Digital Marketing Workshop

Overview:

This 2-day hands-on training programme on Digital Marketing, conducted at the NUS Business School, is designed to make participants more effective in developing and executing digital marketing strategies.

The key elements and the general framework for the Workshop are outlined here.

Marketers are often building cyber assets — websites, blogs, Facebook pages, LinkedIn profiles, YouTube brand channels and so on — because everyone seems to be doing so. Not much thought goes into the strategy or the execution. The outcome is a collection of disconnected properties that diffuse and disorient their brand, and confuse customers.

It is crucially important that before you implement anything on the internet, you have a cohesive strategy that integrates all offline and online brand assets, such that all the elements play well-coordinated, yet distinct roles. That your brand’s communication and imagery remains intact as customers move across the media platforms, yet each channel contributes incrementally to its equity.

This workshop will help you achieve these outcomes. It will give you a clear understanding of the building blocks that constitute digital marketing, and equip you with the tools, the techniques and the knowledge to develop cohesive market strategies, and prepare and execute effective digital marketing campaigns.

Importantly, the workshop imparts hands-on training on the digital tools and techniques. Participants will learn to use platforms such as Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.

The instructor is a practitioner of digital marketing and will use real life case examples from established businesses such as PropLog and Knight Frank, as well as entrepreneurs such as artist Sangeeta Charan.

The course combines well with the Digital Marketing eGuide, which charts out a well-structured learning agenda that is adopted in the workshop.

Learning Objectives

The workshop aims to make you more effective in developing and executing digital marketing strategies. You will:

• Learn how to adapt to the new world of marketing. Perceive how the internet has transformed the way brands engage with consumers, and appreciate the new rules and perspectives.

• Embrace the tools and techniques required to succeed in digital marketing.

• Learn to develop and execute digital marketing plans, including aspects such as website building and optimization, development of content scheme, use of social media, advertising, conversion and nurturing leads, and tracking and monitoring.

• Optimize your online platforms for search engines, and improve business performance. You will gain hands-on experience using the Google Console platform and Google Analytics to monitor and enhance search performance, and draw insights to strengthen the business.

• Run search marketing campaigns. Using case examples, you will study the processes of strategizing, planning, developing, executing and evaluating search marketing campaigns. You will also learn to use the Google Ads platform to create search and display advertisements.