(19 hrs) Capstone Project (Digital Marketing Campaign)
About This Course
The Capstone Project involves crafting a comprehensive Digital Marketing Campaign portfolio for a partner enterprise, detailing a conversion-optimised landing page design, engaging content for both web and social platforms, targeted ad copy for search and display, and meticulously setting up Google Ads and social media campaigns.
This includes conducting a SWOT analysis of competitor pages, creating compelling digital content, and evaluating the overall campaign effectiveness using conversion optimisation models, with a focus on aligning the campaign’s purpose, objectives, and execution with the partner enterprise’s specific requirements and goals.
What You'll Learn
1. Scope the purpose and objectives of a digital marketing campaign in accordance with a company’s requirements.
2. Conduct SWOT analysis on competitor landing pages and create a conversion-focused landing page that stands out from the competition.
3. Create highly engaging content for web and social.
4. Write an ad copy for search, display, and/or social.
5. Produce an SEO-optimised blog article or lead magnet for content marketing.
6. Set up a Google Ads Search and Display campaign to market a company’s products and services.
7. Set up a social marketing campaign mockup to drive awareness and conversions for a company’s products and services
8. Evaluate digital marketing campaigns using various conversion optimisation models to meet a company’s requirements and objectives.
Entry Requirements
Prerequisites
Language:
• Attained at least WPLN level 6 OR
• Obtained Grade C6 for GCE O level English OR
• Other equivalent qualifications
Academic:
• Obtained at least a pass or C6 at GCE O Level in at least 3 subjects OR
• Candidates with other qualifications will be considered on a case-by-case basis OR
• Mature candidates (≥ 30 years old) with 8 years of relevant working experience