A worthwhile digital course for working professional.

1. E L I T E e d iti o n
Z E I T G E I S T
march/may 2014
powered by ClickAcademy Asia
MALAYSIA’S FIRST
WORLD-CLASS
CERTIFICATE IN
DIGITAL MARKETING
powered by econsultancy of uK
and GOOGLEADWORDS QUALIFIED INDIVIDUAL

2. certificate in
digital marketing
(powered by econsultancy of UK)
google adwords
qualified individual
COURSE DETAILS
This double certification course is a 7-week
part-time programme for working professionals
who intends to upgrade their knowledge in
digital marketing. Upon successful completion
of the programme, participants will obtain
a double certification, and are awarded the
Certificate in Digital Marketing (powered
by Econsultancy) and the Google AdWords
Individual Qualification.
This is a part-time programme with 64 contact
hours spread over 7 weeks. Participants will
only be certified after passing the Google
AdWords exams and the digital marketing
project, and complete at least 52 contact
hours.
This part-time programme covers topics
ranging from the overview of digital marketing,
customer acquisition channels to social media
marketing.
Course benefits
MARKETING, Econsultancy of UK and
ClickAcademy Asia are proud to launch the
first world-class Certificate in Digital Marketing
programme in Malaysia catering to senior
managers and marketing professionals who
want to understand digital marketing effectively
in the shortest time possible. Complete a
7-week certification programme and get
awarded the Certificate in Digital Marketing
(powered by Econsultancy) and Google
AdWords Qualified Individual certification.
The double certification programme is uniquely
positioned to deliver these benefits:
 Course content and curriculum provided
by Econsultancy of UK, the world leading
digital marketing best practice community
and publisher with 200,000+ members
 Certification in Google AdWords, a highly
sought-after professional qualification by
Google for digital marketing professionals
 Provision of a complimentary individual
1-year subscription to Econsultancy’s
portal containing 500,000+ pages of digital
marketing resources, reports and best
practice guides
 Short 7-week course conducted over 5
weekends. Designed for busy professionals
who need not take annual leave to attend
the course.
 Practical and real-life training by certified
digital marketing practitioners
 Conducted locally in Kuala Lumpur with
‘live’ face-to-face training, and not webinars
or online learning
KeepCalm
and become a
digital
marketing
expert!

3. entry requirements
This programme targets marketing professionals, business owners, C-level professionals and
individuals who want to enhance their knowledge in digital marketing, and are looking for a credible
certification course with “live” training conducted locally.
There is no minimum qualification or pre-requisite set for the programme, but participants who have
at least 2 years of marketing experience will be preferred.
Schedule
The March 2014 intake starts on 1 March, and May 2014 intake starts on 10 May. Choose to participate in
either of these intakes, with course calendar as follows.
No. Course
Contact
hours
March 2014
Intake
May 2014
Intake
1a Overview of digital marketing 4
Sat, 1 Mar
9am – 1pm
Sat, 10 May
9am – 1pm
1b Web measurement & analytics 4
Sat, 1 Mar
1pm – 5pm
Sat, 10 May
1pm – 5pm
1c Social Media Marketing 8
Sun, 2 Mar
9am – 5pm
Sun, 11 May
9am – 5pm
2a Google AdWords (Search) 8
Sat, 8 Mar
9am – 5pm
Sat, 17 May
9am – 5pm
2b Google AdWords (Display) 4
Sun, 9 Mar
1pm – 5pm
Sun, 18 May
1pm – 5pm
3a SEO Marketing 8
Sat, 15 Mar
9am – 5pm
Sat, 24 May
9am – 5pm
3b E-Mail Marketing 2
Sun, 16 Mar
9am – 11am
Sun, 25 May
9am – 11am
3c Display Advertising 2
Sun, 16 Mar
11am – 1pm
Sun, 25 May
11am – 1pm
3d Mobile Marketing 4
Sun, 16 Mar
1pm – 5pm
Sun, 25 May
1pm – 5pm
4a Strategy Framework and Digital Project Briefing 4
Sat, 5 Apr
9am – 1pm
Sat, 14 Jun
9am – 1pm
4b Google AdWords certification (part 1) 4
Sat, 5 Apr
1pm – 5pm
Sat, 14 Jun
1pm – 5pm
4c Google AdWords certification (part 2) 4
Sun, 6 Apr
1pm – 5pm
Sun, 15 Jun
1pm – 5pm
5 Final project preparation and presentation 8
Sat, 12 Apr
9am – 5pm
Sat, 21 Jun
9am – 5pm
Total 64 hours

4. (1a) OVERVIEW OF DIGITAL
MARKETING
Contact Hours: 4 hours
Learning Outcomes
1. Understand the new digital
landscape, online consumer
behaviour and digital trends
2. Grasp the digital marketing
framework
3. Know digital jargons and
terms
Content
1. The digital marketing
landscape
2. The case for digital marketing
including market statistics and
trends
3. The new marketing paradigm
and marketing funnel
4. Paid, owned and earned
media
5. The Dunbar Principle
6. Interruption marketing versus
permission marketing
7. McKinsey’s Consumer
Decision Journey and ZMOT
Model
Learning Format
1. Class lecture
2. Team discussion
(1b) WEB MEASUREMENT AND
ANALYTICS
Contact Hours: 4 hours
Learning Outcomes
1. Appreciate the importance of
web measurement
2. Understand analytics and how
to apply it for business
3. Discern between web usability
and web analytics
4. Understand the basics of
Google Analytics
5. Know the trend of big data
Content
1. Overview of digital
measurement and analytics
2. Basics of Google Analytics
including account structure,
tracking codes, terminologies,
campaign tagging, reports and
analysis, conversion tracking
and customization
3. Fundamentals of web usability
4. Content testing using A/B
testing in Google Analytics
Content Experiment
5. Future trend of digital
measurement including social
data, Big Data etc.
Learning Format
1. Class Lecture
2. Live Demo
Course module
details

5. (3a) SEO MARKETING
Contact Hours: 8 hours
Learning Outcomes
1. Learn the fundamentals
of SEO (Search Engine
Optimization)
2. Understand latest
developments in search
engine algorithms
3. Use SEO as part of an
integrated online strategy to
drive traffic and conversions
Content
1. Why is search important and
which search engines to
focus on
2. SEO vs SEM
3. Pros and cons of SEO
4. Why positions on Search
Engine Results Page
(SERPs) are important
5. Planning, strategy and goal
setting for SEO
6. Keyword analysis and
research
7. Competitor analysis and
getting competitive data
8. On-page optimization –
page SEO elements, latent
semantic indexing, content
optimization
9. Off-page optimization – link
building strategies, impact of
social media and UGC (user
generated content)
10. Measurement and conversion
analysis
11. Latest search engine
algorithm changes including
Google Panda, Penguin and
other trends
Learning Format
1. Class lecture
2. Group Exercise
(2a) GOOGLE ADWORDS
(SEARCH)
Contact Hours: 8 hours
Learning Outcomes
1. Understand the basics of
Google AdWords
2. Learn and implement search
network marketing in Google
AdWords
3. Prepare for Google
Fundamentals test
Content
1. Online advertising
fundamentals
2. AdWords key terms
demystified – Quality Score &
Auction
3. Account strategy & structure
including My Client Centre
(MCC)
4. Keyword research & list
development
5. Writing great ads
6. Creating your AdWords
account and first campaign
7. Working with the user
interface
8. Performance tracking
Learning Format
1. Class Lecture
2. Live AdWords exercise
(2b) GOOGLE ADWORDS
(DISPLAY)
Contact Hours: 4 hours
Learning Outcomes
1. Learn and implement
campaigns in Google Display
Network (GDN)
Content
1. Google Display Network
(GDN)
2. Contextual Targeting and
Placement Targeting
3. Audience Targeting &
Remarketing
4. Mobile Advertising
5. YouTube Marketing
Learning Format
1. Class Lecture
2. Group Exercise
(1c) SOCIAL MEDIA
MARKETING
Contact Hours: 8 hours
Learning Outcomes
1. Understand the social media
landscape
2. Know the main channels for
marketing
3. Understand the ROI of social
media marketing
4. Use social media as part of
integrated marketing
Content
1. Why Social Media marketing
2. The growing state of social
media
3. Major social media channels:
Facebook, Twitter, YouTube,
LinkedIn
4. The growing channels:
Pinterest, Instagram,
Google+, Geo-Location
5. Developing a social media
marketing plan
6. Considerations for social
media marketing – social
media policy, resourcing and
ROI
7. Crisis management in social
media
8. Using social media as part
of the overall integrated
marketing plan
Learning Format
1. Class Lecture
2. Role Play
3. Group Exercise

6. (3b) E-MAIL MARKETING
Contact Hours: 2 hour
Learning Outcomes
1. Learn best practice in e-mail
marketing
2. Understand the world-class
e-mail marketing success
framework
Content
1. E-mail marketing – what are
the acquisition and retention
options
2. Spam e-mails and permission
based e-mail marketing
3. 4 steps to integrated e-mail
marketing
4. Writing persuasive copy
5. Personal Data Protection Act
(PDPA)
Learning Format
1. Class lecture
(3c) DISPLAY ADVERTISING
Contact Hours: 2 hour
Learning Outcomes
1. Know the digital advertising
complex landscape, vendors
and elements
2. Learn best practise in online
display advertising
Content
1. Key players, the specialists,
small and big players different
offerings
2. Budgeting and resourcing for
online display advertising
3. Matching campaign needs
against vendors pricing/
packaging
4. Types of ROI and
benchmarking
5. Things to avoid
6. Execution, monitoring,
evaluation and evolving into
the future
Learning Format
1. Class lecture
2. Group discussion
(3d) MOBILE MARKETING
& LOCATION-BASED
MARKETING
Contact Hours: 4 hours
Learning Outcomes
1. Know the trends in mobile
marketing
2. Be aware of the common
mobile marketing and location
based marketing tactics
Content
1. The mobile landscape, trends
and statistics
2. 7 unique benefits of the
mobile channel
3. Mobile’s role in marketing
4. Common mobile marketing
methods
5. Mobile web and native mobile
apps
6. M-commerce
7. Definition of location-based
marketing
8. Push-based or pull-based
location-based marketing
9. How brands can used
location-based marketing
10. The future trends of mobile
Learning Format
1. Class Lecture
2. Case studies
(4a) STRATEGY FRAMEWORK
AND DIGITAL PROJECT
BRIEFING
Contact Hours: 4 hours
Learning Outcomes
1. Learn the integrated digital
marketing strategy framework
2. Get a brief on the final digital
marketing group project
Content
1. A digital marketing framework
2. Integrating digital marketing
into overall marketing plan
3. Budgeting and resourcing for
digital marketing
(4b) GOOGLE ADWORDS
CERTIFICATION (Part 1)
Contact Hours: 4 hours
1. Do final preparation for
AdWords exam
2. Take the Google AdWords
Fundamental exam
(4c) GOOGLE ADWORDS
CERTIFICATION (Part 2)
Contact Hours: 4 hours
Participants will take the Google
AdWords Advanced test as part of
the Google AdWords qualification.
(5) FINAL PROJECT
PREPARATION AND
PRESENTATION
Contact Hours: 8 hours
1. Prepare for the final project
in groups and class setting,
and in consultation with the
trainers
2. Complete the live digital
marketing project in groups,
and do a final project
presentation

7. FACULTY
The lead trainer for this certification
course is Eu Gene Ang, Lead
Trainer, Asia for Econsultancy,
and assisted by a pool of certified
trainers. All course material and
content are developed from
Econsultancy’s world-class portal
– the world’s richest source of
digital marketing and e-commerce
insight, intelligence, advice, training,
forums, events and answers.
Powered by
Econsultancy is a digital marketing best practice community and
publisher, which educates the world’s marketers on everything
from web analytics and email marketing, to social media, PR and
e-commerce.
Launched in 1999, it has since grown to a dominant position in the
digital marketing industry. Its website and blog attract over 450,000
unique users per month, and its range of courses and conferences
are attended by over 5,000 marketers every year. With offices in
London, New York, and Singapore, Econsultancy is part of Centaur
Media Plc.
Econsultancy provides Asia with independent research, regionalised
reports such as Asia’s Internet Statistics Compendium and State
of Digital Marketing, consultancy services, and worldwide events,
online resources and training programmes - enabling Econsultancy’s
200,000+ members to sharpen their strategies, make better
decisions, build business cases, source the best suppliers, look
smart in meetings, discover how to do everything better online and
accelerate their careers.
You can stay up to date by bookmarking:
http://econsultancy.com/hello/asia
ECONSULTANCY’S SMALL BUSINESS
SUBSCRIPTION
FREE 1-Year Econsultancy’s Small Business Subscription (worth
USD795 or RM2,500) for every course participant. Econsultancy’s
Small Business Subscription is Econsultancy’s most popular
subscription plan. This single user plan offers unparalleled access
to Econsultancy’s rich resources of digital marketing reports, guides,
stats, events, blogs and forums.
The benefits of the Small Business Subscription plan are:
• Unlimited free access to all the original reports that you need,
including Best Practice Guides (cost USD695 each), Power
Template Packs, Internet Stats Compendium, Trend Reports etc.
• Discounts on events, including a 20% discount on Econsultancy
conferences
• Full access to member forum with inclusion of your profile in the
forum
• Access to the famous Econsultancy newsletter which provides
award-winning insights
• Invitations to exclusive social events and roundtables

8. CERTIFICATE IN
DIGITAL MARKETING
(Powered by Econsultancy)
+ google adwords
qualified
individual
date:
Select in-take
MARCH 2014 /
MAY 2014
admission:
RM12,000 per pax
(HRDF Claimable).
A special early bird rate i.e
RM10,000 per pax
is applicable for participants
who register
one month before course date.
venue
Menara SSM@Sentral
No. 7, Jalan Stesen Sentral 5
Kuala Lumpur Sentral
50623 Kuala Lumpur
maximum:
35 pax
E L I T E e d iti o n
Z E I T G E I S T
HRDF Claimable
Managed byPowered by
PAYMENT DETAILS:
CHEQUE MADE PAYABLE TO:
CLICKACADEMYASIASDNBHD(934945V)
No.31-3A, Jalan SS23/15
Taman SEA, 47400 Petaling Jaya
Selangor Darul Ehsan, Malaysia
FOR ENQUIRIES: Call James
T: +6 012 329 1038
+6 03 7803 6191
F: +6 03 7803 3481
james@ClickAcademyAsia.com
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Registration & Payment
• Full payment is required upon registration.
• Registrations without full payment will be treated as
provisional and will not be guaranteed a training place.
• Payment can be made via a crossed cheque payable to
“ClickAcademy Asia Sdn Bhd” at least 7 days before course
commencement.
Cancellation
NO CANCELLATION is allowed but a replacement delegate
can be sent.
ClickAcademy Asia Sdn Bhd reserves the right to change or
cancel the course due to unforeseen circumstances.
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