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Entrepreneurial Marketing in the Digital Era: Customer Experience (Intermediate Short Course, SkillsFuture)
Course Overview
This course aims to equip participants with a toolkit of digital marketing practices to acquire and retain profitable customers. Digital Marketing has become a support mechanism for entrepreneurs to use in developing and strengthening their relationship with customers. This two-day programme introduces various entrepreneurial marketing strategies and campaigns to bring customers a unique experience through their innovative products or exemplary customer services.
Course Duration
15 Hours
Course Mode
- Physical
- Online
Course Dates
| Physical | To be advised |
| Online | 13 to 14 Nov 2024 |
Course Details
Course Outline:
1. Overview of Digital Marketing and 3C Framework in Action;
2. Content Marketing;
3. Organic Search Marketing and Search Engine Optimisation (SEO);
4. Digital Marketing in B2B and B2C Environments;
5. Psychology of Customer Experience in Digital Marketing;
6. Overview of Various Digital Platforms (FB, LinkedIn, IG, Tiktok)
At the End of This Course, Participants are Expected to:
- Understand the 3C Framework of Digital Marketing
- Identify and Evaluate the Most Effective Digital Marketing Strategy and Plan for Different Products and Services
- Analyse the Effectiveness of Different Digital Marketing for Different Customers/Clients
- Generate Insights on Different Digital Platforms
Dr Wong King Yin
Deputy Director, Nanyang Centre for Marketing and Technology (NCMT)
Dr. Wong King Yin received her Ph.D. in Hospitality Management from the School of Hotel Administration at Cornell University. She obtained her bachelor degree in Tourism and Hospitality Management, and M.Phil degree in Marketing from The Chinese University of Hong Kong. She is currently a lecturer in the Marketing Division of Nanyang Business School, teaching digital marketing in undergraduate, post-graduate and executive programs.
Dr. Wong’s research interests include digital marketing, tourism and services marketing, and consumer behavior. Her research has been presented at American Marketing Association Conference and Frontiers in Service Conference. She has published in Journal of Consumer Marketing, International Journal of Bank Marketing, WARC, The Sage International Encyclopedia of Travel and Tourism, and Encyclopedia of Mobile Computing and Commerce. Her opinions have been mentioned in popular media including Straits Times, Business Times, CNA news, South China Morning Post, Bloomberg, Nikkei News, Lian He Zao Bao, The New Paper, and TODAY. She has been interviewed in international and national television and radio shows (CNBC, Channel NewsAsia, Channel 5, Channel 8, CNA 938, Hao FM) to talk about retail and tourism marketing. She has consulting experiences with hotels in Hong Kong and Singapore Tourism Board.
Dr. Wong has working experience in marketing and tourism. Prior to pursuing her postgraduate degrees, she worked in a regional information system company, and an international apparel company responsible for planning, coordinating, and executing sales and marketing activities. She also has rotational job experiences in hotel and tourism industry during her internship in a local hotel and theme park in Hong Kong.
Admission Info
Who Should Attend?
This course is designed for entry-level digital marketers, people who are exploring a career transition (for mid-career workers), realise a dream to be their own boss or aspired to be a founder of a start-up, given the important role of digital marketing for start-ups.
Full Course Fees
S$2,100 (Before GST)
1. SkillsFuture Series
Full Course Fees
| Funding Type | Subsidy | Criteria | Programme |
|---|---|---|---|
| Base Grant | 70% | Singapore Citizen / PR age 21 and above | Course Fee: $2,100 - $1,470 9% GST: $56.70 Full Fee Payable: $686.70 |
| Mid-Career Enhanced Subsidy (MCES) | 90% | Singaporean age 40 and above | Course Fee: $2,100 - $1,890 9% GST: $56.70 Full Fee Payable: $266.70 |
| Enhanced Training Support for SMEs (ETSS) | 90% | Singapore Citizen / PR who is SME sponsored | Course Fee: $2,100 - $1,890 9% GST: $56.70 Full Fee Payable: $266.70 |
2. SkillsFuture Credit
Singapore Citizens aged 25 and above may use their SkillsFuture Credits (up to S$500) to pay for the course fees. The credits may be used on top of existing course fee funding. This is only applicable to self-sponsored participants.
Applications via MySkillsFuture.sg must be made within 60 days before course commencement. Please click here for more details. Please login to Skillsfuture portal and submit appropriately.
3. Absentee Payroll
Companies who sponsor their employees for the course may apply for Absentee Payroll via the SkillsConnect system. For more information, please visit SkillsConnect.
4. NTU Alumni Course Credit
From 1 July 2019, NTU alumni may utilise their course credits of S$1,600.00 to co-pay up to 50% of the nett fee (exclusive of prevailing GST) payable for courses with starting date from 1 July 2019 onwards. There will be no administrative fee involved for the use of NTU Alumni Course Credits on courses with starting date from 1 July 2019 onwards. For more information, please visit here.
An online assessment will be conducted at the end of the course.
Achieving minimum attendance (75% of the total course hours)
Completion and pass the course assessments
*Course Certificate will be awarded to the participant who have fulfilled all the above requirements and upon completion of all assessments.
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