Relationship Marketing & Digital Customer Relationship Management

Course Date:

Registration Period:

10.5 hours / 1.5 days

9am - 5pm
9am - 12.30pm

Mode of Training:

Singapore Polytechnic

Course Introduction

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

Suitable for

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

Minimum Entry Requirements / Assumed Skills and Knowledge

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

Award / 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


Course Fees payable:

Singapore Citizens aged below 40 and Singapore PRsSingapore CitizensOthers
Non-SME sponsored1Sponsored by SME2Aged 40 and above
(incl. GST)
(incl. GST)
(incl. GST)
(incl. GST)

Singaporeans aged 25 years and above may use **SkillsFuture Credit balance to offset respective course fees.
1 Under the Enhanced Training Support for Small & Medium Enterprises (SMEs) Scheme. For more information, click here Please submit the attached “Declaration Form for Enhanced Training Support Scheme for SME ” together with your online application.
2 Under the SkillsFuture Mid-career Enhanced Subsidy. For more information, visit the SkillsFuture website here.

Funding Incentives

Please click here for more information on funding incentives.



Register Here
Eligible for SkillsFuture Credit

Terms and Conditions

*Please note that once the maximum class size is reached, the online registration will be closed.

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
PACE Academy

c) Cheques
Please make cheques payable to “Singapore Polytechnic”. Do cross the cheque and write the Registration Reference ID, Applicant Name and NRIC/FIN number at the back of the cheque. When you have completed required details, you may mail the cheque here

Please note that an administrative charge of $15 will be imposed for any returned cheques from the bank or financial institution.

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

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