The modern consumer is constantly evolving, as are the marketing technologies businesses used to attract and connect with potential customers. It is important for business leaders and other professionals to understand the changes in consumption and digital adoption in order to reach a wider audience and create long-lasting engagement. By gaining key insights on the impact the Internet and social media have on consumer behaviour, you can transform the marketing strategies, processes and frameworks that are vital to growing your business and/or market share.

This programme is designed to give participants in-depth knowledge of what marketing means in the digital world. Learn how to identify the needs of and reach more customers, keep more customers engaged through effective engagement strategies, and determine the best metrics to accurately measure success. Participants will be exposed to current practices in the digital marketing landscape via recorded video lectures by industry experts, peer discussions, a real-world case analysis, and more throughout the programme.


If your role includes building a brand for your company, leveraging customer journey insights to drive better engagement, developing communication strategies for the digital age, or creating better solutions for clients based on the latest in digital marketing and analytics, you will benefit most from this programme.

Representative roles and industries that can benefit include:

  • Sales and marketing professionals and managers
  • Brand and communications directors and managers
  • Consultants in business and marketing, global marketing, marketing and communications, marketing management, and public relations
  • Consumer-driven industries where digital marketing applications are critical, including banking and finance, healthcare, retail, IT products and services, advertising, healthcare, education, FMCG, and automotive

What will this Programme do for you?

What will this Programme do for you


Take the first step to a Global Education

  • Starts on

    November 25, 2020

  • Duration

    2 Months, Online

    (4-6 hours per week)
  • Course Fees

    US$ 1,400*

Curriculum & Faculty


  • Impact of digitisation on marketing and resulting opportunities
  • Changes in digital consumer behaviours and ways to manage them
  • Buyer personas
  • Customer journey mapping
  • Engaging customers through paid, owned and earned media
  • Content strategies for each phase of the digital marketing funnel
  • Customer engagement strategies:
    • – Build brand clarity
    • – Get on social media
    • – Create and curate content
    • – Personalise customer experiences
    • – Leverage brand communities
  • Paid campaign goals
  • Landing page optimisation principles
  • Post-conversion marketing strategy
  • Paid advertising on platforms such as
    • – Google
    • – Facebook
    • – YouTube
    • – Instagram
    • – WhatsApp
    • – LinkedIn
  • Email marketing strategies
  • Framework for digital marketing measurements and identifying the right metrics
  • Digital marketing ROI
  • Marketing experiments
  • Multi-attribution tracking
  • Digital marketing strategy framework
    • – Preparation
    • – Objectives
    • – People, process and technology
    • – Plan
    • – Execution
    • – Review
  • Role of marketing in generating business growth
  • Outlook for the future in marketing
  • Marketing technology
  • AI in marketing
  • Marketing to Gen Zs


You will learn the principles of online advertising through a real-world scenario in a simulated environment. Specifically, you will learn to:


  • Write targeted social media ads
  • Create, promote and schedule content
  • Measure key performance indicators
  • Manage budgets


Social Media Simulation


Ang Eu Gene
Ang Eu Gene

Consultant/Trainer, NUS Business School

Dr Doreen Kum
Dr Doreen Kum

Associate Professor, Marketing, NUS Business School


Aaron Su
Aaron Su

Director, Global Product Marketing, Republic of Gamers, ASUS

Ryan Lim
Ryan Lim

Principal Consultant & Founder, QED Consulting

Althea Lim
Althea Lim

Group Chief Executive Officer of Gushcloud International

Learning Experience

Emeritus follows a unique online model. This model has ensured that nearly 90 percent of our learners complete their course.

  • Orientation Week
    Orientation Week
    The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world and you will learn how to use the learning management system and other learning tools provided.
  • Weekly Goals
    Weekly Goals
    On other weeks, you have learning goals set for the week. The goals would include watching the video lectures and completing the assignments. All assignments have weekly deadlines.
  • Clarifying Doubts
    Clarifying Doubts
    In addition to the live webinars, the Programme Leaders also conduct Office Hours every week or every alternate week to help participants clarify their doubts pertaining to the content.
  • Follow-Up
    Emeritus Programme Support Team follow-up over email and phone calls with learners who are unable to submit their assignments on time.


Emeritus Program Support Team

If at any point in the course you need tech, content or academic support, you can email program support and you will typically receive a response within 24 working hours or less.


Digital Marketing: Strategies, Models and Frameworks - Certificate Click to view certificate



  • You can pay for the course either with an international debit or credit card (unfortunately we are unable to accept Diners credit cards), or through a bank wire transfer. On clicking the apply now button below, you will be directed to the application form and the payment page.
  • We provide deferrals and refunds in specific cases. The deferrals and refund policy is available here.
  • You will be provided a course login within 48 hours of making a payment.


  • Please provide your work experience and your current employer via the application.
  • You can apply by clicking the Apply Now button


For any questions regarding Emeritus, the learning experience, admission & fees, grading & evaluation please visit COMMON FAQs