Singapore University of Social Sciences

Level: Advance
Duration: 2 days
Venue: Singapore University of Social Sciences
Minimum number to run: 25 participants (To be updated by SUSS)

Synopsis

In this course, students will learn by doing through the collection and analysis of real digital media campaign data. Students will be able to implement suitable measurement mechanisms to employ, identify the data points and master the proper approach for analysing and presenting the data.

Who Should Attend

Content Strategist, Content Producer/Creator, Content Marketer, PR Consultant, Client Services, Community Manager, Social Media Manager/Executive, as well as anyone who is curious on the subject of digital media analytics.

Topics

• Understanding of various digital media channels for your campaign.
• Market Research to designing your digital media campaign.
• Key metrics to track the success of your digital media campaign.
• Hands-on approach to designing a digital media campaign that can enable you to collect valuable data.
• Testing and fine-tuning your digital media campaign.
• Analysing your digital media campaign and presenting the findings.
  
  

Learning Outcomes

A. Knowledge and Understanding (Theory Component)

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

• Examine the appropriate channels to implement their digital marketing campaign.
• Analyse market research data to develop their digital media campaign.
• Calculate key metrics for their digital media campaign.
  
  

B. Key Skills (Practical Component)

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

• Distinguish key approaches to design their digital media campaign to enhance data collection
• Test and appraise their digital media campaign through pilot implementations.
• Analyse the result of their digital media campaign.
  
  

Schedule

Time	Agenda
Day 1
09:00 – 09:15	Course Overview
09:15 – 10:30	Understanding and using the appropriate digital media channels for your campaign.
10:30 – 10:45	Morning Tea Break
10:45 – 12:15	Conducting market research to validate product/service offerings.
12:15 – 13:30	Lunch
13:30 – 16:00	Understanding the key metrics to track the success of your digital media campaign.
16:00 – 16:15	Afternoon Tea Break
16:15 – 17:45	Designing your digital media campaign (Training and Group Work)
17:45 – 18:00	Wrap-up
Day 2
09:00 – 09:15	Course Overview
09:15 – 10:30	Piloting your digital media campaign (Training and Group Work)
10:30 – 10:45	Morning Tea Break
10:45 – 12:15	Analysing the result of your digital media campaign (Training and Group Work)
12:15 – 13:30	Lunch
13:30 – 16:00	ECA - Presenting your result and assessment (Group Work)
16:00 – 16:15	Afternoon Tea Break
16:15 – 17:45	Other resources to further develop your digital media campaign
17:45 – 18:30	Wrap-up + Evaluation Form

Assessments

End of Course Assignment (ECA)

Requirements

• Attendees should have a basic understanding of Internet and social media channels (e.g. Facebook, LinkedIn)
• Attendees have to bring along their own laptop with Microsoft Excel installed.
  
  

Trainer’s Profile

Mr. Tai Hock Lin is a creative problem solver with diversified skillsets ranging from marketing, economics, data science and data analytics, business consulting and more. He brings with him years of experience working in both public and private sector, focusing on projects pertaining to Infocomm Media as well as Innovation and Entrepreneurship.

Hock Lin has assisted many early-stage local start-ups, and helped them to sharpen their proposition in the course of raising early financing. Hock Lin graduated with a Master of Social Science in Applied Economics from National University of Singapore, and he has designed and lectured Diploma in Economics and MBA courses in Entrepreneurship. Today, he is a freelance consultant and lecturer in quantitative methods and data analytics.

Being an avid believer in potential of power of technology and data science, Hock Lin has developed computer scripts to automate data-mining and analysis in digital media marketing space. He will be instilling his special blend – based on insights gleaned from his data analytics and machine learning implementations – to share with learners into this digital media analytics course.

Application Procedures

Please submit the following documents to cet@suss.edu.sg:

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

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 noticee.

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

Telephone: +65 6248 0263
Email: CET@suss.edu.sg