Online Specialised Programme in Digital Marketing draft

Program Overview

The ESE Online Digital Marketing Specialised Programme is a 10-week online program that provides participants with advanced digital marketing skills and a deep understanding of the tools and strategies necessary for implementing successful online campaigns. The program adopts a "learning by doing" approach, with participants actively engaging in projects and simulations throughout the course. Graduates of the program can pursue careers in various digital marketing roles, including Digital Marketing Manager, Content Marketing Specialist, SEO Specialist, Social Media Manager, and Marketing Analyst.

Program Outline

• Objectives:
• Develop expertise in key digital marketing areas like content marketing, SEO, social media marketing, and analytics.
• Prepare participants for careers in digital marketing consultancy and service firms.
• Enhance participants' ability to excel in areas such as market research, advertising, sales promotion, and content strategy.
• Program Description: The program adopts a "learning by doing" approach, with participants actively engaging in projects and simulations throughout the course.
They will also have the opportunity to work with real-world case studies and interact with industry experts.

Outline:

• Content: The program covers a comprehensive range of digital marketing topics, including:
• Content Marketing:
Developing and implementing effective content strategies to attract and engage target audiences.
• Search Engine Optimization (SEO): Optimizing websites and content for search engines to improve organic visibility and ranking.
• Social Media Marketing: Utilizing social media platforms to build brand awareness, engage followers, and drive conversions.
• Structure:
• The program consists of one module requiring 2-3 hours of in-class sessions per week, totaling 8-12 weekly hours (Monday-Friday).
• The program is delivered through live virtual classrooms with ESE faculty and students from around the world.
• Individual Modules:
• Branding and Positioning:
Building and managing strong brand identities and positioning strategies.
• Buyer Behaviour: Understanding consumer decision-making processes and applying this knowledge to marketing strategies.
• Decision Techniques: Developing effective decision-making skills for complex business situations.
• Digital Marketing: Mastering the digital marketing mix and its components in the modern digital landscape.
• Entrepreneurial Management & Leadership: Acquiring the skills and knowledge necessary to lead and manage entrepreneurial ventures.
• Events Management: Planning, managing, and executing successful events for various purposes.
• Fashion Marketing: Understanding consumer behavior in the fashion industry and developing effective marketing strategies for fashion brands.
• Financial Risk Management: Identifying, quantifying, and managing financial risks within businesses.
• International Project Management: Leading and managing complex international projects.
• International Strategic Management: Analyzing and managing strategic challenges in the global business environment.
• Luxury Goods Management: Mastering the art and science of luxury brand management, covering customer behavior, product development, distribution, pricing, and marketing strategies.
• Multinational Corporate Finance: Understanding the financial environment of multinational corporations and managing financial risks and opportunities.
• Organizational Structure and Change: Implementing effective organizational structures and leading change initiatives.

Assessment:

• Assessment Methods: The program utilizes a variety of assessment methods, including:
• Assignments:
Individual and group assignments to demonstrate understanding of key concepts and apply theoretical knowledge to real-world scenarios.
• Class Participation: Actively engaging in class discussions and actively participating in group work.
• Exams: Final exams to assess knowledge and understanding of the program's content.
• Assessment Criteria: Assessments are evaluated based on the following criteria:
• Accuracy:
Demonstrating a strong understanding of the concepts and theories covered in the program.
• Critical Thinking: Applying knowledge to real-world scenarios and analyzing complex situations.
• Communication: Effectively communicating ideas and findings in written and oral formats.
• Originality: Demonstrating independent thinking and creativity in assignments and projects.

Teaching:

• Teaching Methods: The program employs a variety of teaching methods, including:
• Case studies: Analyzing real-world case studies to gain practical insights and apply theoretical knowledge.
• Group projects: Collaborating with peers on projects to develop teamwork and problem-solving skills.
• Guest speakers: Learning from industry experts and practitioners sharing their knowledge and experiences.
• Faculty: The program features a team of experienced and qualified faculty members with expertise in various digital marketing fields.
• Unique Approach: The program emphasizes a hands-on, practical approach to learning through simulations, projects, and real-world case studies.

Careers:

• Career Paths: Graduates of the program can pursue careers in various digital marketing roles, including:
• Digital Marketing Manager
• Content Marketing Specialist
• SEO Specialist
• Social Media Manager
• Marketing Analyst
• Brand Manager
• Project Manager
• Opportunities: The program equips graduates with the skills and knowledge to work in various industries and organizations, including:
• Marketing agencies
• Digital marketing consultancies
• E-commerce companies
• Technology companies
• Retail businesses
• Non-profit organizations
• Outcomes: Graduates of the program are well-positioned to secure employment in the competitive digital marketing field and contribute to the success of their chosen organizations.

Other:

• Exduco Program: ESE's Exduco program provides a unique opportunity for students to connect with each other and share their knowledge and skills through workshops, videos, and virtual classrooms.
• Focus on Uniqueness: ESE emphasizes the importance of individual dreams and aspirations and encourages students to pursue their passions.
• Student-Centered Approach: The program prioritizes student learning and provides a supportive environment for individual and group development.