Digital Marketing: Strategies, Models and Frameworks


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Course Dates


27 September 2024

Course Duration


3 months, online
4-6 hours per week

Course Fee


US$1,950 and get US$195 off with a referral

Course Information Flexible payment available
Course Information Special group enrolment pricing

Unlock Your Potential

Embark on a journey of continuous learning to enhance your skills and gain a competitive edge.

Emeritus is collaborating with NUS to help you unlock transformative career growth. Enrol before 12 July 2024 using this code: UNLOCK100AL4192 and get USD 100 program fee benefit. Limited seats to success available. Claim yours now.

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+ Pre-Recorded Video Lectures* from NUS faculty with for self-paced learning interspersed with live lectures from renowned NUS faculty and industry practitioners

21+ Discussion Boards

10+ Assignments

6+ Real-World Case Analysis

6+ Real-World Case Analysis

3 Masterclass with Industry Experts (SEO, Content Marketing and Analytics)

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

Professional presentation of Capstone project

1 Capstone project

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 program faculty and Industry experts. 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

    • 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 segmentation
  • 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
    • Generative AI

*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.

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.



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.



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



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


Google Analytics



Meta Ads Manager





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

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.


NUS (Asia) 2022

QS World University Rankings



Financial Times Global Rankings 2021

Programme Faculty

Faculty Member 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, MSc, and Executive MBA students... More info
Faculty Member 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 12,000+ professionals and business owners over the last 12 years... More info

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.

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. Participants will be exposed to current and the upcoming trends in the digital marketing landscape via recorded video lectures and live sessions by faculty and industry experts, peer discussions, real-world case studies and examples, tools and more throughout the programme.

18.73% CAGR

Expected growth of the Southeast Asia digital advertising market by a revised 2021-2031 to reach $58.63 billion by 2031.

SOURCE: Research and Markets, 2021

*The schedule of live sessions and profile of Industry experts is subject to change and confirmation will be provided post programme start.

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

Faculty Member Helen Ritchie

Helen Ritchie

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

Deep Kakkad

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

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 references.

— 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).

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


Work Experience




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

Download Brochure

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.
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Flexible payment options available. Learn more.