Digital Marketing and Management Programme

Transcription

1 Digital Marketing and Management Programme

2 The power to manifest our dreams is within us. 1

3 Welcome The digital revolution demands a new breed of digital marketing professionals to succeed in the workplace of tomorrow. Regenesys is a global business school, with campuses in Johannesburg, Mumbai and Lagos, delivering cutting-edge business education programmes. Since 1998 Regenesys has educated 150,000 students from 195 countries and delivered customised executive education programmes for over 1000 reputable local and multinational corporations. Regenesys programmes are facilitated by leading experts, entrepreneurs and academics from top local and international institutions, including Stanford, MIT and Harvard. Get inspired, energised, and learn digital marketing while working alongside some of the leading experts in the field. Transform your career and company with a programme grounded in the realities of the new digital world. Dream, courage and perseverance is a magical formula for success. 2

4 Message From The Chairperson Dear Students, I am delighted to welcome you to Regenesys Business School. The purpose of Regenesys is to change the world. Regenesys alumni enter the business sector transformed and ready to leave their mark. Our belief is that each and every student possesses unique talents and an innate power to achieve their dreams. We nurture these gifts and guide each graduate to achieve greatness by awakening their potential through the provision of high-quality management and leadership development education programmes. Our programmes are unique in that they not only develop mental intelligence (IQ), but also emotional, spiritual, social and environmental intelligence. At Regenesys we value your mind, body and soul. Regenesys is a truly unique institution of higher learning, a business school that fundamentally alters the lives of our students. After graduating you will be empowered with the knowledge, skills and wisdom to pursue your career in large multinational corporations, government or launch your own entrepreneurial journey. You will be exposed to captains of industry, thought leaders, top CEOs, entrepreneurs and government officials. You will learn alongside the leaders of tomorrow and build life long bonds and will become a part of our prestigious 150,000+ strong global alumni network. Whatever dreams you decide to pursue, Regenesys will provide support for you every step of the way, always encouraging you to dream bigger and never give up. I wish you every success on your journey of learning, awakening your potential, becoming an inspirational leader, and ultimately making our world a better place. Regenesys will be your life-long companion on that journey. Wishing you happiness! Dr Marko Saravanja Chairperson Be brave, live freely and fully. Fear nothing. Only when you conquer the fear of death, can you start living. 3

5 Our holistic philosophy Regenesys approaches education holistically intellectually, emotionally and spiritually. Our learning programmes are designed to inspire and develop the mind, heart and soul, as well developing the positive values, attitudes and behaviour required for success. Teaching and learning methodology Regenesys uses an interactive teaching and learning methodology that encourages self-reflection and promotes independent and critical thinking. Adult based learning principles are applied because we believe that all learners are equipped their own unique knowledge and experience. A variety of teaching and learning methods are used, such as: videos, case studies, team work, role plays, simulations, games, small group discussions, self-reflection exercises and applied projects. Regenesys Vision 2020 To be a leading leadership development institution in the world. Mission Regenesys is committed to assisting individuals and organisations in achieving their personal and organisational goals by enhancing their management and leadership potential. Values Commitment to the purpose of human development, a strong work ethic, integrity, and emotional and spiritual wisdom. We came to this world to master the mystery of love. Love is the only thing worth living and dying for. Fall in love with everything you do. Love unconditionally, love fiercely and victory will be yours 4

6 Programme Overview The Digital Marketing and Management programme is ideal for those who wish to learn to manage a successful and sustainable digital marketing strategy. The programme explores the core digital marketing and management concepts, techniques and disciplines from planning, implementation and measurement to success and failure factors. Enrolling on this programme will prepare you to join an exclusive community of highly-recognised digital marketing experts. The Digital Marketing and Management programme is a 8-month (6 months contact learning + 2 months paid internship), multi-modular digital business and leadership programme aimed at developing candidates into digital marketing professionals. The programme covers modules such as SEO (search engine optimization), PPC (pay per click), Social Media Marketing, Marketing, Web Analytics, Display Advertising, Mobile Marketing, Marketing & Sales, Finance & Project Management followed by a three-month corporate internship. What can you expect? You will master new media marketing techniques including web analytics interpretation, search engine optimisation, paid search, display advertising, social marketing, and mobile marketing through dynamic lectures, case studies, small group discussions and applied projects. This should equip you to advance your career, gain new employment or kick-start your own entrepreneurial venture. You will emerge from this programme with an understanding of how and when to use key digital marketing platforms such as Google, Facebook, LinkedIn, Twitter, YouTube, WhatsApp and Instagram. What will you learn? Our lecturers, all digital practitioners, will focus on current trends and best practice in digital marketing, helping you gain a competitive advantage for your business by using cutting-edge platforms and techniques to market products and acquire customers. On successful completion of the programme, you will be able to: Explain digital marketing and management concepts, tools and strategies; Analyse return-on-investment for digital marketing initiatives; Audit your company s current digital marketing strategy, and identify weaknesses and areas for improvement; Develop successful and sustainable digital multichannel marketing strategies driven by data and paid search in order to achieve company goals; Develop an understanding of key marketing and promotion functions in which businesses operate; Apply and evaluate forms of marketing analysis in digital reach contexts; Develop/evaluate marketing plans that harness the power of digital media; Use data to segment target markets and position brands effectively; Use social media to promote brands and engage consumers; Optimize websites to maximize search-engine rankings; Interpret click-through analytics to evaluate online advertising return on investment; Identify and assess strategic challenges faced by organisations in terms of reaching target audiences and articulate action plans. Project Management terminology and concepts Define Financial Management terminology, concepts and principles Who should attend? This programme will benefit marketing professionals who are interested in building a career in digital marketing, search engine optimisation (SEO), search marketing, social media marketing and web analytics. Entrepreneurs, bloggers, content marketers, consultants and individuals who are keen on establishing a career in digital marketing would also benefit greatly from attending this programme. When you get involved in a project, do your best; work super-hard; be passionate and fall in love with it. But at the end, be wise, surrender and detach from the outcomes, for the outcomes are not for you to decide. 5

7 Programme Highlights Paid internship for 2 months Faculty from India 5 job placement interviews upon successful completion of the course Handle campaigns independently Industry recognized curriculum Learn through practicals & live projects Live sessions from industry experts Intensive training on core digital marketing concepts Six Certifications: Certificate in Digital Marketing Management by Regenesys Google AdWords Fundamental Certificate Google Display Advertising Certificate Google Analytics Certification Microsoft (Bing ads accredited Professional Certificate) YouTube Advertising Certificate This programme comprises the following modules: Module 1: Module 2: Module 3: Module 4: Module 5: Module 6: Module 7: Module 8: Module 9: Module 10: Search Engine Optimisation (SEO) Social Media Marketing (Facebook, YouTube, LinkedIn & Twitter) Marketing Marketing and Sales Management Search Engine Marketing (Google Adwords / Bing Ads) Display Advertising Mobile Marketing Web Analytics Finance & Project Management Internship When you get involved in a project, do your best; work super-hard; be passionate and fall in love with it. But at the end, be wise, surrender and detach from the outcomes, for the outcomes are not for you to decide. 6

8 SEARCH ENGINE SOCIAL MEDIA OPTIMISATION MARKETING Module 1 Module 2 Module overview This module will equip you with understanding, insights and the technical know-how to build and maintain an effective SEO strategy in order to enhance a website s search engine rankings. You will learn about the range of specialist tools available to help common search engines find, view and rate websites, including on-page optimisation techniques, the process involved in effective keyword research and selection, content updates, and using appropriate meta tags, rankings, and on -page optimisation activities such as linkbuilding. At the end of this module you will be able to analyse, strategise, conceptualise, manage and monitor SEO achievements against targets. Data protection and privacy issues will be examined, and critical success and failure factors will be explored. Key SEO concepts, terminology and techniques Search results, positioning and benefits Site audits The mechanics of search On-page optimisation SEO processes Customer insights Analysis and review Keyword research, competition and selection Content updates and layout Meta tags SEO site map SEO Google Search console On-page optimisation Inbound links and link-building Ranking Legal aspects Success and failure factors This module explores industry best practice for creating and executing social media marketing strategies. You will learn how to use social media to engage with your target audience and gather deep insight into consumer behaviour, which will help you decide how best to influence buying decisions. The module covers key social media strategies, tools and techniques, including social media analytics, social sharing, blogging, and reputation management for major platforms like Facebook, Google, LinkedIn, Twitter, YouTube, WhatsApp, Instagram, Snapchat, Pinterest and other emerging platforms. You will learn at an advanced level to integrate events, groups, promotions, offers, jobs and third party applications into your e-commerce strategy. Success and failure factors are examined. Social media marketing terminology, concepts and techniques Developing your strategy, plan and goals Campaign design and execution Facebook, Google, Twitter, LinkedIn, YouTube, WhatsApp, Instagram, Snapchat, Pinterest Blogging and native content creation and placement Inbound marketing Social listening and content scheduling tools Programmatic media buying Monitoring, evaluation and corrective actions Success and failure factors If you give unconditionally, you will receive abundantly. 7

9 MARKETING Module 3 Module 4 This module explores industry best practice for creating and executing effective marketing campaigns. The four fundamental aspects of marketing are covered: subscriber management, design, delivery and reporting. You will learn how to segment your market, develop effective user-centric messaging, professional layout and aesthetic design. You will gain knowledge on how to conduct split testing and use key metrics to report on the effectiveness of your marketing campaigns, including open and click-through rate, unsubscribes and bounces. You will be shown how to monitor and evaluate marketing strategies. MARKETING AND SALES MANAGEMENT This module will cover a range of principles common to sales and marketing in order to give you a solid base of understanding from which to work from. The objective is to grasp the significance of these principles in preparation for devising or evaluating a digital marketing campaign or strategy. marketing terminology, concepts, techniques and key metrics Campaign design Market segmentation Online and offline data capture design Legal requirements User behaviour and characteristics structure, delivery and systems Filtering Scheduling Measurement Split testing Success and failure factors Marketing and Sales terminology, concepts and definitions Customer buying behavior Marketing competition analysis Marketing segmentation and target marketing Product, price, place and promotion Advertising and sales management Public relations Customer relations management Brand building and marketing plan Synchronising multiple platforms to achieve maximum effect Evolution from traditional to digital Marketing Success and failure factors The wealthy are not those who have a lot, but those that need little. 8

10 SEARCH ENGINE DISPLAY MARKETING ADVERTISING Module 5 Module 6 This module explores in detail all the areas of pay per-click (PPC) search marketing, from advertising strategy development, campaign design, conversion tracking, bidding, reporting, landing pages and campaign management to advanced PPC techniques. You will learn how to reach new audiences through sponsored ads on key search engines and websites, generating new sales and increasing the return on your marketing investment. You will be taught to recognise the features of strong ad copy and develop your skills in writing compelling ads. You will also learn to set and manage budgets for AdWords campaigns, analyse and measure their effectiveness, and achieve targets within allocated budgets. In addition you will explore critical success and failure factors of PPC marketing. This module will equip you with the knowledge and skills to implement effective digital display advertising campaigns across a range of publishers. You will learn how to develop clear campaign objectives, ad display formats, how to budget for them and measure their success, as well as how to optimise your campaigns. You will learn how to calculate digital marketing metrics such as cost per click (CPC), cost per lead (CPL), cost per thousand impressions (CPM) and cost per client acquisition (CPA). You will also examine the critical success and failure factors of display advertising. PPC terminology, concepts and techniques Keyword research and selection Writing successful ad copy Developing campaigns Creating account strategy and managing accounts Landing page requirements How to test and adjust your campaigns Budgets Bidding Display networks Reporting Conversion tracking and metrics Tools and other networks Success and failure factors Digital display terminology, concepts and techniques Ad formats, features and frequencies Developing campaigns Targeting Testing Budgets Bidding Campaign optimisation Reporting Success and failure factors You are who you are because of the thoughts, choices, and actions that make up your life. 9

11 MOBILE MARKETING WEB ANALYTICS Module 7 Module 8 This module will equip you to collect, organise, analyse, measure and monitor web traffic to take key decisions and optimise your digital marketing activities. You will learn how to set up accounts, profiles and permissions to apply Google Analytics tracking across your website, enabling you to develop customer insights to help you fulfill your business KPIs. You will learn how to assess your website s technical performance, including download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases, and registrations. The course will teach you how to create customised reports as well as how to benefit from real-time intelligence reporting. Data protection and privacy issues associated with website analytics will be covered, and success and failure factors will be explored. This module focuses on using the power of technology to access a larger and more mobile target audience. You will learn about trends in the mobile space and be exposed to new opportunities presented by always on mobile devices when interacting with specific audiences. You will gain expertise in mobile sites, apps, Bluetooth, near-field communication (NFC), SMS campaigns and geo-targeting, WhatsApp marketing, and the process of developing effective mobile apps and integrating them with social media marketing. You will also explore the audit, execution, monitoring and evaluation of mobile marketing strategies, including success and failure factors Web analytics terminology, concepts and models Account set-up Goal configuration and funnels Audience Traffic sources Campaigns Testing Scheduling and delivery Bounce rates Site speed and search Events Conversion Data analysis Dashboards Analytics and reporting (real-time, competitive intelligence, Google-specific, social media) Legal aspects Success and failure factors Mobile marketing terminology, concepts and techniques Mobile marketing trends Designing mobile strategies, plans and goals Mobile sites Mobile apps Mobile advertising Mobile video Mobile games marketing M-commerce Mobile messaging WhatsApp marketing Mobile strategy monitoring, evaluation and corrective actions Success and failure factors Success comes from action. Be superior in action and modest in speech. Be a great executor, fast, self-disciplined, focused and passionate, and victory will be yours. 10

12 FINANCE & PROJECT MANAGEMENT Module 9 This will equip you with vital decision-making and problem solving skills and enable you to oversee operations that run smoothly. This module is associated with running a company and being able to control, lead, monitor, organise and plan effectively. Financial Management The focus of this module is to equip you with fundamental financial skills and intro- duce you to the concepts and principles of, and tools and techniques used in, financial management and analysis. Project Management The aim of this section is to introduce you to project management in order to gain an understanding of the unique characteristics that differentiate project management from general management. Management and leadership terminology, concepts and models Strategy management Leadership Project management Finance and non-financial managers Managing people Managing information and communication technology Management and leadership success and failure factors Define Financial Management terminology, concepts and principles Core functions of Financial Management Financial reporting Understanding financial statements Project Management terminology and concepts Determining the link between strategic plans, programmes and projects Aligning organisational, project and individual goals using a systems approach Conducting a stakeholder analysis Develop a project plan, critique resource planning processes and cost projects effectively Internship Module 10 This module is the culmination of your programme in digital marketing and management. The module will provide you with the opportunity to apply all the knowledge and skills you have attained to gain valuable work experience and to develop relationships with potential employers. You will be placed as an intern in a real-life situation in a company where you will be required to conduct a digital marketing audit and recommend a digital marketing strategy for the company. You will systematically analyse the situation, gathering information and identifying strengths, weaknesses, challenges, opportunities and threats. After this you will develop an innovative and game-changing strategy to radically improve the organisation s digital marketing, and develop a set of practical recommendations, SMART objectives and an action plan comprising of key activities, responsibilities, timeframes and costing. Blood, sweat and tears are the three liquid requirements for success on your path to prosperity. Work Hard, fall in love with your work and it will be your last working day 11

13 IMPORTANT INFORMATION CERTIFICATION Upon successful completion of this programme, candidates will be awarded a Regenesys Business School Certificate. (Non-accredited, non-aligned, non-unit standard base) In addition, candidates will be assisted to obtain additional external certifications: Google AdWords Fundamental Certificate Google Display Advertising Certificate Google Analytics Certification Microsoft (Bing ads accredited Professional Certificate) YouTube Advertising Certificate ADMISSION REQUIREMENTS Successful candidates will have: A demonstrable interest and aptitude for digital marketing English language fluency Applicants may be subject to an interview. Please contact our admissions team if you have further queries about our admission requirements. Success is a choice. Make the right choices. Choose big dreams instead of mediocre dreams; action over procrastination; perseverance over giving-up; love over fear; abundance over a poverty mentality; gratitude over greed, and you will become invincible on your path to success. 12

14 On Campus Fall in love with your goal and success will follow. When you fall in love with your goal, you transcend physical limitations, money, food, time, and you start operating on a higher level of energy where everything is magical and possible. 14

15 Corporate Clientele Life is beautiful. Fall in love with your life. 15

16 Regenesys Business School Phone: +27 (0) Web: Address: 4 Pybus Road (cnr. Katherine & Pybus) Dananda Nigeria Lagos, Nigeria Phone: +234 (1) nigeria@dananda.net Web: Address: 8th Floor, Churchgate Towers 2 PC 31, Churchgate Street, Victoria Island, Lagos Regenesys Institute of Management Mumbai, India Phone: info@regenesys.in Web: Address: Proxima Building, Unit No. 1101, 11th Floor, Plot No. 19, Sector 30 A, Navi Mumbai, Maharashtra Regenesys School of Public Management Phone: +27 (0) info@regenesys.co.za Web: Address: 4 Pybus Road (cnr. Katherine & Pybus) Regenesys Nigeria Lagos, Nigeria Phone: +234 (1) info@regenesys.com.ng Web: Address: 8th Floor, Churchgate Towers 2 PC 31, Churchgate Street, Victoria Island, Lagos Regenesys Foundation Phone: +27 (0) foundation@regenesys.co.za Web: Address: 4 Pybus Road (cnr. Katherine & Pybus) Dananda Mumbai, India Phone: india@dananda.net Web: Address: Proxima Building, Unit no. 1101, 11th floor, Plot no. 19, sector 30 A, Navi Mumbai, Maharashtra MyWealth Investments Phone: +27 (0) info@mywealthinvestments.co.za Web: Address: 4 Pybus Road (cnr. Katherine & Pybus) Dananda South Africa Phone: +27 (0) sa@dananda.net Web: Address: 4 Pybus Road (cnr. Katherine & Pybus), Regenesys Loans Department Phone: +27 (0) studentloans@regenesys.co.za Web: Address: 4 Pybus Road (cnr. Katherine & Pybus) Making a better world V10/16/ZA