A Primer to Digital Marketing
Dates: 15 May, 19 May, 22 May 2023 | Classroom Learning
Course Overview
This 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.
This module is part of Professional Certificate in Digital Marketing and Customer Insights.
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)
Adj Prof Lai Kok Fung
Adj Prof Lai Kok Fung
Adj Prof Lai Kok Fung is a successful entrepreneur with over 20 years of experience in mobile advertising, electronic commerce, internet media and start-up investment. He founded and grew BuzzCity into an international powerhouse in mobile advertising, before being successfully acquired in 2016.
Dr Lai is an adjunct professor at the National University of Singapore, lecturing on entrepreneurship, mobile advertising, electronic commerce and internet media. He is a published author and songwriter, combining his keen observations of human nature on the impact of modern-day marketing. In his free time, Dr Lai volunteers at the Dover Park Hospice, where he plays the piano weekly.
Dr Lai graduated with First Class Honours in Electrical Engineering from the National University of Singapore and obtained his Doctorate in Electrical Engineering from the University of Wisconsin-Madison.
Dr Lai is a published author and songwriter in the Chinese language, with a large and growing community of global readers.
For more information, please refer to jayoninc.com.
Course Fees
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-2020504359
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