Singapore University of Social Sciences

Understanding Digital Analytics

Understanding Digital Analytics (CET117)

Applications Open: 03 November 2019

Applications Close: 23 November 2019

Next Available Intake: 7 December 2019

Course Types: Short Course, SkillsFuture Series

Language: English

Duration: 1 day

Fees: $650

Area of Interest: Business Administration

Schemes: Lifelong Learning Credit (L2C)

Funding: SkillsFuture

School/Department: Centre for Continuing & Professional Education

Level: Basic
Duration: 1 day
Venue: Singapore University of Social Sciences
Minimum number to run: 25 participants


This course is designed to introduce students into the world of Digital Analytics. Understand and learn how digital analytics can be applied in the business context, particularly on the search engine and social media space by leveraging free online tools. This course aims to prepare and equip students with the right knowledge and skills to perform digital analytics through use cases and exercises.


A. Knowledge and Understanding (Theory Component)

At the end of this course, participants should be able to:

  • Define what is digital analytics
  • Identify areas where digital analytics can be applied
  • Describe the principles of data analytics
  • Explain the use cases of search analytics and social media analytics

B. Key Skills (Practical Component)

At the end of this course, participants should be able to:

  • Implement the right measurement metrics
  • Demonstrate the ability to use free but yet powerful online digital analytics tools to solve business questions


Day 1
09:00 – 09:10Course Overview
09:10 – 10:00

Introduction to Digital Media Landscape and Digital Analytics

10:00 – 10:15 Tea Break
10:15 – 12:00Understanding Search Engine Analytics
12:00 – 13:00 Lunch
13:00 – 14:00Use Cases of Search Engine Analytics & Exercises
14:00 – 15:00Understanding Social Media Analytics
15:00 – 15:15 Tea Break
15:15 – 16:30Use Cases of Social Media Analytics & Exercises
16:30 – 17:00Brief Introduction to Web, E-commerce and Mobile App Analytics
17:00 – 17:45In-Class Quiz
17:45 – 18:00Wrap-up


In-class Quiz


  • Attendees should have:
    - A laptop with the ability to connect to the internet
    - A gmail account (example: eHh4QGdtYWlsLmNvbQ==)

Trainer's Profile

cet117-JerryKohJerry Koh is currently part of the Google Play Marketing Team in APAC as a Regional Program Manager and is tasked to implement end-to-end digital marketing project management across multiple functions and markets in APAC – ensuring success in delivering high impact digital marketing programs for Google Play from strategic planning through to tactical execution and measurement. Jerry is always driven by the belief that marketing analytics can help companies anticipate consumer behaviours, personalize marketing and customer engagements, develop better marketing strategies to gain competitive advantages over business rivals and support business growth. Prior to joining Google, Jerry had digital and social marketing analytics hands-on experience and technical knowledge working in-house and agency across a breadth of global, regional and local brands in these industries: FMCG, Finance, Tech, Transports and Telecommunications. Jerry is also selected as a mentee for Institute of Advertising Singapore (IAS) Mentorship Programme (in collaboration with Economic Development Board) to help develop high potential Singaporean advertising people in their career growth and development.

Application Procedures

Please submit the following documents to Y2V0QHN1c3MuZWR1LnNn:

  1. Coloured copy (back and front) of NRIC for Singaporeans and PRs, or "Employment"/"S" Pass for foreign applicant
  2. Recent payslip or income statement (For WTS scheme only)
  3. Application form

Course Fee

International ParticipantsS'poreans (aged below 40) and PRsSkillsFuture 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
Full Course fee (A)$650$650$650$650$650
SSG grant (70%) (B)-($455)($455)($455)($455)
Nett course fee (A) - (B) = (C)$650$195$195$195$195
7% GST on nett course fee (D)$45.50$13.65$13.65$13.65$13.65
Total nett course fee payable, including GST (C) + (D) = (E)$695.50$208.65$208.65$208.65$208.65
Less additional funding if eligible under various schemes (F)--($130)($162.50)($130)
Total nett course fee payable, including GST, after additional funding from the various funding schemes (E) - (F) = (G)$695.50$208.65$78.65$46.15$78.65

1 Mid-Career Enhanced Subsidy: Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.
2 Workfare Training Support: Singaporeans aged 35 and above (13 years and above for Persons with Disabilities) and earning not more than $2,000 per month may enjoy subsidies up to 95% of the course fees.
3 Enhanced Training Support for SMEs: SME-sponsored employees (Singaporean Citizens and PRs) aged 21 and above may enjoy subsidies up to 90% of the course fees.

  • Participants are required to achieve at least 75% attendance and/or sit and pass any prescribed examinations/assessments or submit any course/project work (if any) under the course requirement.
  • The course fees are reviewed annually and may be revised. The University reserves the right to adjust the course fees without prior notice. Singapore University of Social Sciences reserves the right to amend and/or revise the above schedule without prior notice.

For clarification, please contact the Centre for Continuing and Professional Education (CCPE) via the following:

Telephone: +65 6248 0263 Email: Q0VUQHN1c3MuZWR1LnNn
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