Professional Certificate in Digital Marketing

Overview

New possibilities and opportunities are abundant in the Internet economy. Equip yourself with the right skills for the digital space.

The internet economy is the new reality of the digital age. Platform business, e-commerce, digital payments, low attention spans, information overload, time-to-market are some of the challenges and opportunities in this new era. Understand the strategies and develop new skillsets to navigate the digital marketing space in this burgeoning field. Learn to navigate this new industry with digital natives and strategize your campaigns with digital marketing experts.

 

The Professional Certificate in Digital Marketing explores several aspects of the new digital marketing environment, including topics such as search engine marketing (SEM), social media marketing (SMM), persuasive copywriting, building a WordPress website for lead conversion and creating both display and video content.  These modules will be the first steps for your omni-channel presence in the digital space. The skills and strategies you learn will provide you with the impetus to learn more and develop competencies for further exploration. 

 

On completion of the certificate, you will be able to navigate the digital landscape and create, distribute, promote and price products and services in the digital space. 

Next Course Starts On03 Jan 2019 (Thu) See Full Schedule
Fee SGD10272.00* (as low as SGD1161.60* after maximum funding) Learn more
Duration

2 weekday evenings and a full Saturday (15 hours) per module

Level
Basic

Topics/Structure

Stackable Bite Sized Credit Bearing Courses

  • The Search Engine Marketing as well as the Social Media Marketing taken under the professional certificate are credit bearing towards SMU's Master of Science in Communication Management, which is one of Asia's most established Postgraduate Programmes in corporate communications.
  • The other 4 modules are all independently stackable towards SMU's Professional Certificate in Digital Marketing

Modules

Module 1

Digital Marketing - Creating and Curating Display Content In Your Digital Strategy

Next course starts on: 22 Aug 2019 (Thu) (See complete schedule)

Overview

Engaging display content is the first step towards a successful marketing message. Visuals are a very important component in human interactions. The ability to create effective design, strategize, build and display web content is the difference between long-term engagement or a fleeting view for an increasingly attention-deprived society. Learn how to strategise and create a focused content and marketing message that is the core of digital lead generation and revenue-generation in any e-commerce enterprise or digital-ready business. 

 

Gain an in-depth understanding of how to create actionable display content from digital natives that live and breathe digital. These talented digital marketers have a wealth of experience operationalising digital projects for multi-national corporate clients as well as well-known local corporations. Develop your digital skillset in displaying content for digital distribution and for the subsequent conversion of potential clients into paying, satisfied customers. 

Topics/Structure

This course offers practical solutioning to an ongoing challenge: how to captivate your audience visually and communicate the right message? Through methodical explanation and technique building; you will be able to master the creation of display content, for effective digital distribution and conversion in the evolving world of Digital Marketing. With the help of the Conversion Funnel framework, you will learn about the following: 

  • How to optimise your content and plan for your digital channel mix in an organised and effective way throughout your consumer’s journey and as part of your digital content strategy.
  • How to select and use various tools to help enhance your creative outputs for maximum impact. 
  • Gain practical experience through hands-on projects specially crafted for today’s digital marketer. 
You can choose to take this module only. Learn more
Module 2

Digital Marketing - Creating and Curating Video Content In Your Digital Strategy

Next course starts on: 17 Oct 2019 (Thu) (See complete schedule)

Overview

Video content has permeated every aspects of our lives. We begin to realise its impact on our daily lives in terms of information dissemination and how we make decisions. It is therefore paramount to understand and leverage the power of distribution tools such as Facebook, Youtube, Snapchat and Vimeo and how videos can be a powerful tool for successful digital marketing campaigns. Mastery of video marketing will enable you to create versatile, attractive and extremely shareable content to create viral interest spanning vast geographic boundaries and demographics. 

 

Videos provide a power solution for marketers to focus on creating and distributing valuable, relevant, and consistent content to attract and/or retain clearly defined audience – and, ultimately, to drive profitable action and engagements. This is one of the emerging skills that every competent digital marketer will need. 

Topics/Structure

Be guided by video content specialists that have created many successful video campaigns for multinational corporations. Understand the techniques for creating compelling video content for effective digital distribution with messaging that convert customers into action. This course will provide you with the building blocks of knowledge for competent foray into the creating video content for the evolving concept of Digital Marketing. Through this course, you will learn about the following:

  • How to optimise video content for your digital strategy: from conceptualisation to videography.
  • Understand various digital content strategies and the use of storytelling to script.
  • Structure content to achieve your strategic objectives.
  • How to select and use various video production tools to help enhance your creative output for maximum digital impact.
  • Gain practical experience through a hands-on, real-life project specially created for today’s digital marketer. 
You can choose to take this module only. Learn more
Module 3

Digital Marketing - Persuasive Copywriting In Your Digital Strategy

Next course starts on: 12 Sep 2019 (Thu) (See complete schedule)

Overview

Have you been enthralled and invigorated by good online content? Unlock the potential of powerful Copywriting to create effective marketing communiques to your target audience. Well-written copy can increase brand awareness and tip the balance of the target audiences’ decisions in your favour. Understand how to trigger powerful emotions, memories and yearning from creative copy that motivates and excites the senses. 

 

You can expect to acquire the ability to employ persuasive website content copywriting via compelling brand storytelling in a digital marketing campaign to greatly augment the potential of success of any successful digital marketing strategy. 

 

Experienced and talented digital marketers will be your guides and trainers in techniques of displaying content for digital distribution and for subsequent conversion of potential clients into enthusiastic paying customers. 

Topics/Structure

This course introduces you to the art of effective storytelling and content framing within your content marketing mix, across new media tools such as social media, website, and emails. Through this course, you will learn about the following: 

  • How to structure and write compelling copy that supports your marketing objectives.
  • Gain a deeper appreciation for the role content plays in Search Engine Optimisation (SEO), while learning how to apply techniques of SEO into one’s company.
  • Gain practical experience through hands-on, real-life project specially crafted for today’s digital marketer.
You can choose to take this module only. Learn more
Module 4

Digital Marketing - Building A WordPress Site For Conversion

Next course starts on: 05 Sep 2019 (Thu) (See complete schedule)

Overview

WordPress has emerged as the de facto standard for digital marketers as a cost-effective way to design, setup and hosting of a proprietary internet website for engaging online marketing content. Effective blogs and websites are often responsible for enhancing mindshare and shape opinions of the masses. Understanding how this can be achieved will serve as another tool to achieve omni-channel presence to serve your marketing objectives. 

 

You can expect to acquire a well-distilled skillet that includes the ability to construct, deploy and manage a completely new website with strategies and techniques to optimise visitor traffic, rouse visitor experience and enhance possibilities of purchase decisions. 

Topics/Structure

You will receive comprehensive training and instructions from experienced and talented marketers with a wealth of digital marketing experience. Build a website from the ground up using WordPress, an open-source content management system (CMS) which allows you to build robust and professional websites without advanced knowledge of coding. Through this course, you will learn about the following:

  • How to host and publish a site, customise it to reflect one’s brand and marketing objectives.
  • Optimise your site for the mobile space, and work with plugins to boost your site’s performance and usability.
  • Discuss techniques on optimising landing pages for effective conversion into qualified leads and to increase Returns on Investment (ROI). 
  • Discuss techniques of Search Engine Optimisation (SEO) on the site to get it organically ranked on search engine portals.
You can choose to take this module only. Learn more
Module 5

Digital Marketing - Social Media Marketing

Next course starts on: 01 Aug 2019 (Thu) (See complete schedule)

Overview

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Run 5: 19,20,22 Jun 2019 [FULLY SUBSCRIBED] 
Run 6: 1,2,3 Aug 2019  [OPENI FOR REGISTRATION - LIMITED SLOTS] 

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The emergence of the social media phenomena has created many opportunities for individuals to reach out across geographical boundaries, demographics, race and religion. It has made near instantaneous communications and updates available to the masses. You will learn how to leverage the conversion funnel framework to work to your advantage. Fast track your customers’ journey from the awareness stage to a level that meets your corporate objectives. 

 

Enhance your marketing possibilities through discovering the power of Paid Search and Search Engine Optimisation (SEO) in your Conversion Funnel. Find out how well-planned Content Strategy and landing page optimisation have a significant role to play in your arsenal of digital marketing capabilities. Understand the strategies and tools that contribute to the success of your marketing endeavours and support your marketing decision-making processes. 

You can choose to take this module only. Learn more
Module 6

Digital Marketing - Search Engine Marketing

Next course starts on: 26 Jun 2019 (Wed) (See complete schedule)

Overview

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Run 5: 26,27,29 Jun 2019 [FULLY SUBSCRIBED] 
Run 6: 15,16,17 Aug 2019 [LIMITED SLOTS LEFT!]

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Your business is an unknown entity until it can be found. Search Engine Marketing (SEM) is the proven and cost-effective marketing technique that provides much needed visibility for your online presence. Enhanced online presence will be a boost to your conversion funnel framework and provides the optimal guide for your potential customers to transit from the awareness stage towards your marketing objectives. These powerful techniques are the standard bearer for any competent Digital Marketing professional and is constantly evolving as the Digital Economy transforms our daily lives. 

 

Discover the power of Paid Search and Search Engine Optimisation to increase the productivity and effectiveness of your Digital Marketing campaigns. Understand how expanding your digital footprint and presence can make the difference to your bottom line and conversion efficiency. 

You can choose to take this module only. Learn more

Who Should Attend

Entrepreneurs and aspiring entrepreneurs who need to implement a digital marketing strategy for their businesses. Managers/Leaders of strategic communication functions in an organization. Marketing/corporate communication professionals/executives from start-ups, Fortune 500 companies, non-profits and the public sector. Content strategists. Social media specialists. Advertising copywriters. Anyone with a general interest in digital marketing.

Previous participants for our highly subscribed and market recognised Digital Marketing programmes have come from diverse range of corporations and industries such as F&N, FEDEX, Standard Chartered Bank, MINDEF, MOE, Huttons Asia Pte. Ltd., NTUC just to name a few.

 

Fees and Funding

Full Fees (Foreigners. i.e. non-Singaporean Citizens and non-Permanent Residents)
S$10,272 (after GST) for non-Singapore Citizens and non-Permanent Residents.

SkillsFuture Singapore (SSG) Funding:

A) Self-Sponsored Individual
•    S$1161.60 (Singapore Citizens above 40 years old) after SSG Mid Career Enhanced Subsidy (MCES) Funding (Up to 90% course fee subsidy);
•    S$3081.60 (Singapore Citizen below 40 years old and PRs) after SSG Funding (Up to 70% course fee subsidy);
•    S$681.60 (Singaporeans on Workfare Training Support Scheme) after SSG Workfare Training Support Scheme (WTS) Funding (Up to 95% course fee subsidy).

B) SME Company Sponsored Individual (Enhanced Training Support for SMEs - "ETSS")
•    S$1161.60 (Singapore Citizen/PR) (Up to 90% course fee subsidy)

Note: Companies which meet all of the following criteria can qualify for the Enhanced Training Support under the SME scheme:
           i. Company must be registered or incorporated in Singapore;
           ii. Employment size (at group level) of not more than 200; OR Annual sales turnover (at group level) of not more than S$100 million; and
           iii. At least 30% local shareholding being held by Singapore Citizens or Singapore Permanent Residents.

Absentee Payroll
Companies who sponsor their employees for the course may apply for Absentee Payroll via the SkillsConnect system. For more information, please visit SkillsConnect.

C) Non-SME Company Sponsored Individual

•    S$1161.60 (Singapore Citizens above 40 years old) after SSG (Mid Career Enhanced Subsidy) MCES Funding (Up to 90% course fee subsidy);
•    S$3081.60 (Singapore Citizen below 40 years old and PRs) after SSG Funding (Up to 70% course fee subsidy);
•    S$681.60 (Singaporeans on Workfare Training Support Scheme) after SSG (Workfare Training Support Scheme) WTS Funding (Up to 95% course fee subsidy).

Absentee Payroll
Companies who sponsor their employees for the course may apply for Absentee Payroll via the SkillsConnect system. For more information, please visit SkillsConnect.

Schedule

Start Date(s)
Intake Information

Digital Marketing - Creating and Curating Display Content In Your Digital Strategy

Course dates: 3, 4 and 5 January 2019

Digital Marketing - Creating and Curating Video Content In Your Digital Strategy

Course dates: 17, 18 and 19 January 2019

Digital Marketing - Persuasive Copywriting In Your Digital Strategy

Course dates: 28, 29 and 30 March 2019

Digital Marketing - Building A WordPress Site For Conversion

Course dates: 14, 15 and 16 March 2019

Digital Marketing - Search Engine Marketing

Course dates: 10, 11 and 12 January 2019

Digital Marketing - Social Media Marketing

Course dates: 24, 25 and 26 January 2019

 

Speaker/Trainer Bio

Adrian Chye

Adjunct Lecturer

General Manager - Mediafreak Group

 

Adrian Chye Holds a Master of Science in Technopreneurship and Innovation. He is Chief Instructor for the ‘E-Startups and Social Media Strategies’ Elective, and Mentor for the ‘Minor in Entrepreneurship Academic programme’ at Nanyang Technoreneurship Centre. He has also been invited to conduct numerous Master Classes in Digital Marketing over the last 4 years. He is currently General Manager of MediaFreaks Group of Companies. The entire group is an award-winning tech new media entertainment company focusing on digital racketing and animation products and services, with multiple monetising models in the form of services, subscriptions, micro transactions, advertising, licensing and sales.

Andrea Tan

 

Project Director

 

Andrea Tan is currently a Project Director and Digital Marketer at Mediafreaks group, an award-winning digital media company focusing on digital marketing, e-commerce and animation products and services. She manages a wide variety of clients from different industries and executes digital marketing campaigns for these clients. 

 

As an Honours graduate from Nanyang Technological University (NTU), she also spends her time teaching Digital Marketing at her alma mater. 

 

She is also certified in various digital specialties, and her certifications includes Facebook Blueprint and Google AdWords, Google Display, Google Video, Google Search, Google Analytics.

Song Lili

Project Director

 

Song Lili holds a Degree of Master of Science in Innovation.

She is currently a Project Director and Digital Marketer working in Mediafreaks Group, an award-winning digital media company focusing on digital marketing, e-commerce and animation products and services. She had managed and executed digital marketing campaigns for more than 15 brands and now spends about 20% of her time teaching. She was the program lead for Ideasinc – a nationwide entrepreneurship competition by Nanyang Technopreneurship Centre, NTU. Helping young Singaporean entrepreneurs kick-start their businesses by providing mentorship, start-up curriculums, industry networks and funding opportunities.

She is also certified in Google Adwords, Google Analytics, Google Video Advertising and Facebook Blueprint.

Ang Hui Xuan

Project Director

 

Ang Hui Xuan is currently a Project Director and Digital Marketer working in Mediafreaks Group, an award-winning digital media company focusing on digital marketing, e-commerce and animation products and services. She is currently strategising and executing digital marketing campaigns for 5 brands, and now spends about 20% of her time teaching.

Beyond her professional career, Hui Xuan is also a member of the New Media Team in the Singapore Computer Society (SCS) where she holds an active role in shaping the digital media strategies of the Society. Hui Xuan was also part of the spearheading committee in Breaking The Sound Barrier, a ground-up initiative aimed at showcase everyday heroes in and helping the deaf community.

She is also certified in Google Adwords, Google Analytics, Google Video Advertising and Facebook Blueprint.

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