Video Marketing

Offered by School of Film & Media Studies

Short Course / 1 day / TGS-2020001009

Course Information
Learning Outcomes
Course Schedule
Lesson Plan
Trainer Profile
Certification
Course Fees

Course Information

Video has emerged as one of the most important factors in a marketing strategy. According to Zenith, the average person will spend 100 minutes each day watching online video in 2021, up from 84 minutes in 2020.

Marketing professionals would agree that video has now become front and centre in any promotional effort because of its versatility and potential to deliver engaging and entertaining content across multiple platforms, as well as impressive returns on investment.

Learning Outcomes

In this course, you will learn how to connect with your audience using video. You will also explore the fundamentals of marketing and the role video content plays in the marketing mix, how to go about creating video content and publishing them.

Course 
Schedule

Course Date: 15 Aug 2022
Application Period: 1 Jun – 17 Jul 2022
Duration: 1 day
Time: 9am to 6pm
Delivery Mode: Classroom
Venue: Online

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

Lesson Plan

Basic Marketing Principles
  • What are you selling
  • Why are you selling this
  • Who are you selling to
  • Where are you selling
  • How are you selling (This is where video comes into the marketing mix)
Understanding your customers
  • Mapping the Customer Journey
  • Creating Personas: Where and how do they get information?
Omnichannel Marketing
  • Understanding the purpose of different mediums
  • What is the role of video content?
Types of video content

Learn about various video content

Understanding different video platforms and their audience

 

  • Social
  • Websites
  • Ad banners
Put the plan together
  • Get creative, brainstorm, strategies
Producing your content
  • Basics of video content production to take note of: Visual, Audio, Captions, Editing, Lighting, Teleprompters, File sizes, Ratio
Publish your content
  • Setting an intent for each content
  • Calendar
  • Testing
Analyse and Optimise
  • What are the metrics to look at?
  • Optimising
Q&A: Discussion
Group Project

In-class exercise (Presentation)

Trainer's Profile

Sim Yunying (YY)

YY is Partner at The Talent Detective, an executive search firm focusing on the advertising and marketing industries. She helps corporate brands and ad agencies headhunt for brand, digital and creative talents. She also invests her time with candidates to chart out their career progression and options, as well as sharpening their CV and interview skills.

Prior to joining The Talent Detective, YY spent 11 years in marketing and advertising, including stints at UNIQLO, DDB Singapore and Ogilvy Taipei.
She spent the past 4 years as Head of Marketing for UNIQLO Singapore where she managed a team to oversee marketing, creative, business strategy, organisation restructure and e-commerce.

She successfully led the opening of UNIQLO’s First Southeast Asia Flagship Store in Singapore and built the digital ecosystem for the brand for offline and online retail integration. She was also profiled and interviewed at UNIQLO’s annual global company convention (Tokyo) in 2017. In the last 4 years, UNIQLO rose to the top 5 brands in Singapore.

She started her career in Advertising by taking part in DDB’s graduate trainee programme, DDB Apprentice, in which she emerged as its winner to be offered a full-time contract with DDB. In her 4 years with DDB, she rose from Account Executive to Associate Business Director, managing clients such as Tiger Beer, Volkswagen, UNIQLO, Cerebos and Health Promotion
Board.

She was named Young Professional of the Year at the Institute of Advertising (IAS) Hall of Fame awards 2011. Outside of the advertising world, YY is a former MediaCorp Radio/TV personality who
hosted live events, TV and Radio shows. She has also held masterclasses for advertising professionals on Presentation 101.

She is also currently the only certified Human Design Professional in Singapore, using the knowledge to help individuals to discover their true potential.

Terry Lee

Terry Lee founded creative agency Splash Productions in 2005, which transitioned from traditional media to digital video production in 2013 as media consumption patterns evolved.

A pioneer participant of China's community engagement national certification, Terry is familiar with the social media landscape of Mainland China and is particularly experienced in using the country’s most popular social media platform, WeChat, as a powerful engagement channel for businesses.

In 2011, Terry founded CAEC, a China-bound consultancy built on a decade and a half of his experience in public speaking and business consulting in China. When the Covid-19 global pandemic broke out in early 2020, Terry saw the opportunity to pivot his company to livestreaming to meet growing demand.

Terry pioneered the groundwork for Scarlett Supermarket and enabled it to differentiate meaningfully from the myriad of supermarkets in Singapore. Today, Scarlett is able to generate sustained traffic in-store and via online platform Shopee, where he livestreams to engage with shoppers.

From 2017 to 2019, Terry designed and led WeChat study trips to Shanghai, where more than 600 Singapore SME owners and leaders gained hands-on experience on how to engage with Chinese consumers through the platform.

Terry is effectively bilingual in English and Chinese and credits his linguistic proficiency to the rigorous training he received at Raffles Institution and Raffles Junior College, and later on as an arts and business student at NUS and NTU.

Certification

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


No prior knowledge is required.


Course Fees

Funding period for this course is from 1 Apr 2018 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.

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.

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

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

(Course fee is payable upon acceptance. It is inclusive of 7% GST and subject to review.)

Applicants / Eligibility Fees
Full course fees$331.70
Singaporeans aged below 40, Permanent Residents & **LTVP+ qualified for SkillsFuture Funding$99.51
Singaporeans aged 40 & above qualified for SkillsFuture Mid-Career Enhanced Subsidy$37.51
Singaporeans, Permanent Residents & ##LTVP+ qualified for Enhanced Training Support for SMEs$37.51
Others (and Repeat Students)$331.70