Foundation in Digital Marketing

How to create the complete digital marketing plan for your business

Part of the ModularMaster in Strategic Digital Marketing programme

Many learn marketing while on the job, while few have any proper education in marketing. Without proper marketing schooling, aspiring marketers may miss golden opportunities when crafting plans to target key segments or perhaps miss out on selecting effective channels or platforms to deliver key marketing messages. Some marketers may feel they lack the knowledge to deal with their advertising/marketing agencies or with seniors in their organisation. Armed with sound practitioner-based marketing knowledge, marketers can redress this marketing-power imbalance while driving effective marketing campaigns.


Course Details

Course Dates 2023:
Registration closed.

5 days, 9am - 5pm

Past Intakes

  • Intake 6: 7 Jun - 26 Jul 2021
  • Intake 5: 5 Jan - 23 Feb 2021
  • Intake 4: 12 Oct - 12 Nov 2020
  • Intake 3: 10 Feb 2020

Who Should Attend

Marketing/Advertising/Communications professionals, junior ad agency planners, business owners who are looking to increase and optimize market reach through digital media. Across industries, but recommended for B2C.

None but some understanding of current social media, digital platforms would be useful.


Learner's Experience

"The course provides a good balance of marketing principles and actual case studies, useful for beginners and also a great refresher for experienced marketers. The instructor shared generously from his years of industry experience which makes the course interesting and helps illustrates the practicality of what is taught."

Raymond Tan
Attended Foundation in Digital Marketing


Programme Outline

Learning Objectives and Structure
  1. Understand and map Consumer Decision Journey
  2. Understand and create Personas
  3. Understand and craft Messaging
  4. Understand the fundamentals of a digital marketing strategy/plan including budgeting
  5. Understand and apply foundational concepts in Search and Display, Social Media, Email Marketing, Analytics and Optimisation
  6. Assess business needs and goals and formulate a digital marketing strategy Utilise a structured framework to selecting and assessing digital media and design a strategic digital marketing plan for the organisation

Programme Structure: Participants will go through 4 days of training. Class will reconvene on the 5th day for a presentation as part of the course assessment.

Day 1
  • Environment Scanning
  • Blue Ocean
  • Segmentation
  • Marketing Strategy
  • Understanding Objectives and KPIs
  • Basic Branding Approaches
Day 2
  • Customer Journey
  • The Big Idea
  • Content Planning for Social Media (including Behaviour Nudges)
  • What Makes a Good Video for Digital
Day 3
  • How to select Channels and platforms 
  • How to create a Google Ads (Search/SEM) Campaign
  • How to create a Google Ads (Display/Web Banners) Campaign
  • UTM parameters, A/B Testing + Optimisation
Day 4
  • Influencer Marketing Best Practice
  • Lead Generation
  • Web Analytics (Google Analytics)
  • Importance of Social Listening

Separate Group Consultation and additional Zoom sessions will be arranged by the instructor with learners after Day 4:
Additional Zoom Session: Impact of Generative AI and the Metaverse on marketing (1-hour sharing, 30 mins Q&A)
Additional Zoom Session: Introduction to SEO and Social Ads (e.g., LinkedIn and/or Facebook) [1-hour sharing + 30 mins Q&A)
Group Consultation: x1 1-hour session per group between Day 4 and Day 5.

Day 5
  • Project Presentation

Participants to complete a simple assessment and final project to evaluate course understanding and augment learning outcomes.

Subject Credits

Upon completion and satisfying the requirements of passing this course, learners will be awarded 12 subject credits.

Course Fees and Funding

Full course fee inclusive of prevailing GST

You pay

SkillsFuture Course Fee subsidy (70%)

  • For Singapore Citizens < 40 years old 
  • For Permanent Residents

You pay

Mid-Career Enhanced Subsidy (90%)

  • For Singapore Citizens ≥ 40 years old

You pay

Enhanced Training Support for SMEs (90%)

  • For SME - Sponsored employees

You pay

The above module fee payable is inclusive of GST. 1% GST increase in 2023 is absorbed by SUTD.


Nick Goh
Adjunct Senior Fellow
SUTD Academy

Nick Goh is an advertising and marketing communications veteran with over 26+ years of experience, having worked for local and multinational agencies. Over the years, Nick has worked on AMD, Coca Cola, Cisco Systems, IBM, Singtel, Maserati, Mastercard, Mercedes Benz, Microsoft, Prudential, SAP, SMU and more. Nick has won a number of awards and is also a regular judge and jury member for prestigious award shows in Singapore - notably, The Singapore Media Awards (2016-2019), The Made with Passion Brand Awards (2022) and the Effie Awards Singapore (2023). Nick presently runs a consultancy working with marketing agencies and running training programmes directly with clients, business associations and key universities in Singapore.

Read more.

Policies and Financing Options

SSG Funding Terms and Conditions

Use of Personal Details

In consideration of the subsidy provided by SkillsFuture Singapore Agency (“SSG”) through the SUTD Academy for the Course,

I consent to:

The collection, use and disclosure to relevant third parties of my personal data by the SUTD Academy including but not limited to personal particulars, attendance records, assessment/performance records, for the following purposes:

  1. Reporting of national statistics and conducting of holistic continuing education training research and analysis;

  2. Facilitate the conduct of the relevant surveys and audits in relation to the Course;

  3. General administration of the Course including but not limited to processing of the subsidy provided by SSG;

  4. Publicity and marketing of the Course or other Courses to be provided by SSG or SUTD Academy; and

  5. SSG or its Appointed Auditors or Nominated Representatives to directly contact Course Participant to obtain information deemed necessary for the purposes of conducting effectiveness survey or audits in relation to the Course.

I agree to:

  1. Attend and complete all lectures, class exercises, workshops and assessments;

  2. Complete the Course feedback at the end of the Course;

  3. Complete the post Course survey sent about 3 to 6 months after class attendance; and

  4. Sign up for a personal email account.

SUTD Privacy Statement

For more information on SUTD's privacy statement, please visit

SUTD Terms and Conditions

Methods of Payment

Learn more about the available payment modes.

Cancellation & Refund Policy

  1. If a written notification is sent to within 24 hours after course registration deadline there will be no cancellation charges. A full refund will be made. 

  2. No refund is provided if written notification is more than 24 hours after course registration deadline. SUTD Academy reserves the rights to collect the full fee amount from the participant.

Replacement Policy

Companies may replace participants who have signed up for the course by giving a 3-working day notice before the course commencement date to Terms and conditions apply.

Registration Policy

  1. Course may be cancelled due to insufficient participants. SUTD Academy will not be responsible or liable in any way for any claims, damages, losses, expenses, costs or liabilities whatsoever (including, without limitation, any direct or indirect damages for loss of profits, business interruption or loss of information) resulting or arising directly or indirectly from any course cancellation.

  2. Course enrolment is based on a first-come, first-served basis.

  3. SUTD Academy reserves the right to change or cancel any course or instructor due to unforeseen circumstances. 

Types of Funding

Funding under Mid-Career Enhanced Subsidy ("MCES")

  1. MCES is an enhanced Subsidy to encourage mid-career individuals to upskill and reskill, thereby helping them to remain competitive and resilient in the job market. With this, all Singaporeans aged 40 and above will receive higher subsidies of up to 90% course fee subsidy for SSG-funded certifiable courses.

  2. Individuals/employers are not required to submit an application for the MCES. Those pursuing SSG-funded programmes will be charged the appropriate subsidised fees by SUTD Academy if they are eligible MCES. Individuals/employers will only need to pay the nett fee (full course fee after SSG's grant).

    For more info, please visit SkillsFuture website at

Funding under Enhanced Training Support for SMEs ("ETSS")

  1. ETSS is an enhanced funding to enable SMEs to send their employees for training.

  2. SMEs will enjoy subsidies of up to 90% of the course fees when they sponsor their employees for SSG-funded certifiable courses.

  3. In addition to higher course fee funding, SMEs can also claim absentee payroll funding of 80% of basic hourly salary at a higher cap of $7.50 per hour. SMEs may apply for the absentee payroll via the SkillsConnect system.

  4. To qualify, SMEs must meet all of the following criteria:
    - Organisation must be registered or incorporated in Singapore
    - Employment size of not more than 200 or with annual sales turnover of not more than $100 million
    - Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
    - Trainees must be Singapore Citizens or Singapore Permanent Residents

    For more info, please visit SSG website at

Funding under Union Training Assistance Programme ("UTAP")

UTAP is a training benefit for NTUC members to defray their cost of training. This benefit is to encourage more union members to go for skills upgrading.

NTUC members enjoy 50% unfunded course fee support for up to $250 each year when you sign up for courses supported under UTAP (Union Training Assistance Programme).

For more info, please visit