Introduction to Digital Marketing (IDM-02)

Digital Marketing Course (Kuala Lumpur)

Course overview

The principles of digital marketing are rooted in copywriting and content marketing, and in digital communication formats which emerged from email technologies in the 1970s. Since then, the practice of digital communication has undergone several iterations, evolving into the current state we know and use today. With the growth of networked social technologies, especially in the smartphone era, digital marketing has evolved into a robust and reliable pillar of communication.

Taught through a combination of academic rigour and industry practices relevant to ASEAN governments and business, this digital marketing course helps you to (i) write and distribute engaging content for digital platforms (ii) appreciate why and where digital markets integrate with social media channels, and (iii) approach digital literacy and non-linear texts with greater insights, depth and precision.

Fee and subsidy
S$980.00
S$588.30 after ASEAN subsidy
Duration
2 days
9:30am – 4:30pm
Delivery
Live-streamed interactive
Maximum 8 participants
Requirements
Conducted in English
The subsidised fee of SS$588.30 applies to residents of any of the 10 ASEAN member states and enrolling within the subsidy period between 1 March 2020 and 31 December 2020. Am I eligible for ASEAN subsidy?

You are eligible for ASEAN subsidy if you are:
1. Legally resident in any of the 10 ASEAN member states, and
2. Enrolling within the ASEAN subsidy period, between 1 March 2020 and 31 December 2020, regardless of the course’s dates.

Legally resident in any of the 10 ASEAN member states:
The subsidised fee will apply to you if you currently hold citizenship, permanent residence or settled status from:
› Brunei
› Cambodia
› Indonesia
› Lao PDR
› Malaysia
› Myanmar
› The Philippines
› Singapore
› Thailand
› Viet Nam

Enrolling within the ASEAN subsidy period:
The ASEAN subsidy period applies to the date of enrolment, and not to the course session itself, which can be outside this period. ASEAN subsidy is applied immediately at the point of enrolment.

Example 1: ASEAN subsidy will apply
Participant enrols on 23 October 2020 for a course that is starting on 10 February 2021. Date of enrolment is within 1 March 2020 and 31 December 2020. ASEAN subsidy will apply.

Example 2: ASEAN subsidy will not apply
Participant enrols on 28 January 2021 for a course that is starting on 10 February 2021. Date of enrolment is past 1 March 2020 and 31 December 2020. ASEAN subsidy will not apply.

Course topics

1. Big picture strategy

  • The content lifecycle approach
  • What content marketing is and is not
  • Building a strategy for digital media
  • Influencing trends and thoughts
  • Creating briefs that facilitate success
  • Establishing thought leadership
  • A/B testing
  • 2. Audience personalities

  • Personality, persona, and person
  • The mind of a storyteller
  • Audience consumption patterns
  • Selling with consumer psychology
  • Aligning brands and audiences
  • Beyond B2B and B2C content
  • Digital environments and cultures
  • 3. Humanising communication

  • Communication pain points
  • Nanomarketing
  • Content segmentation
  • Demystifying emotional appeal
  • The unrealiable narrator
  • The influencer mindset
  • Content-driven communities
  • 4. Designing content

  • Forms, functions, frameworks
  • Technical writing for websites
  • Creating immersive experiences
  • Words and colour
  • Enriching websites
  • Unleashing SEO techniques
  • Offline optimisation
  • 5. Copywriting content

  • Genres of copywriting
  • Calls to action
  • Inspiring influence
  • Microcopy strategies
  • Digital and animated content
  • Paper and print content
  • Leveraging native advertising
  • 6. Managing content

  • Understanding dark socials
  • Managing content assets
  • Content ideation techniques
  • Community management
  • Changing definitions of web content
  • Auditing and curating content
  • Localisation and globalisation
  • 7. Decoding social media

  • Plugging into social channels
  • Social trends and patterns
  • Multi-social media strategy
  • Constructing ideas and ideologies
  • Taking content to 3D worlds
  • VR/AR social experiences
  • Stalls at the social bazaar
  • 8. Selling experiences

  • Content strategy and the sales funnel
  • Rich media, images, and video
  • Content pillars and types
  • Apps and usability
  • User expectations
  • User experiences
  • User expenditures
  • 9. Beyond your course

    Learning continues long after a course ends, with lifelong access to all of your instructors, through CCIL Qrowd™ [+]. Regular post-course meet-ups online, and free advanced content marketing courses means full support for digital marketing managers.

    Course objectives

    I will understand:

  • local, social, and mobile content strategies
  • linear and non-linear marketing strategies
  • ASEAN digital marketing content models
  • how content serves the business bottom-line
  • theories and applications of 3D digital marketing
  • I will be able to:

  • Apply the rules of digital marketing to content creation cycles
  • Develop appealing web content for consumers and communities
  • Keep pace with evolving writing trends for apps, AR and VR
  • Produce omni-channel pieces that set brand and social trends
  • Apply consumer psychology across my content assets
  • This course does not:

  • cover in-depth storytelling techniques: please see Branded & Corporate Storytelling Course [+]
  • cover technical skills for web design: please see WordPress Course [+]
  • Course applications

    Print has been around for more than 500 years, and books for far longer. By comparison, desktop publishing in barely 50 years old. Little wonder then that most organisations, when creating digital content, still adopt techniques for print consumption. Digital marketing comprises several terms, the more popular ones being internet marketing, online marketing, and web marketing. These distinctions are the result of regional and geographic terminologies and their related taxonomies of the field. At its essence, however, digital marketing remains an approach to exchanging ideas, building communities, and transacting with online and offline entities through digital practices. Non-linear content, i.e. content that is not laid out and consumed in print formats, necessitates its own reading strategies. Likewise, above-the-line and below-the-line marketing methods are grounded in approaches that work for digital spaces, but not necessarily in physical environments. This distinction between print and digital landscapes requires a shift in thinking as to how we approach the creation and commodification of content in digital markets and mindsets.

    Learn how to write for digital mindsets and markets in this digital marketing course in Kuala Lumpur. Our digital customs go beyond content creation to the essence of how communities conduct business, exchange ideas and information, and find their voice. This digital marketing course in KL teaches participants how to think about, and write for, the technologies and social practices shaping our online and offline landscapes that connect businesses in Malaysia to each other, and to the world. From idea to implementation, this course studies the semantic and semiotic relationships extant between textual and graphical literacies that create content across digital spaces. You will learn how to use these relationships to build brand awareness, create consumer engagement, and grow an audience base by applying established rules. In doing so, you will be able to write and develop content across a number of digital platforms, from social media and web channels, to blogs, apps, and AR/VR devices. You will have a confident hold over the theories and applications of digital marketing, necessary for creating and curating non-linear content.

    Course convenor

    Arjun Khara is a PhD researcher, front-end web programmer, an Adobe Certified Expert, and co-creator of Singapore’s Silent Heroes Awards. His work, speeches, and ideas have been televised and featured in newspapers and radio interviews in Singapore, Southeast Asia, and Greater China and India. Arjun is currently completing his PhD, investigating fairness for user experiences in government digital platforms. More on your convenor [+]

    2018 – 2022: PhD in Typography and Graphic Communication, University of Reading, United Kingdom

    2017 – 2018: Masters (Valedictorian Orator) in Computer Games Art and Design, Goldsmiths College, University of London, United Kingdom

    2002 – 2005: Bachelors (Golden Key Hons.) Communication, Media and Culture, University of South Australia, Australia

    Newspaper article featuring Arjun Khara as a marketing guru, giving a talk on building a profitable brand empire
    Arjun Khara conducts a workshop for government officials, public and state institutions, and representatives from tech, finance, and healthcare.

    Course schedule

    Tuesday + Wednesday

    Digital Marketing Course (Aug 2020)
    Digital Marketing Course in Kuala Lumpur
    KLCC / Sentral, Malaysia Kuala Lumpur
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Tuesday + Wednesday

    Digital Marketing Course (Sep 2020)
    Digital Marketing Course in Kuala Lumpur
    KLCC / Sentral, Malaysia Kuala Lumpur
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Tuesday + Wednesday

    Digital Marketing Course (Oct 2020)
    Digital Marketing Course in Kuala Lumpur
    KLCC / Sentral, Malaysia Kuala Lumpur
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Monday + Tuesday

    Digital Marketing Course (Nov 2020)
    Digital Marketing Course in Kuala Lumpur
    KLCC / Sentral, Malaysia Kuala Lumpur
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Tuesday + Wednesday

    Digital Marketing Course (Dec 2020)
    Digital Marketing Course in Kuala Lumpur
    KLCC / Sentral, Malaysia Kuala Lumpur
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Set my own dates

    For a group of 3 or more

    A group of 3 or more participants have the added flexibility of setting their own course dates. Select ‘Set my own dates’ from the ‘Preferred date’ dropdown, in the course enrolment form. Enter up to 3 different dates of your choice; we will then confirm one with you.

    Course enrolment

    Terms and conditions

    Please read and understand the terms and conditions [+] before proceeding with this service or contact us for further clarification.

    Instant assistance

    Call us at +(65) 6573 7370 or email group@qc.sg. We will typically respond to emails within 20 minutes during business hours and in 1 day over holidays and closures. View business hours

    Monday – Saturday:
    8:00am – 8:00pm

    Sunday:
    9:00am – 3:00pm

    Holidays and closures:
    › New Year’s Day
    › Lunar New Year
    › Good Friday
    › Labour Day
    › Vesak Day
    › Hari Raya Puasa
    › Polling Day
    › Hari Raya Haji
    › National Day
    › Deepavali
    › Christmas Day
    › New Year’s Eve