Specialist Diploma in Digital Branding & Social Media Strategies

Offered by School of Film & Media Studies

Post-Diploma / 1 year / TGS-2023019763

Note: To receive an alert about the future runs for this course, please click on the INDICATE INTEREST button. Thank you.
Course Information
Learning Outcomes
Course Schedule
Lesson Plan
Trainer Profile
Entry Requirements
Course Fees

Course Information

This part-time Specialist Diploma in Digital Branding & Social Media Strategies (SDDBS) is in line with transformation of marketing brought by digital disruption across all industries and sectors. The course aims to equip participants for digital marketing job roles, which entails planning and executing campaigns that require a wide range of digital skills in areas such as digital branding, social media marketing, search engine marketing, content creation and design, content marketing, email marketing, display advertising, brand storytelling, issues and crisis management, and data analytics and reporting. Participants will learn to plan a digital campaign by considering the business and its brand as a whole, its place in the broader economy and society, and the sentiments and needs of its stakeholders. A thorough understanding of the brand challenges and stakeholders shall lead to effective messaging, compelling content, timely execution and sound evaluation strategies.

Upon completion of the programme, candidates should be poised for success in positions across the digital spectrum in a job function that is high-growth across markets.

Learning Outcomes

No. Course / Learning Objectives
1 Craft brand stories through different content types by using design and video tools to deliver effective social content to target audiences, including social videos, blogs, infographics, landing pages and user-generated content.
2 Able to identify potential issues through social listening and effectively execute a crisis plan using digital assets.
3 Plan and execute web, search engine optimisation / marketing, marketing database, email, social media and display advertising campaigns.
4 Identify trends and insights, and optimise spend and performance based on those insights.
5 Measure and report performance of digital marketing campaigns, and assess them against goals (ROI and KPIs).
6 Utilise strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.


*For WSP participants, the industry involvement (co-development, co-delivery and co-validation) shall be 50% of the entire course in the form of workplace supervision and mentorship by WSP companies through the implementation of a mandatory OJT blueprint. The OJT blueprint shall be reviewed and approved by NACE before it can be implemented.


Application Date: TBC For Next Run in 2024
Class Start Date: 26 Jan 2024 (every Friday) for PDC 1 /PCD 2 dates to be advised.

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

Lesson Plan

Post-Diploma Certificate in Social Media Marketing & Brand Management (TGS-2023019764)

This certificate aims to equip participants with brand building knowledge and will provide the necessary fundamentals to become effective digital marketers.

Creative Content Development (45 hours)
This module focuses on how digital story telling can help brands showcase their philosophy, vision, products and services to drive profitable customer action. Participants will learn design and video tools to deliver effective social content to target audiences, including social videos, blogs, infographics, landing pages and user-generated content. Participants will also learn different content marketing metrics, including consumption metrics, retention metrics and engagement metrics to measure the effectiveness of content.
Issues & Crisis Management (45 hours)
This module explores how organisations and brands can be better prepared for situations arising from social media that may pose a threat to their global reputations. Based on latest crisis case studies, participants are expected to investigate and craft solutions to manage and mitigate different levels of risks facing an organisation. As crisis management can no longer be limited to those assigned to the task, the team must learn to survive turbulent times by leveraging on a strategic framework that helps brands prevent, mitigate and resolve social media crises.
Social Media Strategies (60 hours)
This module introduces a strategic planning framework to help companies increase brand recognition, brand loyalty and boost conversion rates. Participants will learn to develop a social media plan as part of an organisation's corporate and/or marketing strategy; this will encompass conducting channel and engagement strategies, tactics, implementation plans, budget and success metrics. Participants will also be exposed to social listening and monitoring, and learn to use analytics and community management tools that are widely used by marketers and brands. This module also aims to make marketers more productive and better at making optimal decisions. They will learn to deliver value for the brand by leveraging on descriptive, predictive and prescriptive analytics to comprehend, forecast and formulate solutions. Participants will learn how to use data analytics tools to evaluate and mine customer sentiments in order to make decisions and support marketing activities.
Post-Diploma Certificate in Digital Marketing Practicum (TGS-2023019765)

This certificate aims to equip participants with the knowledge to plan, execute and evaluate digital marketing campaigns and projects effectively.

Industry-based Project (IBP)
For non-WSP participants (150 hours)

Industry-based Project (IBP) 1 - Proposal (60 hours)
This project-based module aims to equip students with the knowledge and skills to put together a real-world integrated marketing plan that they will execute for an actual business or organisation.
Industry-based Project (IBP) 2 - Implementation (90 hours)
This project-based module aims to help students hone their technical skills and competencies as they implement the industry-based project they proposed for IBP 1. Students will be exposed to the real-world challenges of campaign implementation, including project management, stakeholder and partnership management, budget allocation, and success tracking.

Trainer's Profile

Christina Jimenez

Christina Jimenez is a Course Lead and Senior Lecturer at the School of Film and Media Studies, Ngee Ann Polytechnic. Her pride and joy is training some of Singapore's marketing and advertising professionals who are now making waves in the industry.

Prior to teaching, Christina worked in media, advertising and public relations. She handled the channel branding and promotions of MediaCorp's then Okto channel. An agency person in her past life, she worked in McCann Worldgroup Manila and JWT Manila and handled the creative campaigns of Coca-Cola, Jollibee Foods, Close-up Toothpaste, and Sunsilk Shampoo.

Christina holds a Master of Education from the University of Melbourne, a Master of Mass Communication from Nanyang Technological University and a BSC in Commerce, Major in Marketing Management from De La Salle University, Manila.

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).

Ahsan Uddin Shan
Ahsan Uddin Shan’s experience spans across the practices of digital marketing, communications, education, brand marketing and content creation. His areas of special interest include Design Thinking, UXd, Digital Media Marketing and anything that is social and Human Experience Design. Shan also authored Web Design Applications, a book about tools and techniques for designing user-centric websites.
Cassandra How

Starting her career in education, Cassandra has come a full circle today as her passion for teaching connects her with learners once again. In a 30-year span, she also explored roles in journalism and public relations, culminating in a top level global position in corporate communications. In this course, Cassandra trains learners in the area of crisis communication, a staple in any organisational toolkit in a social media-driven world.

Always willing to share her experiences, Cassandra imparts knowledge out of the box while engaging her students in classroom discussions for a robust learning experience.


1 Specialist Diploma
2 Post-Diploma Certificates
6 Modules


You are required to complete 2 post-diploma certificates within 2-year validity period to be awarded the Specialist Diploma qualification.

Entry Requirements

Applicants with any of the following qualifications are invited to apply for the course:

A local Polytechnic Diploma or Degree in any discipline with at least one (1) year of relevant work experience.

Recognition of Prior Learning (RPL)

Applicants who do not meet the entry requirements may be considered for admission to the course based on evidence of at least 5 years of relevant working experience or supporting evidence of competency readiness. Suitable applicants who are shortlisted may have to go through an interview and/or entrance test. The Polytechnic reserves the right to shortlist and admit applicants.

Course Fees

Funding period for this course is from 16 Oct 2017 to 30 Mar 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. The credits can be used on top of existing course fee subsidies/funding. This is only applicable for self-sponsored applicants and must be applied via the SkillsFuture Portal. More details on the SkillsFuture Credit Claims will be advised upon admission into the course.

Union Training Assistance Programme (UTAP)
NTUC members enjoy 50% unfunded course fee support for up to $250 each year (or up to $500 for NTUC members aged 40 years old and above) when you sign up for courses supported under UTAP (Union Training Assistance Programme). Please visit e2i’s website to find out more.

Skills-Based Modular Courses (SBMCs) are bite-sized part-time courses for individuals to acquire new skills or deepen relevant skills, without the need to pursue a full diploma. Refer here for course fees for SBMCs.

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. Please refer to our STEP portal for the updated fees. (Click on STEP)


  • Please refer to our FAQs for more information.
  • The fees below are determined based on prevailing funding policies and subject to review and revision.
  • For full course fees throughout the semesters, refer here.

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$7324.80
PR Sponsored by SME$762.72
Singapore Citizen Sponsored by SME$762.72
Singapore Citizen Aged 40 & Above$762.72
Singapore Citizen Aged Below 40$1098.72
Singapore PR$2929.92
Long-Term Visit Pass Plus$7324.80