Brand Marketing Management

Taught by

Mr. Raheel Aslam

Course Brief

With 84% YoY Ecommerce Growth and 48 million active online buyers, Pakistan’s ecommerce business stands at 96 billion PKR. From advertising perspective, digital is now considered as mass medium for SEC A and B users, bringing its total advertising share up to 25% (20 billion est)

The program offers an eight -week intensive course designed specifically to enhance your skills in managing brands over digital with focus on local Pakistan context.

The course is designed in a way, where student will act as a digital strategist, who already have a brand brief in hand. Student have to learn and apply the skills in develop a brand plan for digital.

Final evaluation of digital brand strategy will be done by industry experts in a “Digital Agency Pitch” environment.

Google AdWords certification for Google Display and Google Search is mandatory to complete the course.

Course Duration: 08 Weeks (twice a week)
Course Dates: 3rd June 2021 – 24th July 2021
Course Days: Thursday & Saturday
Course Timings: 06.30 pm – 8.30 pm
Course Fee: Rs. 30,000

Learning Outcomes

The basics and importance of Digital Marketing
How to use various tools to perform research and advertising over digital.
How to develop and implement a measurable and achievable brand digital strategy.

Course Outline

Session#	Course	Module	Nature	Assignment
1	Recap Basis of Marketing	1) What is Brand 2) Digital Landscape of Pakistan 3) Ecommerce Growth and Opportunities. 4) Why Digital Advertising (Comparative analysis with other Mediums) 5) The Do’s and Don’ts of Digital 6) ZMOT (Zero Moment of Truth)	1) Theory 2) Theory 3) Theory 4) Theory 5) Theory 6) Theory	Read: ZMOT Hand Book

2	Kick Starting Digital	1) Recap of Session 2) Defining key elements of strategy development. 3) Sharing the real-life briefs to work on to. 4) Basis of digital advertising (Jargons, concepts, real campaign analysis) 5) Practical’s on Google AdWords, Google Trends, Analytics and Business Manager	1) Discussion 2) Theory 3) Theory 4) Theory 5) Practical	Practical’s on Tools and Software’s.

3	Google	1) How to perform Consumer Research on Google AdWords 2) How to segment data to come up with meaningful insights. 3) How to build google search campaign	1) Practical 2) Practical 3) Practical	Do Research on your designated brand

4	Google	1) How to develop google display campaign 2) How to develop a YouTube campaign. 3) Best case studies of Display and YouTube Campaigns (Rich media Gallery)	1) Practical 2) Practical 3) Theory	Learn all creative ad types available on Google

5	Google	1) How to build brand love (Steps to create content from Google’s perspective) 2) External Speaker: How to create remarkable content for YouTube (YouTuber).	1) Theory 2) Discussion	Recap google, in-class assessment test of google.

6	Facebook & Insta	1) How to set up your fan page and group 2) How to perform consumer research.	1) Practical 2) Practical	Do consumer research on your designated brand

7	Facebook & Insta	1) How to do advertising on Facebook & Insta 2) Selecting campaign objective, creative type and call to action 3) How to use business manager 4) How to take out the insights from your Facebook campaigns.	1) Practical 2) Practical 3) Practical 4) Practical	Take out two case studies of best Facebook/Insta campaigns.

8	Facebook & Insta	1) How to develop content on Facebook (by Facebook) 2) External Speaker: Corporate side on how they see Facebook and content marketing.	1) Theory 2) Discussion	Marketing War: Google and Facebook.

9	Beyond FB/Insta	1) Marketing War between Google and FB Team. 2) Role of Twitter, LinkedIn and other support mediums. 3) Role of TikTok, Snap video	1) Discussion 2) Theory 3) Theory	Facebook Blue print fundamentals test.

10	Beyond Online	1) GSM Marketing 2) Linking Digital with Outdoor (Experiential Marketing) 3) External Speaker (Best examples on linking outdoor with digital)	1) Theory 2) Theory 3) Discussion

11	Panel Discussion	1) Current Digital Landscape challenges 2) 4-5 Digital Experts from diversified backgrounds 3) Q/A and Networking	1) Discussion 2) Discussion 3) Discussion

12	Developing Campaign Idea	1) Deciphering brand objectives 2) Linking Objectives with research 3) Developing communication idea	1) Theory 2) Theory 3) Theory	Develop a proper concept for your designated brand

13	Developing Platform Strategy	1) How to select the right platforms for your brand 2) Define clear expectation from each platform 3) Platform Segmentation	1) Theory 2) Theory 3) Theory	Develop platform strategy for your designated brand

14	Developing Content Strategy	1) HHH Content framework 2) Developing an effective Content Calendar 3) Evaluating content calendar	1) Theory 2) Theory 3) Practical	Develop content strategy for your designated brand

15	Developing Execution Strategy	1) Digital Models for Execution 2) Examples and Case studies	1) Theory 2) Theory	Develop execution strategy for your designated brand

16	Developing KPIs and Reporting Structures	1) How to develop Digital Reports 2) How to monitor digital reports.	1) Practical 2) Practical	Complete your brand pitch.

17	Digital Pitch	1) 4 external Judges will evaluate students on their digital pitch	1) Practical

18	Google Ads certification	1) 4 hrs. session (Display and Search advertising certification)	1) Practical