Social Media and Sentiment Analytics

Part of the ModularMaster in Strategic Digital Marketing programme

The fourth industrial revolution and the advancement of Artificial Intelligence (AI) have altered the path of human history. Forward-thinking companies are competing based on their ability to offer relevant marketing content that is tailored to customers’ behaviour, preferences, and context – otherwise what is known as customer-centric care. Using new technology innovations in artificial intelligence helps marketers across all industries to select the most profitable content for each customer, thus delivering the right content at the right time across the most relevant channel or device.

With this background in mind, the learning objectives slated for this course are two-pronged:

  • Manage their firm’s online reputation in light of new technological advancements.
  • Better understand and leverage on sentiment analysis to better marketing & communications objectives in a complex world.

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 2023:
Registration Closed.



Who Should Attend

Non-Communications/Marketing or IT executives considering career switches or looking to expand their knowledge in Communications & Marketing given the advent of social media.


  • Basic Microsoft Excel knowledge is needed.

  • Bring your own Windows Laptop.

  • Supported Operating System Windows 10 , Windows 7, Windows 8, Windows 8.1, Windows Server 2008 R2, Windows Server 2012, Windows Server 2012 R2 Microsoft Power BI Desktop requires Internet Explorer 10 or greater. Microsoft Power BI Desktop is available for 32-bit (x86) and 64-bit (x64) platforms.

  • Please note that Mac or Linux will not run Power BI.


Programme Outline

Learning Objectives and Structure
  1. Be aware of the current technologies in communications (from a PR perspective)
  2. Navigate social media approaches, communications and marketing from a holistic standpoint
  3. Evaluate their own (and their company's) Social Media pages on Facebook and Instagram
  4. Optimise social media strategy
  5. Understand Online Reputation Management and its implication
  6. Understand and conduct a Sentiment Analysis
  7. Understand Social Media Analytics and perform basic data analytics and visualisation

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
  • The 4th industrial revolution & AI
  • The new phase of robots & robothings
  • Overview of the psychology behind human sentiment
  • How can Big Data and A.I. help our Marketers
Day 2
  • What this means for social media in 2021 and beyond?
  • Social media Competitive Analysis & Benchmarking (Analytics)
  • Optimising your social media strategy
  • Sentiment Analysis and its importance
Day 3
  • Understanding data & Intro to Power BI
  • Overview of the Data Analytics Workflow
  • Introduction to Data Modelling
  • Data Modelling hands-on Practice
Day 4
  • Hands on session (basic demonstration for Power BI) – part 1
  • Hands on session (Power BI desktop & data visualisation) – part 2
  • Social data analytics & reporting (preparation for final presentation)
  • Reporting (preparation for final presentation)
Day 5
  • Project capstone presentations

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 9% GST. 



Hamidah Aidillah
Instructor, SUTD Academy
Founder, Parrot Social

Hamidah Aidillah brings with her ten years of Communications, Public Relations & Branding experience from both the private and public sectors. She has extensive experience in healthcare and lifestyle-related campaigns and PR activities. While with a Chicago-based PR Agency, she helped generate millions of dollars worth of PR value for her clients and boost top-of-mind recall for their brands and services. She recently founded Parrot Social, a Data Analytics firm powered by artificial intelligence (A.I) helping clients go beyond social media listening, to boosting their company's awareness and increasing influence through data. The firm also specialises in predictive technology, future trend-spotting, and competitor benchmarking across various industries.

Hamidah graduated with a Double major in Social Sciences & Communications from the Singapore Management University (SMU) with a keen interest in research capabilities. She is effectively bilingual in English & Malay and basic conversational Mandarin.


Muhammad Muzamir Bin Mohd Nasir
Instructor, SUTD Academy

Muzamir is skilled in the areas of Business Intelligence. He has been working on various business intelligence tools especially on Power BI. His passion for data analytics began in his undergraduate years and continued on towards his career. As an avid believer in being efficient, he has automated several reports and is involved in data infrastructure projects. He constantly strives to find cost effective solutions for his clients.

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

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.