Programme Outline
Day 1
- Environment Scanning
- Blue Ocean
- Segmentation
- Marketing Strategy
- Understanding Objectives and KPIs
- Basic Branding Approaches
Day 2
- Customer Journey
- The Big Idea
- Content Planning for Social Media (including Behaviour Nudges)
- What Makes a Good Video for Digital
Day 3
- How to select Channels and platforms
- How to create a Google Ads (Search/SEM) Campaign
- How to create a Google Ads (Display/Web Banners) Campaign
- UTM parameters, A/B Testing + Optimisation
Day 4
- Influencer Marketing Best Practice
- Lead Generation
- Web Analytics (Google Analytics)
- Importance of Social Listening
Separate Group Consultation and additional Zoom sessions will be arranged by the instructor with learners after Day 4:
Additional Zoom Session: Impact of Generative AI and the Metaverse on marketing (1-hour sharing, 30 mins Q&A)
Additional Zoom Session: Introduction to SEO and Social Ads (e.g., LinkedIn and/or Facebook) [1-hour sharing + 30 mins Q&A)
Group Consultation: x1 1-hour session per group between Day 4 and Day 5.
Day 5
- Project Presentation
Assessment
Participants to complete a simple assessment and final project to evaluate course understanding and augment learning outcomes.
Subject Credits
Upon completion and satisfying the requirements of passing this course, learners will be awarded 12 subject credits.