Singapore Management University


Course Description

Marketing is no longer about the stuff you make but the stories you tell. More so in the digital world — where the best form of marketing should not feel like marketing at all. After all, you're trying to build a long-term relationship with your customers by turning them into a community of converts. But if content is king and distribution is queen, what should a well-planned digital marketing strategy look like? How can you optimize your Landing Page to drive traffic? How do you strike a balance between creating fresh content and focusing on data?

Using the Conversion Funnel framework, we take you through the steps that help you reach potential customers, taking them from mere awareness to actual believers. Next, we introduce you to Social Media Marketing and Search Engine Marketing - two core techniques that have largely driven the field of digital marketing. Finally, we show you how to utilise social media tools to increase the productivity and effectiveness of your organisation's digital marketing campaigns.

Course Objectives

Gain an in-depth understanding on how to navigate a potential customer from awareness phase to the stage where the pre-determined objective(s) is met (based on the Conversion Funnel framework).

 Acquire the fundamental digital marketing techniques namely social media marketing and search engine marketing, which have proven to be more effective and cost-efficient in comparison to other options.

Familiarise yourself with several digital marketing tools which will serve to increase the productivity and effectiveness of digital marketing campaigns.

Comprehend how a well-planned content strategy and proper landing page optimisation will both play a significant role within the Conversion Funnel framework.

You will also be awarded a Graduate Certificate in Management Communication and Strategy by completing five additional courses on

  • Storytelling for Organisations, Brands and Leaders
  • Leadership and Communication
  • Transformative Strategy
  • Data Analytics
  • Digital Media 


This course is credit-bearing and can be stackable to a master degree. Upon its completion, you will be awarded a transcript and 0.5 CU as part of SMU's Master of Science in Communication Management.

Target Audience

This course is designed for you if you are responsible for supporting or managing strategic communication functions in your organisation or if you are keen to gain a better understanding of the strategies to enhance corporate reputation.


Preferably, you should be someone who has attained a good Bachelor's degree. Polytechnic graduates with at least three years of relevant working experience are welcome to apply.

About SMU

A premier university in Asia, the Singapore Management University (SMU) is internationally recognised for its world-class research and distinguished teaching. Established in 2000, SMU’s mission is to generate leading-edge research with global impact and produce broad-based, creative and entrepreneurial leaders for the knowledge-based economy.

Signup for this Class

Course Fee

S$1,500 per participant (before GST).

SMU Alumni promotion code applicable.

PIC Claimable.

Course Duration

2 Evenings and 1 Full Day

(Fill out the form below to register online)

Re-Define Your Digital Marketing Strategy Today