Professional Social Media Marketer Certificate Professional Search Engine Marketer Certificate Professional Certificate in Digital Analytics

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1 Professional Social Media Marketer Certificate Professional Search Engine Marketer Certificate Professional Certificate in Digital Analytics

2 Why pursue Digital Marketing certifications? Better Career You can expect to earn up to S$4,500 monthly as a Digital Marketing Specialist, with monthly salary rising to S$10,000 when you become a Digital Marketing Manager 1. More Opportunities Marketers specialising in E-commerce, Business Excellence and Digital Marketing are highly sought after due to changes in consumer shopping behaviour 2. Brighter Future Employers are interested to attract candidates who are digitally savvy, as well as individuals with strong analytical skills as data analytics plays a strong part in decision making 2. 1 Based on information from Adecco Singapore Salary Guide 2017/ Based on information from Robert Walters Salary Survey 2018.

3 What will you learn from our courses? Increasing Brand Visibility You will learn how to build a digital presence and gain followers on social media, so your business brand does not lose customers to its competitors. Lead Generation You will learn how to generate more leads from web traffic and more clicks for your web advertising as well as how to track lead conversions, so that your investments are justified. Brand Building By learning how to track article views, social media shares and social media followers, you will discover how to create a digital brand experience that satisfies your customers and develop web content that assists in conversions.

4 Professional Social Media Marketer Certificate This programme is designed to equip students with practical skills in social media, video and content marketing. These are popular skills in the marketing industry, as growing businesses need content specialists to craft creative advertisements to elevate their brand standing and engage social media audiences effectively. Objectives Understand the basic principles of Social Media Marketing Learn the concepts of Content and Inbound Marketing Learn and practice Facebook and Instagram marketing and advertising methods Understand Video Marketing and practice YouTube advertising Practise LinkedIn and other Social Media platform marketing Implement measurements and metrics for Social Media Marketing Certification Students who successfully complete and pass the modules stipulated in the course structure will be awarded the Professional Professional Social Media Marketer Certificate from Kaplan Higher Education Academy. Duration 4 days (Consecutive weekend lessons), 32 hours Lessons Structure Fundamentals of Social Media Marketing Concept of the Uninvited Brand Content and Inbound Marketing Facebook Marketing Fundamentals Process of Responding Facebook and Instagram Advertising with live practice and case studies Video Marketing YouTube Advertising with live campaign setup LinkedIn Marketing and Advertising Other Social Media Marketing Measurement of success for Social Media Marketing ROI of Social Media Marketing Setting up social media metrics and collecting the right data Prerequisites Academic Level: 1 GCE N-Level pass in subjects conducted in English Other qualifications will be assessed on a case-by-case basis Minimum age of 30 years old and anyone with 8 years of working experience will be considered. Language Proficiency: Pass English language subject at GCE N-Level IELTS 4.5 or equivalent Assessment Students will be assessed with quizzes, projects, presentations and assignments to facilitate their learning progress.

5 Professional Search Engine Marketer Certificate This programme is designed to equip students with practical skills in Search Engine Marketing (SEM) and Search Engine Optimisation (SEO). These are popular skills in the marketing industry as employers often sought specialists to help generate leads, build their brand visibility and optimise their search engine ranking in the highly competitive web space. Objectives Understand the Concept of Micro Moments and fundamentals of Search Engine Marketing Learn the Google Ads auction tool Use keyword research tool Set up an optimised paid search campaign Understand SEO and implement SEO tactics Measure success of SEM and SEO campaigns Lessons Structure Concepts of Micro Moments Advantages of Search Engine Marketing The Google Ads Auction Keyword search journey and keyword research Writing great text ads and ad extensions Landing page optimisation Campaign and ad group planning Campaign settings Setting up your first paid search campaign Advanced techniques in paid search advertising Reporting and measures of success Google Ads, Google Analytics and data visualisation Search Engine Optimisation (SEO) SEO crawling and indexing SEO on-page and off-page factors Optional Google Ads Fundamentals Certification Certification Students who successfully complete and pass the modules stipulated in the course structure will be awarded the Professional Search Engine Marketer Certificate from Kaplan Higher Education Academy. To be Google Ads certified, students will need to pass the Google Ads fundamentals examination by Google Academy for Ads. This certification will be valid for 12 months from the date that the students pass the examination. Duration 4 days (Consecutive weekend lessons), 32 hours Prerequisites Academic Level: 1 GCE N-Level pass in subjects conducted in English Other qualifications will be assessed on a case-by-case basis Minimum age of 30 years old and anyone with 8 years of working experience will be considered. Language Proficiency: Pass English language subject at GCE N-Level IELTS 4.5 or equivalent Assessment Students will be assessed with quizzes, projects, presentations and assignments to facilitate their learning progress. Students will undertake the Google Ads Fundamental examination during the course.

6 Professional Certificate in Digital Analytics This course is designed to equip students with practical skills in digital analytics best practices and the Google Analytics platform. These are popular skills in the job market today as employers seek talents who can contribute to data-driven strategies and drive best analytical practices to help them make better business decisions. Objectives Learn the basics of Digital Marketing measurement Set up Google Analytics Configure and implement the right measurement strategies Extract analytics reports and derive actionable insights Prepare reports for sharing to various levels of the organisation Prepare students for the Google Analytics certification examination Lessons Structure Fundamentals of digital measurement and analytics Measurement models in Digital Marketing Basic analytics terms and jargons Introduction to Google Analytics Setting up goals Finding actionable insights Getting clean data Advanced segments Measuring advertising, engagement and conversion Extracting data and reporting Multi-attribution analysis Preparation for Google Analytics certification examination Assessment Students will be assessed in the form of quizzes, final projects, presentations, assignments, and the final exam. Certification Students who successfully complete and pass the modules stipulated in the course structure will be awarded the Professional Certificate in Digital Analytics certificate from Kaplan Higher Education Academy. To be Google Analytics certified, students will need to pass the Google Analytics Individual Qualification examination by Google Academy for Ads. This certification will be valid for 12 months from the date that the students pass the examination. Duration 4 days (Consecutive weekend lessons), 32 hours Prerequisites Academic Level: 1 GCE N-Level pass in subjects conducted in English Other qualifications will be assessed on a case-by-case basis Minimum age of 30 years old and anyone with 8 years of working experience will be considered. Language Proficiency: Pass English language subject at GCE N-Level IELTS 4.5 or equivalent Students will also undertake the Google Analytics Individual Qualification examination during the course.

7 Meet Your Course Designers and Trainers These lessons are designed and taught by skilled instructors with years of professional industry experience in digital and content marketing. Ang Eu Gene Ang Eu Gene is the Founder and Principal Trainer of ClickAcademy Asia and has trained over 6,000 participants in digital marketing courses and seminars across Asia. He provides digital marketing training and consulting for global clients like American Express, Gucci, Standard Chartered, Volkswagen, TripAdvisor, Sanofi, and regional firms like SPH, Maybank, OCBC, Media Prima, Resorts World Sentosa, Great Eastern and Singtel among many others. Eu Gene also lectures digital marketing in the MBA and Executive Education programmes at the National University of Singapore (NUS). Eu Gene has 23 years of experience in marketing, and has worked in top global firms like 3M, FedEx and DHL in various senior sales and marketing roles. He is also one of the few certified Google Regional Trainer that trains the official Google Ads and Analytics courses. Ivan Wong Ivan Wong has over 20 years of experience in Business Consulting, Search Engine Marketing, Conversion Management and Digital Analytics with deep experience across multiple verticals. He is a Qualified Google Ads and Google Analytics individual, and a Senior Trainer for Econsultancy, ClickAcademy Asia and Google s Partners Program. Ivan was previously the Director of SEO & Analytics at GroupM APAC, and before that Director of e-commerce at Far East Hospitality, Singapore s largest operator of hotels & serviced residences. Prior to that he was Head of Search & Operations at DGM Asia based in Singapore and has held management positions at Web Analytics Asia, Hewlett-Packard Asia and Magnus Management Consultants. Richard Wong Richard Wong is a Social Media practitioner and strategist. He is also a trainer with an Advanced Certificate in Training and Assessment and gives training in this area. He is passionate in helping organisations embark on Social Media with a firm foundation and on the right track to achieve the results that they desire. With more than 2 decades of corporate and entrepreneur experience, he has an extensive market exposure from North to South Asia. Richard has an in-depth knowledge of how an organisation operates from Human Resource, Customer Service, Public Relations, Events Management, Sales Management and Marketing. He has worked in the Retail, Industrial, Manufacturing, FMCG, Food, Services and Information Technology industries. Today, his knowledge and experience allows him to integrate, implement and apply them to his Social Media methodology for clients such as Cisco, Toshiba, Singapore Press Holdings, Thomson Medical, Asiatravel and many others.

8 Award Winning Private Education Provider in Singapore Kaplan in Singapore is part of Kaplan Inc., one of the world s most diverse education providers and is the largest subsidiary of Graham Holdings, formerly The Washington Post Company. Its three entities in Singapore, namely Kaplan Higher Education Academy, Kaplan Higher Education Institute and Kaplan Learning Institute (comprising Kaplan Financial and Kaplan Professional) serve more than 30,000 learners from across 30 countries worldwide and it is the only education provider in Singapore to be awarded the 4-year EduTrust certification for all three of them. Registered with the Committee for Private Education (CPE), part of SkillsFuture Singapore (SSG) JobsCentral Learning, Training & Education Development (T.E.D.) Awards Best Private Education Institution Accountancy 3 Business Management 3 Law 3 Marketing 2 Psychology 2 JobsCentral Learning, Training & Education Development (T.E.D.) Awards Best Private Education Institution Business Management 3 Communications & Media 2 Computer Science & IT 2 Marketing 3 BERG Icons of Learning 2017 Winner of Best Private Education Institution in Singapore 4 EC-Council Global Awards ATC Circle of Excellence Award (Asia Pacific) 2 Instructor Circle of Excellence Award (Asia Pacific) for our trainer, Belly Rachdianto Academia Circle of Excellence Award (Asia Pacific) AsiaOne People s Choice Awards Top 3 Best Private Schools in Singapore JobsCentral Learning and Rankings Survey Preferred Private Education Institution 2010/ / / / Awarded to Kaplan in Singapore by JobsCentral Learning, Training & Education Development (T.E.D.) Awards. The award is conferred based on stringent assessment by an esteemed panel of judges consisting of industry experts, and voting by members of the public. 2 Awarded to Kaplan Higher Education Academy. 3 Awarded to Kaplan Higher Education Institute. 4 Awarded to Kaplan Learning Institute in Awarded to Kaplan in Singapore by BERG Icons of Learning Kaplan City Wilkie Edge 8 Wilkie Road, Level 2, Singapore info.sg@kaplan.com Kaplan City PoMo 1 Selegie Road, Level 6, Singapore KaplanSingapore kaplan.com.sg