Digital Marketing: Strategies, Models and Frameworks

Work Experience

Future-Proof Your Career

Emeritus and NUS Business School unite to offer an exclusive opportunity. Enrol byInvalid liquid datausing this code: APAC75ALL7310 and get USD75 enrolment benefit. Limited seats available. Reserve your spot today!

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

Pre-Recorded Video Lectures
Pre-Recorded Video Lectures

130+ pre-recorded videos by NUS faculty with interspersed live sessions

13 Discussion Boards
Discussion Boards

20+ discussion boards for peer learning and brainstorming

10 Assignments
Assignments

10+ graded assignments to apply key marketing and analytics concepts

Hands-on coding with Python
Real-World Case Analysis

5+ case study discussions for real-world marketing and analytics learning

LP-ISB CYSL-Programme Features 8
Office Hour Sessions

Weekly office hours with programme leaders for concept clarification

18 Live online Office hour sessions with Programme Leaders
Online Live Masterclasses

4+ sessions on Generative AI, SEO, content, mobile, and web analytics

2 Live Sessions with Faculty (Customer segmentation and AI tools) and 2 with Industry Experts (Mobile marketing and Generative AI)
Faculty-Led Live Sessions

2 sessions on AI marketing tools, segmentation, and personas

1 Capstone project
Capstone Project

Final capstone project integrating key tools and strategic marketing skills

Note:

  • The programme highlights mentioned above are subject to change based on faculty availability and the desired outcomes of the programme.

  • *This programme is primarily self-paced online with some live sessions conducted by programme faculty. The availability of post-session video recordings is at the discretion of the faculty members, and Emeritus or the institute cannot guarantee their availability. We have a curated panel of distinguished industry practitioners who will conduct weekly live doubt-clearing sessions.

  • **Assignments will be graded by industry practitioners who are available to support participants in their learning journey, and/or by the Emeritus grading team. The final number of quizzes, assignments, and discussions will be confirmed closer to the start of the programme.

Programme Modules

Note:

  • *This programme is primarily self-paced online with some live sessions conducted by programme faculty. The availability of post-session video recordings is at the discretion of the faculty members, and Emeritus or the institute cannot guarantee their availability. We have a curated panel of distinguished industry practitioners who will conduct weekly live doubt-clearing sessions.

  • **Assignments will be graded by industry practitioners who are available to support participants in their learning journey, and/or by the Emeritus grading team. The final number of quizzes, assignments, and discussions will be confirmed closer to the start of the programme.

Key Skills

Digital consumer behaviour

Digital consumer behaviour

Social Media Marketing

Social media marketing

Paid marketing

Paid marketing

Content Marketing strategy

Content marketing strategy

Digital optimisation

Digital optimisation

Email Marketing

Email marketing

Digital Marketing Strategy

Digital marketing strategy

Artificial Intelligence in Marketing

Artificial Intelligence in marketing

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.

Tools

Google Analytics
Google Analytics

Hotjar
Hotjar

Hubspot
Hubspot

Meta Ads Manager
Meta Ads Manager

Semrush
Semrush

SpyFu
SpyFu

Chatgpt
Chatgpt

Note:

  • All product and company names mentioned in this material are trademarks or registered trademarks of their respective holders. Their use does not imply any affiliation with or endorsement by them

  • The tools will be taught by teaching faculty, industry practitioners, or linked to relevant knowledge bases for your reference and self-guided learning

Programme Faculty

Dr Doreen Kum
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, MS...

Ang Eu Gene
Ang Eu Gene

Lecturer, Marketing, 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 12,00...

Note: Programme Faculty for the live sessions might change due to unavoidable circumstances, and revised details will be shared closer to the programme start date.

Who is this programme for?

If your role includes building a brand for your company, leveraging customer journey insights to drive better engagement, developing communication strategies for the digital age, or creating better solutions for clients that are based on digital marketing and analytics, you will benefit most from this programme. Representative roles and industries that can benefit include:

  • Sales and marketing professionals and managers

  • Brand and communications directors and managers

  • Consultants in business and marketing, global marketing, marketing and communications, marketing management, and public relations

  • Consumer-driven industries where digital marketing applications are critical, including banking and finance, healthcare, retail, IT products and services, advertising, healthcare, education, FMCG, and automotive.

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

Industry Experts

Helen Ritchie
Helen Ritchie

Digital marketing and transformation specialist; consultant and lecturer; helping brands to win in a changing world

Deep Kakkad
Deep Kakkad

2x Featured in entrepreneur.com | Top 30 Game-changers, India | 3M+ Reach | VC Scout, Proxy CEO

Programme Testimonials

The structure of the programme, especially the capstone project, along with the real-life examples from various companies, was the highlight. It allowed us to see theory put into practice, making the ...
Javed Ahmed
Customer Experience Lead - EAST Asia and Pakistan,
Bayer
The bite-sized videos helped with my learning! Since I usually cannot watch everything in one go due to work commitments, the short format made it easy to catch up during my commute or lunch breaks. I...
Ying Hui Toh
Marketing Analytics Project Manager,
Abbott
The content of the course is holistic. I have learned a lot of valuable information here. Also, the responsive advice and suggestions from the programme advisor on assignments were really helpful and ...
Shireen Lau
Graphic Designer Cum Marketing,
Puricare Pte Ltd
Being able to try out new ideas and learn how to develop a product or service, whether driven by personal passion or directly applicable to our work, was both a valuable and rewarding experience.
Natasha Daniel
Creative & Social Media Assistant,
TSL Media Group
The best part of the Digital Marketing: Strategies, Models and Frameworks Programme was its thoughtful curation. The topics were engaging, and the modules were easy to comprehend, with numerous exampl...
Simonia Dawes
Marketing & Communications Coordinator,
American Embassy School
Online learning through platform like Zoom allows us to learn together with the teacher, creating an interactive and collaborative experience in the Digital Marketing: Strategies, Models, and Framewor...
Annisa Zulaikah
Self Employed
It was a great journey, as I had never studied this subject before. The concepts taught in the Digital Marketing: Strategies, Models, and Frameworks programme have been incredibly important as I take ...
Carlos Cesar Rodrigues Galli
I found the Stukent - simulation-based learning tool incredibly effective. It was thoughtfully designed to mimic real-life scenarios of building a digital marketing strategy, making the experience bot...
Dania Ika
R&D Manager,
Unilever
The teaching was easy to digest, highly understandable, and exceptionally clear. I particularly enjoyed the assignments, as they provided great opportunities to apply what we learned in a practical an...
Delphina Dayan
Digital Marketing Executive,
Raffles Skills Lab International Training Centre
NUS Business School and Emeritus not only deliver essential knowledge in digital marketing but also help students build a strong foundation in core marketing principles, the very root of digital marke...
Donny Budiardjo
Modern Trade National Sales Manager,
PT Unilever Indonesia
The highlight of the Digital Marketing: Strategies, Models, and Frameworks Programme at NUS Business School was gaining a deep understanding of the digital marketing process and learning practical str...
Lang (Nemo) Qin
Sales and Partnership Manager,
eToro
The capstone was a highlight because it allowed practical application of the concepts covered in the videos. The Digital Marketing: Strategies, Models, and Frameworks Programme by NUS Business School ...
Maha Ibrahim
Learning marketing strategies and AI tools through the Digital Marketing: Strategies, Models, and Frameworks Programme by NUS Business School was insightful and practical.
Maricel Chicano
Owner,
MChicano Internet Shop
The assignments were grounded in our own practical experiences, enriched by insights from fellow participants and further enhanced by the valuable knowledge and guidance shared by the mentor.
Paulus Swasono Satyo Nugroho
Videos with the professors and live sessions with the faculty in the Digital Marketing: Strategies, Models, and Frameworks Programme at NUS Business School were always engaging, informative, patient, ...
Pavlina Skjevik
Self Employed,
Yoga Teacher
The structure of the Digital Marketing: Strategies, Models, and Frameworks Programme at NUS Business School is highly relevant. With the continuously evolving digital landscape, providing students wit...
Shivangini Richards
Self Employed - Marketing Head
I really enjoyed the live sharing sessions conducted by the lecturers from NUS Business School. They were insightful and engaging, and the inclusion of more live sessions alongside the video recording...
Tessa Fan
Assistant Manager (Marketing & Community Growth),
Institute of Singapore Chartered Accountants
The content and exercises we worked on during the NUSB's Digital Marketing: Strategies, Models, and Frameworks Programme provided me with valuable insights through practical application. They offered ...
Ting Wei Chang
Area Sales Executive
Novo Nordisk
The video content in the Digital Marketing: Strategies, Models, and Frameworks programme at NUS Business School was paired with slides, and transcripts were made available, which was extremely useful ...
Cheryl Hoe
Senior Allied Educator,
MOE
The content in the Digital Marketing: Strategies, Models, and Frameworks programme resonates with real-world situations, and the lecturers are engaging and helpful throughout the learning journey.
Daren Soh
Senior Field Marketing Manager, APAC,
Telesign
The weekly sessions in the Digital Marketing: Strategies, Models, and Frameworks programme provided deeper insights into each topic, and the course structure was perfectly designed to help understand ...
Fangzhou Wang
Account Manager,
Meta
The up-to-date information provided in the Digital Marketing: Strategies, Models, and Frameworks programme has been incredibly helpful in guiding me in my work.
Harman Harison Bin Mazlan
Publications and Marketing Officer,
Dover Court International School
The best part of the Digital Marketing: Strategies, Models, and Frameworks programme at NUS Business School is how each module is segmented into short videos, allowing part-time learners to grasp key ...
Hui Ying
Manager,
Polymould Graphic (S) Pte Ltd
The content quality and faculty in the Digital Marketing: Strategies, Models, and Frameworks programme have been engaging, thoughtful, and up to date, with realistic illustrations that make learning e...
Kalaiarasan Manoharan
I have thoroughly enjoyed learning digital marketing with NUS Business School, and I found the concepts to be intuitive and practical, which made the programme highly relatable and easy to apply.
Kamil T Gani
The interactive live sessions with the faculty and industry experts, along with the real-life examples, were extremely insightful and greatly enhanced my understanding of the subjects in the Digital M...
Koh Zhao Kang Shawn
Assistant Marketing Manager,
Raffles College of Higher Education
The Digital Marketing: Strategies, Models, and Frameworks programme at NUS Business School includes a wealth of real-life examples, which not only make the concepts easier to grasp but also demonstrat...
Luan Lu
Manager,
YCH Group
Digital marketing is becoming increasingly strategic for all businesses, and this level of learning in the Digital Marketing: Strategies, Models, and Frameworks programme at NUS Business School is ext...
Onur Artikoglu
The best part for me was, without a doubt, the breakdown of what a marketing funnel is and how to build one—I had heard of this concept before but never fully grasped it until now; with TOFU, MOFU, an...
Paul Boonpojanasoontorn
I enjoyed the simulation activity in the Digital Marketing: Strategies, Models, and Frameworks programme, as it effectively mimics actual social media platforms, allowing us to try, experiment, and le...
Rachel Cheong
The assignments in the Digital Marketing: Strategies, Models, and Frameworks programme encouraged us to be actively involved, giving us the opportunity to apply the theories to practical case studies,...
Samantha Lee
Assistant Product Marketing Manager,
Changi Airport Group
The quality of the content and the level of innovation in the Digital Marketing: Strategies, Models, and Frameworks programme at NUS Business School are truly impressive.
Thais Oliveira
Asia Marketing Manager,
Nestle
The weekly live sessions with the faculty in the Digital Marketing: Strategies, Models, and Frameworks programme were interactive and engaging—queries were addressed quickly, making the sessions highl...
Wendy Chan
Country Manager,
ABC
The materials and lectures in the Digital Marketing: Strategies, Models, and Frameworks programme at NUS Business School were clear, well-structured, and highly informative.
XU Mengxia
Marketing Manager,
Singaporery Advisors Pte Ltd

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.

Past Participant Profiles

Countries

Work Experience

Industries

Certificate

Certificate

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

Note:

  • All certificate images are for illustrative purposes only and may be subject to change at the discretion of the NUS Business School.

  • *Emeritus or the institute does not guarantee availability of any live faculty session recordings.

Emeritus Career Services

Stepping into a business leadership career requires a variety of job-ready skills. Below given services are provided by Emeritus, our learning collaborator for this program. The primary goal is to give you the skills needed to succeed in your career; however, job placement is not guaranteed. Emeritus provides the following career preparation services:

  • Resume building videos

  • Interview preparation videos

  • Linkedln profile building videos

  • Interview guidebooks

  • Glossary of resume templates

Please note: NUS or Emeritus do not promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Emeritus. NUS is not involved in any way and makes no commitments regarding the Career Services mentioned here

The Learning Experience

What is it like to learn with the learning collaborator, Emeritus?

More than 300,000 professionals globally, across 200 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded. All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes, the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner during the course period the cost of which is already included in the overall Course fee of the course.

A dedicated program support team is available 7 days a week to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options are available.

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