Singapore University of Social Sciences

Applied Research Project in Marketing

Applied Research Project in Marketing (MKT688)


This course allows graduate student from digital marketing programme to apply the knowledge and skills they have learnt from the programme to work on a real business problem in a systematic and research-based approach. A project on topics related to digital marketing should be produced to report the planning, implementation, and recommendations of various digital marketing activities. Students have to work closely with a business or an organisation to carry out the project. A supervisor will be assigned to the student to advise the project from period to period. The student is expected to present and defend their project at different stages.

Level: 6
Credit Units: 10
Presentation Pattern: EVERY REGULAR SEMESTER


  • Problem Identification
  • Assessment of the current digital practices and facilities
  • Market research based on first/second hand data
  • Competitive analysis
  • Campaign goal setting
  • Digital marketing plan
  • Digital marketing channel assessment and selection
  • Digital marketing budget estimation and allocation
  • Digital content strategy
  • Digital marketing content creation
  • Performance metrics
  • Conclusion and recommendation

Learning Outcome

  • Evaluate the digital marketing environment of a business
  • Assess the efficacy of different digital marketing channels
  • Appraise the digital marketing campaign with relevant metrics
  • Formulate a digital marketing plan that helps to achieve the business goal
  • Propose digital marketing recommendations based on facts and evidences
  • Create content for different digital marketing channels
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