Digital Marketing - Search Engine Marketing (Credit Bearing)


A business that cannot be found on a search engine is a good as dead. Search engine marketing is a proven to be an effective and cost-effective digital marketing technique. In this course, you will learn to use the conversion funnel framework to better understand how you can guide a potential customer from awareness stage to the stage where you achieve your pre-determined objectives.


Run 1: 10 - 12 Jan 2019 [NOW OPEN FOR REGISTRATION!] 
Run 2: 28 Feb - 2 Mar 2019


You will also discover the power of Paid Search and Search Engine Optimisation to increase the productivity and effectiveness of digital marketing campaigns. Find out how the significant roles played by a well-planned strategy and proper Landing Optimisation in your Conversion Funnel contribute to the success of your marketing endeavors and decisions in a competitive environment.

Next Course Starts On10 Jan 2019 (Thu) See Full Schedule
Fee SGD1712.00* (as low as SGD113.60* after maximum funding) Learn more

2 weekday evenings (7pm to 10pm) and a Saturday (9am to 6pm)

Learning Objectives

This course introduces you the ever-evolving concepts of Digital Marketing, with a focus on Search Engine Marketing. Based on the Conversion Funnel framework, you will acquire:

  • In-depth understanding on how to navigate a potential customer from awareness phase to the stage where the predetermined objectives are met.

  • Knowledge and techniques used in Search Engine Marketing, which have been proven to be an effective and cost efficient method.

  • Knowledge on both Paid Search and Search Engine Optimization techniques which will serve to increase productivity and effectiveness of Digital Marketing Campaigns.

  • Knowledge of how well-planned Content Strategy and proper Landing Page Optimization will both play a significant role within the Conversion Funnel framework.

Work towards a bigger goal

This module is part of:

Graduate Certificate in Communication Management

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Who Should Attend

• Entrepreneurs and aspiring entrepreneurs
• Managers/Leaders of stratgeic communication functions in an organization
• Marketing/corporate communication professionals/executives from startups, Fortune 500 companies, non-profits and the public sector
• Content strategists
• Social media specialists
• Advertising copywriters



An assessment will be conducted at the end of the course.


Upon meeting the minimum attendance requirement and passing the assessment, participants will receive an Electronic Transcript Letter.

Upon completion of the other 5 relevant modules, participants will receive the Graduate Certificate Of Communication Management.

Terms & Conditions Apply

Learning Activities

Instructional Methods and Learning Activities

Lectures, Discussions, Case Studies

Fees and Funding


Full Fee: S$1,712 per pax (including GST)

SkillsFuture Singapore (SSG) Funding for Individuals:

  • S$513.60 (including GST) for Singapore Citizens and Singapore Permanent Residents
  • S$193.60 (including GST) for Singapore Citizens aged 40 years and above
  • S$113.60 (after GST) for Singaporeans on Workfare Training Support (WTS)



SkillsFuture Series

Course fee grant at 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 claim for SkillsFuture Credit. Claims should be submitted via Training Exchange.


SkillsFuture Course Code*: CRS – N – 0044902


SkillsFuture Course Name*: Search Engine Marketing


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


Start Date(s)
Intake Information

Run 1: 10 Jan 2019 (Thu),

            11 Jan 2019 (Fri), and

            12 Jan 2019 (Sat) [NOW OPEN FOR REGISTRATION!]

Run 2: 28 Feb 2019 (Thu), 

            1 Mar 2019 (Fri),

            2 Mar 2019 (Sat)

Run 3: 11 Apr 2019 (Thu),

            12 Apr 2019 (Fri)

            13 Apr 2019 (Sat)


Run 4: 30 May 2019 (Thu),

            31 May 2019 (Fri)

            1 Jun 2019 (Sat)


Note : This module is conducted over 2 weekday evenings (7pm to 10pm) and a Saturday (9am to 6pm).

Speaker/Trainer Bio

Mr. Adrian Chye
Lee Kong Chian School of Business           


Adrian Chye holds a Degree of Master of Science in Technopreneurship and Innovation.


He is the Chief Instructor for the 'E-Startups and Social Media Strategies' Elective, and Mentor for the 'Minor in Entrepreneurship Academic Programme' at the NTU Nanyang Technopreneurship Center. He has also been invited to conduct numerous Master Classes in Digital Marketing over the last 4 years.


He is currently the General Manager of Mediafreaks Group of Companies. The entire Group is an award-winning tech new media entertainment company focusing on digital marketing and animation products and services, with multiple monetizing models in the form of services, subscriptions, micro transactions, advertising, licensing and sales.

Additional Details

• Good Bachelor's Degree
• Diploma Holders with at least 3 years of working experience 


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