Diploma in Digital Marketing

Aim & Objectives:

The Diploma in Digital Marketing equips individuals with the skills and knowledge needed to thrive in today’s fast paced digital landscape. As businesses increasingly rely on online platforms to engage customers, professionals with expertise in digital marketing strategies are in high demand.

Course Details:

• Mode of delivery : Face to face
• Course Developer : ADDISON INSTITUTE
• Duration : 12 Months
• Class Frequency : Every Sunday.
• Total Duration : 260 hours

Entry Requirements:

• Minimum of 17 years of age.
• Minimally a “C6” grade in the GCE ‘O’ Level Examination English Language or equivalent.
• Minimally 1 ‘C6’ grade in the GCE ‘O’ Level Examination.
• Applicants lacking English proficiency must successfully complete the Addison Institute English Proficiency Placement Test before admission.
• Basic Computer Literacy: Applicants should have basic computer skills, including familiarity with the internet and using software such as Microsoft Office (Word, PowerPoint, Excel).

Recognition of Prior Learning (RPL)

Exemptions may be granted to students who show proof of prior learning in certain modules. This is subject to verification and approval by the Academic Board.

Program Synopsis

Digital Marketing Fundamentals

LU1 Evolution of Digital Marketing:

• LO1-Trace the development and milestones of digital marketing over time.

LU2 Significance of Digital in Today’s Era:

• LO2-Understand the history and evolution of digital marketing.
• LO3-Analyse the pivotal role of digital platforms in the modern business landscape.

LU3 Overview of Major Digital Marketing Channels:

• LO4-Differentiate between the critical channels used in digital marketing campaigns.

LU4 Craft a Preliminary Digital Marketing Strategy:

LO5-Design and implement a basic digital marketing strategy, incorporating the essential elements.

Understanding the Digital Consumer

LU1 Digital Consumer Behaviour and Psychology:

• LO1-Evaluate the factors influencing digital consumer behaviours and decisions.

LU2 Mapping the Digital Customer Journey:

• LO2-Illustrate a typical digital customer journey from awareness to conversion.

LU3 Fundamentals of CRM:

• LO3-Describe the core components and benefits of Customer Relationship Management (CRM).

LU4 Touchpoints and Moments of Truth in Digital Platforms:

LO4-Identify critical touchpoints and understand their influence during the consumer journey.

Website Design and User Experience (UX)

LU1 The Role of a Business Website:

• LO1-Understand the importance of a business website in a digital marketing strategy.

LU2 Elements of Effective Website Design:

• LO2-Apply basic principles to design a user-friendly and aesthetic website.

LU3 Principles of Usability and User-Centric Design:

• LO3-Emphasise the principles of usability and the importance of user-centric design.

LU4 Introduction to UX Testing and Feedback:

• LO4-Understand and Initiate basic UX testing,

LO5- Apply user feedback to enhance site design.

Content Creation for Digital Platform

LU1 Importance of Content in the Digital Domain:

• LO1-Assess the role of content in driving online engagement and conversions.

LU2 Exploring Different Content Formats:

• LO2-Categorise various content formats and determine their strategic use.

LU3 Web Writing Techniques and Best Practices:

• LO3-Implement web writing techniques to optimise online content readability.

LU4 Foundations of Content Marketing Strategy:

LO4-Develop a foundational content marketing strategy tailored to target audiences.

Social Media Basics

LU1 Deep Dive into Major Social Media Platforms:

• LO1-Types of major social media platforms.
• LO2-Investigate the functionalities and benefits of major social media platforms.

LU2 Steps to Optimize Social Media Profiles:

• LO3-Execute optimisation techniques for social media profiles.

LU3 Crafting Social Media Campaign Objectives:

• LO4-Formulate objectives for impactful social media campaigns.

LU4 Social Media Etiquette and Best Practices:

LO5-Adhere to accepted social media etiquette and implement best practices.

Search Engine Optimization (SEO) Basics

LU1 How Search Engines Work:

• LO1-Explain the mechanics behind how search engines rank web pages.

LU2 Fundamentals of Keyword Research:

• LO2-Conduct basic keyword research to target desired audiences.

LU3 On-Page SEO Essentials:

• LO3-Apply on-page SEO techniques to enhance web page visibility.

LU4 The Significance of Quality Content in SEO:

LO4-Underscore the role of quality content in boosting SEO rankings.

Email Marketing and CRM

LU1 The Evolution and Importance of Email Marketing:

• LO1-Gain an understanding of how email marketing has evolved and its current significance in modern businesses.

LU2 Building and Segmenting Email Lists:

• LO2-Construct and segment email lists for tailored marketing communications.

LU3 Crafting Effective Email Campaigns:

• LO3-Compose compelling email campaigns to engage and convert subscribers.

LU4 Basics of CRM and its Role in Email Marketing:

LO4-Gain an understanding on the integration of email marketing with CRM for enhanced customer relations.

Basics of Paid Advertising (SEM and Social)

LU1 Introduction to Search Engine Marketing (SEM):

• LO1-Define the fundamentals of Search Engine Marketing (SEM).

LU2 Crafting Effective SEM Campaigns:

• LO2-Design SEM campaigns to achieve specific business outcomes.

LU3 Paid Social Advertising Overview:

• LO3-Provide an overview of paid social advertising and its advantages.

LU4 Setting up and Optimizing Paid Social Campaigns:

LO4-Optimise paid social campaigns for maximum return on investment.

Digital Analytics and Performance Measurement

LU1 The Importance of Data in Digital Marketing:

• LO1-Emphasise the significance of data in crafting digital strategies.

LU2 Getting Started with Google Analytics:

• LO2-Navigate Google Analytics to gather essential website and user data.

LU3 Key Performance Metrics in the Digital Domain:

• LO3-Determine the most pertinent digital performance metrics for specific campaign objectives.

LU4 Making Data-Driven Marketing Decisions:

LO4-Adapt marketing strategies based on data-driven insights.

Digital Marketing Strategy and Planning

LU1 Steps to Create a Comprehensive Digital Marketing Plan:

• LO1-Draft a holistic digital marketing plan with clear objectives and KPIs.

LU2 How to Integrate Various Digital Marketing Channels:

• LO2-Synthesise multiple digital marketing channels into a cohesive strategy for optimal results.

LU3 Recognizing and Adapting to Digital Marketing Trends:

• LO3-Anticipate emerging digital marketing trends and adapt strategies for future readiness.

LU4 Future-Proofing Your Digital Marketing Strategy:

LO4-Propose techniques to ensure the longevity and relevance of a digital marketing strategy amidst evolving technological landscapes.

Assessments and Awards

Each subject will be formally assessed through examinations, assignments, and class participation. Students must attend at least 75% of the classes to qualify for the examinations.

Those who successfully complete all module examinations will be awarded the Addison Institute Diploma in Hospitality Management.

Students granted exemptions for modules under Recognition of Prior Learning (RPL) at the time of admission will be required to complete a Term Project in order to graduate.

Course Intake

Intakes are available every month throughout the year, before the start of a new module.

Breakdown of Fees

1. Registration Fee: *$150 (Inclusive of ID card and Uniform)

2. Course Fee: *$3480.00 (GST Included) Payments are split into 12 monthly payments of *$290/month.

*All prices mentioned above are in Singapore Dollars (SGD).