Digital Marketing: Strategies, Models and Frameworks

Country/Region
Work Experience

Please note that the programme duration includes a break week for Christmas from 24th Dec 2024 to 1st Jan 2025, and for Chinese New Year from 28th Jan 2025 to 3rd Feb 2025.

Future-Proof Your Career: Invest in Your Success

Emeritus and NUS unite to offer an exclusive opportunity. Enrol before 18 October 2024 using this code: APAC100ALL5924 and get USD 100 program fee 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

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

13 Discussion Boards

21+ Discussion Boards

10 Assignments

10+ Assignments

Hands-on coding with Python

6+ Real-World Case Analysis

18 Live online Office hour sessions with Programme Leaders

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)

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

1 Capstone project

1 Capstone project

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

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
Ling Seow Chang
Director, General Filter Pte Ltd
Very holistic coverage, I learnt a lot and love it that the videos are short bite-size formats!
Jazel Tan
Jazel Tan
Manager, Sector Digitalisation & Transformation, National Council of Social Service
The live sessions & the synthesis of the material was very beneficial.
Scott Strawn
Scott Strawn
Marketing & Technical Director, The Lincoln Electric Company
The programme was practical, immediately implementable, bite sized (not overwhelming!) & actionable.
Kasumi Oda
Kasumi Oda
VP, Marketing, Catalyst Healthcare
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
Nancy Oktavelia
Digital Marketing and Promotion, Rodalink Singapore
I loved the bite-sized informations/lessons from the professors and resources given from weekly modules, & STUKENT as an active application.
Isabella Canlas
Isabella Canlas
Social Media Officer, Fagokho Corporation

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

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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