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Professional Certificate

Professional Certificate in Digital Marketing & Customer Insights

Programme Structure


Programme NameProgramme ScheduleMode of DeliveryProgramme Code
Sentiment Analysis in Social MediaTo be advisedClassroom LearningTGS-2020504965
A Primer to Digital MarketingTo be advisedClassroom LearningTGS-2020504359
Chatbot Development Begins With MeTo be advisedSynchronous e-LearningTGS-2020501972
Digital Sales AnalyticsTo be advisedSynchronous e-LearningTGS-2022017124
Duration 7 days
This course is offered once a year.

Programme Overview

This professional certificate covers topics related to using digital channels to reach and engage customers, analysing customer data to gain insights, and developing effective marketing strategies.

It covers topics such as search engine optimisation (SEO), social media marketing, email marketing, content marketing, mobile marketing, data analytics, and customer segmentation. Additionally, participants may learn how to develop customer personas, conduct market research, and create and execute marketing campaigns across digital channels.

Programme Objectives

This Professional Certificate will equip learners with the following competencies:

  • Build a coherent digital marketing strategy for business using marketing concepts, market analysis, and consumer behaviour.
  • Understand and apply the fundamental concepts in search engine optimization and marketing, social media marketing, content marketing, storytelling, and intermediate marketing concepts
  • Formulate and deliver a digital marketing campaign applying the 4Ps, KPIs, and channel selection, analysis, and optimisation.
  • Build a simple FAQ chatbot system and deploy it into a website or integrate it with a Bot channel
  • Learn to perform text analytics, sentiment analysis, and social networks analysis to gather insights into behaviours and sentiments from social media data.
  • Learn the frameworks and best practices to plan, customize, and implement successful digital sales strategies and measure their impact
  • Learn how to architect a digital marketing experience for customers by designing the digital customer lifecycle, analyse digital business goals, audience, and acquisitions metrics. Apply audience targeting strategy and marketing omnichannel using digital tools such as google analytics.

Job Role Readiness

It will prepare learners in the following job roles to perform their responsibilities more effectively and will prepare learners for the following job roles:

  • Social Media Executives
  • Digital Marketing Professionals
  • Business Development Professionals

Who Should Attend

Professionals and mid career PMETS

Prerequisites

  • Minimum diploma holder
  • Familiarity with R programming language and control structures (Sentiment Analysis in Social Media)
  • Preferably with experience in Google Cloud AI (Chatbot Development Begins with Me)
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This programme is part of

  • Advanced Professional Certificate in Digital Business

    • Types of Available Fundings

  • Enhanced Training Support
  • SFEC
  • PSEA

    • Instructors


    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.

    Dr Edmund Low

    Dr Edmund Low

    Dr Edmund Low is currently Senior Lecturer with the NUS College at the National University of Singapore. He has nearly 20 years of academic and professional experience in the use of data-driven tools to answer questions in public health and the environment. His past projects include applying AI techniques and machine learning models for environmental modelling and impact assessment. He currently heads the quantitative reasoning domain at USP, and teaches courses on statistical methods, data science and machine learning. As an educator, Edmund is a multiple recipient of both the USP Teaching Excellence Award, as well as the NUS Annual Teaching Excellence Award. Edmund holds a PhD in Environmental Engineering from Yale University.

    Dr Lek Hsiang Hui

    Dr Lek Hsiang Hui

    Dr Lek Hsiang Hui is a Specialist in Data Analytics, System Analysis and Development. He is an IT techie who is passionate about computer systems and technology. He is involved in a few startups and is constantly looking into innovative IT solutions which can be translated to business ideas, with the recent one in the area of Big Data Analytics. He is also a mobile application developer and has produced more than 10 mobile apps. Dr Lek has been teaching various undergraduate courses and executive courses in National University of Singapore (NUS) since 2006. Some of these modules include programming methodology, enterprise system analysis and development, and data mining. During this period, he has won a number of teaching awards such as NUS Annual Teaching Excellence Award (2015/16, 2016/17, 2017/18) and NUS Annual Teaching Excellence Honor Roll (2018/19), Faculty Teaching Excellence Award (2014/15, 2015/16, 2016/17), and Faculty Teaching Excellence Award Honor Roll (2017/18). Dr Lek received his Doctor of Philosophy (Information Systems) from NUS in 2013. His research area is in Natural Language Processing (Sentiment Analysis). He graduated with a Bachelor’s Degree (1st class Honors) in Computer Engineering from NUS. Industry Credentials Shopping Malls (UOL, Marina Square, ION), Healthcare (SingHealth), Government (STB), various SMEs in F&B, Apparels, Cleaning Solutions, Photography, Health Products, Baby Products

    Ms Samantha Sow

    Ms Samantha Sow

    Ms. Samantha Sow is currently a Senior Lecturer in the department of Information Systems and Analytics at the National University of Singapore (NUS). She has over 8+ years of experience in Business Analytics and Data Science and she conducts training for both government agencies and corporate clients. Before joining NUS, she lectures at Temasek Polytechnic, teaching Business Analytics and Data Science to professionals, managers and executives (PMEs). Prior to being an academia, Samantha worked in the research and development at Infineon Technologies. Her research and project areas include Business Analytics, Data Mining, Predictive and Prescriptive Analytics. She has a passion for engaging and inspiring participants to enhance their workplace analytics capabilities and increase business intelligence quotient within their organisations. Her interests lie in the applications of data analytics, predictive modelling and optimization techniques to derive actionable insights for commercial effectiveness. She is familiar with typical analytics tools such as Python, R, and SAS, SPSS and Tableau. She also has working knowledge in the area of Analytics, Data Science and Machine Learning. Samantha completed her Master of Education from University of Sheffield and graduated from the National University of Singapore with a Bachelor’s in Engineering, First Class Honours. She has also completed THEC (Teaching in Higher Education) and ACTA (Advanced Certificate in Training and Assessment). She is a member of the adult associate educator (AEN) by Institute for Adult Learning (IAL), Singapore. Her certifications include: Microsoft Certified Azure Data Scientist Associate. Microsoft Certified Data Analyst Associate. SAS Certified Predictive Modeller in SAS Enterprise Miner. Tableau Certified Desktop Specialist.

    Programme Fees


    Singapore Citizens Singapore PRs Enhanced Training Support for SMEs International Participants
    39 years old or younger 40 years old or older
    S$2,076.45 S$806.45 S$2,076.45 S$806.45 S$6,921.50
    1. Total Nett Programme Fee Payable, including GST, after additional funding from various funding schemes.
    2. Participants must fulfill at least 75% attendance and pass all assessment components for all short courses within a professional certificate in order to be eligible for SSG funding.
    3. Please note that all external funding for courses is limited in duration and subject to eligibility and availability.

    Advanced Computing for Executives

    11 Research Link
    COM 3, #B1-07
    Singapore 119391
    Email: soc-ace@nus.edu.sg

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