Digital Marketing: Strategies, Models and Frameworks

●-- OPTIMISE ●-- ENGAGE ●-- CONVERT --●

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Course Dates
LAST DAY TO ENROL

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Fee

Applications close on 29 September 2022

Apply before 29 September 2022 and avail early bird tuition assistance of USD 100.
Use code NUS100TA while applying.

WhatsApp an Advisor on +65 8014 3066
Have questions? Our Advisor will assist you promptly.

What will this Programme do for you?

Here are the specific digital marketing challenges you will better be able to address, after taking the programme:

  • Understand how the internet and social media impact consumer behaviour and expectations
  • Identify opportunities to enhance the customer experience and engagement through customer journey mapping
  • Leverage paid advertising to maximise reach, engagement and conversions on social media and search engine platforms
  • Use digital marketing models, processes, frameworks, and analytics tools to develop strategies and measure success
  • Describe the best practices and future of digital marketing

Programme Highlights

132 Video Lectures

132 Video Lectures

14 Assignments

14 Assignments

21 Discussion Boards

21 Discussion Boards

6 Real-World Case Analysis

6 Real-World Case Analysis

4 Guest Speaker Videos

4 Guest Speaker Videos

Programme Modules

    • Impact of digitisation on marketing and resulting opportunities
    • Changes in digital consumer behaviours and ways to manage them
    • Buyer personas
    • Customer journey mapping
    • Engaging customers through paid, owned and earned media
    • Content strategies for each phase of the digital marketing funnel
  • Customer engagement strategies:


    • Build brand clarity
    • Get on social media
    • Create and curate content
    • Personalise customer experiences
    • Leverage brand communities
    • Paid campaign goals
    • Landing page optimisation principles
    • Post-conversion marketing strategy
  • Paid advertising on platforms such as


    • Google
    • Facebook
    • YouTube
    • Instagram
    • WhatsApp
    • LinkedIn

    Email marketing strategies


    • Framework for digital marketing measurements and identifying the right metrics
    • Digital marketing ROI
    • Marketing experiments
    • Multi-attribution tracking
  • Digital marketing strategy framework


    • Preparation
    • Objectives
    • People, process and technology
    • Plan
    • Execution
    • Review
    • Role of marketing in generating business growth
    • Outlook for the future in marketing
    • Marketing technology
    • AI in marketing
    • Marketing to Gen Zs

Case Studies

The Edison Hotel

The Edison Hotel

Examine the digital marketing strategies and success story of The Edison George Town, a boutique hotel in Penang, Malaysia.

L'Oréal Paris

L'Oréal Paris

Explore how L'Oréal Paris leveraged social listening and customer insights to develop and launch a new product.

Giant Supermarket

Giant Supermarket

Discuss how Giant Supermarket in Singapore used targeted, impactful content strategies to effectively reach and engage customers.

Dove

Dove

Take a look at why Dove's Campaign for Real Beauty failed in China and how Dove addressed the cultural beliefs and values of Chinese customers to successfully redesign and relaunch the campaign.

Porsche

Porsche

Discuss the significance of brand communities as a customer engagement strategy and how Porsche failed to leverage their own.

Sungevity

Sungevity

Study how Sungevity doubled its sales in a year by implementing marketing technology (MarTech) to automate the customer journey.

Recommended Optional Certifications

About NUS Business School

For more than 50 years, NUS Business School has offered a rigorous, relevant and rewarding business education to outstanding students from across the world.

Founded in the same year that Singapore gained independence, NUS Business School stands today among the world’s leading business schools. It is distinctive for offering the best of global business knowledge with deep Asian insights, preparing students to lead Asian businesses to international success and to help global businesses succeed in Asia.

1st

NUS (Asia) 2022

QS World University Rankings

14th

(The NUS MBA)

Financial Times Global Rankings 2021

Programme Faculty

Dr Doreen Kum

Associate Professor, Marketing, NUS Business School

Doreen has nearly 20 years of higher education experience, teaching various marketing courses to global executives in Asia. At NUS Business School, Doreen teaches BBA, MBA, MSc, and Executive MBA students. She has taught courses... More info

Faculty Member Ang Eu Gene

Ang Eu Gene

Consultant/Trainer, NUS Business School

Eu Gene has served as a consultant and trainer for digital marketing at NUS Business School since 2012. He has more than 26 years of marketing experience and has trained 12,000+ professionals and business owners over the last... More info

Why Enrol for the Programme?

The modern consumer is constantly evolving, as are the marketing technologies businesses used to attract and connect with potential customers. It is important for business leaders and other professionals to understand the changes in consumption and digital adoption in order to reach a wider audience and create long-lasting engagement. By gaining key insights on the impact the Internet and social media have on consumer behaviour, you can transform the marketing strategies, processes and frameworks that are vital to growing your business and/or market share.

This programme is designed to give participants in-depth knowledge of what marketing means in the digital world. Learn how to identify the needs of and reach more customers, keep more customers engaged through effective engagement strategies, and determine the best metrics to accurately measure success. Participants will be exposed to current practices in the digital marketing landscape via recorded video lectures by industry experts, peer discussions, a real-world case analysis, and more throughout the programme.

14%

Southeast Asia digital advertising market is expected to grow nearly 14% and reach 15.35 billion by 2026.

SOURCE: RESEARCH AND MARKETS, 2019

80%

of consumers say the experience a company provides is as important as its products and services.

SOURCE: SALESFORCE RESEARCH, 2020
Social Media Simulation

Social Media Simulation

You will learn the principles of online advertising through a real-world scenario in a simulated environment. Specifically, you will learn to:

●   Write targeted social media ads
●   Create, promote and schedule content
●   Measure key performance indicators
●   Manage budgets

Guest Speakers

Faculty Member Althea Lim

Althea Lim

Group Chief Executive Officer of Gushcloud International

Faculty Member Ryan Lim

Ryan Lim

Principal Consultant & Founder, QED Consulting

Aaron Su

Director, Global Product Marketing, Republic of Gamers, ASUS

Programme Testimonials

Jazel Tan

Very holistic coverage, I learnt a lot and love it that the videos are short bite-size formats!

— Jazel Tan,  Manager, Sector Digitalisation & Transformation,  National Council of Social Service

Scott Strawn

The live sessions & the synthesis of the material was very beneficial.

— Scott Strawn, Marketing & Technical Director, The Lincoln Electric Company

Kasumi Oda

The programme was practical, immediately implementable, bite sized (not overwhelming!) & actionable.

— Kasumi Oda, VP, Marketing, Catalyst Healthcare

Nancy Oktavelia

The simulation with Stukent was the best, because it allows us to see a sneak peek about social media manager's scope of work.

— Nancy Oktavelia, Digital Marketing and Promotion, Rodalink Singapore

Isabella Canlas

I loved the bite-sized informations/lessons from the professors and resources given from weekly modules, & STUKENT as an active application

— Isabella Canlas , Social Media Officer, Fagokho Corporation

Ling Seow Chang

Both Professors have presented the material with very high quality presentations slides and content, in a very systematic and organised way, with enough content and good reference to external aid (eg youtube, webiste, extra reading).

— Ling Seow Chang, Director, General Filter Pte Ltd

Read about participants who have completed the programme and shared their certificates on LinkedIn.
Click on the certificate to see what they have to say about the programme.

(These are LinkedIn posts & will require you to log in to LinkedIn to see them).

Past Participant Profiles

Seeking Employer Assistance

When you make the decision to further your professional development, you are not only making a commitment to your own career advancement, but to the success of your organisation. And because you’ll be enhancing the skills and knowledge you will use to impact the way you do business, asking your employer to help fund your continuing education is a smart move.

Receiving financial assistance from an employer is more common than you may think, but it can feel rather intimidating. To help, here are some simple steps you can follow to make the request:

Do Your Research
Prior to asking for financial assistance, you need to make sure you can justify your programme of choice and how it will enhance your work performance.

Showcase Tangible Benefits
Get specific—discuss with your employer how your newly gained expertise will directly improve a process, service, strategy or any other aspect of your organisation that needs improving.

Start the Conversation
Don’t wait for your employer to broach the subject and present you with potential professional development opportunities. Once you’ve finished your research, send your employer an email to set up a meeting to discuss the programme you have in mind.

Certificate

Certificate

Upon successful completion of the programme, participants will be awarded a verified digital certificate by NUS Business School.

Download Brochure

Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.