Professional Certificate in Digital Marketing & Customer Insights


A Primer to Digital Marketing: 15 May, 19 May, 22 May 2023 | Classroom Learning

Chatbot Development Begins with Me: 29 May 2023 | 9am – 5.30pm | Classroom Learning

Digital Sales Analytics: 20 Jun, 21 Jun 2023 | 9am – 5.30pm | Classroom Learning

Sentiment Analysis in Social Media: 27 Jun 2023 | 9am – 5.30pm | Classroom Learning

Course 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


  • 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)

Course Convener

(Click their photos to view their short biographies)

bbbbb Lai Kok Fung

Adj Prof Lai Kok FungAdj Prof Lai Kok Fung

ddddd Edmund Low

Dr Edmund LowDr Edmund Low

ddddd Lek Hsiang Hui

Dr Lek Hsiang HuiDr Lek Hsiang Hui

eeeee Samantha Sow

Ms Samantha SowMs Samantha Sow

Course Fees

Singapore Citizens
39 years old or younger
40 years old or older
Singapore PRs
Enhanced Training Support for SMEs
International Participants

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

To register, click Register

Course Codes:
A Primer to Digital Marketing: TGS-2020504359 (Classroom Learning)
Chatbot Development Begins with Me: TGS-2021002739 (Classroom Learning) / TGS-2020501972 (Synchronous e-Learning)
Digital Sales Analytics: TGS-2022017125 (Classroom Learning) / TGS-2022017124 (Synchronous e-Learning)
Sentiment Analysis in Social Media: TGS-2020504965 (Classroom Learning)

For members of public and NUS Alumnus (without R&G Voucher), please follow the steps below:

Select Short Course / Modular Course -> Apply for Myself -> Browse Academic Modules / Short Courses-> Module/Course Category -> Short Courses -> Browse Courses-> Advanced Computing for Exe (Faculty/Department / Unit)

Please download the user guide for NUS Online Application Portal after you click ‘Apply for Myself’ if you need assistance.