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Continuous learning on digital marketing. Supplement courses taught by Prof KF Lai. Access relevant materials and case studies. Ask questions.

赖国芳教授的数码营销学堂和辅助资料

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数码营销学堂 – 2021年第三季

预录课程,自行安排时间,方便学习。4堂线上辅导课,赖教授在线辅导进阶学习,点评学生功课。辅导课时间表:星期六:21/8, 4/9, 18/9, 2/10,下午 2:30 ~ 4:30 pm。

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数码营销学堂 » 7. 社媒营销及广告平台
11 Sep 2021 - 我们将采用脸书为例子,分别讨论社媒专页的自然触及率(Organic Reach) -- 也就是自有媒体的使用 -- 以及广告平台,也就是付费媒体(Paid Media)。至于赢得媒体(Earned Media) 的部分,在社媒上便是用户的分享 ...
辅导课 » 搜索引擎优化 / 关键字行销
5 Sep 2021 - 4 Sep 2021 - 有关《搜索引擎优化》及《关键字行销》的辅导课录影
数码营销学堂 » 6. 社交媒体概论
5 Sep 2021 - 在数码营销领域,社交媒体的重要性,仅次于搜索引擎。然而,相对于谷歌在搜索引擎的独大,社交媒体却呈现百花齐放的现象。脸书 Facebook 虽然强大,却不是独领风骚。在这一课里,我们将重点讨论社交媒体,以及如 ...

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数码营销学堂Digital LandscapeSearch EngineSocial MediaInfluencer MarketingProgrammaticCase StudiesCourse MaterialsAsk Prof Lai辅导课
课程预告
1. 行销如引牛喝水 2. 从创业到营销 3. 搜索引擎优化 4. 关键字广告 5. 社交媒体概论 6. 社媒营销 7. 内容营销 8. 显示型广告及再营销 9. 联盟营销 10. 网红营销 11. 公关及危机处理…
1. 行销如引牛喝水
什么是行销,或 marketing? 想象你家有一口池塘,不远的草原上有一群牛。你的目标,是使用最小的资源,把最多的牛引到池塘边,说服它们饮水 -- 这便是行销了。
2. 从创业到行销
假设你有一个创业点子或商业计划,对目标客户也有了一些初步的概念,你要如何把计划转化成可以实行的具体步骤?如何降低计划的成本及风险,迅速验证市场的匹配?我们来谈谈“从创业到行销”。
3. SEO:让顾客找到你
谷歌占据全球搜索市场份额的8成以上,一般网站流量有大约4至5成的起点是搜索。搜索引擎优化,Search Engine Optimisation (SEO),是数码营销绕不过去的一个坎。
4. SEM:捕捉消费意图
关键字广告(Search Engine Marketing, SEM)是主动出击,试图从搜索关键字中猜测潜在客户的消费意图,然后付费让自己的营销信息以广告的形式,出现在搜索者的荧幕上。
5. 内容及故事行销
内容行销通过向目标客户传达有价值的信息,来达到营销的目的。内容行销不是直接推销产品信息的广告,它是间接的,通过长期、系统化的内容创建、发布及传播,在目标客户心目中建立起正面的形象,待时机成熟时,才 ...
6. 社交媒体概论
在数码营销领域,社交媒体的重要性,仅次于搜索引擎。然而,相对于谷歌在搜索引擎的独大,社交媒体却呈现百花齐放的现象。脸书 Facebook 虽然强大,却不是独领风骚。在这一课里,我们将重点讨论社交媒体,以及如 ...
7. 社媒营销及广告平台
我们将采用脸书为例子,分别讨论社媒专页的自然触及率(Organic Reach) -- 也就是自有媒体的使用 -- 以及广告平台,也就是付费媒体(Paid Media)。至于赢得媒体(Earned Media) 的部分,在社媒上便是用户的分享 ...
Consumer Media Consumption vs Advertising Spending
The shift in media consumption behaviour of consumers is a leading indicator to the movement of advertising spending. What does that mean…
媒体使用率和广告支出的关系
当新科技产品在市场上被接纳,并改变消费者接触媒体的习惯,广告主的支出会在数年内逐步调整。如果纸媒或电媒把内容和读者转移到互联网上,是不是就可以解决盈利的问题?
Your Digital Presence
This article covers several topics when setting up your digital presence, such as building a web site from scratch, adding web analytics,…
Digital 2020 – Global Digital Overview
Essential insights into how people around the world use the internet, mobile devices, social media and eCommerce. By We are Social and…
e-Conomy SEA 2020
In addition to new online users, COVID-19 led to an acceleration of digital consumption as users tried new digital services for the…
How Search Works
Understanding how search works is the first step towards grasping the basic concepts of search engine optimization, or SEO.
SEO/SEM Agency Pitch Deck
This is a sample SEO / SEM agency pitch deck from Thrive. Some key points on SEO and SEM are covered. 
搜索引擎
节录自:数码营销(赖国芳著)(四)搜索引擎优化:让网民找到你(五)关键字广告:捕捉消费意图
Google Ads (AdWords) Tutorial 2021
A good step-by-step tutorials on how to run ads on Google in 2021 by Eric Preston, an agency based in Vancouver. 
Social Media in Southeast Asia
From ASEAN Studies Centre, ISEAS. ASEANFocus, A bimonthly publication providing concise analyses and perspectives on ASEAN matters.
How does News Feed Work
To improve distribution on Facebook and other social media, one must understand how news feed work. There are 4 important concepts: Inventory,…
社交媒体
节录自:数码营销(赖国芳著)(六)社交媒体:叫人按捺不住 (七)社媒营销:找对的人(八)社媒营销:各花入各眼
网红营销
网红营销的原理和操作 + 与李欣怡的对谈。李欣怡曾为马来西亚电台主持人,后转战网络,并成立网红营销平台 Needle.my.
The Evolution of Display Advertising
These 2 videos from Internet Advertising Bureau (IAB) UK show how the display advertising landscape has evolved in the last decade. Prerequisite…
Programmatic Advertising
Prof KF Lai provides a brief explanation of the programmatic advertising landscape. 
Real Time Bidding
A video from Interactive Advertising Bureau (IAB) explaining how an ad is served with Real Time Bidding (RTB).
程序化广告
程序化广告(programmatic advertising)是一种完全自动化,通过电脑运算和数据分析来购买媒体广告的策略。
Mussvital
(Student project, NUS SoC, AY2020/21) Mussvital provides dermatological care products for people with atopic skin and sensitive skin by acquiring customers through…
Kreature
(Student project, NUS SoC, AY2020/21) Kreature is an online marketplace that enables independent creators to sell customised print-on-demand merchandise for their fans,…
Mini Star Fermented Toufu
(Student project, NUS SoC, AY2020/21) Mini Star is a stinky tofu outlet situated in the colourful neighbourhood of Geylang, Singapore. Insightful discussions…
C2 Digital
(Student project, NUS SoC, AY2020/21) C2 Digital offers businesses a comprehensive service to realising high-engagement virtual environment events, using customised brand design…
MyOrder
Digital marketing case study of MyOrder, presented by CK Liew. MyOrder helps food & beverage business generate revenue through mobile webstore. (数码营销学堂,Oct…
Digital Marketing – Course Overview
A foundational understanding of marketing in the digital age.The course is designed for students who aspire to initiate, manage and execute marketing…
Innovation and Marketing
Because the purpose of business is to create a customer, the business enterprise has two -- and only two -- basic functions:…
Search Engine Optimization and Marketing
How Search (Google) works? How to get my website ranked high for relevant search queries (SEO, owned media)? How to use SEM…
Social Media Marketing
State of Social Media. Major Concepts in Social Media Management. Introduction to Facebook Ad Platform. Other Social Media.
Content Marketing and Storytelling
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined…
Display and Retargeting
Understand display advertising. Run display advertising campaigns. Understand retargeting. Set up retargeting campaigns.
Affiliate and Influencer Marketing
Understand Affiliate Marketing. How to leverage Affiliate Marketing. The world of "Affiliate Marketer". Understand Influencer Marketing. Use Influencer Marketing.
Public Relation and Crisis Management
Public Relation is brand communication via Earned Media. Strategies and practical steps of Crisis Management. Image Restoration Theory.
Web Links
Additional web links and resources.
Ask Prof Lai
Ask any question about digital marketing or request for online consultation here. We will try to help. This service is restricted to…
行销如引牛喝水 / 从创业到行销
21 Aug 2021 - 有关《行销如引牛喝水》及《从创业到行销》的辅导课录影
搜索引擎优化 / 关键字行销
4 Sep 2021 - 有关《搜索引擎优化》及《关键字行销》的辅导课录影

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