Professional Certificate in Digital Marketing and Content Creation

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Overview

The Professional Certificate of Digital Marketing and Content Creation is jointly awarded by the National University of Singapore, Institute of Systems Science (NUS-ISS), and Singapore Media Academy (SMA), in collaboration with the Association of Advertising and Marketing Singapore (AAMS).

With rapid changes in technology and consumer behavior today, organizations need to keep pace to drive organizational performance and customer engagement. Digital Marketing and content creation are necessary levers that marketers leverage on, together with analytics and insights. This certificate is designed to provide a rigorous and fast-paced overview of industry best practices and trends in digital marketing and content creation, together with hands-on applications and project work.

Our Trainers

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Lim Wee Khee

Chief, Digital Innovation & Design Practice
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Alexis Cheong

Senior Strategist at Havas Media
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Anna Rehermann

Freelance Instructor at NewCampus
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Hendry Goh Chin Hong (C.H.)

Director of Strategy at NEO360.Digital
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Pang Yoong Hui (Ray)

Chief, Digital Innovation & Design Practice

1. Social Media Analytics

Conducted by Institute of Systems Science, National University of Singapore (NUS-ISS)

This module focuses on analyzing social media data using tools and best practices. Through an understanding of what customers think about your organization, products, and services, you can leverage the insights and analytics to empower your organisation to make intelligent business decisions. Topics covered include digital marketing concepts, social media analytics, social media listening, paid social, reporting and KPIs.

At the end of the module, participants will be able to

  • Analyze digital marketing campaign schedule and determine factors affecting its implementation
  • Evaluate the different social media platforms and their associated metrics
  • Review and evaluate the effectiveness of social media campaigns for different platforms
  • Use and apply social media listening and monitoring tools to gather data
  • Formulate effective actions based on the analytics

2. Web Analytics & SEO

Conducted by Institute of Systems Science, National University of Singapore (NUS-ISS)

This module focuses on web analytics principles, tools and applications that will help organisations to track and optimise website effectiveness. Participants will learn to implement and apply web analytics for business decision making. Topics covered include web analytics fundamentals, tools, and strategies. There will also be a hands-on session with Google Analytics features, reporting and applications. Other topics include web improvement strategies, SEO and other related tools.

At the end of the module, participants will be able to

  • Identify the sales and marketing information required by users of the information
  • Understand relevant web analytics tools and make recommendations to their organisation
  • Generate, analyse and modify required traffic reports according to information requirements and needs of sales and marketing functions
  • Implement and apply web analytics and metrics to improve web performance
  • Use Google Analytics tool as an example to monitor website performance, understand users and their behavior, optimize content, optimize search engine performance (SEO) and assess campaign performance

3. Digital Marketing

Conducted by Association of Advertising and Marketing Singapore (AAMS)

This module focuses on the holistic understanding of digital marketing – from concepts to creation to implementation, tracking and optimization. This course program will cover the most up-to-date digital marketing practices, tips, frameworks, and insights to help adult learners apply their learnings to their businesses and professional jobs.

At the end of the module, participants will be able to

  • Acquire the basic concepts, terminology, and appreciation around the domain of Digital Marketing
  • Establish a good foundation on the right path to further acquire knowledge and experience in the practice of Digital Marketing
  • Understand how to choose the right digital marketing channels to meet business objectives
  • Develop a strategic mindset that integrates digital marketing into their respective functions

4. Making Online Content

Conducted by Singapore Media Academy (SMA)

This module covers the basics in story structure, what makes a compelling story and how it can and has been applied to different mediums like film, television and stage plays. Covering the A to Z of making good and compelling content and/or short videos from concept, pre-production and production to post-production using consumer products, equipment and software like mobile phones and complimentary editing software.

At the end of the module, participants will be able to

  • Understand story structure, plot design, and variants of the three-act structure
  • Develop storylines and plot structure for online content
  • Write basic narrative scripts for online content
  • Learn the pre-production process for making online content
  • Make content for online purposes
  • Edit and finish online content

Theory & Practical

Each module comes with specific individual and/or group assessments, which participants are required to complete successfully. Participants will need to be marked Competent for all the modules to be awarded the Professional Certificate of Digital Marketing and Content Creation.

The assessments can take the form of written quizzes, short questions and answers or group work presentations. Lecturers will advise accordingly in class. Participants will also need to complete a final group project presentation at the end of the programme.

Participants certified Competent for all the modules will be awarded the Professional Certificate of Digital Marketing and Content Creation.

16 days of class time + additional time for self-study & project work

Lessons will be conducted online

Dates Course Module Conducted by
13 to 15 September 2021 Social Media Analytics NUS-ISS
6 to 8 October 2021 Digital Marketing AAMS
20 to 22 October 2021 Web Analytics & SEO NUS-ISS
1, 3, 8, 10, 15, 22 November
and 6 December 2021
Making Online Content SMA
5 January 2022 Final Project Presentation NUS-ISS, SMA
& AAMS

9:00am to 6:00pm

  • Participants will be notified of the following at a later date.

    • Venues for in-class sessions, and/or
    • Log-in links for online classes
  • Academic Requirement: Obtain Pass Grade in GCE O-Level subjects including at least B4 for English (or IELTS overall band score 6.5 and above or equivalent) and 2 other subjects or equivalent; and
  • At least 1 year working experience in any industry; and
  • Applicants may be called for interview or required to complete the pre-course evaluation survey at the discretion of Singapore Media. Academy.

This course is suitable for Working Professionals who are interested in Digital Marketing.

  • Academic Requirement: Obtain Pass Grade in GCE O-Level subjects including at least B4 for English (or IELTS overall band score 6.5 and above or equivalent) and 2 other subjects or equivalent; and
  • At least 1-year working experience in any industry; and
  • Applicants may be called for interview or required to complete the pre-course evaluation survey at the discretion of Singapore Media. Academy.

This course is suitable for Working Professionals who are interested in Digital Marketing.

Fees

Course fee to be paid by installments. Details will be provided in the Student Contract.

Payment of Social Media Analytics and Web Analytics & SEO will be collected by the Institute of Systems Science, National University of Singapore (NUS-ISS). Please refer to NUS-ISS' Terms and Conditions.

Social Media Analytics S$2,889.00 S$1,444.50 S$2,311.20
Web Analytics & SEO S$2,889.00 S$1,444.50 S$2,311.20
Total Nett Course Fee, including GST S$5,778.00 S$2,889.00 S$4,622.40

Payment of Digital Marketing and Making Online Content will be collected by Singapore Media Academy (SMA).

Digital Marketing S$4,280.00 S$1,284.00 S$484.00 S$484.00
Making Online Content S$4,280.00 S$1,284.00 S$484.00 S$484.00
Total Nett Course Fee, including GST S$8,560.00 S$2,568.00 S$968.00 S$968.00

Singaporeans aged 25 and above can use their SkillsFuture Credit to pay for course fees for selected courses, apart from government subsidies. For more information, click here.

Other Fees


Fee Protection Scheme
Miscellaneous Fees

Various Funding Schemes

(For Digital Marketing and Making Online Content)

1Mid-Career Enhanced Subsidy

  • Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.

2Enhanced Training Support for SMEs (ETSS)