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Digital Media Marketing

Dates 16 & 23 October 2017

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, the cause and implications
  2. Marketing Concepts
    • Triggering Buying Intents from Consumers
    • 4P in Marketing, 4P in Digital Marketing
    • Introduction of Consumer Purchasing Journey
  3. Search Engine Marketing
    • How & why Google dominate search and digital advertising budget
    • Is Google “media”?
    • White-hat vs Black-hat SEO
    • Difference between SEM and SEO
    • Google Keyword Planner
  4. Social Media Marketing
    • Social media companies: Facebook, Twitter, Instagram
    • Facebook and social
    • The newsfeed. Engagement metrics. Viral
    • Facebook Page & Group
    • What makes a good social media manager.
  5. Facebook Ad Products
  6. Display Advertising
    • Introduction to Display Advertising
    • Pricing Model: CPM, CPC, CPA, CPI
    • Programmatic advertising : Ad exchanges, SSP, DSP, DMP.
    • Quality and fraud issues
    • Affiliate Marketing
    • Re-targeting
  7. Putting it Together. Applying the concepts learned to tailor 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. Presentations of Student Projects (Part 1)
    • Presentations
    • Critique
    • Class Discussions
  2. Presentations of Student Projects (Part 2)
    • Presentations
    • Critique
    • Class Discussions
  3. Customer Purchase Journey & Life Time Value
    • Introduction to customer purchase journey
    • Traditional and digital conversion funnel
    • Multiscreen behaviour and attribution challenges
    • Customer Life Time Value & CRM
  4. Content Marketing and Influencers
    • What is Content Marketing? Examples.
    • Influencer marketing – the blurring of content and marketing
    • Challenges in influencer marketing
  5. IT Crisis and Brand Image Management
    • Difference between PR and Marketing
    • The shit has hit the fan! What can we do?
    • Real life examples
  6. 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

Course Fee   S$1,200.00
7% GST      S$  84.00
Total Nett Course Fee payable including GST    S$1,284.00

There will be 10% discount for group registration of 3 participants and above

*All discounts are subject to change by STMI


Course Leader

Dr. KF Lai

Download the application form