Foundation in Digital Marketing

How to create the complete digital marketing plan for your business

Part of the ModularMasters™ 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 a 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
Participants earn 12 subject credits which can be used to attain the ModularMasters™ in Strategic Digital Marketing.

Course Details

Course Dates:

September (2, 9, 16, 23), October (14) 2019

Registrations closed.

October (24, 31), November (7, 8, 29) 2019

Apply before 3 Oct 2019

February (10, 17, 28), March (2, 23) 2020

Apply before 21 Jan 2020

April (6, 13, 20, 27), May (18) 2020

Apply before 17 Mar 2020

5 days.
9:00 am – 5:00 pm



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.

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

Course Fees and Funding

SkillsFuture Course Fee Subsidy

Fee after subsidy

GST on Fee after SSG Course Fee Subsidy

You pay

Mid-career Enhanced Subsidy (MCES) (90%)

Fee after subsidy

GST on Fee after SSG Course Fee Subsidy

You pay

Enhanced Training Support for SMEs (ETSS) (90%)

Fee after subsidy

GST on Fee after SSG Course Fee Subsidy

You pay

Workfare Training Support (WTS)

Fee after subsidy

GST on Fee after SSG Course Fee Subsidy

You pay

Full Course Fee (without subsidies): $3,745 (inclusive of prevailing GST)
Course fee inclusive of
(1) Course materials
(2) Lunch and 2 x Light Refreshments


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.

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 PDPA and Privacy Terms and Conditions

Personal Data Protection Act

SUTD collects, uses and discloses personal data in compliance with the Personal Data Protection Act.

Please contact the SUTD Personal Data Protection Officer at for the following matters:

  • Questions relating to SUTD’s collection, use or disclosure of your personal data
  • Giving/withdrawing consent to the collection, use or disclosure by SUTD of your personal data
  • Request for access to your personal data
  • Request for correction of your personal data
  • Giving/withdrawing consent to receive marketing messages from SUTD
  • Any other queries or feedback regarding SUTD’s policies and practices with respect to the protection of personal data.

Privacy Statements

  • SUTD collects, uses and discloses personal data to support its teaching, learning, research, administration, personal development and other functions of the University, in compliance with the Personal Data Protection Act.
  • If you are only browsing this website or using the Search function, we do not capture data that allows us to identify you individually. This site automatically receives and records information on our server logs from your browser, including your IP address, cookie information, and the page(s) requested. Although user sessions are tracked, the users remain anonymous.
  • If you choose to send an application or an e-mail that contains personally identifiable data, for us to process the application or to render you a service, we may share relevant data within SUTD, or if necessary, with Government agencies or universities, so as to serve you efficiently and effectively, unless such sharing is prohibited by legislation. We may also need to disclose personal data as required by law or a court order. We will not share your personal data with private entities, except where such entities have been authorised to carry out specific SUTD services.
  • For your convenience, when you are carrying out a transaction using your personally identifiable data, we may also display to you data you had previously supplied to us or to Government or private entities that have been authorised to carry out specific SUTD services). This will speed up the transaction and save you the trouble of repeating previous submissions. Should the data be out-of-date, please supply us the latest data. We will retain your personal data only as necessary for legal or business purposes.
  • To safeguard your personal data, all electronic storage and transmission of personal data are secured with appropriate security technologies.
  • This site may contain links to other independently-managed websites within the SUTD network and to some sites outside the "" domain whose data protection and privacy practices may be different from ours. We are not responsible for the content and privacy practices of these other websites and encourage you to examine the privacy notices of those sites.
  • Please keep in mind that whenever you voluntarily disclose personal data online – for example on message boards, through e-mails, or in chat areas – that information can be collected and used by others. By posting personal data online that is publicly accessible, you may receive unsolicited messages from other parties in return.

    Please contact the SUTD Personal Data Protection Officer at for the following matters:


  • Questions relating to SUTD’s collection, use or disclosure of your personal data
  • Giving/withdrawing consent to the collection, use or disclosure by SUTD of your personal data
  • Request for access to your personal data
  • Request for correction of your personal data
  • Giving/withdrawing consent to receive marketing messages from SUTD
SUTD Terms and Conditions

Methods of Payment

  1. Credit Card (Visa & MasterCard only) payment at SUTD campus One-Stop Centre

  2. Debit Card payment at SUTD campus One-Stop Centre

  3. Cheque make payable to “Singapore University of Technology and Design

  4. Invoice to Company (for Company Sponsored Participants)

  5. e-Invoice (for Ministries and Statutory Boards)

  6. Online Payment: DBS Internet Banking, DBS Mobile Banking & DBS Paylah!

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
    - At least 30% local shareholding by Singapore Citizens or Singapore Permanent Residents
    - Employment size of not more than 200 (at group level) or with annual sales turnover (at group level) 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 Workfare Training Support ("WTS")

To qualify, individuals must meet the following criteria:

  1. Be a Singapore Citizen; and

  2. Aged 35 years and above (13 years and above for Persons With Disabilities); and

  3. Earn a monthly income of not more than $2,000.

  4. Training allowance is only available for individuals who pay for their own training.

  5. Individuals can apply at any of WSG's Careers Connect or NTUC's e2i centres up to 30 days (including weekends and public holidays) before or after the start of the course.

    For more info, please visit WSG 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