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FMDS Specialist Diploma in Digital Marketing

“Either write something worth reading or do something worth writing about.” – Benjamin Franklin

Programme Overview

Courseware

Content Marketing

This module teaches Students how to create an overall content marketing strategy that utilises the affordances of online platforms to share their content. Additionally, it will share the best practices of content marketing so as to assist in their overall digital marketing strategies. Furthermore, it will also inform Students of how different types of content makes for better marketing on different platforms due to the technical affordances of the platform as well as the preferences of potential leads present on the platform.

Learning Objectives:

  • Outline the principles of best practices for content marketing
  • Identify customer needs and to craft a content release schedule complete with content marketing objectives
  • Outline the stages from ideation to storyboarding to production to post-production
  • Draft a storyboard using digital tools for a video
  • Outline the pros and cons of using different types of content for content marketing
Social Media Globalized Marketing

This module prepares Students for regionalisation by teaching them the differences in social media participation in different countries in the Asia-Pacific region. They will be taught the importance of linguistic contextualisation, as well as the different ways that different social media platforms are used in different countries. Students will learn how to restrategise their digital marketing efforts when they move into different markets.

Learning Objectives:

  • Develop brand campaign ideas for entry into different markets in the Asia-Pacific region
  • Contextualise and execute social media campaign for effective communication for different markets in the Asia-Pacific region
  • Manage public relations implementation plans on different social media platforms
  • Maintain brand alignment for different markets in the Asia-Pacific region
Digital Video Marketing & Psychology

This module teaches Students how to use videos effectively as digital marketing tools. They will be taught the similarities and differences between curated video content, thematic video content, vlogs and live streams. For each of these different types of videos, there are different psychological issues associated with what the audience wants to see, and with what would call the audience to action.

Learning Objectives:

  • Plan a video marketing strategy based on the marketing funnel
  • Describe the viewership preferences, its psychological motivations for different video formats
  • Determine the relevant metrics and calls to action methods to aid ROI tracking for different video formats
Absolute Remarketing

This module teaches Students how to remarket and retarget customers which are supplementary steps to reconvert leads.

Learning Objectives:

  • Plan a remarketing strategy including comparision between contrast marketing, remarketing and retargeting
  • Distinguish between hot, warm and cold leads and evaluating the appropriate implementation steps for remarketing based on the customer buying journey
  • Describe the different application marketing platforms used for remarketing and determine its appropriate metrics to evaluate the effectiveness of remarketing campaign
Digital Marketing Fundamentals

This module is aimed at Students to learn about how digital marketing works. They will be introduced to the RACE funnel, Google, FB and IG ads as well as SEO and Google Analytics

Learning Objectives:

  • Identify the objectives of the various channels vis-à-vis its marketing strategy in accordance with organisational requirements
  • Determine the key elements and objectives of marketing strategy and create a social marketing plan
  • Analyse the advantages, constraints and interactivity between traditional or digital marketing channels
  • Differential the broad range of marketing technologies and tools and evaluate customer response and sales performance to determine its suitability
  • Identify suitable channels, platforms, technology and tools to be utilised for marketing activities and programs and to evaluate its effectiveness
  • Determine the performance indicators of the different marketing channels
  • Select the appropriate marketing channel mix with the integration both on- and off line media platforms
  • Establish the types of tools used to assess marketing mix
Design Thinking for Digital Marketing

This module is aimed to teach Students how to strategize ads using the non-linear iterative design thinking methodology. Students will be introduced to the basics of Persona building, empathy mapping, idea generation and prototyping of ads. They will also lean a little Headline selection for content marketing as well as data reading for testing of marketing efforts.

Learning Objectives:

  • Develop an integrated marketing strategy combining traditional and digital marketing approaches
  • Align the organisation’s business goals and objectives with the right marketing strategy
  • Develop marketing mix strategy and select appropriate marketing channels and platforms to boost brand, customer engagement and sales
  • Forecast emerging market needs and anticipate future trends and industry and technology shifts
  • Establish performance targets for individual and integrated marketing channels, aligned to brand, sales and marketing strategies and objectifies
  • Determine performance metrics to evaluate effectiveness of marketing plans on and across different channels
Digital Marketing Strategic Optimization (Capstone Project)

This module is a capstone module aimed at consolidating all the knowledge gained by Students into one self-directed project. This project requires them to develop a strategic digital marketing plan, execute it, and finally, optimize it. The strategic digital marketing plan must include minimally, one Facebook or one Instagram ad, one Google search or display ad, one YouTube video content of minimum 30 seconds length and one Mailchimp campaign for retargeting purposes.

Learning Objectives:

  • Plan an encompassing digital marketing strategy
  • Execute a campaign using Facebook and/or Instagram
  • Execute one Google search or display ad
  • Create one video for YouTube with minimum 30 seconds playtime
  • Implement on Mailchimp campaign for remarketing

Entry Requirements

Specialist Diploma level

Direct Entry
Applicants will be enrolled directly into Specialist Diploma programmes if they meet the following criteria:

  • Singaporean and Singapore PR applicants: 5 GCE ‘N’ Level subjects including English with minimum C6 grade for each subject, or equivalent
  • 18 years old and above
  • Foreign applicants: Completion of Grade 10 taught in English or completion of Grade 10 not taught in English with minimum IELTS score of 5 or minimum TOEFL score of 55, or equivalent

 

Conditional Entry
Applicants will be given conditional entry into Specialist Diploma programmes based on the following criteria:

  • Submission of a design portfolio subjected to assessment by FMDS Academic Team AND
  • Submission of resume and Letter(s) of Identity from employer(s) for matured candidates of minimum 25 years of age with a minimum of 2 years of working experience in a related field AND
  • Completion of the FMDS Design Foundation programme with a minimum Credit grade

Course Duration

Full Time: 7 months, 5 days a week, 5 hrs a day
Part Time: 14 months, 2 days a week, 3 hrs a day

Career Opportunities

Digital Marketing Manager. Content Strategist. Content Manager.
Virtual Reality Developer. SEO and SEM Specialist. User Experience Designer. Data Analysts.
Email Marketing Specialist. Internet of Things Marketing Specialist. Bot Developer

Notes: Module information is tentative and will be subjected to changes as determined by First Media Design School at its discretion.

Specialist Diploma is conducted on both Day and Evening classes.

All information listed are indicative and subject to change as determined by First Media Design School at its discretion.

First Media Design School reserves the right, at its discretion, to change, modify, add, or remove portions of the Course Information without prior notice. Information accurate as of 29 May 2019.

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