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Specialist Diploma in Digital Marketing & Analytics

Topic:Business Management

Course Type:Part-Time Diploma and Post-Diploma Courses

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  • Course Date:

    17 Apr 2023 to 31 Mar 2024
  • Registration Period:

    01 Dec 2022 to 28 Feb 2023
  • 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 with there is a new run.

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

300 hours (1 year)


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.

  • Analyze 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 : Certificate In Digital Marketing Strategies & Analytics

Module 1: Digital Marketing Fundamentals (45 hrs)

Digital Marketing Fundamentals will provide an overview of Digital Marketing to traditional marketing theories and concepts; how they vary and complement each other. The module will also take participants through a thorough analysis on the uses of Digital Marketing tools through brand, service & product communication; and uncover how digital transformation may be enveloped through digital marketing technologies.

• Introduction to Digital Marketing

• The Ever-Changing Online Environment

• Digital Marketing Tools: Effectiveness & Best Practices for Digital Transformation

• The Impact of Digital Media on the Marketing Mix

• Relationship Marketing using Digital Platforms

• B2C & B2B Digital Marketing practices

Module 2: Digital Marketing Strategies (45 hrs)

Digital Marketing Strategies aims to provide learners with knowledge on how to develop a digital marketing strategy which would enable them to market their brand / service / product in a digital setting with proper call to actions & lead management through good user experience.

 • Go-to-Market Consumer Insights & Strategies

• Objective Setting for Digital Marketing

• Digital Strategy Formulation

• Content Marketing Plan

• Digital Media Buying/Bidding

• Delivering the online customer service experience through UI / UX

• Campaign Evaluation & Improvement Strategy

Module 3: Digital Marketing Analytics (60 hours)

This module equips students with the skills and knowledge to analyse and optimize digital marketing performance through the use of analytics that cover web, social media, mobile, display & other third-party elements (crm & edm tools). Students will learn to plan and measure the effectiveness of digital marketing campaigns and make recommendations for improvement.

 • Introduction to analytics

• Quantitative to Qualitative Metrics

• Measuring Web, Social Media, Mobile, Display & Third-Party Analytics

• Analysing & Correlating Digital Channel Performance

• Infographics & Data Visualisation

• Post-Campaign Reporting, Optimisation & Strategy

PDC 2 - Certificate In Social Media Marketing & Analytics

Module 4: Social Media Marketing (45 hours)

To provide students with a strategic and holistic view of social media marketing to help them gain a clear understanding of business goals and brand voice in order to launch a truly effective social media strategy with opportunities for them to apply the skills acquired in a hands-on manner. Topics to be discussed include:

 • Evaluating existing business strategies to formulate a feasible social media marketing strategy

• Understanding various uses of social media

• Applying techniques to add engagement & virality and increase activity at different points in the customer conversion funnel

• Crisis Management on social media

Module 5: Digital Content Development (45 hours)

To build on students’ knowledge in digital marketing with a holistic view on digital content creation. Students will acquire the skills to leverage a range of content creation tools, tactics and techniques to create and manage powerful digital content. These include:

• Understanding digital content

• Understanding format, form and function in the digital context

• Writing for the digital content

• Creating web presence, landing pages and mobile material

• Developing emails and banner ads

• Developing content for social media

• Licensing digital content

• Text Mining in Social Media

Module 6: Social Media Analytics (60 hours)

To introduce students to the processes for analysing unstructured textual data on social media platforms. Students will learn to collect, prepare and analyse social media data with social media analytics tools. With this knowledge, students will be able to improve marketing of products and services using best practices. They will also learn to use text analytics to discover interesting patterns and gain insights to support decision making as well as to provide recommendations.

 • Introduction to Social Media Analytics

• Social Listening & Monitoring

• Sentiment Analysis

• Analytics & Algorithms

• Data Driven Engagement & Retargeting Strategies

• Managing KOI social media data

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

Click here for Funding Incentives and Fees Matters

Applicants/Eligibility Certificate in Digital Marketing Strategies & Analytics Certificate in Social Media Marketing & Analytics Total Course Fees:
SINGAPORE CITIZENS BELOW THE AGE OF 40 $556.13 $556.13 $1,112.27
SINGAPORE CITIZENS AGED 40 AND ABOVE $370.76 $370.76 $741.51
SINGAPORE PR $1,522.80 $1,522.80 $3,045.60
ENHANCED TRAINING SUPPORT FOR SME SCHEME (for SC)* $382.88 $382.88 $765.77
ENHANCED TRAINING SUPPORT FOR SME SCHEME (for PR)** $465.30 $465.30 $930.60
OTHERS / REPEAT STUDENTS (for SC) $3,707.55 $3,707.55 $7,415.10
OTHERS / REPEAT STUDENTS (for PR) $3,807.00 $3,807.00 $7,614.00

*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:

Examination Fee-$16.20
Miscellaneous Fee$7.49$7.56
Statutory Licence Fee (CLASS)$1.01$1.02
Insurance Fee (GPA)$1.70$1.72

- The fees shown (inclusive of 8 % GST) are indicative as they are based on prevailing funding policies and subject to review.

- 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.

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

Refund Policy:
- Withdraw within 2 weeks before semester commencement, 70% 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

Please click here for application procedures.

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