Dates

• 4 Jan, 7 Jan, 11 Jan, 14 Jan, 18 Jan, 21 Jan 2021
• 5 Apr, 8 Apr, 12 Apr, 15 Apr, 22 Apr, 29 Apr 2021
• 5 Jul, 8 Jul, 12 Jul, 15 Jul, 19 Jul, 22 Jul 2021
  

 

Time
1.30pm – 5.30pm

 

Duration
6 Half Days

 

Course Overview 

This e-learning course is an executive primer on digital marketing for entrepreneurs. It prepares students with a foundational understanding of marketing in the digital age. Students will learn how marketing concepts, market analysis and consumers’ behaviour are impacted by shifting technology and media landscape. The course will cover fundamental concepts in branding, search engine, social media, storytelling, display, re-targeting and related areas. Case studies and hands-on experience will be provided. At the end of the course, students will be better equipped to deliver coherent digital marketing strategies for their ventures.

 

Learning Outcomes

The course is designed for participants who aspire to initiate, manage and execute marketing program for start-ups and companies. It will provide students with a solid foundation for further self-learning to carry their ventures to the next level, or to embark on a career in digital marketing. Participants will exit the course with understandings in

1. Message and customer development processes in the digital age
2. Search engine optimization and marketing
3. Social media marketing
4. Content marketing and storytelling
5. Intermediate marketing concepts such as affiliate marketing, influencer marketing and re-targeting.
6. Relevant case studies and further topics on fraud, analytics and attribution.

Students will apply the concepts learned in a class project to formulate and deliver a digital marketing campaign for a target of their choice. The project will evolve over a period of 6 sessions.

Who Should Attend

This course is an executive primer on digital marketing for entrepreneurs. It is designed for participants who aspire to initiate, manage and execute marketing program for start-ups and companies.

 

Course Organization

The course is run over six 4-hour sessions over 3-6 weeks. Participants will have to submit assignments as part of their project and actively take part in discussions.

 

Project Component

Evolving over 6 sessions, the project provides hands-on experience for students to apply and internalize the concepts learned from the course. Final project report is due at the end of the course and cover the following areas:

1. 4Ps (Product, Price, Place & Promotion) of marketing
2. Defining target audience
3. Crafting marketing message and validating with target audience
4. KPIs and channel selection (eg. Google keyword selections & marketing plan, Facebook editorial calendar & marketing plan, etc.)
5. Marketing campaign planning and execution
6. Analysis and optimization

Course Fee

	International Students	Singapore Citizens and Permanent Residents	SkillsFuture Mid-Career Enhanced Subsidy (Singapore Citizens aged 40 and above) For more information, click here.	Enhanced Training Support for SMEs^
Full course fee	S$ 2550	S$ 2550	S$ 2550	S$ 2550
Less: SSG Grant Amount	–	(S$ 1785)	(S$ 1785)	(S$ 1785)
Nett Course Fee	S$ 2550	S$ 765	S$ 765	S$ 765
GST (7%) on nett course fee	S$ 178.50	S$ 53.55	S$ 53.55	S$ 53.55
Total Nett Course Fee Payable, including GST	S$ 2728.50	S$ 818.55	S$ 818.55	S$ 818.55
Less: Additional Funding if eligible under various schemes	–	–	(S$ 510)	(S$ 510)
Total Nett Course Fee Payable, including GST, after additional funding from the various funding schemes	S$ 2728.50	S$ 818.55	S$ 308.55	S$ 308.55

 

Instructor

Dr. KF Lai

Download course brochure

To enquire, please email to stmi@nus.edu.sg