5 Days Digital Marketing Specialization

Day 1
Topic 1 - Search Engine Optimization

Topic 1.1 SEO Fundamentals and Strategies

• What is Search Engine Optimization
• The Fundamentals of How Search Engines Function
• Whitehat vs Blackhat SEO Strategies
• Top Ranking Factors
• Implementation of SEO Strategies.

Topic 1.2 Manage Keyword Research

• What is Keyword Research and Why Is It Important
• Free and Premium Keywords Research Tools
• Keyword Research Process
• How to Build Extensive Keyword List
• Analyze Competitor Advertising Links

Topic 1.3 On-page SEO Strategies and Best Practices

• What is On Page SEO
• Metas and URL Best Practices
• Image Optimization and Best Practices
• Indexing & Google Search Console
• Site Architecture Best Practices
• Content Creation Best Practices
• Structured Data
• Design and UX Best Practices
• Local vs International SEO

Topic 1.4 Off Page SEO Strategies Across Multiple Channels

• What is Off-Page SEO
• Why Use Links
• Anatomy of a Quality Backlink
• Major Off-Page SEO Ranking Factors
• Content Marketing
• Drip Marketing
• Social Media Marketing

Topic 1.5 Monitor SEO Performance on Google Analytics

• Linking up Search Console to Google Analytics
• Analyze SEO Performance Across Various Channels
• Essential SEO Metrics to Track and Measure SEO Effectiveness
• Integrating SEO Analysis to Your Marketing Strategy

Day 2
Topic 2 - Social Media Marketing with Facebook

Topic 2.1: Plan a Facebook Social Media Marketing Campaign

• Overview of Facebook Social Media platform
• Examples of Facebook Advertisements
• Map Out Customer Journey Using Customer Personas Tools
• Competitive and Audience Analysis Using Facebook Audience Insights
• Develop a Facebook Social Marketing Plan

Topic 2.2: Create a Facebook Social Media Marketing Campaign

• Market Penetration Potential of Facebook in the Local Context
• Create Facebook Group or Facebook Page for Company/Brand
• Optimize Facebook Page for Greater Discoverability
• Create Ads on Facebook Ads Manager
• Anatomy of Facebook Ads Campaign Structure (Campaign, Ad Set, Ad levels)
• Audience, Budget, Scheduling and Placement Optimization

Topic 2.3: Measure Facebook Social Media Marketing Performance

• Create and Install Facebook Pixel to Collect Performance Data
• Understand Key Social Media performance and Advertising ROI Metrics
• Set up Custom and Automated Reporting
• Retargeting Strategies and Dynamics Ads
• Copyright and Intellectual Property Considerations

Topic 2.4: Optimize Facebook Social Media Marketing Performance

• Optimize Content and Ads based on Customer Behaviour
• Tools for Social Media Scheduling
• Compare Facebook Platform to other Social Media Platforms

Topic 2.5: Manage Facebook Social Media Community

• Manage Consumer Reviews and User-Generated Content
• Strategies to Grow, Sustain and Foster Advocacy in Social Media Communities
• Establish Social Media Objectives

Day 3
Topic 3 Pay Per Link (PPC) Marketing

Topic 3.1 Introduction to Paid Per Click (PPC) Marketing and Google Ads

• What is Paid Per Click (PPC) marketing?
• Where does PPC fit in the funnel?
• Is PPC right for your business?
• Understanding your target audience
• Distinguish PPC and SEO
• Introduction to Google Ads
• How Google Ads appear
• Benefits of using Google Ads

Topic 3.2 Objective of PPC Strategy Campaign and Keywords Research

• Define your goal
• Define your customers
• Set realistic expectations
• Craft the buyer journey
• How to do keywords research
• Pick the right keywords
• Keyword optimization
• What are negative keywords

Topic 2.3 Set Google Ads Campaign and Monitor Conversion

• Create an Ads campaign
• Create an Ads group
• Create and Ads
• Select Audience
• Setting Your Bids
• Conversion Tracking

Topic 2.4 Monitor Ads

• Campaign reports in Google Ads
• Search term reports

Topic 2.5 Ads Optimization Strategy

• Key optimization tips
• Cost per Click (CPC) and bid management
• Google Ads Editor for PPC campaign

Day 4
Topic 4 Email Marketing with Mailchimip

Topic 4.1 Overview of Email Campaign Marketing

• What is Email Marketing
• Drip Campaign
• Lead Magnet
• Sign Up Mailchimp
• Create Audience
• Create a Signup Form

Topic 4.2 Manage Audience

• Types of Contacts
• Import Contacts
• Soft vs Hard Bounces
• Email Segmentation
• Manage Tags
• Manage Segments
• Manage Groups

Topic 4.3 Setup Email Campaign

• Content Studio
• Create Email Template
• Types of Templates
• Setup Email Campaign
• Email Beamer

Topic 4.4 Campaign Reports

• Overview of Mailchimp Campaign Reports
• Campaign Performance Metrics
• How to Improve Open and Click Rates
• A/B Testing Campaigns

Topic 4.5 Automate Marketing Process

• What is Marketing Automation
• Create an Automation
• Automation Triggers
• Create Social Posts
• Automate Social Post in Emails

Day 5
Topic 5 Google Analytics

Topic 5.1: Introduction to Google Ads

• Google Ads Account Structure
• Ad Auction & Ranking Performance
• Setup Google Ads Account
• Setup Billing & Payment
• Grant User Account Access Levels
• Setup Conversion Action

Topic 5.2: Google Ads Interface

• Dashboard
• Campaigns Overview Section
• Opportunities Section
• Reports Section
• Change History
• Campaign Groups
• Shared Library

Topic 5.3: Keyword Research

• Search Intent
• Match Types
• Use of Google AdWords Keyword Planner

Topic 5.4: Search Ads

• Create Search Ad Campaigns
• Create Search Ad Groups
• Set Keyword Targeting
• Create Search Ads
• Setup Final URLs

Topic 5.5: Ad Extensions

• Sitelink Extension
• Callout Extension
• Structured Snippets Extension
• Call Extension
• Message Extension
• Location Extension
• Affiliate Location Extension
• Price Extension
• Review Extension
• App Extension

Topic 5.6: Dynamic Search Ads

• Create Dynamic Search Ad Campaigns
• Create Dynamic Search Ad Groups
• Create Dynamic Search Ads
• Setup Auto Target Settings
• Setup Page Feed

Topic 5.7: Display Ads

• Create Display Ad Campaigns
• Create Display Ad Groups
• Display Ad Types
• Setup Display Network Targeting

Prerequisite

The learner must meet the minimum requirement below :

• Read, write, speak and understand English

Target Audience

• NSF
• Full Time Students
• Data Analysts

Software Requirement

This course will use Google Colab for training. Please ensure you have a Google account.

• Web Developers
• Web Designers
• UI Designers
• Mobile Apps Developers
• Software Project Managers

Ryan Kwa is an independent management consultant and trainer, specialising in the product management and digital marketing fields, with over 8 years of marketing experience. Ryan continues to seek greater knowledge and skills after he graduated from the Royal Melbourne Institute of Technology with a Bachelor in Business Marketing Degree. To ensure that he stays current to the emerging trends and continuously improve, he went on to pursue several professional accreditations such as the Certified Internet Marketer, Blackblot Product Management Professionals and WSQ Advanced Certificate in Training and Assessment (5th Version).

 Ryan started his career in the Marine and Offshore industry where he handled the industry’s first B2B e-commerce platform in S.E.A and led its’ subsidiary’s ISO team as Management Representative, achieving the ISO qualification in its 1st attempt. Equipped with a strong foundation of marketing methodologies and concepts, Ryan moved on to the Healthcare industry where he served as a Marketing Manager and led the marketing department to improve Click-through rate by 11.34%; Sales Conversion Rate by 8% and client subscription by 25% after a series of rebranding and revision of marketing strategies. He provides consultation, training and coaching in the strategic and operational aspects of management, product management, digital marketing, social media marketing, data analytics.”

Adrian Chin is a serial entrepreneur in the digital industry for more than 30 years. He started his career in global MNC holding senior’s position in the region. In 2000, Adrian assisted a Singapore company go IPO in Singapore raising more than 200 million dollars investment. Since then he has been working and consulting for many start-ups in the region. 2008 started to venture into eCommerce business, building and managing ecommerce website and digital marketing for his clients in the region. In 2018 Adrian founder Obizmax a digital marketing agency helping clients improve their online business via digital solutions.

Adrian graduated with an MBA from the University of Hull (UK) in 1998. He is also an ACTA Certified trainer by IAL

Timotheus Lee is a lecturer in UCD Michael Smurfit Graduate Business School, UCD (National University of Ireland, Dublin). He is also a senior Digital Marketing Consultant at Coleegs

Timotheus has 23 years of Digital Marketing experience, generated up to 8-figure revenue for clients, run ad campaigns with very high ROI (up to 20%), and ranked websites on 1st page that drove traffic, converted leads to customers, and increased revenue.

Richard is an experienced trainer passionate in E-commerce and Digital Marketing. He has his own Digital Marketing firm based in Singapore, and has had more than 20years of experience in direct sales, marketing and team building. He is an expert in Facebook marketing, Facebook chatbot development, WordPress and Shopify store building. Richard has built and developed numerous chatbots, website and online stores for his clients, ranging from SMEs to larger organizations.

Richard is also a Search Engine Optimization (SEO) practitioner and a certified Google professional with accreditation in the Google Analytics Individual Qualification, Google Ads Mobile, Google Ads Video, Shopping Ads, Google Ads Display, Google Ads Search, Google Ads Fundamentals, Google My Business and Video for Brand Basics.

Coupled with his industry experience, Richard also has a passion for training and education. He leverages on his years of industry experience to train and educate learners, transferring valuable insights that can only be gained through first-hand experience. Richard has obtained the WSQ Advanced Certificate in Training and Assessment (ACTA) and holds a 2nd Upper Honors Bachelors in Marketing from the University of Bradford.

Currently, Richard trains and develops Digital Marketing courses at 3 Workforce Skills Qualifications (WSQ) approved Accredited Training Organisation (ATO) in Singapore.

In 2010, Patrick earned his Advanced Search Engine Marketing Certification from Search Engine Academy, USA, and started Business Online Centre, a one-stop solution business for SMEs looking for online presence. Services range from domain registration, hosting, web design, Internet (SEO/SEM) and Facebook marketing. He has been conducting website design classes (public and corporate) since 2011, using popular open-source platforms like Joomla.

Prior to his online career, Patrick, with his UK Accountancy and Computer Science qualifications, worked as an accountant, business solutions consultant/manager and professional services manager (PSM), specialising in Enterprise Resource Planning [ERP], Customer Relationship Management [CRM] and Business Intelligence [BI].

HIGHLIGHTS

• 10 years as accountant in UK
• 6 years as business solutions consultant in UK
• 11 years as professional services (consulting) manager (PSM) in Singapore
• 3 years as business solutions manager (BSM) in Singapore
• Oversaw department’s operations and was responsible for its Profit and Loss, ensuring
• proper project management in terms of deliverables, expectations, scheduling andresource allocations
• Utilising consulting experiences to ascertain clients’ requirements and propose the best fitting solutions and advise on the implementation aspects
• Other involvements include giving presentations at seminars, conducting training and a
• Steering Committee member who oversaw an ISO 9002 certification process
• Led initial team to setup and operate Bangkok office for Eclipse Computing

Gavin is currently the Managing Partner of Disruptive Digital, a full-service digital agency based in Singapore offering creative, innovative & effective digital marketing campaigns that are driven by ROI.

He is a proven and certified digital marketing professional with over 8 years of experience in strategy consulting and/or marketing strategy across multiple industries. He has strong passion for and knowledge of technology, emerging media, and the Internet with specific interactive strategy experience.

His deep passion for entrepreneurship and online marketing had led to the inception of his first agency, Chris Cooper Group, in October 2008.

Dr. Alfred Ang is the founder of Tertiary Courses. He is a serial entrepreneur. He founded OSWeb2Design Singapore Pte Ltd in 1997 offering web development, e-commerce store development, graphics design, ebook publishing, mobile apps development, and digital marketing services. He established the first online gardening store in Singapore, Eco City Hydroponics Pte Ltd in 2000, offering a wide range of gardening products such as seeds, plant nutrients, hydroponics kits etc. Eco City Hydroponics has become the most popular and successful gardening store in Singapore. He founded Tertiary Infotech Pte Ltd in 2012 and transformed the business to a training platform, Tertiary Courses in 2014. Tertiary Courses offers a wide range of SkillsFuture courses for PMETs to upgrade their skills and knowledge. He also established Tertiary Courses Malaysia in 2016. He also founded Tertiary Robotics in 2015 offering Arduino, Raspberry Pi, Microbit and Robotics products

Dr. Alfred Ang earned his Ph.D. from National University of Singapore in 2000, majoring in Electrical and Electronics Engineering. He also completed an online MBA course with U21 Global based in Australia. He obtained his B.Sc (Hons) from National University of Singapore in 1992, majoring in Physics. He topped his Physics cohort for 3 consecutive years and funded his degree study with Book price, awards and tuition. He has worked in Defence, Electronics and Semiconductor Industries. His current interests include Machine Learning, Deep Learning, Artificial Intelligence, Internet of Things, Robotics and Programming.

Dr. Alfred Ang was Distinguished Toastmasters (DTM) and Senior Member of IEEE. He has published more than 20 peer reviewed papers and co-inventors for more than 20 inventions.