DAY 1

1. BRAND SPECIFICATION

Course Objective

The objective of the "Brand Specification" training course is to provide participants with a fundamental understanding of brand specification and its importance in creating a consistent brand identity. Participants will gain practical knowledge and skills to develop brand guidelines, articulate brand messaging, and ensure brand consistency across various channels.

Course Outline
1. Introduction to Brand Specification

1. Understanding the importance of brand specification

2. Defining brand identity and its role in shaping a brand's perception

3. Exploring the benefits of clear brand specification

2. Key Elements of Brand Specification

4. Defining brand values and positioning

5. Creating a brand mission statement

6. Establishing brand personality and tone of voice

7. Identifying visual brand elements (logo, colours, typography, imagery)

8. Outlining brand guidelines and usage rules

3. Articulating Brand Messaging

1. Crafting a compelling brand story

2. Developing key brand messages

3. Aligning brand messaging with target audience and brand values

4. Exploring effective communication channels and touchpoints

4. Implementing Brand Specification

1. Ensuring consistent brand representation across different channels

2. Guidelines for brand application in marketing materials, packaging, and online presence

3. Collaborating with design and marketing teams to implement brand specification

4. Monitoring and evaluating brand adherence and effectiveness

5. Maintaining and Evolving the Brand

1. Strategies for maintaining brand consistency over time

2. Adapting brand specification to evolving market trends and customer needs

3. The role of brand audits and periodic reviews

4. Continual improvement and innovation in brand specification

Learning Outcome

By the end of this session, participants will understand:

1. Understand the importance of brand specification in establishing a consistent brand identity.

2. Identify key elements of brand specification, including brand values, positioning, and visual identity.

3. Articulate effective brand messaging aligned with target audience and brand values.

4. Create brand guidelines to ensure consistent brand representation across marketing channels.

5. Apply strategies for maintaining brand consistency over time and adapting to market trends.

6. Evaluate brand specification through periodic reviews and audits.

7. Apply practical skills and knowledge to enhance their organisation's brand identity and messaging.

DAY 2

2. CONVERSION TRACKING 

Course Objective

The objective of the "Conversion Tracking" training course is to equip participants with the knowledge and skills to effectively track and measure conversions in digital marketing campaigns. The course aims to provide participants with practical insights into conversion tracking techniques, tools, and strategies to optimise marketing efforts and improve overall campaign performance.

Course Outline
1. Introduction to Conversion Tracking

1. Importance of conversion tracking in digital marketing

2. Key metrics and terminology

2. Implementing Conversion Tracking

1. Setting up tracking codes and tags

2. Integrating tracking codes with websites and platforms

3. Tracking Tools and Platforms

1. Overview of popular tracking tools

2. Selecting and utilising a tracking platform effectively

4. Conversion Goals and Metrics

1. Defining conversion goals based on business objectives

2. Identifying relevant metrics to track

5. Analysing Conversion Data

1. Interpreting conversion reports and insights

2. Identifying areas for optimisation

6. Best Practices for Conversion Tracking

1. Strategies for accurate and reliable tracking

2. Optimisation techniques for improving conversions

7. Troubleshooting and Challenges

1. Common issues in conversion tracking

2. Troubleshooting techniques and solutions

8. Applying Conversion Tracking Skills

1. Practical application of learned concepts

2. Q&A session and interactive discussions

Learning Outcome

By the end of this session, participants will understand:

1. Understand the importance of conversion tracking in digital marketing and its role in measuring campaign success.

2. Implement tracking codes and tags to track conversions on websites and platforms.

3. Define conversion goals and identify relevant metrics to measure and optimise campaign performance.

4. Analyse conversion data and derive actionable insights for improving conversions.

5. Apply best practices for accurate and reliable conversion tracking.

6. Apply learned concepts to practical scenarios and real-world campaigns.

7. Engage in interactive discussions and ask relevant questions related to conversion tracking.

DAY 3

3. CONTENT OPTIMISATION

Course Objective

1. Understand the importance of content optimisation in digital marketing.

2. Identify target audience personas and their needs to tailor content effectively.

3. Conduct basic keyword research and optimise content with relevant keywords.

4. Apply structuring and formatting techniques to enhance content readability and scalability.

5. Implement on-page optimisation strategies to improve search engine visibility.

6. Enhance content with visuals and optimise images and multimedia.

7. Utilise key metrics and analytics tools to measure and analyse content performance.

8. Apply best practices for content optimisation, including writing compelling headlines and introductions, creating mobile-friendly content, and incorporating

Course Outline
1. Introduction to Content Optimisation

1. Importance of content optimisation

2. Key goals and benefits

2. Understanding Target Audience and Goals

1. Defining target audience personas

2. Identifying audience needs

3. Keyword Research and Optimisation

1. Basics of keyword research

2. Optimising content with relevant keywords

4. Structuring and Formatting Content

1. Organising content for readability

2. Formatting techniques for scalability

5. Optimising Content for SEO

1. On-page optimisation strategies

2. Key elements for search engine visibility

6. Visual Content Optimisation

1. Enhancing content with visuals

2. Optimising images and multimedia

7. Measuring and Analysing Content Performance

1. Key metrics for evaluating content success

2. Using analytics tools for data analysis

8. Best Practices for Content Optimisation

1. Writing compelling headlines and introductions

2. Tips for mobile-friendly content

3. Incorporating SEO best practices

Learning Outcome

By the end of this session, participants will understand:

1. Understand the importance of content optimisation in digital marketing.

2. Identify target audience personas and their needs to tailor content effectively.

3. Apply basic keyword research techniques to optimise content for search engines.

4. Implement structuring and formatting techniques to enhance content readability and user experience.

5. Apply on-page optimisation strategies to improve search engine visibility.

6. Apply best practices for content optimisation, including writing engaging headlines and introductions.

7. Understand the significance of visual content and optimise visuals for better user engagement.

8. Recognise the importance of mobile-friendly content and implement responsive design principles.

DAY 4

4. CONTENT STRATEGY

Course Objective

1. Understand the fundamental concepts and importance of content strategy.

2. Learn how to identify and define target audience personas.

3. Gain knowledge of content planning and creation techniques.

4. Explore content optimisation strategies for search engines.

5. Understand different channels for content promotion and distribution.

6. Learn how to set up metrics and key performance indicators (KPIs) for content measurement.

7. Develop an understanding of refining content strategy based on data analysis.

Course Outline
1. Introduction to Content Strategy

1. Definition and importance of content strategy

2. Key components of a content strategy

2. Understanding Target Audience and Goals

1. Identifying target audience personas

2. Defining content goals and objectives

3. Content Planning and Creation

1. Creating a content calendar

2. Developing content ideas and topics

4. Content Optimisation

1. Optimising content for search engines

2. Incorporating keywords and on-page optimisation techniques

5. Content Promotion and Distribution

1. Identifying channels for content distribution

2. Promoting content through social media and other platforms

6. Content Measurement and Analysis

1. Setting up metrics and KPIs for content performance

2. Analysing data and refining content strategy

Learning Outcome

By the end of this session, participants will understand:

1. Explain the significance of content strategy in achieving marketing and communication goals.

2. Identify and analyse target audience personas to align content with their needs and preferences.

3. Develop a content calendar and plan to ensure consistent and organised content creation.

4. Apply content optimisation techniques to enhance visibility and search engine ranking.

5. Select appropriate channels and platforms for content distribution and promotion.

6. Establish metrics and KPIs to measure content performance and success.

7. Analyse data and insights to refine and improve content strategy.

8. Participate in effective discussions, ask relevant questions, and actively engage in the learning process.

5. DOMAIN AUTHORITY

Course Objective

1. Understand the concept of domain authority and its significance in search engine optimisation.

2. Identify the key factors that influence domain authority, such as content quality, backlinks, and user experience.

3. Learn how to assess and monitor domain authority using relevant tools and metrics.

4. Explore effective strategies for improving domain authority, including content optimisation and link-building techniques.

5. Analyse real-world case studies to gain insights into successful domain authority enhancement.

Course Outline
1. Introduction to Domain Authority

1. Definition and significance of domain authority

2. Understanding its role in search engine optimisation (SEO)

2. Factors Affecting Domain Authority

1. Quality and relevance of content

2. Backlink profile and domain credibility

3. User experience and site performance

3. Assessing and Monitoring Domain Authority

1. Tools for measuring domain authority

2. Interpreting domain authority scores and trends

4. Improving Domain Authority

1. Content optimisation strategies

2. Building high-quality backlinks

3. Enhancing user experience and site performance

5. Case Studies: Successful Domain Authority Enhancement

1. Examining real-world examples of improved domain authority

2. Analysing the strategies and tactics employed

Learning Outcome

By the end of this session, participants will understand:

1. Define and explain the concept of domain authority and its role in SEO.

2. Identify and evaluate the factors that impact domain authority, including content quality, backlinks, and user experience.

3. Utilise appropriate tools and metrics to assess and monitor domain authority.

4. Implement effective strategies to improve domain authority, such as optimising content and building high-quality backlinks.

5. Analyse case studies of successful domain authority enhancement to extract valuable insights and best practices.

DAY 5

6. SALES FUNNEL

Course Objective

The objective of this course is to provide participants with a comprehensive understanding of sales funnels and their importance in driving sales and revenue. Participants will learn how to design and optimise effective sales funnels to attract, engage, and convert potential customers.

Course Outline
1. Introduction to Sales Funnels

1. Definition and purpose of a sales funnel

2. Importance of a well-designed sales funnel in the sales process

2. Understanding the Stages of a Sales Funnel

1. Top of the funnel (TOFU): Awareness and lead generation

2. Middle of the funnel (MOFU): Engagement and nurturing leads

3. Bottom of the funnel (BOFU): Conversion and closing sales

3. Creating an Effective Sales Funnel

1. Identifying the target audience and buyer personas

2. Developing compelling lead magnets and offers

3. Designing landing pages and lead capture forms

4. Implementing email marketing and lead nurturing strategies

4. Optimising and Tracking Sales Funnel Performance

1. Analysing key metrics and KPIs in the sales funnel

2. Identifying areas for improvement and optimisation

3. A/B testing and conversion rate optimisation techniques

5. Case Studies: Successful Sales Funnel Examples

1. Examining real-world case studies of effective sales funnels

2. Extracting insights and best practices from successful implementations

Learning Outcome

By the end of this session, participants will understand:

8. Understand the importance of conversion tracking in digital marketing and its role in measuring campaign success.

9. Implement tracking codes and tags to track conversions on websites and platforms.

10. Define conversion goals and identify relevant metrics to measure and optimise campaign performance.

11. Analyse conversion data and derive actionable insights for improving conversions.

12. Apply best practices for accurate and reliable conversion tracking.

13. Apply learned concepts to practical scenarios and real-world campaigns.

14. Engage in interactive discussions and ask relevant questions related to conversion tracking.

7. EMAIL MARKETING TOOLS

Course Objective

The objective of this course is to familiarise participants with various email marketing tools and equip them with the knowledge and skills to effectively utilise these tools for successful email marketing campaigns.

Course Outline
1. Introduction to Email Marketing Tools

1. Definition and purpose of email marketing tools

2. Importance of using email marketing tools for efficient campaigns

2. Common Email Marketing Tools

1. Overview of popular email marketing platforms

2. Comparison of features, pricing, and usability

3. Selection criteria for choosing the right tool for specific needs

3. Setting Up an Email Marketing Campaign

1. Creating an account and setting up the necessary configurations

2. Building and managing subscriber lists

3. Designing visually appealing and mobile-responsive email templates

4. Email Automation and Personalisation

1. Utilising automation features for targeted and timely email delivery

2. Implementing personalisation techniques for improved engagement

3. Creating effective email sequences and drip campaigns

5. Performance Tracking and Analytics

1. Monitoring key metrics and email campaign performance

2. Analysing data and insights to optimise email marketing efforts

3. A/B testing and iterative improvements

6. Best Practices and Legal Considerations

1. Compliance with email marketing regulations (e.g., GDPR, CAN-SPAM)

2. Crafting compelling subject lines and email content

3. Avoiding common pitfalls and optimising deliverability rates

7. Troubleshooting and Challenges

1. Common issues in conversion tracking

2. Troubleshooting techniques and solutions

8. Applying Conversion Tracking Skills

1. Practical application of learned concepts

2. Q&A session and interactive discussions

Learning Outcome

By the end of this session, participants will be able to:

1. Understand the purpose and benefits of using email marketing tools for campaigns.

2. Identify and compare different email marketing platforms based on features and suitability.

3. Set up and configure an email marketing tool for effective campaign management.

4. Build and manage subscriber lists to target the right audience.

5. Design visually appealing and mobile-responsive email templates.

6. Utilise automation features for targeted and timely email delivery.

7. Implement personalisation techniques to enhance email engagement.

8. Track key metrics and analyse email campaign performance.

9. Comply with legal regulations and best practices in email marketing.

YOUR TRAINERS

Dr Harjinthar Singh -  is a Principal Trainer at Marc & Zed. He has over 25 years of experience in the IT industry, and has worked as a trainer, lecturer, and consultant for software development, product design, user interface, user experience, data analysis, RDBMS, video and image editing, and mobile development.

Dr. Singh has taught in Singapore, the United Kingdom, Malaysia, and Australia. He started his teaching career in 2001 as a lecturer for software engineering at London South Bank University. In 2012, he joined a Malaysian government agency, MIMOS Berhad. From 2016 to 2017, he taught Software & Mobile Development for undergraduates, staff re-training programmes, and post-graduates intending to pursue a career as programmers and developers.

Since 2017, Dr. Singh has conducted training and workshops in UI/UX, Interaction Design, Design Thinking, DevOps, MERN FullStack, Agile, JIRA, Git/GitLab, MySQL, MS SQL Server 2016, Infographics, Graphics/Video, and mobile/web development. He is also a certified Scrum Master and Product Owner.

Dr. Singh is a highly experienced and qualified trainer, and has a wealth of knowledge and experience in the IT industry. He is passionate about teaching and helping others to learn, and is committed to providing high-quality training that meets the needs of his clients.

Dr Khairul Anuar Abd Wahid -  is a Senior Trainer at Marc & Zed. He has over 15 years of experience in the IT industry, and has worked as a trainer, lecturer, and consultant for software development, data science, machine learning, artificial intelligence, and cloud computing.

He has taught in Singapore, Malaysia, and the United States. He started his teaching career in 2007 as a lecturer for software engineering at the National University of Malaysia. In 2012, he joined a Silicon Valley startup, where he worked on developing machine learning algorithms for fraud detection.

Since 2017, Dr. Khairul has conducted training and workshops in Python, R, Machine Learning, Artificial Intelligence, Cloud Computing, and Data Science. He is also a certified Data Scientist and Machine Learning Engineer. He is a highly experienced and qualified trainer, and has a wealth of knowledge and experience in the IT industry. He is passionate about teaching and helping others to learn, and is committed to providing high-quality training that meets the needs of his clients.

Dr. Khairul is a valuable asset to the Marc & Zed Training team, and his expertise in data science and machine learning is highly sought after by businesses in Singapore and Malaysia. He is a passionate educator who is committed to helping others learn and grow.

Djoshkun Diko - has been working as a developer, trainer, coach, and consultant in software engineering since 2008. His expertise includes FullStack, DevOps, Cloud Computing (Amazon Web Services & Google Cloud Platform), PHP, JavaScript, C++, Laravel, Docker, Kubernetes, Golang, VueJS, Python, Shell scripting, HTML5/CSS, MySQL, MariaDB, PostgreSQL, MSSQL Server, Cassandra, and MongoDB.

Throughout his career as a Software Architect/developer/trainer, he has been involved in designing and executing distributed system architecture principles and patterns for applied machine learning products. He has contributed to various projects involving technologies such as Laravel, Symfony, Prestashop, NodeJS, ExpressJS, VueJS, MySQL, MongoDB, PostgreSQL, Camunda Microservices architecture with gRP, GoLang/Python & Echo (Go framework), Flask & Panda libraries (Python Framework), Angular, Docker & Kubernetes, and JIRA & Confluence (Atlassian products).

During his freelance career, he has collaborated with several companies, developing web pages, web shops, and forums using platforms such as Joomla, Wordpress, vBulletin, MyBB, and HTML.

In 2017, he joined Marc & Zed SPACES in Kuala Lumpur as an Assistant Trainer. Although he left Marc & Zed in 2019, his interest in the training field brought him back in February 2020 as a Principal Trainer and Coach. In this role, he conducts hybrid trainings in Singapore, Germany, and Malaysia. He has also taken on web development projects for Marc & Zed, including developing their own website and creating a CMS website for propertysifu.com.my, and providing training for their staff. Currently, he is working on developing a website and providing training for another client of Marc & Zed, Cameron Adams UK Ltd., a real-estate agency.