Course

Due to increasing popularity of web and social media, many of businesses now focus on digital marketing to increase brand awareness, engaging customers so as to increase customer retention, creating new business opportunities and providing supports through the use of digital media. But, most of the businesses are facing difficulties in finding an employee who is well trained in marketing with strong knowledge and skills in using software tools and systems at professional level.  
This course is designed to equip the candidate with knowledge and skills in creative design and online marketing.

1. Learning Outcomes

  - At the end of the course, students must be able to  

  - Understand how technology changes marketing landscape

  - Explain basic principles of marketing

  - Develop effective digital marketing plans with SMART targets

  - Familiar with appropriate tools and techniques in digital marketing

  - Understand visual communication design  

  - Optimize the content for better search engine ranking

  - Plan, execute and measure effectiveness of a marketing campaign using web analytics.

 

2. Entry Requirement

• Minimum diploma holders in any discipline with at least 1 year experience

• Bachelor degree holders  

• Mature students with experience in related fields will be considered case by case.  

 

3. English Language Requirement

• Pass in English at “O” Level or equivalent 

 

4. Program Structure

Module Code

Module Name

Credits

SM01

Essentials of Digital Marketing

3

SM02

Visual Communication Design

3

SM03

Search Engine Optimization

4

SM04

Social Media Channels and Strategies

4

SM05

Email Marketing

2

SM06

Web Analytics

2

 

 

Weeks

 

Total

Credit

Contact

Self

Essentials of Digital Marketing 

 

4

60

3

20

5

Visual Communication

 

4

60

3

20

5

SEO

 

5

75

4

20

5

Social Media C & S

 

5

75

4

20

5

Email Marketing

 

3

45

2

20

5

Web Analytics

 

3

45

2

20

5

 

 

 

360

18

 

 

                 

5. Module Outlines

SM01: Essentials of Digital Marketing

  - The marketing concepts o Evolution of marketing orientations o Segmentation and targets o Marketing mix o Sales and marketing strategies

  - Crafting digital marketing strategies

  - Market research

  - Content marketing strategy

  - Web content writing

 

SM02: Visual Communication Design

  - Creative thinking and process

  - Working with HTML and CSS -    UX Design

  - Graphic design fundamental

  - Adobe Illustrator and Photoshop

  - Project on Weebly 

 

SM03: Search Engine Optimization and Marketing

  - Understanding search engines

  - Key phrase research

  - On page SEO and off page SEO

  - Improving content on Project on Weebly

  - Search engine marketing 

  - Google AdWords

 

SM04: Social Media Channels and Strategies

  - Social media categorization

  - Project on Facebook business page

  - Project on YouTube business channel

  - Project on Instagram

  - Project on Twitter

  - Social media management tools 

 

SM05: Email Marketing

  - Planning for email campaign

  - Rules and regulations for email marketing

  - Process of email marketing

  - Working with MailChimp

  - Project on email campaign for your project on Weebly SM06: Web Analytics

  - Measuring targets digitally

  - Analytic matrices

  - Google Analytics o Registering  o Embedding codes for your project on Weebly o URL shortener and media queries for analytics o Creating and tracking goals for your website o Creating and tracking micro conversions  o Funnel analysis

 

6. Requirements for the course

Hardware

  - Laptop or PC with internet connection

Software

  - Photoshop CS6 or CC

  - Illustrator CS6 or CC

  - Visual studio Code for HTML and CSS

  - Google Chrome browser

Accounts

  - Gmail account


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