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Modules

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Modules

Foundations of Digital Marketing

Module Overview:

This module introduces participants to the evolving landscape of digital marketing, contrasting traditional approaches with digital innovations. Through interactive exercises, it underscores digital marketing as a strategic management discipline, not just a technical endeavor. It lays the groundwork for understanding the business-consumer dynamic in the digital age, emphasizing the importance of aligning digital strategies with core firm values and leveraging search engine marketing effectively.

01 Introduction: Traditional vs. Digital Marketing –

Delve into the shift from traditional to digital marketing, focusing on changes in targeting, tracking, and tweaking from a firm’s perspective, and the evolution of consumer behavior online. An in-class exercise demystifies digital marketing, highlighting its foundation in strong management principles.

02 Marketing and Core Values in the Digital World –

Learn how to craft a digital marketing strategy that resonates with your firm’s overarching goals and clearly defines its core value proposition, ensuring strategic alignment and brand coherence.

03 Search Engine Marketing and Keyword Analysis –

Explore the basics of search engine marketing, including SEO and paid search. This topic demystifies the technical aspects, advocating for a common-sense approach and introducing user-friendly tools for practical application.

04 Paid Search Marketing –

Dive deeper into the mechanics of paid search marketing. Understand the variables influencing ad performance, develop compelling ad copy, and optimize landing pages. Includes an introduction to search engine marketing simulations.

Advanced Digital Marketing Strategies

Module Overview:

Module 2 builds on foundational knowledge, introducing advanced digital marketing strategies such as A/B testing, regional trends in the MENA market, analytics, and leveraging generative AI for content creation. This module equips participants with the tools and insights needed to refine their digital marketing campaigns and embrace innovation.

01 Principles of A/B Testing –

Gain insights into the critical role of A/B testing in digital marketing. Learn how to design and execute tests to optimize your marketing strategies, with real-world examples to illustrate key concepts.

02 Emerging Trends in MENA –

A focused discussion on the digital landscape of the MENA region, exploring current trends, opportunities, and challenges. Understand the significance of digital and social media marketing in a regional context.

03 Search Engine Marketing: Analytics –

Master the art of interpreting search engine marketing results to extract actionable insights. Learn strategies for continuous improvement and discuss simulation outcomes to refine your approach.

04 Leveraging Gen AI for Content Creation –

Discover how generative AI tools like Canva, ChatGPT, and InVideo can revolutionize content creation across media types, enhancing your marketing strategy with cutting-edge technology.

Social Media Mastery

Module Overview:

This module focuses on developing comprehensive social media marketing strategies that harness the power of various platforms to achieve marketing objectives. Participants will learn to structure their social media efforts, create effective teams, and deploy workflows that maximize brand engagement and reach. Through industry insights and best practices tailored to the UAE market, this module offers a deep dive into branding and strategic social media utilization.

01 Social Media Marketing Strategy –

Learn how to effectively leverage social media platforms to meet your marketing goals. This includes organizing initiatives, team creation, and workflow management to enhance brand presence and engagement.

02 Industry Interaction: Lulu Social Media Marketing –

Engage with real-world social media marketing initiatives from the UAE, focusing on Lulu Hypermarket. Analyze current strategies and results to understand practical applications in the local market.

03 Branding and Social Media –

Explore the intersection of branding and social media, understanding how to adapt core firm values into compelling social media strategies that resonate with target audiences.

04 Social Media Marketing: Best Practices in the UAE –

Discover the most effective tools and strategies for social media marketing within the UAE. Learn about platform-specific best practices to optimize your social media presence.

Leveraging Digital Platforms

Module Overview:

This module provides insights into maximizing the Google ecosystem, Meta platforms, and video marketing through YouTube and TikTok. Participants will learn to formulate and implement comprehensive digital strategies, encompass LinkedIn marketing, and explore the dynamics of viral and influencer marketing for enhanced brand visibility and engagement.

01 Google Ecosystem: Ads, Analytics, My Business, Merchant Center –

Master the use of Google’s comprehensive suite of marketing tools through hands-on strategies and class exercises, enhancing your digital presence.

02 Leveraging Meta (Facebook, Instagram, and WhatsApp Marketing) –

Develop effective marketing strategies across Meta platforms. Learn the basics of setting up, monitoring, and evaluating campaigns on Facebook, Instagram, and WhatsApp.

03 Video (YouTube and TikTok), Viral and Influencer Marketing –

Create impactful video marketing strategies and leverage viral trends and influencers to amplify your brand’s message across platforms.

04 LinkedIn Marketing and Remarketing –

Learn how to effectively use LinkedIn for marketing and remarketing efforts, including strategy development, evaluation, and improvement techniques.

E-commerce and Content Marketing

Module Overview:

Module 5 focuses on the strategic creation of content and leveraging online marketplaces in the UAE. It covers the essentials of web analytics, competitor intelligence, and the establishment of an e-commerce ecosystem, providing participants with the knowledge to build a robust digital presence and engage consumers effectively.

01 Content Marketing and Strategy –

Understand the process of developing a cohesive content strategy that aligns with your business model, whether B2B, B2C, or B2B2C, to engage and retain customers.

02 Online Marketplaces in UAE –

Navigate the landscape of online marketplaces in the UAE, learning strategies to maximize visibility and customer acquisition.

03 Web Analytics and Competitor Intelligence –

Utilize tools and strategies to gather insights on web performance and competitor activities, informing your digital strategy and operational decisions.

04 Setting up E-commerce Ecosystem –

Learn the foundational elements of creating an omnichannel presence, including digital infrastructure for businesses and restaurants, ensuring readiness for customer acquisition and engagement.

Integrating Digital Marketing Strategies

Module Overview:

The final module ties together all the learning from the previous modules, focusing on educating consumers through social media, discussing key takeaways from simulations, and exploring pricing strategies in the digital world. It culminates in a comprehensive overview of integrating digital and social media marketing strategies effectively.

01Educating Consumers-

Leveraging the Power of Social Media – Strategies to use social media not just for marketing, but to educate and engage consumers, building long-term relationships.

02 Discussion on Search Engine and Social Media Simulations and Key Takeaways –

Reflect on the simulations conducted throughout the course, drawing key insights and strategies for application.

03 Pricing in the Digital World –

Explore pricing strategies and models effective in digital marketing, understanding the nuances of value perception online.

04 Tying it Together: Digital and Social Media Marketing –

Integrate your learning from the entire program to formulate comprehensive digital and social media marketing strategies.

05 Conclusion –

Summarize the course’s key learnings and discuss the next steps for applying these strategies in the real world, reinforcing the program’s practical value and impact on participants’ professional growth.