Between 5-7 November 2024, the Bureau of Integrated Rural Development (BIRD-KNUST), in collaboration with the Center for Capacity Building and Innovation, and the computer science and marketing departments organized a three-day hybrid Digital Marketing Mastery Short Course. The program aimed at equipping the participants’ skills in digital marketing and its practical applications. A total of 37 participants made up of professionals from Rural banks and insurance companies, researchers, students, NGOs, graduates, and entrepreneurs participated in the short course.
In her opening remarks, the Director of BIRD, Dr. Mrs Monica Addison emphasized the importance of embracing digital tools to remain competitive in today’s business environment. The Provost of the College for Agriculture and Natural Resources (CANR) also emphasized the critical role of personal branding in the digital space. He encouraged participants to take full advantage of the opportunity presented by the course to enhance their skills and professional capabilities.
Participants were taken through various modules including Introduction to Digital Marketing, strategies for Understanding Target Audiences, Content Creation, Â Management and Social Media Marketing. Participants were equipped with tools and strategies to develop compelling digital content and leverage social media platforms effectively.
To enhance their advertising capabilities, participants were introduced to Pay-Per-Click (PPC) Advertising, gaining insights into creating and managing impactful ad campaigns. This was complemented by sessions on Branding in the Digital Sphere, emphasizing the importance of maintaining a consistent and engaging brand presence in the online space. The facilitators also introduced participants to Analytics, Search Engine Optimization (SEO), and Performance Management, providing hands-on guidance on using digital tools to optimize online visibility and evaluate campaign performance. Participants engaged in numerous practical exercises, applying their learning to real-world scenarios. The course concluded with an emphasis on Case Studies and Practical Applications, allowing participants to synthesize their knowledge through comprehensive real world projects.
The program concluded with an evaluation session led by Dr. Monica Addison, during which participants shared feedback and reflections on the course. Certificates of participation were presented to all participants, recognizing their dedication and engagement. The Director of BIR praised the facilitators and organizers for their efforts and encouraged participants to apply their new skills to advance their professional and entrepreneurial goals.