COURSE STRUCTURE

HACKING DIGITAL MARKETING STRATEGIES

This course strictly follows the typical Learning-by-Doing by performing six essential hacks to formulate and execute a Digital Marketing strategy for them.  We will bring firms into our ASB classroom and work with them. Teams of 3 to 4 persons, consisting of ASB students and company participants, share expertise and work together in three steps, similar to Google Online Marketing Challenge 

• Step 1: Formulate
• Step 2: Execute
• Step 3: Evaluate

For Step 1, the teams perform six hacks to write up the pre-campaign report for their participating firm. The six hacks consist of:

• UX and Website (Key Website Ingredients, customer journey, connecting Websites to Business Goals)
• Analytics (Google Analytics, Measuring Digital Marketing Performance, Pre-campaign, During campaign, Post-campaign)
• Search: organic and paid (How Search Engines Work, Search Engine Optimization (SEO), Organic and Paid Search, Applying a proper SEO Strategy, Search Engine Marketing (SEM)
• Social (Developing a Social Media Plan and setting Goals, Advertising on Social Media)
• Customer Relationship Management (Importance of CRM, Developing a CRM, Usage of Email (EDM), Increasing Retention Rates through Digital Marketing)
• Campaign Management, Story Telling and Budget Planning

For Step 2, teams have five weeks to execute one or more of their campaigns formulated in their pre-campaign brief. The teams coordinate and optimize their campaigns in collaboration with the companies involved.

For Step 3, teams and firms will reconvene in the classroom and evaluate their campaigns. They will perform hacks on site to run analysis, write up and share their findings and learnings during day III of the course. At this final day, an expert panel jury will judge the campaigns and give their insights and opinions. Furthermore, they will ask critical questions and so will the members of the other teams. Lastly, field experts will share their knowledge and experience during this last day.

DOWNLOAD THE BLOCK SCHEDULE OF THE 2018 PROGRAM HERE:
asb_all_asean_digital_marketing_program_schedule.pdf

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