E L I T E E d I T I o n
Z E I T G E I S T
march/may 2014
powered by clickacademy asia
MALAYSIA’S FIRST WORLD-CLASS CERTIFICATE INDIGITAL MARKETINGpowEREd bY ECoNSuLTANCY oF uK ANd GooGLE AdwoRdS QuALIFIEd INdIVIduAL
certificate in digital marketing(powered by econsultancy of uK)
google adwords qualified individual
COURSE DETAILS
This double certification course is a 7-week part-time programme for working professionals who intends to upgrade their knowledge in digital marketing. upon successful completion of the programme, participants will obtain a double certification, and are awarded the Certificate in digital Marketing (powered by Econsultancy) and the Google Adwords Individual Qualification.
This is a part-time programme with 64 contact hours spread over 7 weeks. participants will only be certified after passing the Google Adwords exams and the digital marketing project, and complete at least 52 contact hours.
This part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing.
COURSE bENEfITSMARKETING, Econsultancy of UK and ClickAcademy Asia are proud to launch the first world-class Certificate in digital Marketing programme in Malaysia catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Complete a 7-week certification programme and get awarded the Certificate in digital Marketing (powered by Econsultancy) and Google Adwords Qualified Individual certification.
The double certification programme is uniquely positioned to deliver these benefits:
Course content and curriculum provided by Econsultancy of uK, the world leading digital marketing best practice community and publisher with 200,000+ members
Certification in Google Adwords, a highly sought-after professional qualification by Google for digital marketing professionals
provision of a complimentary individual 1-year subscription to Econsultancy’s portal containing 500,000+ pages of digital marketing resources, reports and best practice guides
Short 7-week course conducted over 5 weekends. designed for busy professionals who need not take annual leave to attend the course.
practical and real-life training by certified digital marketing practitioners
Conducted locally in Kuala Lumpur with ‘live’ face-to-face training, and not webinars or online learning
Keep Calmand beCome a
digital marKeting
expert!
ENTRy REqUIREMENTSThis programme targets marketing professionals, business owners, C-level professionals and individuals who want to enhance their knowledge in digital marketing, and are looking for a credible certification course with “live” training conducted locally.
There is no minimum qualification or pre-requisite set for the programme, but participants who have at least 2 years of marketing experience will be preferred.
SChEDULEThe March 2014 intake starts on 1 March, and May 2014 intake starts on 10 May. Choose to participate in either of these intakes, with course calendar as follows.
No. Course Contacthours
March 2014 Intake
May 2014 Intake
1a overview of digital marketing 4 Sat, 1 Mar 9am – 1pm
Sat, 10 May 9am – 1pm
1b web measurement & analytics 4 Sat, 1 Mar 1pm – 5pm
Sat, 10 May 1pm – 5pm
1c Social Media Marketing 8 Sun, 2 Mar 9am – 5pm
Sun, 11 May 9am – 5pm
2a Google Adwords (Search) 8 Sat, 8 Mar 9am – 5pm
Sat, 17 May 9am – 5pm
2b Google Adwords (display) 4 Sun, 9 Mar 1pm – 5pm
Sun, 18 May 1pm – 5pm
3a SEo Marketing 8 Sat, 15 Mar9am – 5pm
Sat, 24 May9am – 5pm
3b E-Mail Marketing 2 Sun, 16 Mar9am – 11am
Sun, 25 May9am – 11am
3c display Advertising 2 Sun, 16 Mar11am – 1pm
Sun, 25 May11am – 1pm
3d Mobile Marketing 4 Sun, 16 Mar1pm – 5pm
Sun, 25 May1pm – 5pm
4a Strategy Framework and digital project briefing 4 Sat, 5 Apr 9am – 1pm
Sat, 14 Jun 9am – 1pm
4b Google Adwords certification (part 1) 4 Sat, 5 Apr1pm – 5pm
Sat, 14 Jun1pm – 5pm
4c Google Adwords certification (part 2) 4 Sun, 6 Apr1pm – 5pm
Sun, 15 Jun1pm – 5pm
5 Final project preparation and presentation 8 Sat, 12 Apr9am – 5pm
Sat, 21 Jun9am – 5pm
Total 64 hours
(1A) OVERVIEW Of DIGITAL MARKETINGContact Hours: 4 hours
Learning Outcomes1. understand the new digital
landscape, online consumer behaviour and digital trends
2. Grasp the digital marketing framework
3. Know digital jargons and terms
Content1. The digital marketing
landscape2. The case for digital marketing
including market statistics and trends
3. The new marketing paradigm and marketing funnel
4. paid, owned and earned media
5. The dunbar principle6. Interruption marketing versus
permission marketing7. McKinsey’s Consumer
decision Journey and ZMoT Model
Learning format1. Class lecture2. Team discussion
(1b) WEb MEASUREMENT AND ANALyTICSContact Hours: 4 hours
Learning Outcomes1. Appreciate the importance of
web measurement2. understand analytics and how
to apply it for business3. discern between web usability
and web analytics4. understand the basics of
Google Analytics5. Know the trend of big data
Content1. overview of digital
measurement and analytics2. basics of Google Analytics
including account structure, tracking codes, terminologies, campaign tagging, reports and analysis, conversion tracking and customization
3. Fundamentals of web usability 4. Content testing using A/b
testing in Google Analytics Content Experiment
5. Future trend of digital measurement including social data, big data etc.
Learning format1. Class Lecture2. Live demo
COURSE MODULE DETAILS
(3A) SEO MARKETINGContact Hours: 8 hours
Learning Outcomes1. Learn the fundamentals
of SEo (Search Engine optimization)
2. understand latest developments in search engine algorithms
3. use SEo as part of an integrated online strategy to drive traffic and conversions
Content1. why is search important and
which search engines to focus on
2. SEo vs SEM3. pros and cons of SEo4. why positions on Search
Engine Results page (SERps) are important
5. planning, strategy and goal setting for SEo
6. Keyword analysis and research
7. Competitor analysis and getting competitive data
8. on-page optimization – page SEo elements, latent semantic indexing, content optimization
9. off-page optimization – link building strategies, impact of social media and uGC (user generated content)
10. Measurement and conversion analysis
11. Latest search engine algorithm changes including Google panda, penguin and other trends
Learning format1. Class lecture2. Group Exercise
(2A) GOOGLE ADWORDS (SEARCh)Contact Hours: 8 hours
Learning Outcomes1. understand the basics of
Google Adwords2. Learn and implement search
network marketing in Google Adwords
3. prepare for Google Fundamentals test
Content1. online advertising
fundamentals2. Adwords key terms
demystified – Quality Score & Auction
3. Account strategy & structure including My Client Centre (MCC)
4. Keyword research & list development
5. writing great ads6. Creating your Adwords
account and first campaign7. working with the user
interface8. performance tracking
Learning format1. Class Lecture2. Live Adwords exercise
(2b) GOOGLE ADWORDS (DISPLAy)Contact Hours: 4 hours
Learning Outcomes1. Learn and implement
campaigns in Google display Network (GdN)
Content1. Google display Network
(GdN)2. Contextual Targeting and
placement Targeting3. Audience Targeting &
Remarketing4. Mobile Advertising5. YouTube Marketing
Learning format1. Class Lecture2. Group Exercise
(1C) SOCIAL MEDIA MARKETINGContact Hours: 8 hours
Learning Outcomes1. understand the social media
landscape2. Know the main channels for
marketing3. understand the RoI of social
media marketing4. use social media as part of
integrated marketing
Content1. why Social Media marketing2. The growing state of social
media3. Major social media channels:
Facebook, Twitter, YouTube, LinkedIn
4. The growing channels: pinterest, Instagram, Google+, Geo-Location
5. developing a social media marketing plan
6. Considerations for social media marketing – social media policy, resourcing and RoI
7. Crisis management in social media
8. using social media as part of the overall integrated marketing plan
Learning format1. Class Lecture2. Role play3. Group Exercise
(3b) E-MAIL MARKETINGContact Hours: 2 hour
Learning Outcomes1. Learn best practice in e-mail
marketing2. understand the world-class
e-mail marketing success framework
Content1. E-mail marketing – what are
the acquisition and retention options
2. Spam e-mails and permission based e-mail marketing
3. 4 steps to integrated e-mail marketing
4. writing persuasive copy5. personal data protection Act
(pdpA)
Learning format1. Class lecture
(3C) DISPLAy ADVERTISINGContact Hours: 2 hour
Learning Outcomes1. Know the digital advertising
complex landscape, vendors and elements
2. Learn best practise in online display advertising
Content1. Key players, the specialists,
small and big players different offerings
2. budgeting and resourcing for online display advertising
3. Matching campaign needs against vendors pricing/packaging
4. Types of RoI and benchmarking
5. Things to avoid6. Execution, monitoring,
evaluation and evolving into the future
Learning format1. Class lecture2. Group discussion
(3D) MObILE MARKETING & LOCATION-bASED MARKETINGContact Hours: 4 hours
Learning Outcomes1. Know the trends in mobile
marketing2. be aware of the common
mobile marketing and location based marketing tactics
Content1. The mobile landscape, trends
and statistics2. 7 unique benefits of the
mobile channel3. Mobile’s role in marketing4. Common mobile marketing
methods5. Mobile web and native mobile
apps6. M-commerce7. definition of location-based
marketing8. push-based or pull-based
location-based marketing9. How brands can used
location-based marketing10. The future trends of mobile
Learning format1. Class Lecture2. Case studies
(4A) STRATEGy fRAMEWORK AND DIGITAL PROJECT bRIEfINGContact Hours: 4 hours
Learning Outcomes1. Learn the integrated digital
marketing strategy framework2. Get a brief on the final digital
marketing group project
Content1. A digital marketing framework2. Integrating digital marketing
into overall marketing plan3. budgeting and resourcing for
digital marketing
(4b) GOOGLE ADWORDS CERTIfICATION (PART 1)Contact Hours: 4 hours
1. do final preparation for Adwords exam
2. Take the Google Adwords Fundamental exam
(4C) GOOGLE ADWORDS CERTIfICATION (PART 2)Contact Hours: 4 hours
participants will take the Google Adwords Advanced test as part of the Google Adwords qualification.
(5) fINAL PROJECT PREPARATION AND PRESENTATIONContact Hours: 8 hours
1. prepare for the final project in groups and class setting, and in consultation with the trainers
2. Complete the live digital marketing project in groups, and do a final project presentation
fACULTy
The lead trainer for this certification course is Eu Gene Ang, Lead Trainer, Asia for Econsultancy, and assisted by a pool of certified trainers. All course material and content are developed from Econsultancy’s world-class portal – the world’s richest source of digital marketing and e-commerce insight, intelligence, advice, training, forums, events and answers.
powered by
Econsultancy is a digital marketing best practice community and publisher, which educates the world’s marketers on everything from web analytics and email marketing, to social media, pR and e-commerce.
Launched in 1999, it has since grown to a dominant position in the digital marketing industry. Its website and blog attract over 450,000 unique users per month, and its range of courses and conferences are attended by over 5,000 marketers every year. with offices in London, New York, and Singapore, Econsultancy is part of Centaur Media plc.
Econsultancy provides Asia with independent research, regionalised reports such as Asia’s Internet Statistics Compendium and State of digital Marketing, consultancy services, and worldwide events, online resources and training programmes - enabling Econsultancy’s 200,000+ members to sharpen their strategies, make better decisions, build business cases, source the best suppliers, look smart in meetings, discover how to do everything better online and accelerate their careers.
You can stay up to date by bookmarking:http://econsultancy.com/hello/asia
ECONSULTANCy’S SMALL bUSINESS SUbSCRIPTIONFREE 1-Year Econsultancy’s Small business Subscription (worth uSd795 or RM2,500) for every course participant. Econsultancy’s Small business Subscription is Econsultancy’s most popular subscription plan. This single user plan offers unparalleled access to Econsultancy’s rich resources of digital marketing reports, guides, stats, events, blogs and forums.
The benefits of the Small business Subscription plan are:• unlimited free access to all the original reports that you need,
including best practice Guides (cost uSd695 each), power Template packs, Internet Stats Compendium, Trend Reports etc.
• discounts on events, including a 20% discount on Econsultancy conferences
• Full access to member forum with inclusion of your profile in the forum
• Access to the famous Econsultancy newsletter which provides award-winning insights
• Invitations to exclusive social events and roundtables
CERTIfICATE IN DIGITAL MARKETING (Powered by Econsultancy) + GOOGLE ADWORDS qUALIfIED INDIVIDUAL
date:Select in-takeMARCh 2014 / MAy 2014
admission:RM12,000 per pax (HRdF Claimable). A special early bird rate i.e RM10,000 per pax is applicable for participants who registerone month before course date.
venueMenara SSM@SentralNo. 7, Jalan Stesen Sentral 5Kuala Lumpur Sentral50623 Kuala Lumpur
maximum:35 pax
E L I T E E d I T I o n
Z E I T G E I S T
hRDf CLAIMAbLEManaged bypowered by
PAyMENT DETAILS:CHEQuE MAdE pAYAbLE To:
CLICKACADEMy ASIA SDN bhD (934945V)
No.31-3A, Jalan SS23/15Taman SEA, 47400 petaling JayaSelangor darul Ehsan, Malaysia
fOR ENqUIRIES: Call JamesT: +6 012 329 1038 +6 03 7803 6191F: +6 03 7803 [email protected]
Name Contact Number
designation Email
Name Contact Number
designation Email
Name Contact Number
designation Email
Name Contact Number
designation Email
Name Contact Number
designation Email
Contact Information
Name designation
Email Address organization
Contact Number
Address Information
Participants Detail
Registration & Payment• Full payment is required upon registration.• Registrations without full payment will be treated as provisional and will not be guaranteed a training place.• payment can be made via a crossed cheque payable to “ClickAcademy Asia Sdn bhd” at least 7 days before course commencement.
CancellationNo CANCELLATIoN is allowed but a replacement delegate can be sent.
ClickAcademy Asia Sdn bhd reserves the right to change or cancel the course due to unforeseen circumstances.
Registration Formplease fill-in-the blank box
