SGUS Digital Marketing


The Singapore Polytechnic (SP) School of Business (SB) is pleased to introduce SGUS Digital Marketing. This programme is catered for participants who are looking to enter or cross industries into the field of digital marketing. This is to facilitate trainees who are looking for mid-career switches into digital marketing by furthering their education, especially if their previous job role was affected by Covid-19.

Trainees are required to equip with a computer Notebook (installed with minimally windows10 OS) when attending lessons.

Course Objectives

This programme aims to provide trainees with the fundamental knowledge to be a digital marketing executive with the general knowledge of marketing, consumer research, digital marketing analytics & integrated digital marketing communications. Key to the job role is being able to activate and navigate around marketing technological tools which will be introduced at both sectoral fundamentals & job specialisation levels, with key skill emphasis in these few areas of digital marketing – Search Engine Optimisation, Affiliate Marketing, Digital Media Buying, Content Creation & Development for digital platforms (inclusive of social media) & Campaign Analysis. Trainees will not just be learning to execute activation essentials, but understanding the overarching digital strategy that encompasses digital marketing plans. This programme is thus designed for trainees not just to execute, but to strategize a digital marketing plan from an organisational level, to move up the ranks within the domain itself.

Suitable for

This programme is suitable for participants who would like to venture or cross careers into the various aspects as a digital marketing executive: 
• Content Marketing
• Market Research
• Consumer Insights Analyst
• Community Development
• Digital Campaign Strategist
• Media Buyer

Industry and Career Options

With the skills and knowledge gained form this programme, trainees will be able to enter any industry as a digital marketing executive, assisting with campaign activation essentials such as: 
• Message Strategy Planning
• Media Buying
• Content Creation
• Campaign Management & Analysis

Career options include:

• Digital Marketing Executive
• Digital Media Buyer
• Advertising Account Executive
• Market Research Executive
• Brand Executive

Minimum Entry Requirements

Applicant must be a Singapore Citizen or Singapore Permanent Resident aged 21 and above, and is able to commit to the full-time training schedule.

In addition, the target trainees for SGUS programmes will exclude the following:

a) Graduated or graduating in Calendar Year (CY) 2019 / 2020 from ITE, Polytechnics, Universities, and other educational institutions. This includes graduates from private universities as well as overseas institutions and part-time / post-graduate programmes; and

b) Graduated from the educational institutions mentioned in (a) and completed or completing their National Service (NS) in CY 2019 / 2020 and are entering the labour force.

Applicants should have at least a Diploma qualification from a recognised Institution of Higher Learning. 

Recognition of Prior Learning

Applicants who do not meet the entry requirements may be considered for admission to the course based on evidence of at least 5 years of relevant working experience or supporting evidence of competency readiness. Suitable applicants who are shortlisted may have to go through an interview and/or entrance test. The Polytechnic reserves the right to shortlist and admit applicants.

Course Outline

The Programme consists of six (6) certificates to be conducted within 12 months. Classes will be conducted in full-time mode.

1. Certificate in Communication and Interpersonal Skills 
This certificate covers the key communication areas which include mindset transformation, emotional intelligence (EQ), communications between generations and building digital confidence in the workplace.

2. Certificate in Introduction to Analytics, Cyber Security, AI and Blockchain 
This certificate introduces key concepts in the areas of data and visual analytics using Power BI, statistics, cyber security, blockchain, AI and machine learning.

3. Certificate in Essential and Emerging Skills for Employability 
This certificate covers fundamentals in various essential areas within an organisation, which includes human resource, finance, design thinking, robotic process automation and digital marketing.

4. Certificate in Sectoral Fundamentals for Digital Marketing
This certificate covers the fundamental & essential areas of digital marketing such as principles of marketing, consumer research & analytics, integrated digital marketing communications & digital marketing analytics.

5. Certificate in Job Specialisation for Digital Marketing Executive
This certificate introduces the execution toolkits essential for a digital marketing executive in activating & managing a digital marketing campaign; primarily through digital message strategy, digital media planning, content marketing development & digital campaign management and analysis. 

6. Practicum 
This project module provides opportunities for learners embark on an industry project either in-house or in an attachment to a company or at the Digital Building Innovation Centre (DBIC).

Please click here for here synopsis.

*Certificates may not be conducted according to the sequence listed.

Award / Certification / Accreditation

• Upon completion and passed all modules in each Certificate, trainees will be awarded a Certificate
• Upon completion of all the certificates, trainees will be awarded with a Certificate of Completion in SGUS programme

Please refer here for the FAQ on SGUS programme.

Course Fees

Full Fees (inclusive of GST): $33,491.00

Subsidised Fees for Singaporeans & Singapore PR (inclusive of GST): $1,000.00

Trainees must fulfil minimum attendance requirements and pass assessments to qualify for course fee subsidies. Trainees who are unable to meet these requirements may be asked to return the course fee subsidies that they have received.

Refund Policy:

• The programmes allow trainees to exit without penalty if they are successfully placed into a job or have secured a job on their own accord while undergoing training. However, trainees who exit the programme without a valid reason may be asked to return the course fee subsidy that they have received.
• Refund of paid course fees will be pro-rated based on certificates that have not commenced
• Trainees who wish to exit from the programme must write to
No new intake

Class Schedule:
Mon-Fri, 9 am to 6 pm (at least 15 hours or more per week)
Lessons will be conducted in online synchronous/asynchronous or face-to-face mode

835 hours (1 year)