Singapore Polytechnic


Course Description

The marketing and retail landscape changes rapidly, generating talent gaps for skilled digital marketing professionals both at entry level positions as well as with existing industry practitioners. In addition, social media is one of the fastest growing industries in the world and it has become a powerful marketing, branding and communication channel. Companies use social media to engage and build relationship with their customers, to establish their brand and increase their brands’ visibility. These advancements have brought about talent gaps for skilled digital marketing and analytics professionals.

The Annual Survey on Infocomm Manpower 2015 (by Info-communications Media Development Authority of Singapore (IMDA)) reported a growing demand for non-tech specialist job roles/functions. In particular, in the Sales & Marketing Cluster, the industry demand for 2015 stood at 13,360. There is a very strong 3-year projected increase of 52% in industry demand or another 6,950 places in the Sales & Marketing Cluster by 2018.

Our Specialist Diploma in Digital Marketing & Analytics (NSDMA) jointly designed by the 3 schools:

  • Singapore Polytechnic’s Business School (SB),
  • School of Digital Media and Infocomm Technology (DMIT), and
  • School of Communication, Arts and Social Sciences (CASS)
 is tailored for diploma and degree holders who wish to acquire emerging skillsets in the digital marketing job functions and to provide skills upgrading opportunities for the Digital Marketing job function. The NSDMA leverages the strengths of each school: SB in digital marketing strategy and campaign development; CASS in social media marketing strategy and digital content development; and DMIT in digital and social media listening and analytics. This programme is designed to help the students stay relevant and keep up to date with digital marketing and digital analytics industry.

Course Objectives

The course is designed to facilitate life-long learning and bite-size acquisition of digital marketing and analytics skills to responsively meet the needs of working professionals. At the end of the course, the students will be able to:

  • Understand and apply varied digital marketing strategies to different business models in reaching overall marketing objectives.
  • Explore the many possibilities of Digital Marketing in streamlining business processes, support overall marketing objectives and to add brand value to an organization.
  • Equip students with the skills and knowledge to analyze and optimize website performance with the use of web analytics software and methodologies. Students will learn to develop, optimize and execute search engine marketing plans and campaigns. Drive strategy for search engine marketing initiatives ensuring that revenue, budget, ROI and other business goals are met.
  • Equip students with online tools and social media outreach for viral marketing and to foster interaction, engagement and discussion regarding the company’s products and services.
  • Analyze unstructured textual data on social media platforms to gain insights to support business decision making as well as provide recommendations.


Upon completion of two Certificates within a two-year validity period, the participant will be conferred a Specialist Diploma qualification from Singapore Polytechnic.

Target Audience

Working adults in any industry who wish to pick up specialised skills and knowledge in digital marketing and analytics.


  • Applicants should have a Polytechnic Diploma or Degree in Information Technology, Business or any other relevant discipline.
  • Participants are required to bring computer Notebook when attending lessons, as you may need it to access the e-learning materials, writing reports, etc.

Recognition of Prior Learning

  • Applicants who do not meet the entry requirements may apply for admission to the course by producing evidence of at least 5 years relevant working experience or supporting information to ascertain their competency readiness. Eligible applicants who are shortlisted will have to go through an interview and/or entrance test.

Course Outline

Two Post Diploma Certificates (PDCs) comprising of the following modules:

Digital Marketing Fundamentals

Digital Marketing Strategies

Digital Analytics

Social Media Marketing

Digital Content Development

Social Media Analytics

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Course Fee

Singapore citizens below 40:

- SGD $1,054.49

Singaporeans aged 40 and above:

- SGD $702.99

After Workfare Training Support (WTS) Scheme funding*:

- SGD $397.49

After SkillsFuture Enhanced Training Support Subsidy (ETSS):

*Eligible for Singapore Citizens 35 years and above; earning less than $2000/month

Course Schedules

 Every Tue, Wed & Thu (6:30 pm - 9:30 pm)

(Fill out the form below to register online)

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