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A Primer to Digital Marketing

Date: 10 Aug, 12 Aug, 16 Aug, 19 Aug, 23 Aug, 26 Aug 2021

Time: 1.30pm – 5.30pm

Date: 6 half days

Course Overview

This e-learning course is an executive primer on digital marketing for entrepreneurs. It prepares students with a foundational understanding of marketing in the digital age. Students will learn how marketing concepts, market analysis and consumers’ behaviour are impacted by shifting technology and media landscape. The course will cover fundamental concepts in branding, search engine, social media, storytelling, display, re-targeting and related areas. Case studies and hands-on experience will be provided. At the end of the course, students will be better equipped to deliver coherent digital marketing strategies for their ventures.

Learning Outcomes

The course is designed for participants who aspire to initiate, manage and execute marketing program for start-ups and companies. It will provide students with a solid foundation for further self-learning to carry their ventures to the next level, or to embark on a career in digital marketing. Participants will exit the course with understandings in

1. Message and customer development processes in the digital age
2. Search engine optimization and marketing
3. Social media marketing
4. Content marketing and storytelling
5. Intermediate marketing concepts such as affiliate marketing, influencer marketing and re-targeting.
6. Relevant case studies and further topics on fraud, analytics and attribution.

Students will apply the concepts learned in a class project to formulate and deliver a digital marketing campaign for a target of their choice. The project will evolve over a period of 6 sessions.

Who Should Attend

This course is an executive primer on digital marketing for entrepreneurs. It is designed for participants who aspire to initiate, manage and execute marketing program for start-ups and companies.

Course Organization

The course is run over six 4-hour sessions over 3-6 weeks. Participants will have to submit assignments as part of their project and actively take part in discussions.

Project Component

Evolving over 6 sessions, the project provides hands-on experience for students to apply and internalize the concepts learned from the course. Final project report is due at the end of the course and cover the following areas:

1. 4Ps (Product, Price, Place & Promotion) of marketing
2. Defining target audience
3. Crafting marketing message and validating with target audience
4. KPIs and channel selection (eg. Google keyword selections & marketing plan, Facebook editorial calendar & marketing plan, etc.)
5. Marketing campaign planning and execution
6. Analysis and optimization

Course Convener

(Click their photos to view their short biographies)

bbbbb Lai Kok Fung

Adj Prof Lai Kok FungAdj Prof Lai Kok Fung

Course Fees

International Students
Singapore Citizens and Permanent Residents
SkillsFuture Mid-Career Enhanced Subsidy (Singapore Citizens aged 40 and above)
Enhanced Training Support for SMEs

Total Nett Programme Fee Payable, Including GST, after additional funding from the various funding schemes

Participants must fulfill at least 75% attendance and pass all assessment components to be eligible for SSG funding.

To enquire, email soc-ace@nus.edu.sg

To register, click Register

Course Code: TGS-2021004751

Full Programme Fee
Less: SSG Grant Amount
Nett Programme Fee
7% GST on Nett Programme Fee
Total Nett Programme Fee Payable, Including GST 

Less Additional Funding if Eligible Under Various Schemes

Total Nett Programme Fee Payable, Including GST, after additional funding from the various funding schemes

International Students

Full Programme Fee

$2550.00

Less: SSG Grant Amount

-

Nett Programme Fee

$2550.00

7% GST on Nett Programme Fee

$178.50

Total Nett Programme Fee Payable,Including GST

$2728.50

Less Additional Funding if Eligible Under Various Schemes

-  

Total Nett Programme Fee Payable, Including GST, after additional funding from the various funding schemes

$2728.50
Singapore Citizens and Permanent Residents

Full Programme Fee

$2550.00

Less: SSG Grant Amount

($1785.00)

Nett Programme Fee

$765.00

7% GST on Nett Programme Fee

$53.55

Total Nett Programme Fee Payable,Including GST

$818.55

Less Additional Funding if Eligible Under Various Schemes

-   

Total Nett Programme Fee Payable, Including GST, after additional funding from the various funding schemes

$818.55
SkillsFuture Mid-Career Enhanced Subsidy (Singapore Citizens aged 40 and above)For more information, click here.

Full Programme Fee

$2550.00

Less: SSG Grant Amount

($1785.00)

Nett Programme Fee

$765.00

7% GST on Nett Programme Fee

$53.55

Total Nett Programme Fee Payable,Including GST

$818.55

Less Additional Funding if Eligible Under Various Schemes

$510.00   

Total Nett Programme Fee Payable, Including GST, after additional funding from the various funding schemes

$308.55
Enhanced Training Support for SMEs

Full Programme Fee

$2550.00

Less: SSG Grant Amount

($1785.00)

Nett Programme Fee

$765.00

7% GST on Nett Programme Fee

$53.55

Total Nett Programme Fee Payable,Including GST

$818.55

Less Additional Funding if Eligible Under Various Schemes

$510.00   

Total Nett Programme Fee Payable, Including GST, after additional funding from the various funding schemes

$308.55