Course Outline

Introduction to Digital Marketing in China

  • Background
  • Upcoming trends and examples

Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

  • Understanding SEO in China
  • Search Engine Marketing (SEM) in China
  • PPC Marketing in China
  • Keyword Analysis

Digital Display Advertising

  • Creating and Displaying Ads
  • Targetting your Audience

Email Marketing

  • Overview of Email Marketing in China
  • Tactics and Tools
  • Designing and creating email campaigns
  • Importance of good templates
  • Spam check

Social Media Marketing

  • Overview of Chinese Social Media Channels
  • Comparing western Social Media with Chinese Social Media
  • Creating and managing content
  • Engaging your users across social media
  • Auto-posting and post-scheduling
  • Campaigns
  • Forums and their importance
  • Case study

Mobile Marketing

  • Understanding Mobile Marketing in China
  • Tactics and tools - from SMS to WeChat
  • Targetting prospective users
  • Conversions and failures


  • Overview of analytics in China
  • Using Baidu analytics tools
  • Use of available metrics to improve your campaigns
  • Understanding Demographics

Strategy & Planning

  • Engaging with Chinese customers
  • Importance of budget
  • Selecting the most appropriate channels
  • Strategy discussion
  • Case Studies


  • A general understanding of Internet and Computers
  • A general understanding of Digital Marketing concepts (western style) is helpful for comparison purposes


 14 Hours

Number of participants

Price per participant

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