Advanced Diploma in Digital Marketing

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Description

Upgrade Your Skills in Digital Marketing

The Advanced Diploma in Digital Marketing is a professional digital marketing programme specially designed for those who wish to upgrade their knowledge and skills in digital marketing and to advance their career goal.

Download Student Handbook

Additional information

Mode

Online, Part-time
Sept

–
July

–
Oct

2
Aug

–
In-House

N/A

Course Details

This is a 8-month part-time programme, covering 6 modules with a total of 216 contact hours.

The delivery of this programme involves lectures, group discussions, case studies and presentations by students. Classes are usually held three times a week. Weekend block classes may be available subject to adequate student enrolment. Weekly lectures are conducted by qualified and experienced local lecturers approved by the Institute.

Students are required to pass the overall assessment in order to be granted a passing grade for each module. All students are required to fulfil the attendance requirement of at least 75% for each module before they are considered eligible to take the examinations / assessment of the module concerned.

Course Outline

 

    1. ADD201 INTRODUCTION TO DIGITAL MARKETING
      This module provides students with the necessary knowledge on the use of digital marketing media and tools to plan and manage an effective digital marketing campaign.
      Topics include:
      • Digital marketing strategy development
      • Environmental scanning
      • Digital media channels.

    2. ADD202 DIGITAL MARKETING COMMUNICATIONS
      This module provides students with the knowledge on the current trends and practices in digital marketing communications as a result of evolving technologies and the development of societal changes.
      Topics include:
      • Different approaches and tactics for marketing and communications
      • Integration of approaches and tactics
      • Measurement using benchmarks and dashboard.

 

    1. ADD203 CONSUMER BEHAVIOUR
      This module introduces students to the fundamental theories and concepts of consumer behaviour. The focus will be on understanding how consumers make decisions and the factors that influence their behaviour.
      Topics include:
      • Motivation, personality and needs
      • Shaping consumers’ opinions
      • Group and personal influences.

 

    1. ADD204 ADVANCED TOPICS IN DIGITAL MARKETING
      This module focuses on three major advanced topics in digital marketing: Social media marketing, Mobile marketing and Search engine marketing.
      Topics include:
      • Techniques for employing social media as a marketing tool
      • New technologies, applications and services of mobile marketing
      • Current principles and practices of search engine marketing.

 

    1. ADD205 STRATEGIC MARKETING
      Strategic marketing focuses on the processes and concepts involved in developing market-driven strategies for the future success of an organisation. This module provides an overview of the strategic marketing process and how it can leverage on the competitive advantage of the organisation.
      Topics include:
      • Industrial, competitor and customer analysis
      • Implementation and control
      • Branding and marketing strategy development

 

  1. ADD206 CAPSTONE PROJECT: DIGITAL MARKETING PLANNING AND STRATEGY
    This module provides students with the strategic knowledge on how to formulate a digital marketing plan to market an organisation’s brand. Students will develop their analysis and recommendations of digital marketing strategies to complete the final written plan and an oral presentation in class. Students are expected to integrate their prior knowledge gained in other modules in this final project.
    Topics include:
    • Digital Marketing Strategy and Plan
    • Digital Marketing Channels
    • Measurement of Digital Marketing Strategy

Entry Requirements

ENTRY REQUIREMENTS

All applicants must possess any one of the following of the equivalent recognised qualification:

  • MIS Training Centre / MIS Business School graduates who attained the Diploma in Business
  • Diploma from a local Polytechnic which includes relevant Business modules taken
  • Diploma in Digital Marketing or the equivalent from a recognised PEI
  • Mature candidates of 30 years old with at least 8 years of work experience, or
  • Candidates with other qualifications will be considered on a case-by-case basis.

*Minimum age requirement: 17 years old

ENGLISH REQUIREMENTS

  • At least IELTS 5.5, or
  • A pass in GCE ‘O’ Level English, or
  • Its equivalent (Applicants may be subjected to a written and/or oral assessment of their language proficiency conducted by the PEI)

Academic and Examination Board

Dr. Roger Low Kit Fai Chairman of Academic Board Member of Examination Board

Highest Academic Qualification Doctor of Business Admistration

Name of Awarding Institution University of South Australia

Prof. Ang Peng Hwa Chairman of Examination Board Member of Academic Board

Highest Academic Qualification Doctor of Philosophy

Name of Awarding Institution University of South Australia

Prof. Ramaswami Seshan Member of Academic Board Member of Examination Board

Highest Academic Qualification Doctor of Philosophy

Name of Awarding Institution University of Florida

Dr. Ameen Ali Salim Talib Member of Academic Board Member of Examination Board

Highest Academic Qualification Doctor of Philosophy

Name of Awarding Institution University of Warwick, UK

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