The Art of Influencing with Social Media and Content Marketing

Part of the ModularMaster in Strategic Digital Marketing programme

Businesses know how important Social Media can be for their business but how would they decide on a social media 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 learners 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 social media strategy. This programme is designed by industry practitioners and aims to equip marketers with the latest knowledge and best practices in social media including Influencer Marketing, Content Creation and Paid Social Media advertising.

This is 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 blueprint for their own organisation’s social media 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 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:
Registration closed.



Who Should Attend

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


Learner's Experience

"The course had benefited me greatly. Now with the better insights on how influencer marketing works, I can communicate better with my marketing team and ensure that the KPIs for our marketing outreach can be achieved."

Eric Tan
Attended The Art of Influencing with Social Media and Content Marketing


Programme Outline

Learning Objectives and Structure
  1. Understand the fundamentals of Social Media landscape
  2. Learn how to build a Social Media Marketing Strategy/Plan
  3. Learn about Social Media Measurement Metrics
  4. Understand the different Social Media platforms
  5. Develop Customer Personas for Content Strategy
  6. Develop framework for Content Strategy across different platforms
  7. Create meaningful and relevant content for your brand
  8. Understand Influencer Marketing and its Tools & Techniques

Programme Structure: Participants will go through 4 days of training, including sharing sessions from real-life influencers as they share their experience in content creation. Participants will return on the last day to conduct a presentation as part of the course assessment.

Day 1
  • Understanding the Social Media history, trends and landscape
  • Introduction to different Social Media platforms and marketing models
  • Industry sharing – different roles, players and collaboration models
  • Social Media, Artificial Intelligence & Technology (The Future of Social Media)
Day 2
  • Behind The Scenes - Visiting Content Creators / Social Media Agencies / Client Marketers
Day 3
  • Debrief of Day 2 Visit
  • Developing Social Media Content Marketing Strategy
  • Understanding social media measurement metrics
  • Develop Customer Persona for Content Strategy
  • Hands-on Content Creation for Social Media Platforms
Day 4
  • Introduction to Influencer Marketing
  • Developing an Influencer Marketing Strategy
  • Managing Influencer Relationship & Pitfalls to avoid
  • 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 9% GST. 


Evangeline Leong
Instructor, SUTD Academy
Founder & CEO, Kobe Global Technologies Pte Ltd

With almost 10 years of experience in embracing digital marketing, Evangeline is the Founder & CEO of Kobe Global Technologies Pte Ltd. Established in 2016, Kobe Global opens new market segments for consumer brands with their 4,000 relevant celebrity, macro, micro or everyday influencers reaching 20M audiences. Kobe’s revolutionary use of Artificial Intelligence tools in influencer marketing platform has achieved an international PCT patent that provides speed of access and measurable influencer solutions for brands. Within the 1st year, Kobe has crossed 7-digit in sales and has worked with over 150 brands including Pepsi, Changi Airport Group and Calvin Klein. Evangeline remains as a partner of PurpleClick Media, the 1st and only partner of Google, Facebook, Baidu in the region and has managed over USD$10 Million annual ad revenue across Singapore, Malaysia, and the Philippines in the region.

Read more.

Cha Lin
Instructor, SUTD Academy
Founder, Kobe Global Technologies Pte Ltd

With 5 years of experiences in Social Media and Influencer Marketing, Cha Lin is the co-founder of Kobe Global Technologies which uses Artificial Intelligence tools in influencer marketing platform. Kobe has achieved an international PCT patent that provides speed of access and measurable influencer solutions for brands.

Previously as an account manager, she managed, retained and grew 158 accounts through strategic alignment and provided strategic consultation on the creation, execution, and effectiveness of social media marketing campaigns.

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

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.