Specialist Diploma in Digital Marketing and Analytics

Overview

Course Date:

20 Apr 2026 to 31 Mar 2027
Registration Period:

1 Dec 2025 to 1 Mar 2026
Duration/Frequency:

Self-Directed Asynchronous E-Learning & Wednesday Tutorial hybrid classes per week (6.30pm -9.30pm)
Mode of Training:

Face-to-Face (Classroom Teaching)

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

Class schedule:
Every Wednesday
6:30 pm - 9:30 pm

Duration:
300 hours (1 year)

Enquiries:
Email: ptenquiry@sp.edu.sg

Please refer to the Academic Calendar.

nsdma

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

Individuals will be trained in using Digital Media to effectively engage, track, and build relationships with their customers, while establishing and increasing brands’ visibility.

The 2021 SkillsFuture report on “Skills Demand For The Future Economy” reported Digital Marketing is 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 wishing to acquire skills in the Digital Economy suited for related job functions.

NSDMA leverages the strengths of each school: School of Business (SB) in Digital Marketing Strategy & Analytics, as well as Media, Arts & Design School (MAD) in Social Media Marketing and Digital Content Generation.

Participants are required to bring computer Notebooks when attending lessons, to access 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.

More Information

Specialist Diploma in Digital Marketing and Analytics (NSDMA) is a 1-year part-time course structured to provide comprehensive digital marketing knowledge and skills. The course consists of 2 Post Diploma Certificates (PDC) conducted over 2 semesters, 1 PDC per semester. Each PDC comprises of 3 modules.

Programme Structure

PDC 1 - Post-Diploma Certificate in Digital Marketing Research, Planning and Execution	PDC 2 - Post-Diploma Certificate in Digital Marketing Management & Analytics
Module 1 Module 2 Module 3	Module 4 Module 5 Module 6

Module 1: Digital Consumers and Technologies (45 Hours) Digital Consumers and Technologies will provide an overview to participants 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 Hours) Digital Marketing, Planning aims to provide participants 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 participants 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)
Module 4: Digital Marketing Management (45 Hours) Digital Marketing Management provide participants 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 participants' 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 affliates Managing affliate relationships Enhancing brand reputation and crisis management
Module 6: Digital Marketing Competency Capstone (60 Hours) Digital Marketing Competency Capstone introduce participants to develop higher-level competencies through simulated on-the-job training (OJT) of digital marketing skillsets 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

For more information on minimum entry requirements and other course details, click on the “Register” button.

Course Fee

Course fees are reviewed periodically and adjusted as necessary to cover the cost of education and to enable the polytechnic to continue investing in delivering high-quality education.