As customers spend more of their time on the digital medium, to engage them, companies are focusing more of their efforts on digital and social media marketing. At the same time, the field of digital marketing itself is evolving and changing rapidly. This programme is targeted at addressing the challenges that face today's digital marketers: they need to understand and keep track of effective digital and social media marketing strategies, and also have a clear picture of what digital techniques to use, where and when.
Obtain the necessary knowledge to help them keep pace with and stay ahead of the changing digital ecosystem
Gain an understanding of the consumer behaviours associated with the digital generation, particularly Gen X, Gen Y and millennials
Learn how to make informed decisions regarding digital and social media marketing across all multiple channels and guide the overall marketing strategy by using an overall framework
Find new ways to economise on marketing costs by leveraging social media and transforming customers into brand advocates
Engaging with a new consumer generation. The 3C Framework - how to Connect, Convert and Continuously Engage with digital consumers
Content marketing - what it is and how to build a content strategy
Harnessing Social Media for advertising, listening, content creation, sharing and building loyalty and advocacy
Search marketing - and optimising content for search; SEO, SEM, SMM
Location based mobile digital marketing
Digital marketing and Digital business models
Middle and senior level managers with 8-15 years of experience in public, private and not-for-profit governmental organisations and multinationals
Managers/Executives that are in charge of creating and implementing digital marketing strategies and initiatives in their respective companies
Executives/owners of SMEs
A combination of lecture sessions and in-class discussions centered around current real world case studies in digital marketing. Discussions will dive into concepts, frameworks, strategy and implementation. There will also be hands on sessions.