Blended Marketing Strategy in the Digital Age: How to have it All

Programme Code: CRS-N-0048243 (Funding Validity Period: 23 Oct 2017 - 30 Sep 2020)


Find out how businesses and professionals can create high-value interactions and profitable relationships with their customers through a new innovative framework

To create high-value interactions and profitable relationships with customers and stakeholders, business professionals need to have an effective marketing mindset to provide the right experience and personal touch. We are at risk when we are slow in making changes and adapting to the disruptive economy.  Many companies are still following the traditional 4Ps approach, using the product, place, price and promotion strategies, which was developed in the 1960s, to direct and manage their business.   In the era of Industry 4.0, is the 4Ps approach still sufficient to help companies survive and outperform competitors? Or do we need a new perspective to set the path for marketing in the digital economy? 

In this intensive 1-day programme, we introduce the use of the SAVE framework for marketing in the digital age. SAVE is an acronym for Solution, Access, Value and Education.  The SAVE framework offers a refreshing and an innovative perspective to extend and rejuvenate the 4Ps approach in marketing. It aims to provide key decision makers and business professionals with an organised and structured framework to integrate their marketing strategies for the digital and experience age.

Next Course Starts On30 Jul 2019 (Tue) See Full Schedule
Fee SGD909.50* (as low as SGD60.35* after maximum funding) Learn more

1 Day

Learning Objectives

At the end of the programme, participants would acquire the skills to:

  • Develop an innovation-oriented product / service strategy
  • Bridge the divide between online and offline cross-channel strategy
  • Choose the right pricing strategy that is attractive to customers and generates profit
  • Formulate an interactive marketing communications strategy that moves customers to action
  • Integrate the online and offline traditional marketing actions to create an overall blended marketing strategy


  • Evolution of marketing from the traditional 4Ps approach to the SAVE framework for the digital age
  • Developing customer-centric solutions that work
  • Approaches to creating accessibility of products and services that enhance user experience
  • Approaches to create and deliver value for products and services that translates into long-term profitable customer relationships
  • Generation of educational content based on the customers’ unique interests 
  • Creation of a blended marketing strategy

Who Should Attend

Business leaders, marketing and non-marketing professionals who need to create value and deliver profitable customer relationships for their organisations.


Participants have to meet a minimum attendance rate of 75% and are required to undergo an assessment (group presentation and online assessment) during the programme. Only upon meeting the minimum attendance rate and passing of the assessment, will participants be issued a Certificate of Completion.

Participants who failed the assessment will be given a chance for re-assessment at a re-assessment fee of SGD214.00 (incl. 7% GST). Each participant is allowed up to 2 re-assessments. The first re-assessment has to be taken within 1 month following the last attempt and will be held on a weekday specified by SMU Academy.

Participants who meet the minimum attendance rate but do not achieve a pass for the assessment will be issued a Certificate of Participation.

Fees and Funding

FULL FEE S$909.50* per person

For Singapore Citizens / Permanent Residents

Fee payable to SMU after 70% SSG FundingS$272.85* per person


Fee payable to SMU after 70% SSG Funding & 20% SkillsFuture Mid-Career Enhanced SubsidyS$102.85* per person
For Singapore Citizens aged 35 years & above (13 years & above for Persons with Disabilities) earning a monthly income of not more than SGD2,000Fee payable to SMU after 70% SSG Funding & 25% Workfare Training Support SchemeS$60.35* per person
For SMEs* sponsoring their employees who are Singapore Citizens / Permanent ResidentsFee payable to SMU after 70% SSG Funding & 20% Enhanced Training Support for SMEs (Please refer to below for ETSS criteria)S$102.85* per person

*(incl. 7% GST)

Fees include:

  • tuition
  • course materials
  • instructor's fee
  • 2 tea break refreshments per day (excl. lunch) during the module
  • 1 assessment per person for each module

Re-assessment fee at S$214.00 (incl. 7% GST) per attempt, up to a maximum of 2 re-assessments per person. Please note that re-assessment fee is not supported by the SSG Funding.

The first re-assessment has to be taken within 2 weeks after the notification of result. The first re-assessment will be held on a weekday specified by SMU Academy and conducted from 6.30pm to 8.30pm.

SkillsFuture Credit

Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to SGD500) to defray part of the course fee. With effect from 19 May 2017, SkillsFuture Credit claim will only be paid directly to the training provider from SkillsFuture Singapore.  Claim should be submitted via the Training Exchange (click here) and SMU Academy has to be informed on the Claim ID no. and claim amount in order for the correct payable course fee amount to be reflected on the invoice.  Please click here for the SkillsFuture Credit Booklet / User Guide on how to claim for SkillsFuture Credit.  

IMPORTANT  For the Blended Marketing Strategy in the Digital Age: How to have it All programme, please search for course code CRS-N-0048243 for your SkillsFuture Credit claim submission.

Absentee Payroll

Companies who sponsor their employees for the programme are eligible to apply for absentee payroll via the SkillsConnect system.  For more information, please visit SkillsConnect.

Enhanced Training Support for SMEs

SMEs must meet all of the following criteria:

  • Organisation must be registered or incorporated in Singapore
  • At least 30% local shareholding by Singapore Citizens or Singapore Permanent Residents
  • Employment size of not more than 200 (at group level) or with annual sales turnover (at group level) of not more than SGD100 million
  • Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
  • Trainees must be Singapore Citizens or Singapore Permanent Residents


Start Date(s)
Intake Information
INTAKE 126 Mar 2019 (9.00am – 6.00pm)Fully Subscribed
INTAKE 230 Jul 2019 (9.00am – 6.00pm)Open for Registration

* Participants are required to take an online assessment from 5.00pm – 6.00pm.

Speaker/Trainer Bio

Lecturer of Marketing, SMU

Patricia is Lecturer of Marketing at Singapore Management University.  She is known for her work in Influencing Buyer Behavior, Brand Management, Marketing and Marketing Research. She has over 20 years of international experience. Over the years, she had trained participants from ABB, ACRA, Brother International, Canon, Epson, DBS Bank, Dairy Farm, Dutch Lady, Hong Kong & China Gas, Manulife, Ministry of Manpower, Panasonic, Philips, Siemens Medical Instruments and many other companies globally. 

Additional Details

Certified Professional Business Manager (CPBM)

The Blended Marketing Strategy in the Digital Age:  How to have it All programme is part of the Professionals Management Toolkit (PMT) Series. Participants who successfully complete 6 programmes offered by SMUA-HCML within 5 years will receive the Certified Professional Business Manager (CPBM). For example:

Please click here for CPBM details and list of programmes.


Share this course