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certificate in

powered by econsultancy and GooGle adwords Qualified indiVidual

Google HQ london

your name here

Course benefitsMArKetinG is 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 2-month weekend 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 185,000+ members

certification in Google adwords, a highly sought-after professional qualification by Google for digital marketing professionals

short 2-month course conducted over 6 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

certificate in digital marketing(powered by econsultancy)

google adwords qualified individual

Course DetAiLs

this double certification course is a 2 months 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 6 weekends. participants will only be certified after passing the Google adwords exams and the digital marketing project, and complete at least 52 contact hours.

the 2 months programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing.

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entry reQuireMents

this 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.

sCheDuLe

1a overview of digital marketing sat 17 aug (9am – 1 pm)1b web measurement & analytics sat 17 aug (1pm – 5pm)2a customer acquisition channels – seo, paid search, e-mail marketing sat 24 aug (9am – 5pm)2b Mobile Marketing & location based Marketing sun 25 aug (1pm – 5pm)3a Google adwords (search) sat 7 sep (9am – 5pm)3b Google adwords (display) sun 8 sep (1pm – 5pm)4a social Media Marketing sat 14 sep (9am – 5pm)4b content Marketing & building communities sun 15 sep (1pm – 5pm)5a Google adwords certification sat 5 oct (9am – 5pm)5b integration and strategy framework sun 6 oct (1pm – 3pm)5c digital project brief sun 6 oct (3pm – 5pm)6 final project preparation and presentation sat 12 oct (9am – 5pm)

total contact Hours 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

Content the digital marketing landscape• the case for digital marketing

including market statistics and trends

• the new marketing paradigm and marketing funnel

• How consumers behaviour have evolved

• paid, owned and earned media

• the dunbar principle• adaptations for the multi-

screen customers• interruption marketing versus

permission marketing

Learning format• class lecture• 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

Content• overview of digital

measurement and analytics• basics of Google analytics

including account structure, tracking codes, terminologies, campaign tagging, reports and analysis, conversion tracking and customization

• fundamentals of web usability • content testing using a/b

testing in Google analytics content experiment

• future trend of digital measurement including social data, big data etc.

Learning format• class lecture• live demo

Course MoDuLe DetAiLs

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(2a) CustoMer ACQuisition ChAnneLs – PAiD seArCh, seo AnD e-MAiL MArKetinGcontact Hours: 8 hours

Learning outcomes1. learn the fundamentals of

seo2. understand paid search

channels3. leverage e-mail marketing

as part of multi-channel marketing

Content• the customer acquisition

channels vs customer engagement channels

• How search engines work• page indexing and web

crawler• Keyword research and

keyword research tools• basics of search engine

optimization (seo) on-page factors including meta tags, web assets, page copy, keyword relevance, technical factors

• importance of seo off-page factors including building relevant backlinks, links from authority sites, and social media influences

• updates on major Google algorithm changes including Google penguin and Google panda

• fundamentals of paid search including ad networks, ad units, bidding and quality score, landing page optimization.

• importance of e-mail marketing as part of integrated digital marketing channels.

• How to improve open rates, click-throughs and conversions through the c.r.i.t.i.c.a.l concept

Learning format• class lecture• live demo• individual exercise• Group presentation

(2b) 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

Content• the mobile landscape, trends

and statistics• 7 unique benefits of the

mobile channel• Mobile’s role in marketing• common mobile marketing

methods• Mobile web and native mobile

apps• M-commerce• definition of location-based

marketing• push-based or pull-based

location-based marketing• How brands can used

location-based marketing• the future trends of mobile

Learning format

• class lecture• case studies

(3a) GooGLe ADWorDs (seArCh)contact Hours: 8 hours

Learning outcomes

1. understand the basics of Google adwords

2. learn and implement search network marketing in Googleadwords

Content• online advertising

fundamentals• adwords key terms

demystified – Quality score & auction

• account strategy & structure including My client centre (Mcc)

• Keyword research & list development

• writing great ads• creating your adwords

account and first campaign• working with the user

interface• performance tracking

Learning format• class lecture• live adwords exercise• Group presentation

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(3b) GooGLe ADWorDs (DisPLAy)contact Hours: 4 hours

Learning outcomes1. learn and implement

campaigns in Google display network (Gdn)

Content• Google display network

(Gdn)• contextual targeting and

placement targeting• audience targeting &

remarketing• Mobile advertising• youtube Marketing

Learning format• class lecture• Group exercise

(4a) 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

Content:• why social Media marketing• the growing state of social

media• Major social media channels:

facebook, twitter, youtube, linkedin

• the growing channels: pinterest, instagram, Google+, Geo-location

• developing a social media marketing plan

• considerations for social media marketing – social media policy, resourcing and roi

• crisis management in social media

• using social media as part of the overall integrated marketing plan

Learning format• class lecture• role play• Group exercise

(4b) Content MArKetinG AnD buiLDinG CoMMunitiescontact Hours: 4 hours

Learning outcomes: 1. learn content marketing

tactics2. understand the fundamentals

of building online communities

Content:• what is digital content

strategy and what’s in it for us?

• a recipe for creating your own content strategy – preparation, essential equipment, ingredients, method

• a closer look at three specific layers of the content strategy cake - qualitative content auditing, formats and execution guidelines, tone of voice and other guidelines

Learning format• class lecture• team presentation

(5a) GooGLe ADWorDs CertifiCAtion

• participants will undertake both Google adwords fundamental and advanced exams to qualify as an adwords Qualified individual

(5b) inteGrAtion AnD strAteGy frAMeWorKcontact Hours: 2 hours

Learning outcomes: 1. explore how to integrate

digital channels into overall marketing plan

Content:• a digital marketing framework• integrating digital marketing

into overall marketing plan• budgeting and resourcing for

digital marketing

(5c) DiGitAL ProJeCt brief

(6) finAL ProJeCt PrePArAtion AnD PresentAtion

• participants will be briefed on the requirements for the final project which will be undertaken on a team basis. the team will be given 1 week to prepare and present their digital marketing project in the final project evaluation session.

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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, sydney, singapore and dubai, 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 185,000+ 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

siLVer subsCriPtionfree 1-year econsultancy silver Membership (worth usd495 or rM1,500) for every course participant.

econsultancy’s silver Membership (usd495/year) is econsultancy’s most popular membership 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 silver Membership plan are:• unlimited free access to all the original reports that you need,

including best practice Guides (cost usd400 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:17 August 2013

admission:rM10,000 per pax a special early bird 20% discount is available to course participants who register and pay the course fee (rM8,000) before 31 July 2013.

maximum:35 pax

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hrDf CLAiMAbLeManaged bypowered by

PAyMent DetAiLs:cHeQue Made payable to:

CLiCKACADeMy AsiA sDn bhDno.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 3481james@clickacademyasia.com

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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.

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