FACULTY OF COMMUNICATION AND MEDIA STUDIES

INSTRUCTIONAL TRAINING FOR

TRAINERS
(CIT 552)

INDIVIDUAL ASSIGNMENT:

TRAINING MODULE PROPOSAL

CLASS:
MC246S4A

DATE:
9 JANUARY 2022

PREPARED FOR:
MOHD ARIFF IKRAM ARIFFIN

PREPARED BY:
NADIA BINTI ISNKANDAR

(2020955947)
TABLE OF CONTENT

NO. TOPIC PAGE

1. INTRODUCTION 1

2. TARGET AUDIENCE 2

3. OBJECTIVES 2

4. TRAINING MODULE 3

5. TRAINING CONCEPT 3

6. FLOW OF TRAINING PROGRAM 4

7. EVALUATION FORM 5

8. MARKETING MATERIAL 9

9. REFERENCES 10
DIGITAL MARKETING TRAINING MODULE: LET’S START USING FACEBOOK ADS

1.0 INTRODUCTION

Digital marketing is in demand as it is an effective way to market the product or

services easily. Using digital channels helps the business owners reach a larger audience
and target the most likely prospects to buy the product and services. Digital marketing
encompasses an extensive selection of service, product, and brand marketing tactics as a
promotional medium. There are many types of digital marketing which are search engine
optimization, content marketing, social media marketing, pay-per-click marketing, affiliate
marketing, native advertising, marketing automation, and email marketing (Mailchimp, 2021).
An example of a company that uses digital marketing is Zalora Malaysia, where they use
newsletters to keep in touch with customers and build brand loyalty.

One of the most widely used digital marketing strategies is Facebook Ads. It is the tool
created by Facebook where business owners can advertise their products or services and
create a digital identity on the internet. According to Simon Kemp (2021), the percentage of
social media users in Malaysia is 86% of the total population. Facebook has surpassed all
other social media platforms in terms of usage, with 80.7% of the total population in Malaysia
(Napoleon Cat, 2020). Most of the Facebook users are people aged 25 to 34 years old, where
men outnumber women by 1300 000 (Napoleon Cat, 2020). With these statistics, we can see
that advertising using Facebook Ads is the most effective because it allows us to reach a
larger audience and target more site visitors, impressions, and even click-through rates
(CTR). Many online businesses such as Fashion Valet, Watsons Malaysia, Happy2umy,
Awanazstyle, and jndressingroom have used Facebook Ads to target their audiences.
Facebook Ads can be a powerful marketing tool for small businesses, especially
students who want to gain side income. It helps small business owners from broadcasting to
narrowcasting the target audiences. As many people uses Facebook in their everyday basis,
students who run the small business can customize the Facebook Ads at potential customers
on any demographic features such as gender, age, marital status, career field, interests, and
location. As it is one of the cost-effective tools for marketing, they can engage with their
audiences with the right marketing tools.
In this training program, the learners will know how to promote their online businesses
in the world of digital marketing, which is the Facebook Ads from the stage of theory to the
stage of practice. This session will cover the demonstration of Facebook Ads, choosing the
right keywords for advertisement, making powerful copywriting, and the effectiveness between
traditional marketing and digital marketing. By learning these topics, learners will acquire
knowledge about Facebook Ads and create their advertisements successfully with the right
keywords and hashtags.
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2.0 TARGET AUDIENCE

This course’s target audiences are mainly for business students who run their own online
business.

3.0 OBJECTIVES

At the end of the training program, the audiences will be able to:

 know and demonstrate the basic tools of Facebook Ads to develop effective strategies
for their online businesses

 rectify the right hashtags and keywords to be used for their Facebook ads

 identify the effectiveness between online marketing and traditional marketing.

4.0 TRAINING MODULE

MODULE 1: THE DEMONSTRATION OF HOW TO USE FACEBOOK ADS

1. Define and understand the importance of Facebook Ads

2. Identify the tools in Facebook Ads

3. Create advertisement based on objectives and target audience

SUB-MODULE 1: CREATE ADVERTISEMENT

1. Determine the objective of the advertisement

2. Identify the target audience

3. Identify the budget for the advertisement

MODULE 2: IDENTIFY THE RIGHT HASHTAGS AND KEYWORDS

1. Identify the popular keywords and hashtags that usually used in social media

SUB MODULE 2: GOOGLE TRENDS FOR EFFECTIVE KEYWORDS

1. Determine the topic of the interest

2. Identify the keywords based on the interest topics

3. Create the content using the right hashtags and keywords

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MODULE 3: IDENTIFY THE EFFECTIVENESS OF ONLINE MARKETING AND
TRADITIONAL MARKETING

1. Identify the difference between online marketing and traditional marketing

2. Identify the cost effective of the online marketing

3. Understand the wider audience of the online marketing

SUB MODULE 3: ONLINE MARKETING VS TRADITONAL MARKETING

1. Define and understand the online marketing

2. Understand the benefits of using social media for marketing

5.0 TRAINING CONCEPT

“Let’s start using Facebook Ads” training program will be conducted in a web-
conferencing platform which is Google Meet. Google Meet is easy to access as most of the
target audience that joins the event have Google account. For the marketing, the training
program will be promoted in various platforms to get wider target audience. Below are the
mediums that will be used to promote the training program.

1) Social Media Promotion

Social media is an ideal way to promote the training program as it allows to reach larger
audience. Nowadays, people tend to use the smartphone to scroll through social media at
anytime and anyplace because this is more convenient to them. The organizer will be
designed the advertisement and post the design in Instagram Story. The ads will include CTA
(Call-to-action) to attract people effectively.

2) Word to Mouth

Another method that the trainer will do is the word-of-mouth strategy where passing
the news and information about the product or service from one to another. It is a simple
method, yet effective People rely on personal recommendations during their buying process,
and it is proven that 75% of consumers stated that word-of-mouth plays a crucial role in their
purchasing decision (Daniel Ku,2020). Verbal communication is more persuasive than online
communication as people tend to believe more face-to-face than online. In this case, the
trainer will give out posters to the business students to be aware of the training program.
Furthermore, the trainer will distribute giveaways to the participants, which is CANVA
premium account for one month to attract more audiences.

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6.0 FLOW OF THE TRAINING

“Let’s Start using Facebook Ads” will be held on 29th January 2022 and will be
involved, 10 participants. The training program will last for 3 hours which from 2pm until 5pm.
These participants are business university students and students who run an online business
as their side income. By using Facebook Ads, the participants involved can create the ads
effectively where it helps them to reach their target customers. Nowadays, video conferencing
platforms such as Google Meet have become crucial, and most of the training needs to be
held online (Samantha Anacleto, 2020). So, the trainer decides to conduct her training on
Google Meet as it is a video platform that the target audience has commonly used.

TIME ACTIVITY

2:00 pm – 2:30 pm Ice Breaking and the Introduction of the Program

2:30 pm – 3:30 pm MODULE 1: The Demonstration of how to use

Facebook Ads

SUB-MODULE 1: Create Advertisement

ACTIVITY 1: Quiz about Facebook Ads

3:30 pm – 4:00 pm MODULE 2: Identify the right hashtags and

keywords

SUB-MODULE 2: Create Advertisement

ACTIVITY 2: Show the audience a picture and let them

identify the right hashtags and keywords based on the
picture

4:00 pm - 4:30pm MODULE 3: Identify the effectiveness of online

marketing and traditional marketing

SUB MODULE 3: Online Marketing vs Traditional

Marketing

ACTIVITY 3: Participants need to do research on

Google about the effectiveness of online marketing

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4:30 pm – 5:00 pm - Q& A Session

- Photo session

- End of the program

7.0 EVALUATION FORM

According to Safety Culture (2021), the evaluation form of the training program is the
feedback and assessment by analyzing the training program to ensure it is effective and
efficient. Training evaluation allows improving the training program in the future. Every
participant who joins the training program are the ones who evaluate the training program.
The trainer then uses the evaluation form to create a better decision on future training.

The evaluation consists of the rating strongly disagree, disagree, neutral, agree and
strongly agree. A rating “strongly disagree” indicates negative strength of agreement from the
participants while the rating “strongly agree” indicates that it is a positive agreement from the
participants. The rating “neutral” however indicates those less inclined to express their
opinion but it might be implied a significant number of people who support or oppose an issue
aren’t counted.

Rating Definitions
Strongly Disagree - Only a few or no requirements were satisfied.
- No answer or inappropriate answer.
Disagree - Insufficient in terms of performance.
Neutral - Should be adequate for effective performance.
Agree - More than sufficient for efficient performance
- Meets all the major core requirements, as well as numerous minors
or extra criteria, or acceptable counterparts.
Strongly Agree - Significantly above criteria for successful job performance.
- Surpassed expectations.
- Meets all major or essential or core criteria or acceptable equivalents
and met three or more additional criteria.

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 Individual Evaluation

Instructions:
Please tick your
Strongly
level of Disagree Strongly
Disagree Neutral Agree
agreement with Agree
the statements
listed below

1.Did the session

meet its objective
and the goals?

2. The content of
the course was
easy to follow up
and understand

3. The materials
for the
presentation were
relevant

4. The course
length was
appropriate

5. The pace of the

course was
appropriate to the
content and
attendees

6. I am satisfied
with the learning
outcomes of this
training program

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 Trainer Evaluation

Instructions:
Please tick your
Strongly
level of Strongly
Disagree Disagree Neutral Agree
agreement with Agree
the statements
listed below

1. The trainer was

engaging and
well-versed

2. The trainer was

well-prepared and
able to answer
any questions

3. The trainers’
knowledge and
skills were
relevant to this
course

4. The trainer
demonstrated that
they had current
skills and
knowledge of
their industry

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5. The trainer
allowed enough
time for questions

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8.0 MARKETING MATERIAL

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9.0 REFERENCES
Daniel Ku. (2020, January 14). Why Word of Mouth Marketing Strategy Is So Effective (Yet
Underrated). Retrieved from https://www.postbeyond.com/blog/why-word-of-mouth-
marketing-strategy-is-so-effective/

Mailchimp. (2021). Digital Marketing. Retrieved from https://mailchimp.com/marketing-

glossary/digital-marketing/

Napoleon Cat (2020, March). Facebook users in Malaysia. Retrieved from

https://napoleoncat.com/stats/facebook-users-in-malaysia/2020/03/

Samantha Anacleto (2021). Google Meet vs Zoom: Which one to go for?. Retrieved from
https://www.dragapp.com/blog/google-meet-vs-zoom/

SafetyCulture. (2021, November 3). What is Training Evaluation?. Retrieved from

https://safetyculture.com/topics/training-evaluation/

Simon Kemp (2021, February 1). DIGITAL 2021: MALAYSIA. Retrieved from
https://datareportal.com/reports/digital-2021-malaysia

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