With rapid changes in technology and consumer behaviour today, organisations need to keep pace in order to drive organisational performance and engagement with customers. Digital Marketing and content creation are necessary levers that marketers leverage on, together with analytics and insights. This certificate is designed to provide a rigorous and fast-paced overview on industry best practices and trends in digital marketing and content creation, together with hands-on applications and project work.

Modular courses required for Certificate:

Course 1: NICF–Social Media Analytics (SF)
Course 2: NICF–Web Analytics & SEO (SF)
Course 3: Digital Marketing
Course 4: Making Online Content

The Professional Certificate of Digital Marketing and Content Creation is jointly awarded by

  • NUS-ISS (National University of Singapore, Institute of Systems Science)
  • SMA (Singapore Media Academy)
    Programme Highlights_NUS LogoProgramme Highlights_SMA Logo

In collaboration with

  • IAS (Institute of Advertising Singapore)
    Programme Highlights_IAS Logo

Course 1: NICF–Social Media Analytics (SF)

Conducted by Institute of Systems Science, National University of Singapore (NUS-ISS)

This course focuses on analysing social media data using tools and best practices. Through understanding of what customers think about your organisation, products and services, you can leverage the insights and analytics to empower your organisation to make intelligent business decisions. Topics covered include digital marketing concepts, social media analytics, social media listening, paid social, reporting and KPIs.

At the end of the course, participants will be able to

  • Analyse digital marketing campaign schedule and determine factors affecting its implementation
  • Evaluate the different social media platforms and their associated metrics
  • Review and evaluate the effectiveness of social media campaigns for different platforms
  • Use and apply social media listening and monitoring tools to gather data
  • Formulate effective actions based on the analytics

Course 2: NICF–Web Analytics & SEO (SF)

Conducted by Institute of Systems Science, National University of Singapore (NUS-ISS)

This course focuses on web analytics principles, tools and applications that will help organisations to track and optimise website effectiveness. Participants will learn to implement and apply web analytics for business decision making. Topics covered include web analytics fundamentals, tools, and strategies. There will also be a hands-on session with Google Analytics features, reporting and applications. Other topics include web improvement strategies, SEO and other related tools.

At the end of the course, participants will be able to

  • Identify the sales and marketing information required by users of the information
  • Understand relevant web analytics tools and make recommendations to their organisation
  • Generate, analyse and modify required traffic reports according to information requirements and needs of sales and marketing functions
  • Implement and apply web analytics and metrics to improve web performance
  • Use Google Analytics tool as an example to monitor website performance, understand users and their behaviour, optimise content, optimise search engine performance (SEO) and assess campaign performance

Course 3: Digital Marketing

Conducted by Institute of Advertising Singapore (IAS)

This course focuses on the holistic understanding of digital marketing – from concepts to creation to implementation, tracking and optimization. This course program will cover the most up-to-date digital marketing practices, tips, frameworks, and insights to help adult learners apply their learnings to their businesses and professional jobs.

At the end of the course, participants will be able to

  • Acquire the basic concepts, terminology, and appreciation around the domain of Digital Marketing
  • Establish a good foundation on the right path to further acquire knowledge and experience in the practice of Digital Marketing
  • Understand how to choose the right digital marketing channels to meet business objectives
  • Develop a strategic mindset that integrates digital marketing into their respective functions

Course 4: Making Online Content

Conducted by Singapore Media Academy (SMA)

This course covers the basics in story structure, what makes a compelling story and how it can and has been applied to different mediums like film, television and stage plays. Covering the A to Z of making good and compelling content and/or short videos from concept, pre-production and production to post-production using consumer products, equipment and software like mobile phones and complimentary editing software.

At the end of the course, participants will be able to

  • Understand story structure, plot design and variants of the three-act structure
  • Develop storylines and plot structure for online content
  • Write basic narrative scripts for online content
  • Learn pre-production process for making online content
  • Make content for online purposes
  • Edit and finish online content

Each course comes with specific individual and/or group assessments, which participants are required to complete successfully. Participants will need to be marked Competent for all the courses to be awarded the Professional Certificate of Digital Marketing and Content Creation.

The assessments can take the form of written quizzes, short questions and answers or group work presentations. Lecturers will advise accordingly in class. Participants will also need to complete a final group project presentation at the end of the program.

Participants certified Competent for all the courses will be awarded the Professional Certificate of Digital Marketing and Content Creation.
Lim Wee Khee Lim Wee Khee
Wee Khee leads the Digital Innovation and Design practice at the Institute of System Science, National University of Singapore (NUS-ISS).

As an industry practitioner, Wee Khee has years of experience driving digital initiatives and customer-centric programmes across Asia Pacific region. A strong collaborator and people developer, she is interested in building capabilities and developing competencies in the domain of digital marketing, ecommerce, creative communications and experience design, to support organisation priorities.

Click here for full profile

Alexis Cheong Alexis Cheong
Alexis is the strategist in Havas Media, works with the agency's insights and research manager as well as media planners to pull the best of media, content and strategy together, be it for current clients or new business proposals. Her past year in Havas Media was recognised recently with a merit award as IAS’s Rising Star of the Year (Strategic Planner) 2017.

Alexis is also certified by the Institute of Adult Learning with the Advanced Certificate in Training and Assessment (ACTA) for adults, which was motivated by her passion in improving the industry's marketing skills/knowledge.

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Rehermann Anna Katrin Rehermann Anna Katrin
Anna is a passionate serial entrepreneur with a strong background in Digital Marketing, Analytics and Growth Hacking. She worked with Rocket Internet and Team Europe Ventures, two leading global venturebuilders, to set up and maintain the complete range of digital marketing and business intelligence activities for some of their ventures. Anna then founded her own company, Growth Hacking Asia, a Growth Hacking Academy and Consultancy with the goal to flip the success rate of Asian startups from 1/10 to 9/10.

Further, Anna works as advisor, mentor and trainer focusing on growth hacking, UX and digital marketing strategies for businesses.

Click here for full profile

Mei Lee Mei Lee
Mei is a global marketer with deep expertise in growing and optimizing businesses of all sizes. She is an exceptional business strategist, coach and marketing trainer with 15 years of experience developing and executing disruptive digital initiatives.

Her career has spanned across 12 industries: finance, consumer goods, travel/hospitality, advertising agency, luxury fashion retail, media & entertainment, online education, print publishing, social media startup, wellness & spa, food & beverages, and groceries. With a multifaceted suite of expertise across online and offline marketing channels, Mei has successfully leveraged her digital acumen to reach new customers, grow profitability, and amplify brand effectiveness for companies from start-ups to Fortune 500 companies.

As a highly rated adjunct professor at University of California Los Angeles for a number of years, Mei has designed and taught courses on digital marketing, search engine optimization, and web analytics. She has been featured in Harvard Business Review, Fast Company, LinkedIn's Official Blog, Marketing Magazine, and The Straits Times. Mei is a frequent speaker at top industry and digital conferences in New York, Los Angeles, and Singapore. She holds a Master's degree in Application Development and a Bachelor's degree in Business, Marketing and Chinese. In addition, she is certified by Google for Youtube video production and audience development. Mei is a Bill Gates Millennium Scholar and the recipient of the 40 Under 40 Brand Marketer award from Brand Innovators. She has served as an advisor to two startups in New York City and is currently on the advisory board of a Singapore startup to digitize retail stores. In 2016, Mei was honored as one of Asia's Top 50 Women Leaders by CMO Asia and also one of 50 Most Influential Global Digital Marketing Leaders by World Marketing Congress.

Ray Pang Ray Pang
Ray is an award-winning filmmaker, both locally and international. He represented Singapore in the 1st World Event Young Artists (WEYA), organised alongside the London 2012 Olympics, a global art and culture event held in Nottingham, United Kingdom. He was also the recipient of the "Ten Outstanding Young Persons of the World" in 2012 Singapore Merit Awardee by JCI TOYP. In 2012, Ray was nominated as the finalist for Yahoo Singapore 9 and runner up for Entertainment Category. During the same year, his short film "Closer To Me" has been shortlisted for the prestigious Louis Vuitton’s second edition Journey Awards. Making the only Singaporean to be nominated for the Jury's awards and People's Choice award of the contest. The film later gets to participate at the 66th Festival de Cannes's Short Film Corner. Ray was also invited to screen some of his films at the 8th Sapporo Short Fest 2013 under a special programme "Asian Typhoon". His short film “The Grandfather” was the winner of 180 Short Film Competition 2013, under the Professional Category organised by Singapore Media Academy and supported by the Singapore Workforce Development Agency (WDA), now known as SkillsFuture Singapore (SSG).
Part-Time Programme
  • Next Intake: 17 February 2020
  • Registration Closing Date: 27 January 2020
Course Schedule Table
Week Dates in 2020 Course Conducted by
1 17, 18 & 19 February NICF - Social Media Analytics (SF) NUS-ISS
4 9, 10 & 11 March NICF - Web Analytics & SEO (SF) NUS-ISS
5 & 6 20, 21 & 24 March Digital Marketing IAS
9, 11, 13 & 14 16, 17, 29, 30 April, 15 & 22 May Making Online Content SMA
15 29 May Final Project Presentation IAS, NUS-ISS & SMA
16 days of class time across 10 weeks + additional time for self-study & project work
9am – 6pm
  • Singapore Media Academy, 1 Stars Avenue, Mediacorp Campus, Singapore 138507
  • Institute of Systems Science, National University of Singapore (TBA)

Payment of NICF-Social Media Analytics (SF) and NICF-Web Analytics & SEO (SF) will be collected by Institute of Systems Science, National University of Singapore (NUS-ISS). Please refer to NUS-ISS' Terms and Conditions.

Payment of Digital Marketing and Making Online Content will be collected by Singapore Media Academy (SMA).

Course Fees for Self-sponsored

Courses International Participants S'poreans and PRs 
(aged 21 and above)
SkillsFuture Mid-Career Enhanced Subsidy1
(S’poreans aged 40 and above)
Workfare Training Support2
(S’poreans aged 35 and above, and earn ≤ $2,000 per month)
NICF-Social Media Analytics (SF) S$2889 S$866.70 S$326.70 S$191.70
NICF-Web Analytics & SEO (SF) S$2889 S$866.70 S$326.70 S$191.70
Digital Marketing S$4280 S$1284 S$484 S$284
Making Online Content S$4280 S$1284 S$484 S$284
Total nett course fee payable, including GST S$14338 S$4301.40 S$1621.40 S$951.40

Singaporeans aged 25 and above can use their SkillsFuture Credit to pay for course fees, apart from government subsidies. For more information, click here.

Course Fees for Company-sponsored

Courses International Participants S'poreans and PRs 
(aged 21 and above)
SkillsFuture Mid-Career Enhanced Subsidy1
(S’poreans aged 40 and above)
Workfare Training Support2
(S’poreans aged 35 and above, and earn ≤ $2,000 per month)
Enhanced Training Support for SMEs3
NICF-Social Media Analytics (SF) S$2889 S$866.70 S$866.70 S$866.70 S$866.70
NICF-Web Analytics & SEO (SF) S$2889 S$866.70 S$866.70 S$866.70 S$866.70
Digital Marketing S$4280 S$1284 S$1284 S$1284 S$1284
Making Online Content S$4280 S$1284 S$1284 S$1284 S$1284
Total nett course fee payable, including GST S$14338 S$4301.40 S$4301.40 S$4301.40 S$4301.40
Less additional funding if eligible under various schemes#
(company needs to submit training grant and claim via Skillsconnect)
- - (S$2680) (S$3350) (S$2680)
Total nett course fee payable, including GST, after additional funding from the various funding schemes
(Actual financial outlay by company)
S$14338 S$4301.40 S$1621.40 S$951.40 S$1621.40

Other Fees

Fee Protection Scheme
Miscellaneous Fees

Various Funding Schemes

1Mid-Career Enhanced Subsidy
  • Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.
2Workfare Training Support (WTS)
  • Singaporeans aged 35 and above (13 years and above for Persons With Disabilities) and earn not more than $2,000 per month, may enjoy subsidies up to 95% of the course fees.
3Enhanced Training Support for SMEs (ETSS)

Course attendee is eligible for only one funding scheme.

#For company-sponsored participants, companies would need to pay upfront 30% of the course fee to NUS-ISS and submit a training grant application for the remaining eligible subsidies, and subsequently a claim in Skillsconnect. For details, please refer to Skillsconnect guide 4.1 & 5.1.

This course is aligned to the National Infocomm Competency Framework (NICF) and accredited by SSG. Absentee payroll and up to 70% SSG funding of the course fee is available for eligible participants (Singapore Citizens and Permanent Residents). Absentee payroll subsidy is available for eligible companies and companies on a short work week system will receive the absentee payroll subsidy based on their employees' current income. Please visit for full details.

  • Academic Requirement: Obtain Pass Grade in GCE O-Level subjects including at least B4 for English (or IELTS overall band score 6.5 and above or equivalent) and 2 other subjects or equivalent; and
  • At least 1 year working experience in any industry; and
  • Applicants may be called for interview or required to complete the pre-course evaluation survey at the discretion of Singapore Media. Academy.

This course is suitable for Working Professionals who are interested in Digital Marketing.