digital:works 2014 DIGITAL MARKETING CERTIFICATION PROGRAM Lee Kong Chian School of Business

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1 Lee Kong Chian School of Business

2 Date: September 2014 Time: 9.00am 5.30pm Venue: 81 Victoria Street, Singapore Administration Building Executive Seminar Room 4.2 Fee: $2, (PIC Scheme Available) 10% Group Discount for 3 pax and above Advantages of Attending Digital:works 2014: WHO SHOULD ATTEND Manager & Executives in charge of : Marketing & Marketing Communications Advertising & Promotions Brand Management Customer Service & Engagement Digital & Social Media The program is delivered through a mix of interactive sessions, group exercises and case discussions Taught by leading industry practitioners and academics from Singapore Management University The small class format provides plenty of opportunity to interact and discuss with the faculty and other participants Interact with industry executives in the Digital Marketing space (Google, Facebook, Twitter) Hands-on workshop with a real-life client (Starwood Hotels & Resorts) Highlights / What you can learn a) B2C and B2B Digital Marketing Strategies and Tactics b) Best practices across different industries and product categories c) How to allocate your marketing budget resources between traditional and new media d) How to assess the return on investment of your digital investments e) Shift to mobile How to incorporate mobile in your digital strategy

3 Day 1 : Thursday, September 18th 1. 9:00am 9:15am Welcome 2014 SINGAPORE Syllabus 2. 9:15am 10:15am (60 min. presentation) The Digital Landscape in 60 Minutes or Less This snapshot presentation will cover key digital global, regional and Singapore facts and trends. [Jason Kuperman, Omnicom Group] 3. 10:15am 11:30am (75 min. presentation/discussion) Marketing Resource Allocation between Traditional and Digital Media This session presents how firms will have to make critical decisions on allocating limited marketing budgets between traditional & digital media for better returns. Illustrated with case studies. [Srinivas K Reddy, Singapore Management University] 4. 11:45am 1:00pm (75 min. presentation/q&a) Driving and Assessing Return on Marketing Investment in Digital This presentation will explore tools and approaches towards measuring the performance of digital channels and provide advice on how to incorporate Return on Marketing Investment into all your digital efforts. [Vinoaj Vijeyakumar, Sparkline] 1:00pm 2:00pm LUNCH (Lunch is provided) 5. 2:00pm 2:45pm (45 min. presentation) Client Brief Participants will receive an overview of a client s business and a specific business challenge to apply their thinking against. [John Deotrakul, Starwood Hotels] 6. 2:45pm 3:45pm (60 min. Lecture) Tools This presentation will highlight key SaaS (Software as a Service) tools which participants can explore to help them put their online marketing strategies together. [Eero Aalto, TBWA\DAN] 7. 3:45pm 5:00pm (75 min. Panel) Client & Agency Panel : Crowdsourced Topics This panel will feature 2 to 3 client marketers from different industries and 2 to 3 agency professionals from various disciplines. The topics for discussion will crowdsourced from the digital:works 2014 attendees prior to the program [Andrew Knott (McDonald s), Shane Chiang (HTC), Richard Fraser, (Proximity), Patrick Rona (Tribal), Lee Smith (Annalect), Rod Strother (Lenovo) Syllabus is updated as at 25 August 2014

4 Day 2 : Friday, September 19th 1. 9:30am 10:30am (60 min. presentation/q&a) Search & SEO [Ivy Lim, Resolution Media] 2. 10:45am 12:30pm (105 min. presentation/hands-on training) Workshop Session One : GOOGLE Google will provide in-depth training on Search and AdWords including hands-on step-by-step experience for attendees with the Google insights and advertising platforms. Students will be expected to use the lesson to formulate a plan to incorporate in their response to the Client Brief. [TBC, Google] 12:30pm 2pm LUNCH WORKSHOP (Students should eat in their teams and continue discussion of the client challenge lunch is provided) 3. 2pm 3:15pm (75 min. Workshop) Workshop Session Two Students will work in teams on ideas for the client brief coaches will be present to provide guidance 4. 3:15pm 3:30pm (15 min. Presentation Preparation) Workshop Session Three Students should spend the final 30 min. of their workshop time developing their presentation 5. 3:30pm 5pm (75 min. Student Presentations) Team Presentations 6. 5:00pm 5:30pm (30 min. Feedback Session) Feedback & Winner Selection [Starwood Hotels, TBD (TBD)] Day 3 : Saturday, September 20th 1. 9:30am 10:30am (60 min. presentation/q&a) Social Media Details to be announced [Jonathan MacKenzie, Omnicom Media Group] 2. 9am 10:15am (60 min. presentation & Q&A) Closing Panel - MOBILE [Mark Halliday (Airwave), Phalgun Raju (InMobi), Grant Watts (Microsoft), And more to be announced] 3. 11:30am 12:00pm Close The closing session will reiterate key themes from the sessions and generally wrap things up. Syllabus is updated as at 25 August 2014

5 PIC Scheme Available check out IRAS website for more information 10% off Early bird discount now till 22 August 2014 Registration Form Participant Name Designation Contact Number Company: Billing Address: Contact Person: Designation: Tel: Fax: Cheque: Mode of payment: Online (paypal): Postal: How do you learn about digital:works 2014? Invitation Website Brochure Social Media Others Fees Before GST After GST Early Bird (by 22 August 2014) $2,250 $2, Normal (after 22 August 2014) $2,500 $2,675 10% Group Discount for 3 pax and above PAYMENT METHODS All payments to be made payable to Singapore Management University Please tick and fill in the following: Cheque/Bank Draft No. Please mail cheque payment with the company name. indicated on reverse of cheque together with the registration form to 50 Stamford Road #04-01, Lee Kong Chian School of Business, Singapore Attention: Centre For Marketing Excellence Credit Card: Visa MasterCard CANCELLATION POLICY All cancellations must be received in writing to: Centre For Marketing Excellence, Singapore Management University. The following charges apply for cancellations received: 4 weeks prior to the course commencement: No charge No refunds will be issued after 1 September 2014 Replacements from the same company will gladly be accepted at any time Card Number: Expiry Date : / CVV: Please forward a cheque, made payable to Singapore Management University. Kindly indicate the invoice number at the back of the cheque. Cardholder s Name: Cardholder s Signature: Please mail to: Centre for Marketing Excellence Lee Kong Chian School of Business Singapore Management University 50 Stamford Road #04-01 Singapore CONTACT US AT Fax:

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