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Course ID: TGS-2026061386

Duration: 1 day
Level: Basic
Venue: Singapore University of Social Sciences

 


Synopsis

Data-Driven Strategy: Research and Digital Marketing Essentials is a dynamic, skills-focused course designed to equip professionals with the tools to harness research insights and data analytics for more effective digital marketing. Ideal for individuals in the nonprofit, or social enterprise, this course provides a practical foundation in how to use data and audience research to inform strategy, design targeted digital campaigns, and evaluate marketing performance. 

 

The course bridges the gap between traditional marketing instincts and data-informed decision-making, empowering participants to move beyond guesswork and engage audiences with precision and purpose. 



Who Should Attend

Executives, Managers, Directors, Executive Directors, Board of Trustees from the non-profit sectors.  


 

Topics

  • Using data analytics in fundraising
  • Purposeful donor and prospect research
  • What is digital marketing
  • Digital Marketing strategy



Objectives

Upon completing the course, participants will:

  • Gain familiarity with key digital marketing metrics using platforms like Google Analytics and social media dashboards.
  • Understand how to build fundraising plans grounded in research findings and data insights.
  • Explore how to segment audiences and tailor messages to increase relevance, reach, and impact.
  • Learn how to track, interpret, and present data to assess marketing effectiveness and support continuous improvement.
  • Build confidence in using data for storytelling, decision-making, and stakeholder reporting.

 




Learning Outcomes

A. Knowledge and Understanding (Theory Component)

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

  • Define and apply key concepts in data-driven digital strategy.
  • Understand how research informs marketing and fundraising decisions.
  • Explain how the digital marketing funnel works and how it can be adapted for nonprofit goals.

B. Key Skills (Practical Component)

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

1. Audience Mapping and Donor Persona Development

  • Create donor or supporter personas using survey or digital behavioural data.

2. Fundraising Design Using the Digital Marketing Funnel

  • Plan awareness, engagement, and conversion strategies across channels (social, email, web).
3. Copywriting and Visual Strategy
  • Draft fundraising copy tailored to segmented audiences.
  • Understand what makes digital content effective based on data

 

 

Schedule

TimeAgenda
Day 1
0900 - 0930Course Overview
0930 - 1030Using data analytics in fundraising 
1030 - 1045Break
1045 - 1200Purposeful donor and prospect research 
1200 - 1300Lunch
1300 - 1530What is digital marketing 
1530 - 1545Break
1545 - 1700Digital Marketing strategy 
1700 - 1730Assessment 


Assessments

  • Role Play


 

Requirements

  • Have experience working or volunteering in a nonprofit organisation or charity.
  • Provide letter of employment or testimony of volunteering.

 

 

About the Trainer

For CET164

Dr Andrew Chew

He is a digital marketing and data analytics practitioner with over three decades of experience in sales and marketing across multinational companies. He holds a Doctor of Business Administration (DBA) from SUSS, an MBA from NTU, and a BSc in Computer Engineering, also from NTU. 

 

Andrew currently lectures on MKT542 Digital Marketing Analytics and MKT372 AI for Marketing at SUSS. He also delivers training programmes at various training centres, covering topics such as generative AI for marketing, advanced prompt engineering, and data-driven campaign strategy. Outside academia, he founded AC-Eduworks, a training consultancy that conducts corporate training to build practical digital capabilities. 

His professional certifications include AI Governance Professional (AIGP), MIT Sloan and CSAIL AI for Business Strategy, and Certified Pricing Professional (CPP). 

 

In this course, Andrew draws on his background in marketing analytics and digital strategy to help participants build practical skills in data-informed decision-making, donor research, and digital campaign planning. His approach keeps theory close to practice; with tools and techniques you can apply immediately in your organisation.  


  

 

Course Fee

Course Fee for 875 dollars

1 Mid-Career Enhanced Subsidy: Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.
2 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 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 the various payment modes, please refer here.

 

Course Withdrawal and Refund

Request for withdrawal from a course must be submitted to SUSS Academy formally in writing.

  • Course Withdrawal before Application Close Date: No charges.
  • Course Withdrawal after course confirmation: 50% of the full course fee with an administration fee imposed.
  • Course Withdrawal after the course commences: Full course fee applies.

 

For clarification, please contact the SUSS Academy via the following:

Telephone: +65 6248 0263
Email: [email protected]