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HOME EXECUTIVE PROGRAMMES Programmes Listing Digital Media Marketing (SkillsFuture Series)
Digital Media Marketing (SkillsFuture Series)

Dates 9 & 16 April 2018

Programme Objective

This course prepares participants with a foundational understanding of marketing in the digital age. Students will learn how marketing concepts of 5Ps (product, pricing, promotion, place and participation), market analysis and consumers’ behavior are impacted by shifting technology and media landscape. The course will cover fundamental concepts in search engine marketing, social media marketing, display marketing, re-marketing, affiliate marketing, programmatic advertising, content strategy and analytics tools, as well as concepts of customer relationship management (CRM) in the digital and social age. At the end of the course, students will be better equipped to deliver coherent digital marketing strategies and gain practical knowledge in the management of brand image, IT crisis, and customer relationship.

Learning Outcome

The course is designed for participants who aspire to initiate, manage and execute marketing program of enterprises and organizations. Participants will exit the course with

  1. good understanding of media and marketing concepts in the digital age
  2. familiarity with digital marketing methodologies, tools and analytic methods
  3. grasp of CRM concepts in the digital and social age
  4. experience in developing, implementing and measuring the success of digital marketing campaigns
  5. ability to apply the concept to a wide range of organizations and situations

Programme Outline

Day 1 Day 2 (1 week later)

1.  Media Landscape

  • Important distinction of Media vs Marketing
  • Change in media consumption pattern in the modern age
  • Flow of advertising dollar from traditional media to digital

2.  Marketing Concepts

  • Triggering buying intents from consumers
  • 4P in Marketing, 4P in Digital Marketing
  • Introduction of consumer purchase journey

3.  Search Engine Marketing

  • How & why Google dominate search and digital advertising budget
  • SEO, White-hat vs black-hat SEO
  • SEM, Google Keyword Planner, Adwords

4.  Social Media Marketing

  • Social media companies: Facebook, Twitter, Instagram
  • The newsfeed, engagement metrics, Facebook Page & Group
  • What makes a good social media manager
  • Facebook Ad Products

5.  Display Advertising

  • Introduction to Display Advertising
  • Digital display & video
  • Ad networks & exchanges
  • Pricing models (CPM, CPC, CPI), bid auctions

6.  Content Marketing

  • From channels to stories
  • The art of story telling
  • Basics of content marketing
  • Influencer marketing

7.  Putting it Together: a real-life marketing campaign

  • Campaign objectives
  • Identifying the audience
  • Finding the “hook”
  • Selecting the media: search, social, display, etc.
  • Setting up KPI and measurement
  • Track and report

1.  Quiz on concepts covered in Week 1

2.  Presentations of Student Projects

  • Presentations
  • Critique
  • Class discussions

3.  Affiliate, Programmatic Advertising, Fraud

  • Affiliate marketing
  • Programmatic advertising, RTB
  • Fraud in advertising

4.  Customer Purchase Journey & Lifetime Value

  • Traditional and digital conversion funnel
  • Multiscreen behaviour and attribution challenges
  • Re-targeting
  • Customer Lifetime Value

5.  CRM & 360 Marketing

  • CRM and Social CRM
  • 360 Marketing
  • Email Marketing
  • Case Studies

6.  Brand, PR and Crisis Management

  • Difference between PR and Marketing
  • Message map and relationship with press
  • Interview techniques and “pivoting” technique
  • The shit has hit the fan! What can we do? Case studies.

7.  Summary and Recap







In the first week, students will be asked to describe the marketing challenges faced by their respective organisation. The instructor will assist the students in crafting the outline of a marketing strategy to address these challenges. Students are to complete the strategy as homework and present their plans and findings in the subsequent week.


Course Fee


International Students

Singapore Citizens

(aged between 21 and 39) or

PRs (aged 21 and above)

SkillsFuture Mid-Career Enhanced Subsidy

(Singapore Citizens aged 40 and above)

Singapore Citizens (Workfare Training Support scheme)

Enhanced Training Support for SMEs^

Full course fee

S$ 1200 

S$ 1200 

S$ 1200 

S$ 1200 

S$ 1200 

Less: SSG Grant Amount -   (S$ 840) (S$ 840) (S$ 840) (S$ 840)
Nett Course Fee S$ 1200  S$ 360  S$ 360  S$ 360  S$ 360 

GST (7%) on nett course fee

S$ 84 

S$ 25.20 

S$ 25.20 

S$ 25.20 

S$ 25.20 

Total Nett Course Fee Paybale, including GST S$ 1284  S$ 385.20  S$ 385.20  S$ 385.20  S$ 385.20 

Less: Additional Funding if eligible under various schemes



(S$ 240)

(S$ 300)

(S$ 240)

Total Nett Course Fee Payable, including GST, after additional funding from the various funding schemes

S$ 1284 

S$ 385.20 

S$ 145.20 

S$ 85.20 

S$ 145.20 


Course Leader

Dr. KF Lai


 Fill up the application form (Download the application form) and email to  This e-mail address is being protected from spambots. You need JavaScript enabled to view it