SSG Course Code: CRS-N-0046932
In view of the current Covid-19 situation, the upcoming course run will be held online.
Become effective in preparing, developing and executing digital marketing strategies.
The internet has transformed the way brands engage with consumers. To succeed in the new media environment, you have to be able to appreciate and adapt to the new rules and perspectives.
The course aims to provide you with:
- A clear understanding of the building blocks that constitute digital marketing
- The tools, techniques and knowledge to develop cohesive market strategies
- The new media environment emphasising the new rules and perspectives, and how marketers must adapt to the new marketing landscape.
The dos and don’ts of digital marketing. Through a case study, participants learn the strengths and limitations of social campaigns, and grasp the complexity of managing a brand public relations crisis.
Digital Marketing tools and techniques to succeed in the digital age. The necessity to chalk out multi-media strategies to get discovered in cyberspace, and serve useful and interesting information.
Overview of social media, highlighting the core differences between the networks and the best marketing practices to adopt for each of the platforms.
Search Engine Optimization processes for on-page and off-page optimization, with the aim to impart an understanding of how to increase inbound traffic and channel it down the digital marketing funnel.
Demonstration of the tools and functionality of Google Search Console to monitor and improve site search performance.
Web Analytics to monitor the health of a website vis-à-vis metrics, KPIs and benchmarks, improve its effectiveness in drawing traffic and converting users, and assess the digital marketing mix.
Hands-on experience with the Google Analytics platform to monitor, evaluate and enhance business performance.
Search advertising to attract search traffic. The Google auction, keyword strategies, and practices to improve the effectiveness of search advertising.
Demonstration of how to use Google Ads to research keywords, forecast campaign performance, and to create, launch and monitor search campaigns.
APPLICATION PROCEDURE AND DEADLINE
- Participants are strongly advised to apply at least 2 weeks in advance.
WHO SHOULD ATTEND
All individuals who are required to make marketing decisions, and have access to data, including:
- Marketing managers;
- Advertising professionals;
- Consumer banking professionals;
- Retailing professionals;
- Analytics professionals; and
- Managers in non-marketing functions who wish to grow into marketing roles.
Associate Professor, Marketing
COURSE FEES AND FUNDINGS
SME (ETSS Scheme)
|Singapore Citizens & PRs aged 21 years and above||$642.00||$242.00||$642.00|
|Singapore Citizens aged 40 years and above (MCES Scheme)||$242.00||$242.00||$242.00|
The above prices are quoted in Singapore dollars (SGD), inclusive of 7% GST.
"I like the course. It helped me get some great insights on today's marketing and importance of going digital."
Bibha Dhungel, Birat Nepal Medical Trust (Nepal)
"Prof. Ashok Charan is detailed and comprehensive. Thank you for sharing your wealth of marketing and marketing analytics knowledge."
Lilian Yong, Self-sponsored (Singapore)
"This digital marketing course is very useful for people who wants to help their company grow digitally or also people who wants to set up a business and advertise online."
Yumiko Tan, Finexis Advisory (Singapore)