Foundation in Digital Marketing

How to create the complete digital marketing plan for your business

Part of the ModularMaster in Strategic Digital Marketing programme

What’s lacking with today's business owners, is an appreciation of how to understand and manage digital marketing in today’s fast paced digital economy. Do they have a realistic strategy that’s based on addressing a business objective? How would they decide on a digital platform and for what purpose? Is their planned budget sufficient? How do they measure success and plan for further optimisation?

This 5-day programme addresses these gaps and provides business owners with the confidence to know how to be effective in dealing with their own teams and/or an agency/vendor in the analysis, planning, implementation and measurement of an effective digital marketing plan. The foundational programme designed by industry practitioner aims to equip marketers with the latest knowledge and best practices in digital marketing including Search, Email, Social Media, and Optimisation.

This will be an extremely practical course as individuals/teams will have to deliver a plan that will be graded and this plan can be used as a template for their own organisation’s digital marketing plan.

Plan your learning path

This course can be taken as a module on its own or as part of the Graduate Certificate in Digital Marketing Strategies stack and participants will earn 12 subject credits which can also be used towards completing the ModularMaster in Strategic Digital Marketing.

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
  • Understanding the Consumer Decision Journey
  • Deciphering Your Business’ WHY, HOW & WHAT for Effective Brand Messaging
  • Deciphering Your Product Purpose
  • Understanding & Setting Buyer Personas
Day 2
  • Setting Your Business, Digital Marketing Objective & Determining Budgets
  • What is the Marketing Analytics Process (MAP)?
  • How to use Google Analytics
  • Social Media : Facebook
  • How to use and gather insights from Facebook Insights
Day 3
  • Importance of video marketing
  • Using a CRM for effective email marketing
  • Online Advertising : Google Ads Search & Display
  • How to plan and implement an AI Chat solution
Day 4
  • Formulating a Digital Marketing Strategy
  • Framework to Select Digital Marketing Media
  • Measurement & Optimisation Strategies
  • Consultation for Final Project/Presentation
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 is presently the Brand & Digital Marketing Advisor to Yellow Pages Pte Ltd having held the position of CEO of YP Consulting (a division of Yellow Pages Pte Ltd). Nick is a very experienced digital media/marketing professional working for major international agencies for the past 23 years+ covering local, regional, and global brands from a plethora of industries - technology, telecommunications, luxury branded lifestyles, properties, automotive, aviation, hotels, restaurants, shopping malls to name a few.

Started his advertising journey with some of the biggest agencies worldwide, Nick has acquired & accumulated in-depth knowledge in both traditional & digital marketing.

He has also been a judge for prestigious media award shows, namely the Singapore Media Awards (2016-2018), and been conducting digital related programmes, in Singapore and Hong Kong, for creative, media, and marketing professionals from notable agencies and brands.

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

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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