From Conversation to Conversion: Nurturing Customer Relationships on Digital Platforms

Offered by School of Film & Media Studies

Short Course / 2 Days / TGS-2022014876

Course Information
Learning Outcomes
Course Schedule
Lesson Plan
Trainer Profile
Entry Requirements
Course Fees

Course Information

Move away from brand storytelling and into crucial brand conversations by creating an effective, distinctive brand presence online with relevant content that caters to your audience’s search demand.

Learning Outcomes

Through the course, participants will be able to:

  • Identify your target audience persona and their information needs
  • Craft a brand persona that your target audience can relate to
  • Present your brand/product/service effectively for conversions
  • Create and facilitate crucial conversations between your brand and your target audiences online
  • Identify relevant topics of interest with search traffic and search trends research on Google Ads Keyword Planner and Google Trends
  • Plan relevant, converting website landing pages based on high search traffic content topics


Public Run

Course Dates: TBC
Application Period: TBC
Duration: 2 days
Delivery Mode: Synchronous e-learning

Specially curated for real estate professionals, please sign up email

Run for Real Estate Agents

Course Dates: TBC
Application Period: TBC
Delivery Mode: Synchronous e-learning

Ngee Ann Polytechnic reserves the right to reschedule / cancel any programme, modify the fees and amend information without prior notice.

Lesson Plan

A. Search Traffic Research (3 Hours)
● Importance of keywords in Search & Website User Experience
● Identify high search traffic keywords through search traffic and search trends
research on Google Ads Keyword Planner and Google Trends
● Export high search traffic keywords and organise by theme

B. Create Website Landing Pages (5 Hours)
● Propose landing page content based on relevant topics of interest identified on
Google Ads Keyword Planner and Google Trends
● Plan for crucial decision-making content
● Propose relevant calls-to-action for each landing page based on marketing
● Plan website content hierarchy

C. Content as a Conversation, Not a Story (4 Hours)
● Distilling your target audience persona
● Crafting your brand persona to converse with your target audience persona
● Strategise marketing message content, presentation and delivery

D. Inbound Marketing Strategy (3 hours)
● Use high traffic keywords to plan for search engine friendly content
● Understand various channels and methods to create inbound links
● Identify key website landing pages to link content to / from
● Plan a content calendar including:

  • Topic
  • Timeliness
  • Target Audience
  • Media Used
  • Placement(s)
  • Target Action(s)

Trainer's Profile

Cheak Hong Ian

On the back of 10 years of experience in writing and digital marketing both in-house and for agencies, Cheak Hong Ian founded Council Consulting, a digital marketing training consultancy that helps companies build sustainable, scalable online ecosystems to reach their audiences with useful, engaging and decision-making content.
Cheak has worked with various organisations from SMEs to MNCs, including brands like BMW, Emerson, Bata, Julie’s Biscuits, NCS, The Golden Duck and Trinity Medical, initiating campaigns reaching tens of millions of people within Singapore and throughout the Asia Pacific region, managing over S$5 million in digital advertising budget to-date.
Cheak holds a Bachelor of Communication (Mass Communication) degree from RMIT University and the WDA Advanced Certificate in Training and Assessment (ACTA).


In-class assessments.


A Certificate of Performance will be awarded to participants who achieve at least 75% attendance and pass all required assessment(s).

A Certificate of Participation will be awarded to participants who meet the 75% attendance requirement but did not pass all required assessment(s).


Entry Requirements

  • Should preferably be Existing / Potential Brand Managers / Owners
  • Should preferably have existing marketing, branding or advertising background

Course Fees

Funding period for this course is from 29 Jul 2022 to 30 Sep 2024.

SkillsFuture Credit
All Singaporeans aged 25 and above can use their $500 SkillsFuture Credit from the government to pay for a wide range of approved skills-related courses. Visit the SkillsFuture Credit website to choose from the courses available on the Training Exchange course directory.

Enhanced training support for SMEs
For enhanced training support for SMEs, enter SME in the promo code during course application.

Absentee Payroll
Please declare your employees’ hourly salary information to claim for absentee payroll funding

Long Term Visit Pass Plus (LTVP+) holders, please furnish the following documents to the course administrator to qualify for SSG funding:
Self-sponsored learner (**LTVP+): Copy of your green visit pass card, with the word ‘PLUS’ on the back of the card.
Co-sponsored learner (##LTVP+): Copy of valid and current Letter of Consent (LOC) from MOM

GST Increment in 2024
Please note that the GST rate will be revised to 9% with effect from 1 Jan 2024, as such any payable course fees will be subjected to the new GST rate adjustments in 2024.


  • The fees below are determined based on prevailing funding policies and subject to review and revision.
  • Please refer to our FAQs for more information.

Ngee Ann Polytechnic reserves the right to reschedule/cancel any programme, modify the fees and amend information without prior notice.

Applicants / Eligibility Fees
Full course fee$348.80
Singaporeans aged below 40 qualified for SkillsFuture Funding$104.64
Singaporeans aged 40 & above qualified for SkillsFuture Mid-Career Enhanced Subsidy$40.64
Singaporeans qualified for Enhanced Training Support for SMEs$40.64
Singapore Permanent Residents & **LTVP+ qualified for SkillsFuture Funding $104.64
Singapore Permanent Residents & ##LTVP+ qualified for Enhanced Training Support for SMEs $40.64
Others (and Repeat Students) $348.80