Singapore University of Social Sciences

Digital Branding & Engagement Strategy for Small Business and Entrepreneurs (CET143)

Applications Open: 12 June 2019

Applications Close: 02 September 2019

Next Available Intake: 16 September 2019

Course Types: Short Course, SkillsFuture Series

Language: English

Duration: 2 half days

Fees: $700

Area of Interest: Business Administration, Digital Media, Information Technology, International Trade, Management, Science & Technology

Schemes: Lifelong Learning Credit (L2C)

Funding: SkillsFuture


Next Available Intake: 16 & 17 September 2019
Level: Basic
Duration: 2 half days
Venue: 8 Shenton Way #01-02 AXA Tower Singapore (068811) - Lazada Visitor Center
Minimum number to run: 25 participants (To be updated by SUSS)


Synopsis

The objective of this module is to help entrepreneurs to comprehend and appreciate the importance of building their brand both online and offline. This will encompass the knowledge of developing a digital brand strategy, engaging in digital engagement and marketing.

In this workshop, participants will learn how to develop a holistic brand strategy, how to make their brand stand out (both online and off line) by considering their touchpoints, and understand how they should engage their target audience using different marketing tools, in particular digital tools such as social media platforms, online performance tracking tools and using the appropriate communications approach. The training session will include hands-on practice and discussions to help participants comprehend the concepts better.

As a result, the knowledge acquired from this workshop will help participants to elevate themselves from being just online traders to brand owners, and add value to their entire business venture.

Who Should Attend

Business owners, entrepreneurs, digital marketers, e-commerce managers, business development managers.

Topics

  • Developing your own digital brand strategy framework: making a difference
  • Defining suitable communication elements for the digital brand identity: how to look attractive yet not confusing
  • Identifying digital and non-digital touch points: how to create maximum impact
  • Using touch points to engage target audience: how to build brand interest

Objective

A. Knowledge and Understanding (Theory Component)

By the end of this course, you should be able to:

  • Integrate brand related concepts into a framework.
  • Identify core communication elements that define their brand and align them coherently
  • Recognize the different touch-points that is critical to create strong brand impression
  • Identify digital media platforms and tools to engage target audience effectively

B. Key Skills (Practical Component)

By the end of this course, you should be able to:

  • Construct a digital brand blueprint for themselves
  • Identify and contrast how different visual and text elements would affect brand identity
  • Apply different techniques by using features and tools found on digital platforms to engage target audience to build an engaging brand.

Schedule

TimeAgenda
1st half
1:30 - 2:00pmCourse Overview
2:00 - 3:30pm

Developing your own digital brand strategy framework: making a difference

3:30 - 3:45pmBreak
3:45 - 5:15pmDefining suitable communication elements for the digital brand identity: how to look attractive yet not confusing
2nd half
8:45 - 10:15amIdentifying digital and non-digital touch points: how to create maximum impact
10:15 - 10:30amBreak
10:30 - 11:30pmUsing touch points to engage target audience: how to build brand interest
11:30 - 12:00pmAssessment


Assessments

  • Quiz

Requirements

  • Attendees have to bring along their own laptop

About the Trainer

cet143-LauKongCheenDr. Lau Kong Cheen
Dr.Lau is a Senior Lecturer at the School of Business, under the Marketing Programme. His key areas of interest and expertise is in brand management, digital marketing, business strategy and consumer behaviour.

Prior to joining SUSS, Dr.Lau has spent more than 10 years in the industry with experience spanning across public and private sectors. He has had immense exposure in consulting, market research in consumer insights, business development and client marketing. He has consulted for clients from MNCs and SMEs in the region. Some of the clients that he has consulted for include Cerebos, Kesawan Bank, Resorts World, Toyota, Bonia, Bata, Skechers, 4 Fingers, Bio-Essence, Parkway Cancer Centre, Marina Bay Sands, Marina Link Mall, Changi Airport Group, Tru-Marine, SPRING, Singapore Turf Club, Singapore Technologiesand IE Singapore. As part of his consulting practice, he has also conducted multiple training workshops for many of his clients to help them to reflect and generate ideas based on concepts learnt.

Dr. Lau has also been an active speaker contributing and sharing his knowledge in brand building and consumer insights at multiple conferences and seminars in Singapore and in the region.In addition, as a thought leader in branding, Dr. Lau has also published several of his research pertaining to brand strategy in top international journals.

Dr. Lau holds a PhD in Marketing from the Curtin University in Australia coupled with a MBA (with Distinction) from the University of Surrey (UK). He completed his undergraduate studies with a Bachelor of Engineering degree with Honours from the Nanyang Technological University of Singapore.

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)$700$700$700$700$700
SSG grant (70%) (B)-($490)($490)($490)($490)
Nett course fee (A) - (B) = (C)$700$210$210$210$210
7% GST on nett course fee (D)$49$14.70$14.70$14.70$14.70
Total nett course fee payable, including GST (C) + (D) = (E)$749.00$227.70$227.70$227.70$227.70
Less additional funding if eligible under various schemes (F)--($140)($175)($140)
Total nett course fee payable, including GST, after additional funding from the various funding schemes (E) - (F) = (G)$749$224.70$84.70$49.70$84.70

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.
  • Participants are required to complete all surveys and feedbacks related to the course
  • 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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