (934945v) NO.31-3A, Jalan SS23/15 Taman SEA Petaling Jaya Selangor Darul Ehsan, Malaysia FOR ENQUIRIES: Call James T: F: james@clickacademyasia.com Registration & Payment Full payment is required upon registration. Registrations without full payment will be treated as provisional and will not be guaranteed a training place. Payment can be made via a crossed cheque payable to ClickAcademy Asia Sdn Bhd at least 7 days before course commencement. Cancellation NO CANCELLATION is allowed but a replacement delegate can be sent. ClickAcademy Asia Sdn Bhd reserves the right to change or cancel the course due to unforeseen circumstances. HRDF CLAIMABLE Powered by Managed by Z E I T G E I S T E L I T E E D I T I O N