The Graduate Diploma in Digital Marketing (GDDM) programme offered by the School of Business at the Singapore University of Social Sciences (SUSS) aims to equip marketing professionals and business executives on recent development in digital marketing. It supports upskilling to meet work challenges posed by advancements in technology and the disruptive innovations in business applications, processes, as well as business models that are transforming the marketing industry.
This programme Graduate Diploma in Digital Marketing caters to the emerging industrial need for digital marketing talents. It aims to nurture highly specialised digital marketing practitioners. Mid-career marketing professionals, business executives, entrepreneurs or any learners who wish to acquire professional advancement and deepen their knowledge of contemporary practice of Marketing, should join the programme. Social media marketing, marketing analytics, search engine marketing and platform strategy are key topics will be discussed in the programme.
Mid-career marketing professionals, business executives, entrepreneurs or any learners who wish to acquire professional advancement and deepen their knowledge of contemporary practice of Marketing, should join the programme.
The following modules are all compulsory modules.
Contemporary Marketing focuses on providing students with marketing management principles that are needed by successful marketing managers. The course is structured to enable students to understand the key decision-making processes involved when formulating, implementing and controlling marketing programmes. Topics selected are based on the strategic marketing decisions marketers need to make in today’s business world. These include understanding segmentation, targeting and positioning; how individual consumers and organisations make decisions in a digitally networked world; and strategies involving the marketing mix in changing market situations.
MKT541 Digital Branding introduces brand strategy development and management in the digital era where the marketplace is rapidly evolving, driven by constant innovation and digital technology. This course equips students with relevant knowledge and brand management frameworks that will help them cope with the innovative digital disruptions that is occurring at an accelerated pace. On this premise, this course focuses on the following key areas. Firstly, it explores the impact of digital revolution on branding. The theories and techniques that underscore the audit and evaluation of digital brand touchpoints vis-a-vis the competition are emphasised. This is followed by examining the key concepts underlining brand strategy, coupled with the construction of positioning for brands that is both relevant in the digital space and traditional marketplace. The final area covers the theories and practical applications of digital brand engagement to captivate target audience through storytelling, content management and online campaigns. This is accompanied with an emphasis on digital brand health tracking, where students are able to apply tools to analyse and evaluate the strength and impact of their brand as a result of the digital strategy implementation and execution.
To understand the customer decision journey (CDJ) and to improve customer experiences at various touch points is essential in marketing, and the CDJ has quite different features in the digitalage. Digital marketing analytics is a very important tool to serve this purpose. This course lays out the foundation by explaining the theories and strategies of digital marketing analytics and furtherintroduces the practical methods of applying digital data to the real business issues. The standard process of conducting digital marketing analytics is emphasised. This course compares the traditional and digital channels and focuses on the different measures to examine the effectiveness of the digital marketing campaigns. It also includes the new technology trend and challenges faced when making use of new media data.
A platform business connects members of communities and enables them to transact. This business model is distinctive from that of traditional organizations, as it does not involve the use of linear valuechains, to buy and transform raw materials into products or services in order to sell them at a profit. The course examines the characteristic of the platform business model and review successful (andnot-so-successful) cases to derive useful management principles. In addition, the course examines the challenges that traditional companies face with platform competition and discuss their strategicoptions. Topics will also include how old and new business models can be combined to create entire self-reinforcing platform-powered ecosystems. A range of platform examples, such as eBay, Alibaba, Amazon, Google, Apple, Facebook, Uber and Airbnb, will be used as case studies to illustrate key business insights.
The objective of MKT552 Marketing Engineering is to demonstrate students the benefits of using a systematic and analytical approach to marketing decision-making, and to build their skills and confidence in undertaking such analyses in decision making process. An analytical approach will enable the students to acquire research techniques that provide more detailed insights into customer behaviour. The students will learn how to link changes in marketing activities of the firm to alter customer behaviour and to assign a monetary value to these shifts in customer behaviour. By completing this course, the students will be well on their way to make the ROI case for marketing expenditures that companies are increasingly asking of their executives. The course is designed for students who have extensive understanding of marketing research and marketing principles, and who know or are prepared to learn to use statistical software such as MEXL. Using market related exercises tied to computer based software; students will develop marketing plans in varying decision contexts.
The objective of MKT553 Search Engine Optimization is to equip students with up-to-date knowledge and skills on search marketing strategies. Search engine optimization or SEO is the process to optimize a website to rank on top of the search engine results pages (SERPs) for targeted keywords, which are search queries that potential consumers key in to the search engines. SEO is one of the most important methods employed by marketers to generate organic online traffic and organic traffic is among the most effective digital marketing channels for customer conversion. By completing this course, the students will learn how to align SEO strategy with marketing strategy, on-page SEO, off-page SEO, technical SEO and content strategy. By completing this course, students will have an extensive understanding of effective search keywords, link building opportunities and relevant SEO tools. In this course, students will have hands-on experience, which allow them to experiment how changes of web content will affect their web. The course also encourage today’s marketing professionals to rethink their strategies as the business environment undergoing changes in the digital economy.
The objective of MKT554 Consumer Insights with Google Analytics is to equip students with practical skills in digital analytics via Google Analytics platform. Google Analytics, the Google marketing platform, allows business to use tools to form a deeper understanding of their customers in one place. In this course, students will be introduced to the foundations of Google Analytics. Specifically, we will demonstrate how to create an account, implement tracking code, and set up data filters. Students will learn how to navigate the Google Analytics interface and dashboards reports for analysing basic Audience, Acquisition, and Behaviour reports. Along the 3-week course, students are also prepared and encouraged to take the Google Analytics Individual Qualification (GAIQ) certificate. The course follows a seminar-practical format that students are advised to bring their laptops to have a hands-on experience. By completing this course, the students will be well on their way to develop advanced marketing tools to analyse and optimize results that suppports decision making in digital marketing.
Currently there are two intakes per year that take place in July or January.
No, GMAT or GRE score is not required for admission to GCDM or GDDM programme.
Shortlisted applicants may be required to undergo one or more interviews conducted by the Programme Admission Committee.
GDDM Students are required to complete 30 cu of coursework. They have to maintain a minimum CGPA of 2.5 in their coursework as part of the fulfillment of the GCDM programme.
Courses will mostly be held on weekends and weekday evenings from 7pm to 10pm.
Credit recognition may be granted to applicants for courses completed in SUSS or in approved institutions or organisations which are, or deemed to be, offering relevant graduate-level courses. Credit recognition shall follow SUSS's policy.
Yes, these programmes cater to full-time working professionals. Courses are mostly held on weekends and weekday evenings from 7pm to 10pm.
SGD 14,124 for Singaporeans, SGD 16,948.80 for international students. The programme is currently open to only Singaporeans, Permanent Residents, or residents of Singapore.
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