Specialist Diploma in Digital Marketing & Analytics

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Specialist Diploma in Digital Marketing & Analytics

Overview

Course Date:
15 Apr 2024 to 31 Mar 2025
Registration Period:
21 Dec 2023 to 29 Feb 2024
Time:
12:00 AM to 12:00 AM
Mode of Training:
Facilitated Learning (Face-to-Face/ Online Synchronous) and Asynchronous E-Learning
Venue:
Singapore Polytechnic (facilitated classroom training) and Online E-Learning
Funding:
Eligible for SkillsFuture Credit

Please note that once the maximum class size is reached, the online registration will be closed. You may register your interest and be notified when there is a new run.

Class schedule:
Every Tuesday, Wednesday and Thursday
6:30 pm - 9:30 pm

Duration:
300 hours (1 year)

Enquiries:
Email: ptenquiry@sp.edu.sg

Please refer to Academic Calendar.

The Digital Economy landscape evolves rapidly through platforms and touchpoints. This forms a gap in the talent pool to adapt towards the effective usage of new platforms. While most platforms phase out, some pioneer platforms remain relevant. Platforms and touchpoints are expected to change constantly. The course develops the skills and mind set to approach, learn and adapt from legacy platforms to tackle the constant changes in the Digital Economy landscape.

Individuals will be trained to use digital media to engage, track and build relationships with their customers while establishing and increasing a brands’ visibility.

The 2021 SkillsFuture report on “Skills Demand For The Future Economy” reported digital marketing-related skills are amongst the top 3 clusters of priority skills for Tech-Lite job roles.

Our Specialist Diploma in Digital Marketing & Analytics (NSDMA) is tailored for diploma and degree holders who wish to acquire skills in the digital economy suited for digital marketing job functions.

NSDMA leverages the strengths of each school: School of Business (SB) in digital marketing strategy & analytics, and Media, Arts & Design School (MAD) in social media marketing and digital content generation.

Participants are required to bring computer Notebook when attending lessons, as you may need it to access the e-learning materials, writing reports, etc.

Course Objective

The course is designed to facilitate life-long learning and bite-size acquisition of digital marketing and analytics skills to responsively meet the needs of working professionals. At the end of the course, the students will be able to:

Understand and apply varied digital marketing strategies to different business models in reaching overall marketing objectives.
Explore the many possibilities of Digital Marketing in streamlining business processes, support overall marketing objectives and to add brand value to an organization.
Equip students with the skills and knowledge to analyze and optimize website performance with the use of web analytics software and methodologies. Students will learn to develop, optimize and execute search engine marketing plans and campaigns. Drive strategy for search engine marketing initiatives ensuring that revenue, budget, ROI and other business goals are met.
Equip students with online tools and social media outreach for viral marketing and to foster interaction, engagement and discussion regarding the company’s products and services.
Analyse unstructured textual data on social media platforms to gain insights to support business decision making as well as provide recommendations.

Course Outline

NSDMA is a one-year part-time programme consisting of 2 Post Diploma Certificates (PDC) conducted over 2 semesters, 1 PDC per semester. The first PDC to start with is PDC1. The classes are conducted in the evening.

This course consists of 2 Post Diploma Certificates (PDCs).

PDC1: Post-Diploma Certificate (PDC1) in Digital Marketing Research, Planning and Execution

Module 1: Digital Consumers and Technologies (45 hrs)

Digital Consumers and Technologies will provide an overview to the students on conducting market research through new and existing technologies to deploy assets with the consideration of data privacy across platforms.

• Digital consumers, buying behaviour and engagement
• New technologies and media
• Search Engine Marketing & Optimisation
• Digital platforms and content creation guidelines
• Data protection and ethics

Module 2: Digital Marketing Planning (45 hrs)

Digital Marketing Planning aims to provide students with knowledge to develop digital strategy through analysis of digital media to execute market tests with the end-goal of optimising goal completions and conversions.

• Channels, digital tools and applications
• Marketing strategy development
• Marketing strategy management
• Content marketing & strategy
• Optimising the customer experience

Module 3: Digital Content Generation (60 hours)

Digital Content Generation equip students with the skills and knowledge to develop optimised digital content to enhance engagement across digital media platforms.

• Copywriting for digital media
• Banners and electronic direct mailers
• Driving engagement through photos and videos on digital media
• Livestream and social commerce
• Creating a campaign site (e-commerce enabled)

Post-Diploma Certificate (PDC2) in Digital Marketing Management & Analytics

Module 4: Digital Marketing Management (45 hours)

Digital Marketing Management provide students an overview to develop a growth plan through hypothesis testing that draws relevant insights to execute growth strategies for the product/brand.

• Consumer funnel and growth strategies
• Data modelling for marketing analytics
• Data analysis and solutioning
• Digital demand generation
• Consumer and brand equity

Module 5: Brand Management across Social Media (45 hours)

Brand Management across Social Media build on students’ knowledge in digital marketing to establish public relations through co-branding and integrate branding with other sales and stakeholder management strategies to enhance a brand’s reputation.

• Public Relations
• Online and offline brand integration
• Building brand equity through affiliates
• Managing affiliate relationships
• Enhancing brand reputation and crisis management

Module 6: Digital Marketing Competency Capstone (60 hours)

Digital Marketing Competency Capstone introduce students to develop higher-level competencies through simulated on-the-job training (OJT) of digital marketing skill-sets from market research to post-campaign analysis.

• Analysing and evaluating digital consumers and technologies
• Developing a digital marketing plan
• Developing required digital content
• Managing a digital marketing campaign
• Managing the brand across social media

Minimum Requirements

Applicants should have a Polytechnic Diploma or Degree in Information Technology, Business or any other relevant discipline.

Recognition of Prior Learning

Applicants who do not meet the entry requirements may apply for admission to the course by producing evidence of at least 5 years relevant working experience or supporting information to ascertain their competency readiness. Eligible applicants who are shortlisted will have to go through an interview and/or entrance test.

The Polytechnic reserves the right to shortlist eligible applicants and admit applicants who perform well in the interview and/or entrance test.

Certification / Accreditation

Upon completion of two Certificates within a two-year validity period, the participant will be conferred a Specialist Diploma qualification from Singapore Polytechnic.

Suitable for

This course is suitable for working adults in any industry who wish to pick up specialised skills and knowledge in digital marketing and analytics.

Course Fees

The course fees payable above are inclusive of 9% GST rate.

Applicants/Eligibility	Certificate in Digital Marketing Strategies & Analytics	Certificate in Social Media Marketing & Analytics	Total Course Fees:
SINGAPORE CITIZENS BELOW THE AGE OF 40	$588.60	$588.60	$1,177.20
SINGAPORE CITIZENS AGED 40 AND ABOVE	$392.40	$392.40	$784.80
SINGAPORE PR	$1,651.35	$1,651.35	$3,302.70
ENHANCED TRAINING SUPPORT FOR SME SCHEME (for SC)*	$408.60	$408.60	$817.20
ENHANCED TRAINING SUPPORT FOR SME SCHEME (for PR)**	$496.35	$496.35	$992.70
OTHERS / REPEAT STUDENTS	$4,185.60	$4,185.60	$8,371.20

*SC - Singapore Citizen ** PR - Permanent Resident

SkillsFuture Mid-Career Enhanced Funding and Enhanced Training Support for Small and Medium Enterprises (SMEs). For details, please refer to here.

Other Fees Payable:

FEE DESCRIPTION	PER SEMESTER (AFTER GST)
	SINGAPORE CITIZENS	SINGAPORE PR AND OTHERS
Examination Fee	-	$16.35
Miscellaneous Fee	$7.63	$7.63
Statutory Licence Fee (CLASS)	$1.02	$1.02
Insurance Fee (GPA)	$2.29	$2.29

- The fees shown are indicative as they are based on prevailing funding policies and subject to review.

- Post Diploma Module Certificate fee is payable on a semester basis.

Refund Policy:
- Withdraw within 2 weeks before semester commencement, 50% refund of paid course fee.
- Withdraw on or after date of semester commencement, no refund of paid course fee.
Please note that other fees paid are non-refundable.

Application Procedure

1. For self-sponsored applicants, please click on the “Register” button to apply for the course. You will be directed to Skills Training & Enhancement Portal (STEP), the official portal to manage all your course activities. Please note that you will be prompted to sign in with Singpass/Student ID.

2. For company-sponsored applicants, please approach your company's Human Resource (HR) team to put in the application through the company portal using CorpPass at STEP (polite.edu.sg). You may only apply after receiving the registration link from your company's HR.

3. Your application does not guarantee acceptance into the course. Your acceptance into the course is dependent on meeting the course requirements and course vacancy.

4. Non‐Singaporeans must possess a valid Employment Pass / Work Permit / Dependant Pass throughout the course duration. You would need to bear the full risk of non-completion should your pass expire and subsequently lapse within the duration of the course.

5. You will be notified by email on the application outcome 6 weeks after the application’s closing date.

6. PACE Academy course schedules, including course trainer, course fees and course availability are subject to change.

7. PACE Academy reserves the right to cancel or postpone any course at short notice; & at its absolute discretion without assigning any reason for such cancellation/postponements. In the event that the applicant’s chosen course is cancelled prior to its commencement, PACE Academy will make a full refund of course fees already paid by the applicant.

8. The data provided to Singapore Polytechnic will be kept strictly confidential and will be used for the purpose of course administration. The data may be passed on to the relevant organisations that require the information related to the course.