Display, Search and Mobile Marketing

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2 CERTIFICATE COURSE ON Display, Search and Mobile Marketing DESIGNED FOR This course is perfect for anybody responsible for planning, managing and implementing digital marketing campaigns. Typical attendees include marketing executives and managers, digital marketing teams, PR specialists and web marketing consultants. Having said that, participants who are new to marketing, with a genuine interest in learning on how to expand business and engage customer through key digital mediums are also welcome. INTRODUCTION The digital marketing landscape is moving faster than ever before, and it changes the way people live and interact with each other and in business. The rapid growth of digital marketing is a direct consequence of the global phenomenon, that is the Internet, with its effectiveness in generating brand awareness and sales revenue, with affordable cost, accurate targeting and thorough reporting. Throughout this course, students will be introduced to the features, benefits, strategies, know-how and market trends of display advertising, search engine marketing, marketing and mobile marketing, with real life applications and business cases. Participants will also learn how to optimize these tools in order to develop an effective and engaging online presence. Thereafter, you can start to apply your knowledge for developing digital marketing strategies and implementing campaigns. OBJECTIVE Upon successful completion of the course, participants are able: - To learn the features, benefits and know-how of managing display advertising, search engine, and mobile marketing campaigns. - To learn the digital marketing best practices with the support of real life business cases. LANGUAGE MEDIUM Cantonese (supplemented with English) Course manuals will be in English DATES AND TIME Thursday 4, 11, 18 December 2014; 8, 15, 22, 29 January; 5, 12, 26 February :00 pm - 10:00 pm FEE HKMA Member: HK$2,980 Non-Member: HK$3,180 Group Discount: HK$ 200 less per person (for two or more bookings from the same company) VENUE W Haking Management Development Centre The Hong Kong Management Association 14/F, Fairmont House, 8 Cotton Tree Drive, Central, Hong Kong AWARD OF CERTIFICATE A participant who has: 1. maintained a minimum of 70% attendance of total lecture hours; 2. passed the mid-term exercise; and 3. passed the final project will be awarded a Certificate in Display, Search and Mobile Marketing.

3 CONTENTS A. Display Advertising - Display ad formats, ad rates and showcases - Ad serving When, Who, and Which - How to read advertising rate card, and identify the right advertising channel, ad unit and pricing option? - How to analyze and optimize performance of display ad campaigns? B. Search Engine Marketing - Difference between paid-search advertising and search engine optimization (SEO) - The basics of paid-search advertising features, benefits, ad guidelines, pricing, ad ranking - Budget management - How to write an effective paid-search advertisement - Useful tips to optimize ad campaign performance C. Marketing - marketing DOs and DON Ts - Design and craft your - How to write effective subject line for edm? - Build, buy or rent list? - Vital questions to ask list broker D. Mobile Marketing - How to market via mobile - Mobile ad formats, ad rates and showcases - Mobile Apps The 5Ps - Appvertising LECTURER Christina has over 15-year extensive working experience in marketing, product management and business development, with particular expertise in digital marketing. She is a well-round marketing professional and has been equipped with acute business sense and gained the best management practices and market inspirations from the top bands and multinational corporations. She has held senior management in leading MNCs across various industries like telecom, ICT, entertainment, consumer products, digital media and advertising. Christina has degrees in Computer Science and MBA from UCLA and Chinese University of Hong Kong respectively. She has over 10-year of lecturing experience and enjoys teaching digital marketing and e-business courses in leading educational institutions for sharing her knowledge and management experience. ENQUIRIES For enrolment and general enquiries, please contact Customer Service Department on or via fax For course details, please call Ms Shirley Chan on ; or visit the HKMA website: certificate.hkma.org.hk/pdf/ EC F.pdf

4 APPLICATION FORM Certificate Course on Display, Search and Mobile Marketing EC F 4 December February 2015 HKMA Member: HK$2,980 Non-Member: HK$3,180 Group Discount: HK$ 200 less per person (for two or more bookings from the same company) * Applicants should include their HKID card number and fill in all details in block letters, otherwise no MDCU will be given. The Association will issue certificates based on the details and name format as given in this form. Name (Mr/Ms) HKID Card No.: Position: Company: Address of Company: 姓 名 : (Surname) (Other Names) ( 中 文 ) ( ) HKMA Membership No.: Nature of Business (e.g. Toy Manufacturing), please specify: Job Responsibilities: Telephone No. (Office): (Residence): Mobile: Fax No.(Office/Home): Correspondence Address: Cheque Number: Cheque Amount: HK$ Education Level: Master or above Bachelor HKMA Diploma Other Diploma Matriculation Form 5 Others (Please specify) * Participants applying for the Continuing Education Fund are required to submit proof of academic qualifications (Form Five or above); otherwise the application for enrolment and for reimbursement of fees will not be accepted. Total Number of Years Working Experience Years of Working Experience in Course-Related Field Name & Title of Nominator (if applicable): Nominator /address: Sponsorship: Self-sponsored Company-sponsored (please fill in the following information if a cheque/ receipt is not attached) Our company undertakes to pay the course fee for the above applicant Name of Contact Person Position Telephone No.: Signature: Company Chop and Date: DECLARATION I authorize the HKMA to use my data to keep me informed of any direct marketing information including training and education programmes, awards and competitions, membership, alumni, promotional activities and other services and activities that it may arrange. Please tick the box to indicate your consent. Please tick the box to indicate your objection. I understand that all handout materials obtained in class are strictly for my own educational purposes. I have understood all the Notes for Application and Notes listed in the Application Form Annex. Signature: Date: This form together with a crossed cheque payable to The Hong Kong Management Association should be returned to: Executive Director, The Hong Kong Management Association, 16/F Tower B Southmark, 11 Yip Hing Street, Wong Chuk Hang, Hong Kong.

5 Certificate Course on Display, Search and Mobile Marketing EC F 4 December February 2015 APPLICATION FORM ANNEX Notes for Application Registration must be made on the Enrolment Form provided and returned to the Association before the programme commencement date (Not less than 5 days) with full fee. Acceptance is subject to the discretion of the Association. Applicants will be notified by telephone to confirm receipt of the application form and full programme fee. An official receipt will be sent to you within two weeks. Applicants are expected to attend the course at the place and time specified in the brochure unless otherwise notified. When a programme is over-subscribed, additional classes may be started in some cases. Applicants may then be notified of the new time, dates and place of meetings when necessary. For ENROLMENT and ENQUIRIES please call (Customer Service Department) during normal office hours or fax No refund will be made after payment, but participants can arrange to have their places substituted should they be unable to attend the programme by notifying the Association at least 2 days prior to programme commencement. Fax reservations are welcome but are subject to confirmation by payment in full within 10 days of the date the reservation is made or 5 days prior to programme commencement, whichever is sooner. Applications, upon full payment, will be processed on a first-come first-served basis. Before classes/examinations commence, if the Observatory announces that Typhoon Signal No.8 or above/black Rainstorm Warning is in force; or Typhoon Signal No.8 or above will be hoisted within 2 hours, no classes/examinations will be held. Replacement classes and remedial examinations will be arranged. (All classes will be held as scheduled if Typhoon Signal No.8 or above/black Rainstorm Warning is lowered at or before 7:00 am; 2:00 pm classes and examinations thereafter will be held as scheduled if Typhoon Signal No.8 or above/black Rainstorm Warning is lowered at or before 12:00 noon; 6:00 pm classes and examinations thereafter will be held as scheduled if it is lowered at or before 4:00 pm.) When Typhoon Signal No.8 or above is in force during classes/examinations, all classes and examinations will be dismissed immediately. Replacement classes and remedial examinations will be arranged. When Black Rainstorm Warning is in force during classes/examinations, all classes and examinations will be held as scheduled. The Association reserves the right to cancel a programme and/or make alterations in relation to its lecturers, contents, dates, time, venue and other particulars without prior notice. HKMA Website: Notes I shall comply with The Hong Kong Management Association (HKMA) Privacy Policy Statement, the Hong Kong Personal Data (Privacy) Ordinance (Cap.486) and other related regulations which will be changed from time to time. I declare that the data given in support of this application are, to the best of my knowledge, true, accurate and complete. I understand that the data will be used in the admission assessment process and that any misrepresentation, omission or misleading information given may disqualify my application for admission and enrolment in the programme. I authorize the HKMA to obtain, and the relevant authority to release any information about my studies in institutions in Hong Kong and/or overseas. I understand that, upon my registration in the programme, the data will become part of my student record and may be used and processed for all lawful purposes relating to my academic and/or non-academic activities in accordance with the established policy of the HKMA and the Hong Kong Personal Data (Privacy) Ordinance (Cap.486). I authorize the HKMA to use my data to carry out checks on my academic status, including but not limited to multiple admission applications and records of previous studies. I expressly consent that the personal data will be used for the HKMA administrative, academic, research, statistical, alumni activities and prescribed purposes as allowed by HKMA and the laws of Hong Kong from time to time. The HKMA supports the equal opportunities policy, without discriminating against any person on the grounds of gender, disability, family status or any other basis. From where did you FIRST learn about this Programme? Mail Newspaper/Magazine (please specify): HKMA E mail promotion from other websites (please specify): Website Advertisement (please specify): HKMA Website (From where did you learn about, please specify): MTR Station (please specify): Exhibition Education & Careers Expo (EEX) Jobmarket Career & Education (EJEX) Others (please specify):

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