Marketing is no longer about the stuff you make but the stories you tell. More so in the digital world — where the best form of marketing should not feel like marketing at all. After all, you're trying to build a long-term relationship with your customers by turning them into a community of converts. But if content is king and distribution is queen, what should a well-planned digital marketing strategy look like? How can you optimize your Landing Page to drive traffic? How do you strike a balance between creating fresh content and focusing on data?

Using the Conversion Funnel framework, we take you through the steps that help you reach potential customers, taking them from mere awareness to actual believers. Next, we introduce you to Social Media Marketing and Search Engine Marketing - two core techniques that have largely driven the field of digital marketing. Finally, we show you how to utilise social media tools to increase the productivity and effectiveness of your organisation's digital marketing campaigns.




By the end of the course, you will be able to:

  • Gain an in-depth understanding on how to navigate a potential customer from awareness phase to the stage where the pre-determined objective(s) is met (based on the Conversion Funnel framework).
  • Acquire the fundamental digital marketing techniques namely social media marketing and search engine marketing, which have proven to be more effective and cost-efficient in comparison to other options.
  • Familiarise yourself with several digital marketing tools which will serve to increase the productivity and effectiveness of digital marketing campaigns.
  • Comprehend how a well-planned content strategy and proper landing page optimisation will both play a significant role within the Conversion Funnel framework.



This course is credit-bearing and can be stackable to a master degree. Upon its completion, you will be awarded a transcript and 0.5 CU as part of SMU's Master of Science in Communication Management.

You will also be awarded a Graduate Certificate in Management Communication and Strategy by completing five additional courses on

  • Storytelling for Organisations, Brands and Leaders
  • Leadership and Communication
  • Transformative Strategy
  • Data Analytics
  • Digital Media  

Type of Course



Communication Management and Strategy

Credit Units

0.5 CU

Instructional Methods and Expectations

lectures,discussions, case studies and guest talks


25% on class participation and in-class exercises and 75% on assignment.

Module Fees

S$1,500 (before GST), S$1,605 (after GST) for non-native participants.

Skillsfuture Singapore Funding:
S$1,380.00 (after GST) for Singaporeans below 40 and Permanent Residents.
S$855 (after GST) for Singaporeans age 40 and above.

Skillsfuture credit is also applicable for this course. 

PIC claimable.


This course is designed for you if you are responsible for supporting or managing strategic communication functions in your organisation or if you are keen to gain a better understanding of the strategies to enhance corporate reputation.

Preferably, you should be someone who has attained a good Bachelor's degree. Polytechnic graduates with at least three years of relevant working experience are welcome to apply.

Course Dates

Run 1 - March - 23 (evening), 24 (evening) & 25 (full day) [Completed]

Run 2 - May 11, 12, and 13 [Completed]

Run 3 - July 6, 7 and 8 [Completed]

Run 4 - September 7, 8 and 9 [Completed]

Run 5 - November 30, December 1, 2 [Available]


Instructor Profile


Adrian Chye
Adjunct Lecturer


Adrian Chye graduated with a Degree in Engineering (Computer Engineering) and also 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.