21st Century Advertising & Marketing
The 21st Century Advertising module will be covering on advertising concepts and theories, the world of advertising and ad agencies, and account management that will include presentation sessions on getting clients to buy into the strategy.
Students will be taught the fundamentals of advertising and what are the difference between marketing planning and advertising planning. The focus is on advertising planning and the processes involved. Students will also learn from the perspective of key players in the advertising industry and how they contribute to the advertising process.
Does advertising lie? What are the control mechanisms to ensure ethical practice in the advertising industry?
SEO and SEM
Every business is an unknown entity until it can be found. Search Engine Marketing (SEM) is the proven and cost-effective marketing technique that provides much needed visibility for your online presence. Enhanced online presence will be a boost to your conversion funnel framework and provides the optimal guide for your potential customers to transit from the awareness stage towards your marketing objectives.
These powerful techniques are the standard bearer for any competent Digital Marketing professional and is constantly evolving as the Digital Economy transforms our daily lives. This module will help students discover the power of Paid Search and Search Engine Optimisation to increase the productivity and effectiveness of your Digital Marketing campaigns.
This module will help students understand how expanding your digital footprint and presence and make the difference to your bottom line and conversion efficiency.
Social Media Marketing
Social media is dominating our mode of conversation with one another. What is social listening? How can you leverage on social communities such as Facebook, Twitter, LinkedIn, Instagram, etc. to create a positive and influential digital presence?
Learn about the ever-changing social media landscape and how you can use it to your advantage from personal branding to creating a social media marketing strategy for your company. This course will also touch on the difference between using social media for the usual corporation and for a non-profit organisation.
This module comprises of the below essential skills for the digital marketing across social media platform.
Apart from being trained to become a strong social media practitioner, some useful skills which you can expect to acquire from this course are:
• Social Media Readiness Assessment of an Organisation.
• Marketing on various social media platforms. Eg. Facebook Marketing, LinkedIn Marketing
• Conversation Management & Community Building
• Microblogging and Influencer Management
Introduction to Data Analytics
Data has been the buzzword for ages now. Either the data being generated from large-scale enterprises or the data generated from an individual, each and every aspect of data needs to be analysed to benefit yourself from it. But how do we do it? Well, that's where the term "Data Analytics" comes in.
This module will introduce students to the data driven world. At the end of the module, students will:
• Understand various data types
• Learn various variable types
• List the uses of variable types
• Explain population and sample
• Discuss sampling techniques
• Understand data representation
Digital Marketing – Creating and Curating Video Content in Your Digital Strategy
Video content has permeated every aspects of our lives. We begin to realise its impact on our daily lives in terms of information dissemination and how we make decisions. It is therefore paramount to understand and leverage the power of distribution tools such as Facebook, YouTube, Snapchat and Vimeo, and how videos can be a powerful tool for successful digital marketing campaigns.
Mastery of video marketing will enable you to create versatile, attractive and extremely shareable content to create viral interest spanning vast geographic boundaries and demographics. Videos provide a power solution for marketers to focus on creating and distributing valuable, relevant, and consistent content to attract and/or retain clearly defined audience; and ultimately to drive profitable action and engagements. This is one of the emerging skills that every competent digital marketer will need.
At the end of the module, students will learn how to:
• Optimise video content for their digital strategy – from conceptualisation to videography
• Understand various digital content strategies and the use of storytelling to script
• Structure content to achieve their strategic objectives
• Select and use various video production tools to help enhance their creative output for maximum digital impact
Digital Marketing – Persuasive Copywriting in Your Digital Strategy
This module will emporia students to unlock the potential of powerful copywriting to create effective marketing communiques to their target audience. Well-written copy can increase brand awareness and tip the balance of the target audiences' decisions in their favour.
This module will help students understand how to trigger powerful emotions, memories and yearning from creative copy that motivates and excites the senses. At the end of the module, students will learn how to:
• Structure and write compelling copy that supports their marketing objectives
• Gain a deeper appreciation for the role content plays in Search Engine Optimisation (SEO) while learning how to apply the techniques of SEO
How to brand yourself to enter the workforce? This module will empower participants with the skills required to start their new career, this module provides many hours of 1-to-1 coaching that will help the participants on:
• How to prepare their resume
• How to get ready for interviews
• How to find a job using digital platforms
• How to brand yourself for freelance business
Industrial Orientation Programme
This module allows students to have a hands-on experience on how to work with a real client's brief on digital marketing.
Students will receive a brief from the company representatives and together with the lecturer, they will come up with a digital marketing plan that will be shared with the company representatives at the end of the module.