Course Outline

Digital Marketing Mastery Program 02

Course Outline

Digital Marketing Mastery Program 03

Evaluation Method
The final evaluation of the Digital Marketing Mastery Program is as below.

1. Live Attendance: Students are encouraged to attend live classes, and attendance will be given
a weightage of 10% in the final evaluation.

2. Active Class Participation: Students are encouraged to actively participate in class discussions
with the potential to earn up to 10% for the final evaluation.

3. Final Assignment: There will be an individual assignment which will be briefed at the end of
module 5. It must be submitted as a video-recorded presentation of 20 minutes which will
contribute 30% towards the final evaluation.

4. Continuous Assessment: There will be 11 Quizzes at different stages of the program, and
50% of the weighted average of these assessments will be added to the final evaluation.

Digital Marketing Mastery Program 04

APIDM Qualified Digital Badges

Qualified
Digital Marketing
Mastery Program

In addition to the printed certificate, you will

receive an APIDM Qualified Digital Badge upon Qualified Qualified
Search Engine Optimization Certificate in Digital
your successful completion of The Digital Marketing Masterclass Marketing

Mastery Program. APIDM has partnered with Credly,

the global leader in digital credential solutions, to
provide you with a digital version of your Digital
Marketing Mastery Program credential that you Qualified
can use to showcase what you've accomplished. Diploma in Digital
Driven Marketing

This digital badge will contain information describing

your credential and will allow you to easily share your
achievement on LinkedIn and other public platforms.

Digital Marketing Mastery Program 05

Program Convenor
To provide the best-possible learning experience to the participants of the Digital Marketing Mastery
Program offered by APIDM, we are introducing the role of 'Program Convenor' to the program structure.

A program convenor (PC for short), is a resource person who continuously mentors and supports the
participants of the DMMP. The program convenor is different from the regular resource persons who
conducts the training sessions in the program. Your PC will play a mentoring role, throughout the course,
helping you in your learning journey to ensure that you keep up with the roll out of the program content
and syllabus, until completion.

Digital Marketing Mastery Program 06

Frequently Asked Questions
(FAQ)
1. What is the duration of this course?
The program runs for 6-months including the exams and assignments. The program covers 101
hours in total, with recorded video lessons, assignments and open discussion hours. (All-inclusive).

2. Is the program accredited?

The Digital Marketing Mastery Program is endorsed by ATHE UK for maintaining the highest
quality standards in digital marketing education. ATHE is a prestigious organization that provides
Ofqual-regulated qualifications to training and higher education providers around the world. In
addition to the ATHE-endorsed certificate, anyone who will successfully complete the Digital
Marketing Mastery Program will receive a second certificate for the “Professional Certificate In
Digital Marketing” which is registered at TVEC Sri Lanka.

3. Can this course be used for migration or foreign employment?

By completing this program, you will acquire highly sought-after digital marketing skills and be
equipped to work as a proficient digital marketing professional in any part of the world. Our students
have secured lucrative digital marketing positions not only in Sri Lanka, but also in countries such as
Cambodia, Australia, Qatar, and the Maldives.

4. Can I get a job using this qualification?

Yes. APIDM qualifications are already recognized by many employers in the region and most of our
past students are successfully building careers in digital marketing. Our past students are currently
employed at the most renowned organizations such as Dialog Axiata PLC, Hemas Holdings PLC,
Aitken Spence PLC, SLT Mobitel, SINGER Sri Lanka, Abans PLC, Softlogic Holdings PLC, DIMO Lanka,
Allianz Sri Lanka, Ogilvy Digital, Ikman.lk, Digibrush, zMessenger (Pvt) Ltd, eMarketingEye (Pvt) Ltd,
Isobar Sri Lanka, Loops Integrated, PickMe, DFCC Bank PLC, Citizens Development Business
Finance PLC (CDB), Hatton National Bank PLC, and many more.

5. On the Certificate, is the ATHE logo displayed?

Yes, the ATHE logo will be displayed on the printed certificate that you will receive at the
completion of the program.

6. Will there be a certification ceremony for the students that do the course online?
Yes. We conduct a certification ceremony annually to recognize the achievements of our students.

Digital Marketing Mastery Program 07

 7. Will the recorded sessions of the 100% online program be available for the students
who missed lectures?
Yes. All virtual classes will be recorded and will be uploaded to your LMS/ Course within 24 hours
of the class completion.

8. Can the recordings be downloaded?

No. Students are only allowed to stream the recordings online.
- According to the 2020 May syllabus revision, given below are the examination and
9. Can I get the lecture slide decks before the commencement of the lectures?
Not always.
- Know DigitalMost lecturers
Interim Exam prefer
MCQ the–students to pay
15% of the attention
total marks.to what is discussed live during the class.
Getting the presentation slides in advance can disturb the planned class structure. Therefore, the
- Know Digital exam is exempted for those who have completed the APIDM
slides will not be shared in advance. Further, most lecturers make last-minute adjustments to the
slide deck just before the class. Therefore, the slides can only be shared after the class is over.
- Only module 1 to module 3 will be tested.
- Six Group Challenges (Assignments) – 30% of the total marks.
10. How are the hands-on sessions done online?
- Each challenge / assignment carries 5% of the total marks.
The resource person will do a demonstration and present an explanation. After the demonstration,
- Resource persons
students will will brief
be allowed to trythe
it onchallenges during
their own. We havevarious stages
allocated of the
sufficient program
time for this. Students
and will brief you the timelines for submission.
may share their screens and ask for help from the resource person. Further, we use the "Breakout
- All are group
Rooms” activities.
feature You will
on our virtual beplatform
class assignedtoto study
assign in groups
students by APIDM
to different at the
groups and prompt
beginning of the course.
them to do a hands-on activity as a group.
- Individual Presentation – 20% of the total marks.
11.
- AtHow
the can
end Iof
ask questions
the program,oryouclarify
will beany doubts
given from the
15 minutes resource
to present person
a case while
study on the
how you have applied the skills
lecture is taking place online? gained from this program in a practical situation.
Details will be briefed during the program .
The resource person will give plenty of opportunities for you to ask questions and clarify during the live
- Attendance to Live Sessions (Think / Do Digital) – 10% of the total marks.
class. When such an opportunity is given during a class, you may unmute your phone and ask your
- Your live attendance
question. On top of this,toatthe
the classes from
end of each module
module. 4 towill
There module 10 carries
be dedicated 10% ofof
30 minutes your
open Q&A
sessions which are dedicated to answering all the questions of the students related to each module.

12.
- Where can I get technical support/assistance during the course?
toTomodule
ensure that you have access to technical support and assistance throughout the course, you will be
assigned a dedicated Program Convenor (PC). Your PC will be available to assist you with any
queries or concerns that you may have. Please feel free to reach out to your PC for any support
that you require during the course.

13. How many examinations are conducted?

The program will include a final multiple-choice exam that covers all course content, as well as 11 ongoing
assessments in the form of quizzes at various stages throughout the program. Additionally, a
personal assignment will be required, which involves submitting a presentation.

Digital Marketing Mastery Program 08

14. Is the live session attendance compulsory or can I only go through the recordings
and sit for the exams?
It is not compulsory, but it is highly recommended to attend the sessions live. Further, 10% of marks
will be allocated for attending the live classes.

15. If a student fails can she/he the exam? If so, when can the student re-sit and will
there be a resit fee?
There will be a comprehensive exam comprising both multiple-choice and essay-type questions
- According to the 2020 May syllabus revision, given below are the examination and
will be administered, covering all program modules and contributing 80% of the final grade.
Moreover,
- Know anInterim
Digital individual project
Exam MCQwill–be assigned,
15% accounting
of the total marks.for 20% of the total marks. To pass
the re-sit exam, you must achieve a score of 65%. Additionally, a fee of Rs. 5,000 will be
- Know Digital exam is exempted for those who have completed the APIDM
levied for each re-sit.
- Only module 1 to module 3 will be tested.
16. What devices can I use to connect and how much data will I require?
- Six Group Challenges (Assignments) – 30% of the total marks.
Laptop or desktop devices only. We do not recommend using mobile devices or tablets for
- Each challenge / assignment carries 5% of the total marks.
live classes. Typically, a class of I.5 hours, will consume 200MB to 250MB of data.
- Resource persons will brief the challenges during various stages of the program
17. and
Do Iwill
need brief
toyou
visitthe
thetimelines for
institute tosubmission.
pay for the course fee?
- All
Notare group activities.
necessarily. You mayYou
usewill be assigned
online banking ortoonline
studypayment
in groups by APIDM
facilities. at the you may
Optionally,
beginning
visit APIDMofand
themake
course.
a card payment (NOTE: Cash payments at APIDM are not accepted).
- Individual Presentation – 20% of the total marks.
18. Will
- At thethere bethe
end of payment
program, plans?
you will be given 15 minutes to present a case study on
how you have applied the skills gainedcoordination
Yes. Please discuss with your student from this program in amore
officer for practical situation.
details.
Details will be briefed during the program .
- Attendance to Live Sessions (Think / Do Digital) – 10% of the total marks.
- Your live attendance to the classes from module 4 to module 10 carries 10% of your

-
to module

Digital Marketing Mastery Program 09

About Asia Pacific Institute of
Digital Marketing
The Asia Pacific Institute of Digital Marketing (APIDM) was started in 2009 as the eBusiness Academy
with the mission of upskilling marketing professionals for the digital age. Since then, we have helped
transform careers for thousands of marketing professionals. APIDM focuses on delivering the best learning
experiences for our students by continuously upgrading our program content and teaching techniques.

One of our strengths is in delivering live learning experiences online. However, we understand that
40% to 50% of students drop out from monotonous self-paced learning courses within a few days
of enrollment. We wanted to change this attitude towards online learning and created programs
blended with live online classes and self-paced learning materials.

More than 70% of our learners say their perception of online learning changed after completing a
program at APIDM. More than 90% of our learners recommend our programs to their friends and
colleagues. Become a competent digital marketing professional with APIDM and earn an unfair
advantage in your career.

APIDM is led by a team of three renowned digital marketing professionals with over 25 years of combined
experience in eMarketing, Search Marketing, and Social Media Marketing, growth marketing &
eCommerce. Our panel represents the most qualified digital experts in the region with multimarket
exposure who are awaiting to give the best learning experience to our student community.

Digital Marketing Mastery Program 10

About the Panel of Trainers
Amitha Amarasinghe
Co-founder / Chief Executive Officer - APIDM

A Digital Marketing professional with over 15 years of experience, Amitha is one of the
earliest adopters to the digital transformation wave in the profession of marketing.
He is one of the most experienced digital strategists in Sri Lanka, and spearheaded
digital strategy for some leading local and multinational brands.

Amitha also worked as the Chief Operating Officer for Neo@Ogilvy, one of
the global advertising giants and served many local and multinational
brands since 2010 to 2020. He is a visiting lecturer at the University of
Sri Jayewardenepura on the subject of Digital Marketing, and he is the lead
trainer at the Asia Pacific Institute of Digital Marketing ( APIDM ). He has
addressed many forums in Digital Marketing and technology field held in
Colombo, Mumbai, and Cambodia.

Amitha obtained his bachelor's degree in Marketing from the University of

Sri Jayewardenepura and obtained a Master of Business Administration
degree from the Postgraduate Institute of Management at the same university.

Udara Dharmasena
VP – Client Success, Facebook ASP - Roar Global

An enthusiastic digital marketing professional based in Sri Lanka, Udara

Dharmasena is currently working for Facebook ASP at Roar Global as the
VP - Client Success and is also a lecturer at Asia Pacific Institute of Digital
Marketing (APIDM). A strategic thinker and a marketer in pace with all the
modern global trends, Udara has played a significant role in conceptualizing,
planning and implementing digital marketing strategies for reputed brands
across Sri Lanka.

A Post Graduate Diploma holder in Marketing from SLIM, Udara is known for his
ability to think out of the box and generate ideas that deliver real results. He is well
-known as an individual who likes to keep abreast with all the new digital marketing
news and trends as well as share it with those to whom it matters the most.

With plenty of prior experience working in non-government organizations

sector, Udara has played an undeniably important role in the Mobile for
Development (Mobile4D) Projects implemented by Sarvodaya-Fusion in
bringing Smartphone technologies to rural parts of Sri Lanka.

A dedicated and committed individual, Udara's specialty lies in the field of

Paid Media. He is an active digital marketing trainer.

Digital Marketing Mastery Program 11

 Gayathri Seneviratne
Account Director - 3P Media

Gayathri possesses over a decade of extensive experience in Digital Marketing,

Online Branding and Communications Strategy, eCommerce, and Online Revenue
Optimization. She currently serves as a distinguished professional at Roar Global,
which is the official media sales representative of Google in Sri Lanka.

She is a member of the Chartered Institute of Marketing ( MCIM ) and holds a

certification as a Google Partner. Prior to her tenure at Roar Global, Gayathri held
a strategic position at Amadeus Hospitality, one of the largest travel technology
companies in the world. There, she provided strategic direction to luxury hotels
and resorts in the Indian subcontinent and Indian Ocean regions.

Gayathri holds a Master of Business Administration from Staffordshire University

and a Bachelor of Science in Business Computing and Information Systems from
the University of Wales. Her educational and professional achievements aptly
demonstrate her exceptional aptitude and dedication to her field of expertise.

Chamara Peiris
Founder & CEO- Leeg

Chamara has over 15+ years of experience in the Digital and Technology space and
has contributed both his knowledge and experience in tech start-ups in the past 10+
years. Chamara is currently the Founder & CEO of Leeg. Prior to starting Leeg,
Chamara was the Founder & CEO at Next Digital Innovations (Pvt) Ltd and Chief
Operating Officer at Moneyworkz.lk.

His exposure includes positions such as Chief Operating Officer at zMessenger,

Chief Technology Officer at Yoho Bed, Director Marketing at Cinergix/Creately and
Calcey Technologies. He Co-founded Xiteb (Pvt) Ltd and Minlo Technologies (Pvt) Ltd.
Throughout his career, he has served client companies based in different parts of the
world including UK, USA, Australia, New Zealand, Germany, Canada, and Latvia etc.

Infas Iqbal
Chief Marketing Officer - ikman.lk / Saltside

Infas is an expert in data-driven digital marketing with over 10 years of experience

in the digital domain. He has hands-on exposure in Sri Lanka and different regions
such as the Middle East, Africa, and South Asia.

Currently, he heads the global online marketing and ad operations for Saltside
Group, which operates leading classified platforms in Sri Lanka (ikman.lk),
Bangladesh (Bikroy.com), and Ghana (Tonaton.com). He has experience
working in these regions.

Prior to joining Saltside in 2014, Infas was part of the founding team at Neo@Ogilvy
Sri Lanka, driving digital marketing strategies and executions for multinational
clients from various industries. Infas holds a Business Administration degree from
Staffordshire University, UK.

Digital Marketing Mastery Program 12

 Mohenesh Chamith Buthgumwa
Vice President - Communications - Dentsu

With over 20 years of experience in sales and marketing, he is Sri Lanka's most
internationally and locally awarded marketer and currently serves as Vice President,
Dentsu Communications at Dentsu. He was previously the A/Director—Digital
Strategy at GroupM Sri Lanka and the "Head of Digital" for Team Unilever and
Mindshare. Among the 110 plus awards he has won, he’s the only person to be
part of six Effie GOLD-winning teams, all of which were incidentally driven digitally.

His work has resulted in the two most significant global marketing achievements to date
for Sri Lanka. He has also served on jury panels for The Drum Awards, Cresta, Effies,
NYF Advertising Awards, MMA Smarties, Dragons of Asia, and WINA World
Independent Advertising Awards. In over seven years, his lectures have aided over
6,000 students and business owners in adopting digital media marketing. He is the
most widely published digital marketing thought leader in Sri Lanka, with many of his
articles appearing in the world's most prestigious publications. With over 400 articles,
lectures, conference appearances, and a few quotes under his belt, he has become
one of the industry's most followed thought leaders.

Hashini Bandaranayake
Head of Client Success - Meta ASP - Roar Global

Hashini is an experienced Digital Marketing Specialist with a demonstrated

history of working in the Digital Marketing and Advertising industry. She is skilled in
Social Media Strategies, Strategic approaches on Digital Media, Online Marketing,
Campaign Management, Media Buying, Customer Service, Data Analysis, and
Strategic Planning. Hashini is a Professional with a Diploma focused in Information
Technology (Networking) from Holmesglen University Chadstone, Australia.

Chandranath Gamage
Assistant Manager - Digital - Ogilvy Digital

Having worked for a good number of both local and global brands in Banking,
FMCG, Insurance, Education and Healthcare industries in terms of digital media
planning / buying and strategy, Chandranath Gamage is currently heads the
paid media team at Ogilvy Digital.

Following his graduation from University of Sri Jayewardenepura (USJP) with a

BSc. Marketing (Special) degree, he then became a qualified digital marketer with
reputed professional qualifications. He has been serving the industry for 6+ years
as a digital marketer and has tried out reaching new horizons in everything he
undertook, making sure the maximum return is grabbed from the investment done.

He is currently serving as a visiting lecturer at the University of Sri Jayewardenepura

for Digital Marketing and has participated in several events and knowledge forums
as a trainer and a resource person.

Digital Marketing Mastery Program 13

 Tharindu Karunarathne
Manager - Marketing and Communication at Phoenix Industries

Tharindu is an accomplished marketing professional with over 10 years of experience in

Branding, Sales, and Digital Marketing. His track record includes leading successful
marketing campaigns for product launches, rebranding, and relaunching initiatives.
Tharindu's dedication to customer commitment was recognized when he received the
'Best Customer Commitment Superstar' award from Daraz for his outstanding
contributions during his tenure as Assistant Manager for Marketing & E-Commerce.

Currently serving as Manager for Marketing and Communication at Phonix Industries,

Tharindu has also held roles at Diesel & Motor Engineering PLC (DIMO) and Amana
Takaful PLC. He is a Member of the Chartered Institute of Marketing (UK) and an
Associate Member of the Sri Lanka Institute of Marketing (AMSLIM). Furthermore,
Tharindu is a professional with a Master of Business Administration from the
University of Wolverhampton (UK).

Saduka Sachintha
Head of Department Google Ads - GrowMoFo

Saduka Sachintha is a Facebook-certified and experienced paid media professional

based in Sri Lanka. With over four years of hands-on experience in media
planning, buying, and scheduling across various platforms, including Google and
Facebook, he has worked with numerous well-known local and global brands.
Currently, he heads the Google Ads Department at GrowMOFO Australia.

Saduka received his bachelor's degree from the University of Jayawardenapura

and began his career as a paid media professional at Ogilvy Digital. He also
served as a training partner for Facebook in Sri Lanka, helping small and
medium-sized businesses to grow their presence on the platform. Beyond paid
media, his expertise extends to content management and digital strategy,
making him a well-rounded professional.

Umesha Weerasinghe
Manager - Performance Marketing - Ogilvy Digital Sri Lanka

Umesha is a highly skilled digital marketing professional with over 10 years of

corporate work experience. She currently works as the Performance Marketing
Manager at Ogilvy Digital. Her passion for the evolving digital era and up-to-date
knowledge of effective marketing strategies in the industry make her an ideal
resource person for your program.

Umesha has extensive hands-on experience in managing paid media and SEO
campaigns, and she is qualified in Google AdWords and Google Analytics.
Additionally, she has worked with Bing Advertising, Google Tag Manager, and
various e-commerce platforms such as Magento, Interspire, and BigCommerce,
as well as IBEs and WordPress. Umesha holds a qualification from the Chartered
Institute of Marketing and digital marketing qualifications.

Digital Marketing Mastery Program 14

“Yes, I want to enrol now”

or w w.apidm.asi /link/dm p-reg

For more details

+94 771 775 763

No.291/33, (3rd Floor),

Havelock Gardens, Havelock Road,
Colombo 06, Sri Lanka

+9411 723 2277

info@apidm.asia
www.apidm.asia