(SCTP) Advanced Certificate in Digital Marketing
Start your journey as a Digital Marketer
Programme fee $1,478.40 (based on max. funding)
Up to 95% SkillsFuture Funding (T&Cs apply)
$4,000 SkillsFuture Credit (Mid-Career) Eligible
Career Advisory Support
Learn from Industry Practitioners
About the Programme
The SCTP Advanced Certificate in Digital Marketing is a comprehensive 3-month, part-time programme designed to equip participants with essential skills to thrive in the ever-evolving digital marketing landscape. Delivered through face-to-face classes at the Singapore Management University (SMU), this programme comprises 8 in-depth modules, each spanning 16 hours. Participants will engage in hands-on, practical learning, covering areas such as digital marketing strategy, analytics, advertising, content marketing, search engine optimisation (SEO), social media management, website development, creative design, marketing automation, and personal branding. Throughout the course, participants will not only gain a strong theoretical foundation but also acquire valuable, real-world skills.
This programme is ideal for aspiring digital marketers who are either new to the field or have some experience and are eager to advance their knowledge and expertise. Participants will gain confidence in navigating digital platforms, experimenting with emerging tools and technologies, and adapting strategies to meet the demands of a fast-paced, technology-driven industry.
Programme Overview
The programme comprises 6 digital marketing modules to build essential skills, along with a personal branding module and a capstone project designed to showcase one’s learning.
Digital Marketing Strategy, Planning and Analytics
- Explore the impact of technology and industry changes on digital marketing, discovering its uses and advantages
- Understand the key components of digital marketing, encompassing diverse strategies and channels
- Link key performance indicators (KPIs) and metrics to marketing goals effectively
- Perform a comprehensive digital marketing audit, utilising online tools and platforms for market and competitor analysis
- Create a digital marketing strategy outlining specific actions, timelines, and budget allocation with a consideration on return on investment (ROI)
- Utilise Google Analytics 4 to gather insights, enabling informed marketing decisions for optimising campaigns
Digital Advertising Excellence, Driving Online Success
- Gain a comprehensive understanding of the evolution from traditional to digital advertising, and the types of digital advertising
- Explore components of a digital advertising strategy, mapping channels to the acquisition funnel and comprehending essential metrics aligned with the customer journey
- Understand the intricacies of the digital advertising auction model to drive better cost-effectiveness and results
- Plan and construct an effective digital advertising campaign (Google Search Ads) by combining market research and applying techniques on how to structure campaigns
- Define key metrics and goals, apply optimisation levers for ROI and cost efficiency, and comprehend the basics of Conversion Rate Optimisation (CRO)
- Analyse a case study on highly automated campaign setups, anticipate and discuss future trends in digital advertising, with a focus on the evolving role of technology
Social Media Engagement, Amplifying Marketing Influence
- Understand the role of social media and its integration in an omnichannel marketing approach
- Develop skills in segmentation and targeting techniques for identifying and engaging with specific audience segments on various social media platforms
- Acquire the ability to craft compelling, platform-specific content and strategies to enhance engagement and amplify marketing influence
- Setup and implement practical platform-specific advertising like Meta, TikTok, and LinkedIn, and run through their machine learning capabilities
- Measure social media success using analytics to track, measure, and optimise campaign performance
Content Marketing and Search Engine Optimisation (SEO)
- Understand content marketing’s role in digital marketing with the integration of machine learning tools for content development
- Gain proficiency in content ideation and development, focusing on generating content that resonates with target audiences
- Acquire advanced skills in SEO, content optimisation, understanding search engine algorithms, and enhancing online visibility
- Develop content distribution strategies across various digital channels and platforms to engage diverse audiences
- Build strategic content marketing partnership, focusing on measurable results and brand success, with the aid of analytics
Website and Creative Design, Crafting Digital Experiences
- Define website’s objectives and design user personas and navigation flows
- Understand the process of website creation, from initial wireframing to developing compelling content, integrating the use of design tool like Canva
- Learn the fundamentals of website construction and establish a WordPress environment for development
- Construct a webpage by translating wireframes and crafted content into a functional layout
- Recognise the essentials of website optimisation and the importance of robust security measures
- Explore web optimisation techniques, including A/ B testing and the utilisation of heatmap tools for improved website performance
Marketing Automation and Technology Enabler, Empowering Efficiency
- Examine the role of technology enablers and automation tools in marketing enhancement
- Gain insights into Google Tag Manager, focusing on its essential elements
- Delve into the functionalities of Mailchimp for crafting effective email marketing campaigns
- Explore the use of Trello in project management and its impact on workflow efficiency
- Learn about Zapier’s capabilities in streamlining and automating various tasks
Personal Branding and Professional Growth in Marketing
- Acquire the skills to develop and enhance personal branding, and craft compelling professional resumes and LinkedIn profiles tailored to the digital marketing industry
- Create positioning in the digital marketing field to stand out and showcase unique value to potential employers or clients
- Explore interview techniques and strategies to confidently navigate job interviews
- Gain insights into long-term career development planning, including strategies for advancement and success in the ever-evolving digital marketing landscape
- Learn effective networking skills, build valuable professional connections, and leverage connections for career advancement
- Develop a roadmap for continuous growth and achieve success in digital marketing careers
Digital Marketing Capstone Project
- Develop problem-solving skills by selecting a real-world company, conducting audits, market analysis, and competitor analysis, and identifying critical challenges and opportunities
- Gain the ability to create an integrated digital marketing plan, strategically connecting the different digital marketing functions to effectively address identified problems
- Apply their digital marketing knowledge and skills in a practical setting, showcasing their ability to develop innovative solutions to real business problems
- Showcase their expertise, creativity, and problem-solving capabilities in the dynamic digital marketing landscape
Programme fee $1,478.40 (based on max. funding)
Trainers
Digital marketing encompasses a wide range of disciplines, including advertising, social media, design, and beyond. Our trainers and developers are seasoned industry practitioners each boasting over a decade of experience in their area of expertise.
Kwok Zhong Li (Programme Director)
With experience working for technology and finance multinational corporations, followed by co-founding a startup that was later acquired, Zhong Li is now an advisor, trainer, and investor specializing in leading digital and marketing transformations for businesses.
Co-founder & Managing Director (acquired by Credit Card Compare)
Vice President, Ebusiness - Head of Digital Sales & Performance Management
Senior Manager, Digital Marketing & Ecommerce, APAC
Kelvin Koo
With a proven track record in digital marketing, Kelvin is an award-winning marketer in Singapore. A skilled marketing strategist and seasoned leader in the digital agency space, he has successfully worked with prominent brands such as OCBC, Scoot, Citi, Toshiba, and many others.
Managing Director and Partner
Managing Director
Head of Digital (acquisition of INEO, founded by Kelvin)
Jimmy Hung
Jimmy, a highly driven professional with extensive experience leading marketing efforts in the consumer electronics sector for brands like Lenovo and HP, possesses in-depth knowledge of digital and product marketing. He is currently pursuing his DBA to expand his expertise and share his insights with others.
Head of Lenovo Singapore Commercial Marketing & Communications
Global Workstations Campaign Manager
Assistant Programme Manager
Chan Teck Seng
Teck Seng is the founder of Lemonade, an award-winning digital and web design agency with over 2,000 clients, including Takashimaya, Ninja Van, Eton House, and Millennium Hotels and Resorts in the SEA region. He is also a registered management consultant with a strong understanding of branding needs.
Founder
Lin Xuanbin
Xuanbin is a seasoned digital professional with over a decade of experience as a paid media specialist in multinational companies. Skilled across sectors, he brings extensive expertise to the table and provides training and consultation on a wide range of digital marketing topics.
Digital Marketing Lead
Head of Digital Marketing, APAC
Deputy Manager, Digital Performance
Jeremy Lim
Jeremy is a seasoned technology professional with experience working for some of the world's most popular brands. His expertise spans multiple domains, including technology, telco, and ecommerce. He is also a highly entrepreneurial individual who has successfully founded and sold 2 startups.
Project Manager
Project Manager (Applications)
IT Project Manager
Programme Schedule
The programme extends over 3 months, with classes conducted at the SMU campus on weekdays from 7:00 PM to 10:45 PM and on Saturdays from 9:00 AM to 6:30 PM.
Programme fee $1,478.40 (based on max. funding)