Digital Marketing Career

As a VI student, you will be given access to online learning materials in our e-learning portal.

To get you ready for learning, this essential pre-work will familiarise you with the basics of the key concepts and tools we will be using throughout the course.

Although you will learn these topics remotely before you arrive in class, you won’t be far away from the resources of the VI community. Make use of our Telegram channel to leverage connections with students, alumni, instructors and experts. At the end of your pre-work, you’ll be ready for the fast pace on campus!

After the course, you can choose to participate in follow-up sessions with your instructor, either in a group and/or individually, included as part of the course fee.

Tutorials:

• Digital marketing overview and statistics
• How marketing has evolved overtime
• Introduction to digital marketing trifecta
• Introduction to A.I.D.A. marketing framework
• Case study of single and multi channel digital marketing touch points of a fintech business with customers
• Introduction to key concepts to a integrated digital marketing strategy in a digital world today

Activity:

• Explore a customer’s digital foot print and touch points with a business today
• Discuss and explore S.M.A.R.T. social media and digital marketing goals for a business
• Map a digital marketing campaign with A.I.D.A framework

Tutorials:

• Facebook marketing organic strategies
• The rise of Facebook Live
• Instagram marketing organic strategies
• Introduction to TikTok Marketing and platform’s Organic Strategies for Growth
• Content pillar ideas based on social media platform
• Design visually engaging creatives aligned with the A.I.D.A. framework using AI tools like Canva

Activity:

• Discuss the pros and cons of the 3 social media marketing platforms
• Plan and propose a hashtag research and strategy, insights and analytics for an Instagram Post
• Create a social media post based on A.I.D.A framework

Tutorials:

• Paid Social Media Strategies (Facebook, Instagram and TikTok)
• Why paid social media advertising is essential for businesses
• Introduction to S.M.A.R.T. social media advertising objectives
• Introduction to Return on Advertising Spend (ROAS)
• Case study of how we can use social media to generate leads
• Use of ChatGPT to generate ad copy ideas and optimise messaging

Activity:

• Plan and calculate your campaign’s ROI/ROAS
• Create a Social Media advertisement campaign

Tutorials:

• Introduction to SEO tools
• SEO best practices
• Introduction to Google Search Console
• Repurposing content for the different social media platforms
• The role of good content in marketing
• Explore the difference between Social Media and SEO content marketing
• Introduction to Content Ideation Tools
• Use of different AI tools like ChatGPT, Copilot, Sora, etc for keyword research and content generation

Activity:

• Research, identify and propose 4 social media content ideas
• Research and propose 3 SEO keyword and long tail blog / article content ideas

Tutorials:

• Introduction to planning for a paid search campaign
• Landing pages vs website for paid search campaign
• Introduction to Google analytics

Activity:

• Build a landing page
• Identify Google analytics metrics and goals

Tutorials:

• Email marketing best practices
• Email marketing tools, reports and case studies
• Lead generation techniques, growing your email database
• Nurturing potential customers with email automations
• Use of AI tools to generate email subject lines, campaign ideas, email content

Activity:

• Create a pop-up or form for lead generation purposes
• Create an email marketing campaign

• Introduction to PDPC’s PDPA policy
• How Facebook and Instagram A/B Testing Ad works
• Reporting on Facebook and Instagram Ad Campaign Insights
• Reporting on Google Ad Campaign Insights i.e. CPC, CPA, etc
• Conclusion and wrap up of 7 lessons

Activity:

• Identify and implement for your organisation’s and/or digital marketing department
• Identify Facebook and Instagram Ad metrics that matter
• Identify Google Ad metrics that matter
• Capstone Project discussion

Participants will be required to plan and execute a Social Media and Digital Marketing Campaign Strategy from end-to-end by addressing a case study capstone project.

The capstone project will culminate your learning by crafting a marketing strategy together that includes social, search, email strategies by:

• Identifying a social media platform most relevant for a case study company
• Content trends you have identified for social media and search strategies
• Social media engagement strategy
• Search engine optimization keyword optimization and strategy for implementation
• How you would execute an integrated digital marketing strategy involving: Social Media, SEO and Email Marketing