course-banner-img Business Management-1

Relationship Marketing & Digital Customer Relationship Management

Topic:ICT, Media & Design

Course Type:Short & Modular Courses, SkillsFuture Series - Digital Economy

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  • Course Date:

  • Registration Period:

  • Time:

    10.5 hours / 1.5 days
  • Mode of Training:

    Facilitated Learning (F2F)
  • Venue:

    Singapore Polytechnic
  • Funding:

    Eligible for SkillsFuture Credit

Customer Relationship Management is a 1.5 Day short course which will cover an overview of customer relationship management in the digital age.

Course Objective

The course explores the different ways businesses are adopting a customer-centric approach with customer relationship tools (CRM Tools) and how these tools aid businesses in optimising & managing their existing customer base with analytics & insights obtained from these tools. Participants will gain a broader understanding of what relationship marketing entails with proper customer relationship management tactics, and an appreciation of how proper implementation can lead to stronger customer retention.

At the end of the course, learners will be able to: 

• Evaluate the different consumer touchpoints & digital/technological forces that affect relationship marketing
• Use customizable capabilities of Customer Relationship Management tools (i.e. Salesforce) to optimize lead evaluation
• Analyse consumer-based data to create better data-value based selling tactics
• Build an infographic selling toolkit to aid with personal selling

Course Outline

• Introduction to Relationship Marketing & Analytics
• CRM: Best Practices
• Data Analysis: Mining Data from Various Sources
• Insight Driven, Data-Value Based Selling
• Optimising Retention: Using Infographics

Minimum Requirements

Familiarity with digital marketing. Participants should have used basic marketing automisation tools such as Mailchimp, Hubspot, Marketo, SalesForce etc.

Certification / Accreditation

• Certificate of Performance (electronic Certificate will be issued)
A Certificate of Performance will be awarded to participants who pass the examination and meet at least 75% attendance rate

Suitable for

Customer Relationship Manager, Sales/Marketing Manager, Consumer Acquisition Lead

Course Fees

Full Fees (before GST): $310.00 

Applicants/Eligibility SkillsFuture Funding GST* Subsidised Fee (after GST)
Singapore Citizens aged 40 and above¹ $279.00 $7.44 $38.44
Singapore Citizens aged below 40 $217.00 $7.44 $100.44
Singapore Permanent Residents and LTVP+ Holders $217.00 $7.44 $100.44
SME-sponsored Singapore Citizens, Permanent Residents and LTVP+ Holders² $279.00 $7.44 $38.44
Others (Full fees payable) $0.00 $24.80 $334.80

*As announced at Budget 2022, there will be no increase in government fees and charges for Singaporeans from 1 Jan 2023 to 31 Dec 2023. Also, as per SSG’s policy, the GST payable for all funding-eligible applicants is calculated based on prevailing GST rate after baseline funding subsidy of 70%

Singaporeans aged 25 years and above may use **SkillsFuture Credit balance to offset respective course fees.

1 Under the SkillsFuture Mid-career Enhanced Subsidy. For more information, visit the SkillsFuture website here
2 Under the Enhanced Training Support for Small & Medium Enterprises (SMEs) Scheme. For more information of the scheme, click here. To view SP’s list of similar funded courses, click here. Please submit the attached “Declaration Form for Enhanced Training Support Scheme for SME” together with your online application.

Funding Incentives

Please click here for more information on funding incentives.

Application Procedure

1. All applications must be made via Online Registration at
Course fees can be paid by the following payment modes:

a) Credit Cards, Internet Banking, NETS (Not Applicable for company sponsored)
For e-payment using Visa/Master cards and Internet Banking, please click on the ‘Make e-Payment’ button on the acknowledgement page to proceed.

b) For NETS payment, you can pay at:
Singapore Polytechnic
One-Stop Service Centre

c) For payment via PayNow, please enter the UEN No. T08GB0056ACET and indicate the invoice/registration number. 

*With effect from 1 August 2021, cheque payment will not be available.

2. All successful applicants will be notified with a letter of confirmation via email.

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