Exhibit, a property portal for selling and renting out properties, is used to illustrate the
building blocks and techniques of digital marketing.


Join us for a comprehensive 3-day hands-on training program on Digital Marketing, led by renowned expert Ashok Charan. This workshop is designed to empower participants with the skills and knowledge to develop and execute effective digital marketing strategies.

In today’s digital landscape, marketers often create various online assets such as websites, blogs, social media profiles, and brand channels without a cohesive strategy. This fragmented approach can dilute brand identity and confuse customers. To succeed online, it is crucial to have an integrated strategy that aligns both offline and online brand assets, ensuring consistent communication and incremental brand equity across different media platforms.

Key Benefits

This workshop will provide you with the necessary building blocks of digital marketing, enabling you to develop cohesive market strategies and execute effective digital marketing campaigns. Through hands-on training, you will gain proficiency in using essential digital tools and techniques such as Google Search Console, Google Analytics, and Google Ads. These platforms will empower you to execute online marketing initiatives, run search and display advertising campaigns, and optimize performance to drive results.

Real-life Examples

Professor Ashok Charan, a seasoned digital marketing practitioner, will enrich the learning experience with real-life case examples from established businesses as well as successful entrepreneurs. These examples will demonstrate how digital marketing strategies can be tailored to different industries and contexts.

Supplementary Resources

To further enhance your learning journey, we recommend exploring the Digital Marketing eGuide, which offers a well-structured agenda that aligns with the workshop’s content. The eGuide is also available within the MarketingMind platform.

Don’t miss this opportunity to enhance your digital marketing skills and stay ahead in the competitive digital landscape. Join us for this engaging workshop and unlock your potential in the world of digital marketing.

Learning Objectives

This comprehensive workshop is designed to equip you with the skills and knowledge necessary to develop and execute effective digital marketing strategies. By attending this workshop, you will:

  1. Adapt to the new world of marketing: Gain a deep understanding of how the internet has transformed the way brands engage with consumers. Appreciate the new rules, perspectives, and emerging trends in digital marketing.
  2. Embrace digital marketing tools and techniques: Familiarize yourself with the essential tools and techniques required to succeed in the digital marketing landscape. Learn how to leverage technology to optimize your marketing efforts and reach your target audience effectively.
  3. Develop and execute digital marketing plans: Learn the step-by-step process of creating and implementing digital marketing plans. Explore various aspects such as website building and optimization, content strategy development, social media utilization, advertising tactics, lead conversion and nurturing, as well as tracking and monitoring performance.
  4. Optimize online platforms for search engines: Understand the importance of search engine optimization (SEO) and gain hands-on experience using tools like Google Search Console and Google Analytics. Learn how to monitor and enhance search performance, extract meaningful insights, and optimize your online presence for improved business performance.
  5. Run effective search marketing campaigns: Dive into the intricacies of strategizing, planning, developing, executing, and evaluating search marketing campaigns. Analyze real-life case examples to understand the nuances of creating search and display advertisements using the Google Ads platform.

By the end of the workshop, you will be equipped with practical skills and strategies to enhance your digital marketing efforts and drive impactful results for your organization. Don’t miss this opportunity to gain valuable insights and hands-on experience from an industry expert.


This workshop is specifically designed to cater to the needs of marketing professionals, entrepreneurs, and consultants operating in both consumer and business markets. It is particularly valuable for business managers working in companies that are embracing digital marketing strategies.

Whether you are an experienced marketer looking to enhance your digital marketing skills or a business leader seeking to understand and leverage digital marketing for your organization, this workshop provides the knowledge and tools necessary to succeed in the digital landscape.

Regardless of your industry or sector, if you are involved in marketing or responsible for developing and executing marketing strategies, this workshop is highly relevant to your professional growth and success.

Join us and connect with like-minded professionals to learn, share experiences, and gain practical insights that will empower you to excel in the field of digital marketing.

Workshop Outline

The workshop consists of a series of sessions that cover the following topics:

  1. The New Media Environment:
    • Understanding the new rules and perspectives of the digital marketing landscape.
    • Adapting marketing strategies to the changing media environment.
  2. Digital Marketing Do’s and Don’ts:
    • Exploring a case study to learn the strengths and limitations of social campaigns.
    • Managing brand public relations crises in the digital age.
  3. Tools and Techniques for Digital Marketing Success:
    • Developing effective multi-media strategies to enhance online visibility and engagement.
    • Providing valuable and engaging content to attract and retain audiences.
  4. Social Media Marketing Best Practices:
    • Overview of popular social media platforms.
    • Identifying core differences between platforms and implementing effective marketing practices for each.
  5. Search Engine Optimization (SEO) Fundamentals:
    • On-page and off-page optimization techniques to increase inbound traffic.
    • Utilizing SEO to guide users down the digital marketing funnel.
  6. Google Search Console:
    • Demonstrating the tools and functionality of Google Search Console.
    • Monitoring and improving site search performance.
  7. Web Analytics for Performance Evaluation:
    • Understanding website health through metrics, key performance indicators (KPIs), and benchmarks.
    • Enhancing website effectiveness in attracting and converting users.
    • Evaluating the impact of digital marketing strategies.
  8. Google Analytics:
    • Hands-on experience with the Google Analytics platform.
    • Monitoring, evaluating, and enhancing business performance through data analysis.
  9. Search Advertising Strategies:
    • Attracting search traffic through effective search advertising.
    • Understanding the Google auction and implementing keyword strategies for better campaign results.
  10. Google Ads:
    • Utilizing Google Ads to research keywords and forecast campaign performance.
    • Creating, launching, and monitoring search campaigns for optimal results.

Throughout the workshop, participants will engage in practical exercises, case discussions, and interactive learning activities to reinforce their understanding of digital marketing concepts and techniques. By the end of the workshop, participants will have the knowledge and skills to develop and execute effective digital marketing campaigns in the ever-evolving digital landscape.


Professor Ashok Charan, a distinguished expert in the field, boasts a remarkable 25 years of invaluable professional experience in marketing and marketing analytics. His journey has encompassed pivotal roles at esteemed organizations such as Unilever and Nielsen.

A seasoned author, Professor Charan has contributed extensively to the realm of marketing analytics and digital marketing through his published books. His literary accomplishments stand as a testament to his deep insights and comprehensive understanding of the subject.

Notably, he stands as the visionary behind the Destiny marketing simulator, a pioneering experiential learning platform for consumer marketing and retailing professionals. Moreover, his dedication to innovation is evident through his role as a developer, where he has engineered analytic tools and solutions tailored to the needs of practitioners. Among these, the illustrious MarketingMind takes the lead as the premier analytics platform designed for marketing professionals and consumer analysts.

Since 2002, Professor Ashok Charan has taught at some of the leading global business schools, including the NUS Business School where he has served since 2006. Throughout this tenure, he has exhibited his commitment to cultivating the next generation of marketing minds. With an impressive track record spanning two decades, he has actively imparted his wealth of knowledge to marketing practitioners hailing from leading consumer-centric organizations. This dedication underscores his role as both a mentor and a catalyst for excellence in the marketing sphere.