(11:30 AM - 06:30 PM Singapore time)
DIGITAL MARKETING: STRATEGIES, MODELS AND FRAMEWORKS
Tools Taught
STARTS ON
29 September 2023
DURATION
3 months, online
4-6 hours per week
PROGRAMME FEES
US$1,850
*GST payable for Singapore residents
*SkillsFuture subsidies not applicable
Flexible payment available
Special group enrolment pricing
Tools
About NUS Business School
1st
NUS (Asia) 2022
QS WORLD UNIVERSITY RANKINGS14th
(The NUS MBA)
FINANCIAL TIMES GLOBAL RANKINGS 2021Programme Highlights
132+ Video Lectures
21+ Discussion Boards
10+ Assignments
6+ Real-World Case Analysis
3 Masterclass with Industry Experts
2 Live Sessions with Faculty
1 Capstone Project
Professional presentation of Capstone project
What will this Programme do for you?
Programme Modules
- Impact of digitisation on marketing and resulting opportunities
- Changes in digital consumer behaviours and ways to manage them
- Buyer personas
- Customer journey mapping
- Engaging customers through paid, owned and earned media
- Content strategies for each phase of the digital marketing funnel
- Customer engagement strategies:
- – Build brand clarity
- – Get on social media
- – Create and curate content
- – Personalise customer experiences
- – Leverage brand communities
- Paid campaign goals
- Landing page optimisation principles
- Post-conversion marketing strategy
- Paid advertising on platforms such as
- – YouTube
- Email marketing strategies
- Framework for digital marketing measurements and identifying the right metrics
- Digital marketing ROI
- Marketing experiments
- Multi-attribution tracking
- Digital marketing strategy framework
- – Preparation
- – Objectives
- – People, process and technology
- – Plan
- – Execution
- – Review
- Role of marketing in generating business growth
- Outlook for the future in marketing
- Marketing technology
- AI in marketing
- Marketing to Gen Zs
Case Studies
The Edison Hotel
Examine the digital marketing strategies and success story of The Edison George Town, a boutique hotel in Penang, Malaysia.
L'Oréal Paris
Explore how L'Oréal Paris leveraged social listening and customer insights to develop and launch a new product.
Giant Supermarket
Discuss how Giant Supermarket in Singapore used targeted, impactful content strategies to effectively reach and engage customers.
Dove
Take a look at why Dove's Campaign for Real Beauty failed in China and how Dove addressed the cultural beliefs and values of Chinese customers to successfully redesign and relaunch the campaign.
Porsche
Discuss the significance of brand communities as a customer engagement strategy and how Porsche failed to leverage their own.
Sungevity
Study how Sungevity doubled its sales in a year by implementing marketing technology (MarTech) to automate the customer journey.
Tools
Faculty
Dr Doreen Kum
Associate Professor, Marketing, NUS Business School
Doreen has nearly 20 years of higher education experience, teaching various marketing courses to global executives in Asia. At NUS Business School, Doreen teaches BBA, MBA, MSc, and Executive MBA students. She has taught courses...
More info
Ang Eu Gene
Adjunct, Marketing, NUS Business School
Eu Gene has served as a consultant and trainer for digital marketing at NUS Business School since 2012. He has more than 26 years of marketing experience and has trained 12,000+ professionals and business owners over the last...
More infoIndustry Experts
Alex Brown
Online Executive Education, & MBA Admissions
Helen Ritchie
Digital marketing and transformation specialist; consultant and lecturer; helping brands to win in a changing world
Deep Kakkad
2x Featured in entrepreneur.com | Top 30 Game-changers, India | 3M+ Reach | VC Scout, Proxy CEO
Past Participant Profiles
Countries
Work Experience
Industries
Programme Testimonials
"Very holistic coverage, I learnt a lot and love it that the videos are short bite-size formats!"
— Jazel Tan, Manager, Sector Digitalisation & Transformation, National Council of Social Service
"The live sessions & the synthesis of the material was very beneficial."
— Scott Strawn, Marketing & Technical Director, The Lincoln Electric Company
"The programme was practical, immediately implementable, bite sized (not overwhelming!) & actionable."
— Kasumi Oda, VP, Marketing, Catalyst Healthcare
"The simulation with Stukent was the best, because it allows us to see a sneak peek about social media manager's scope of work."
— Nancy Oktavelia, Digital Marketing and Promotion, Rodalink Singapore
"I loved the bite-sized informations/lessons from the professors and resources given from weekly modules, & STUKENT as an active application"
— Isabella Canlas, Social Media Officer, Fagokho Corporation
"Both Professors have presented the material with very high quality presentations slides and content, in a very systematic and organised way, with enough content and good references."
— Ling Seow Chang, Director, General Filter Pte Ltd
Certificate
Certificate
Upon successful completion of the programme, participants will be awarded a verified digital certificate by NUS Business School.
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DR DOREEN KUM
Associate Professor, Marketing, NUS Business School
Doreen has nearly 20 years of higher education experience, teaching various marketing courses to global executives in Asia. At NUS Business School, Doreen teaches BBA, MBA, MSc, and Executive MBA students. She has taught courses on marketing, education, and business to various audiences.
Doreen obtained a PhD from the National University of Singapore in 2003. Her research areas include marketing strategy, consumer behaviour, qualitative research, and pedagogy development.
ANG EU GENE
Adjunct, Marketing, NUS Business School
Eu Gene has served as a consultant and trainer for digital marketing at NUS Business School since 2012. He has more than 26 years of marketing experience and has trained 12,000+ professionals and business owners over the last 12 years.
Eu Gene holds an MBA, Marketing from Nanyang Technological University, and BBA (1st class Honours), Business Administration from the National University of Singapore.
Ryan Lim
Principal Consultant & Founder, QED Consulting
Ryan is the Principal Consultant and Founding Partner of QED Consulting. He has been a digital marketer for over 19 years, and is a pioneer in social media marketing. Ryan now advises senior management teams of some of the world’s leading businesses and brands on extracting business value and mitigating risks in their investments in digital, marketing and communications. He founded Blugrapes in 2012, and led the agency to become a top social media agency in Singapore.
As an industry thought leader, Ryan is constantly sought after by national press and leading marketing publications to share his insights and opinions on digital marketing and social media issues that often shape the regional digital marketing industry. By 2019, he had trained over 4,000 professionals across the ASEAN region in digital and social media marketing. As course developer for leading tertiary institutions, Ryan often lectures at Singapore Management University, Nanyang Technological University, and Republic Polytechnic. On select occasions, he mentors business owners on their digital business and strategies.
Ryan is currently the Chairman of the Social Media sub-committee at the Advertising Standards Authority of Singapore, and also serves on the Industry Advisory Committee of Singapore Institute of Technology. In January 2015, Ryan was appointed as a Member of the Board of Directors to Singapore’s Media Development Authority. Later in June 2015, he served as a Member of the Advisory Board to Singapore Media Festival. Up to October 2018, he was a Member of the Board of Directors of the Infocomm Media Development Authority providing guidance and advise on digital and social media policies and initiatives with national impact. In August 2018, Ryan was conferred the SkillsFuture Fellowship, Singapore’s highest skills award presented by the President of the Republic of Singapore.
Althea Lim
Group Chief Executive Officer of Gushcloud International
Althea Lim is the Group Chief Executive Officer of Gushcloud International. Under her leadership, the company has expanded to three business units operating in 10 countries. As Group Chief Executive Officer, she leads the development and implementation of the overall organization's strategy and creates a learning organization that will continue to grow and flourish. Althea really loves young people and she hopes to leave behind an education bursary fund, a young arts museum, launch a space craft for Singapore. She also hopes to build the Hollywood of Asia, and one day export Asia to the world.
Aaron Su
Director, Global Product Marketing, Republic of Gamers, ASUS
Aaron Su is a seasoned marketing professional and people developer with 15 years of experience across industries.
He holds two MBAs, one from HEC Paris School of Management, and the other from NUS Business School. Since 2016, he has led physical and virtual teams across geographies in several global and regional management roles. He has played key roles in strategising and executing effective marketing strategies, and has worked in the likes of Singapore Economic Development Board and Microsoft in a range of marketing roles from product to digital marketing.
Aaron Su has lived and worked in six countries and is currently a Marketing Director with ASUSTek based in Taipei.