Meme-mify your Social Media Marketing

Part of the ModularMaster in Strategic Digital Marketing programme

With 3 million users in Singapore, Facebook/Instagram is one of Singapore’s and the world’s most used social media platform. Facebook/Instagram is recommended not just because of its reach but accessibility to its self-managed advertising platform. Some of the benefits of using Facebook advertising to reach your customers include easy-to-manage; quick set up, and appealing to wide reach. But is Facebook ads for everyone?

This course is for absolute beginners in Facebook/Instagram Advertising. Learn the basics of Facebook and Instagram as a platform, and how to formulate effective Facebook/Instagram ad campaigns. Acquire the techniques to designing leads acquisition campaigns and engagement with your audience.

Plan your learning path

This course can be taken as a module on its own or as part of the Graduate Certificate in Social Media Marketing 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:
Coming soon


Who Should Attend

Marketing/Advertising/Communications professionals who are not familiar with Facebook/Instagram advertising, first-time social media managers, business owners who are looking to increase and optimise market reach through digital and social media particularly Facebook. Across industries, but recommended for B2C setting.

Participants should ideally have a Facebook/Instagram account.

Programme Outline

Learning Objectives and Structure
  1. Understand the different types of memes and how memes can play an important role in the marketing of a company’s brand and/or products.

  2. Evaluate Facebook/Instagram as an Advertising platform

  3. Understand and set the right Campaign Objectives based on business goals

  4. Connect with your audience

  5. Formulate a Facebook/Instagram Ad Campaign Strategy

  6. Run a Facebook/Instagram Advertising campaign

  7. Create and Manage Re-engagement Ads

  8. Acquire actionable strategies and learn about the best practices for Facebook/Instagram Ads

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
  • Why Memes? What is a Meme? What are the different forms of Memes?
  • Memes for Marketing. Memes for brands.
  • Once a moment is identified – what is the purpose of your Meme?
  • Does it appeal culturally or is it culturally insensitive?
  • Do you understand, not only your customers, but your audience?
  • What differentiates your brand/product?
  • Understanding the customer journey & points of consumption.
Day 2
  • Ideation – the Meme
  • Brand + Product + Customer + Journey + Cultural (topical) + idea
  • Amplification of the Meme. What is the strategy?
  • Choice of channels (including influencers) and/or platforms?
  • Is one Meme enough? Monitoring and optimising your Memes
  • A look at monitoring tools and understanding the Advertising Response Model
Day 3
  • Navigating through Social Media
    Understanding Facebook’s role in Social Media
  • Understanding Customer Journey
    Getting to know your audience
  • Facebook Page Basics
    Instagram Basics
  • Getting Started with Facebook Ad Platform
  • Building your first ad
Day 4
  • Trends and Social Media Ad Critique Session
  • Facebook/Instagram Advertising Strategies
  • Measurement and Optimisation
  • Review of learnings
Day 5
  • Presentation

Participants to take part in in-class quiz 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 3 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 9% GST. 


Nick Goh
Adjunct Senior Fellow
SUTD Academy

Nick is the CEO of Moon Labs Digital, a digital creative agency headquartered in Singapore interested in sustainability. The agency collaborates with AAMS (the Association of Advertising and Marketing Singapore) to develop training and education programmes for the admarcom industry, such as the AAMS Certified Marketer programme.
Nick has over 28+ years of marketing communications and digital marketing experience. He started his marketing journey working for some of the biggest agencies worldwide, managing the accounts of local, regional, and global brands from a plethora of industries, namely AMD, Bell Helicopters, Canon, Cisco Systems, Coca-Cola, Cycle & Carriage Mercedes Benz, Ferrari, IBM, Maserati, Mastercard, Microsoft, Redhat, Singtel Consumer Sales, Singtel Mobile, and more.
Over the years, Nick has judged at prestigious media award shows, namely the Singapore Media Awards (2016-2018) as judge and jury, the Singapore Brand Prestige Awards 2019, the ASME Made with Passion Brand Awards 2021, and the AAMS NexGen Creative Awards 2022. He also travels the region conducting training and talks for corporations on marketing, especially branding, digital marketing, consumer behaviour, and, most recently, the metaverse.
Nick holds an MSc in Marketing (Distinction) from King's College London and is personally interested in all areas of new technology and sustainability.

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

Funding under Post-Secondary Education Account ("PSEA")

The Post-Secondary Education Account (PSEA) is part of the Post-Secondary Education Scheme to help pay for the post-secondary education of Singaporeans.

This is part of the Government’s efforts to encourage every Singaporean to complete their post-secondary education. It also underscores the Government’s commitment to support families in investing in the future education of their children and to prepare them for the economy of the future. PSEA is not a bank account.

It is administered by the Ministry of Education (MOE) and is opened automatically for all eligible Singaporeans.

Account holders can use their PSEA funds to pay for their own or their siblings’ approved fees and charges for approved programs conducted by approved institutions.

However, you will have to check your eligibility and balance by contacting MOE first.

Contact MOE at (65) 6260 0777

E-mail to MOE at

Click here for MOE website.