Digital Marketing (Part of Temasek Polytechnic's Specialist Diploma in Business Development in Technology)

Programme Code: SSG Course Code: CRS-N-0046256


The development of new digital technologies has fundamentally changed how consumers interact with brands and each other.

Marketing is no longer about pushing a sales message to a potential buyer. Businesses enable conversations to engage prospects with relevant content that will lead to positive actions for commercial impact.

To be effective, marketers need to employ a rigorous and holistic marketing methodology across both traditional and new-emerging techniques. This course will provide students with the relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage the opportunities inherent on digital platforms, including social media and consumer-to-consumer social interactions. The emphasis of this course is on understanding the various digital platforms available, how to build social marketing strategies, and how to track their effectiveness.

Do note that Digital Marketing is not designed to offer any software development training sessions and does not cover any IT programming. It is a contemporary marketing module to prepare students to join the marketing industry as a marketer.

Next Course Starts On06 Jun 2019 (Thu) See Full Schedule
Fee SGD2782.00* (as low as SGD314.60* after maximum funding) Learn more

Duration (36 hours)

  • 2 classroom sessions
  • 2 weekday evenings and a full Saturday per classroom session
  • 5-6 hours of blended learning outside classroom time


By the end of the course, students will be able to understand:

  • implications of the internet, mobile and information technological advances on the traditional dynamics of business, commerce and marketing and their impact on product, pricing, distribution channels and on advertising
  • differences and similarities in online consumer behaviour with respect to traditional offline consumer behaviour and how increasing consumer control is changing the marketing landscape
  • state of the art academic research in the area of digital marketing, and how it can be practically applied in the Internet and mobile worlds
  • commonly used quantitative techniques to evaluate digital marketing Return on Investment (ROI) for various online customer acquisition tools (e.g. paid search and SEO) and engagement channels (e.g. social media) to best engage with target audiences and achieve your marketing objectives
  • how to integrate online marketing into an overall marketing strategy

and be able to:

  • Analyse and assess technological advances in digital media and how they affect our decisions as Marketing Managers
  • Formulate and persuasively communicate rigorous and practical solutions to commonly faced online marketing problems across industries


Pre-requisites for enrolment

The student must be enrolled in with Temasek Polytechnic (TP) in the ELP-SD Business Development in Technology offered jointly by TP and SMU.

This Specialist Diploma in Business Development in Technology offered under TP's  SkillsFuture Earn & Learn Programme (ELP) for the Digital Marketing sector, is a 12-month work-study programme targeted primarily at local fresh Polytechnic graduates from relevant full time courses of study. 


Pre-requisites for SMU course application :

All Diploma holders are welcome to apply.



This module constitutes part of ELP-Specialist Diploma in Business Development in Technology. You will also need to complete Design Thinking and Innovation and 2 more TP modules (Strategy in Technology Business, Business Development and Implementation) to be awarded Specialist Diploma in Business Development in Technology.


Mode of Assessment

100% course work assessment.

Fees and Funding

Self-Sponsored Individual / Non-SME Company Sponsored Individual

$2782 (Full fees);

$834.60 (Singapore Citizen/PR below 40 years old);

$314.60 (Singapore Citizens above 40 years old)


SME Company Sponsored Individual:

$2782 (Full fees);

$314.60 (Singapore Citizen/PR)



SkillsFuture Series 
Course fee grant of 70% of course fees (excluding GST) for participants who are successfully enrolled by SMU into approved courses under the Programme. Participants must be Singapore Citizens or Singapore Permanent Residents.

SkillsFuture Mid-Career Enhanced Subsidy ("MCES")
Up to 90% of course fees for Singapore Citizens aged 40 years and above

Enhanced Training Support for SMEs ("ETSS")

Up to 90% of course fees; and 80% of basic hourly salary capped at $7.50/hr for local employees of SMEs.

SkillsFuture Credit
Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to S$500) to defray part of the course fee. Please click User Guide on how to submit your claim. SkillsFuture Credit claims may be submitted by logging in via

  • SkillsFuture Course Code*: CRS-N-0046256
  • SkillsFuture Course Name*: Digital Marketing

* Important Note: Participants claiming SkillsFuture credits should locate the course in Training Exchange using the Course Code/Name above


Start Date(s)
Intake Information

2019 takes and Dates

Course Duration :

Each run is conducted over 2 sessions;each session comprising of 2 weekday evenings (7pm to 10.30pm) and a full Saturday (9am to 6pm).


Run 1: (Each run is conducted over 2 sessions [[REGISTRATION OPEN]

Session 1: 6 - 8 June 2019

Session 2: 13 - 15 June 2019


Speaker/Trainer Bio

Dr Patricia Lui, PhD

Patricia Lui is a lecturer of marketing at Lee Kong Chian School of Business (LKCSB), Singapore Management University (SMU). She is also a trainer and consultant in marketing. Over the years, Patricia has advised and consulted companies in brand management, consumer behaviour, digital marketing, market research and services marketing. Patricia has provided executive education and training to senior marketing executives. Her participants include many from Australia, Bangladesh, China, Hong Kong, Finland, India, Indonesia, Japan, Macau, Malaysia, Myanmar, Nigeria, Singapore, Taiwan and UK. Her research areas and areas of expertise include marketing, digital and social media strategy, brand strategy, luxury marketing, service excellence and consumer behaviour.


Additional Details

ELP Application:

For all ELP course application, please email


SMU Course Application :

For SMU course application, please email


Share this course