Google Digitize Integrated Advertising Strategies

AY2019/2020 Semester 1

This course will give you direct exposure into the digital marketing landscape, industry leadership exposure and mentorship as well as invaluable insights into a career in the digital marketing and AdTech industry. You will learn concepts and foundation principles in digital marketing, the digital eco-system and the technology platform required to plan a successful media campaign that meets business objectives. Our goal is to develop advertising technology strategies and digital marketing skills for a new generation of marketers, and provide you with industry training opportunities on Google's Marketing Platform so that you can have a head start in careers such as programmatic advertising, digital marketing or digital media planning. Assessments: There will be four knowledge assessments and one group project. Benefits: You will be awarded Google certification and will be have opportunities to network with digital and media agencies during the course as well as listen to guest speakers from Google. At the end of the course, you will have an opportunity to continue an internship placement with Google?s media agency partners. This will be executed in partnership with NTU Career Office and Google. Careers open to you with the acquired digital media and marketing skills include: Digital Media Planning Executive : holistic digital media planner attached to one client or a set of clients looking at a market level to identify best possible digital media plan and approach Programmatic Planning Executive: planner of programmatic campaigns specifically including deep analysis of targeting strategies, bidding and optimization strategies and reporting. Integrated Media Planner: planning across both offline and online finding the ideal marketing mix across both ecosystems Digital Marketer: build media strategy in partnership with agency (roles above) from the marketer?s point of view. Responsible for brand strategy as it relates to media