Work-Study Post Diploma (Specialist Diploma in Digital Branding and Social Media Strategies)

Offered by School of Film & Media Studies

Work-Study Programme / 12 months / TGS-2022016267

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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 (ELDBS) is in line with the transformation of marketing brought about 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 completions of the programme, candidates would be poised for success in positions across the digital spectrum in a job function that is high-growth across markets.

Watch this video testimonial from a graduate of this programme.

For more information about SkillsFuture Work-Study Programme, you can refer to the link here.

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.


Next Intake Date: 14 Oct 2024
Application Date: 1 Jun 2024 – 31 Jul 2024


Class Day(s): 2 evening sessions per week & every Sat
Time: Weeknights 6.30pm to 9.30pm (Tue & Wed) / Sat 9am to 6pm

Online Synchronous: Every Tue and Wed evening (most weeks)
Face-to-Face Classes: Every other Saturday
Asynchronous: 1 hr a week


Please note that Modules 1 and 2 will last for 5 weeks each and will run consecutively:-

2 weeknight classes per week at 3 hrs per session → 24 hrs (3 hrs x 8 sessions)

  • Weeks 1,2,3,4

Saturday classes → 16 hrs (8 hrs x 2 sessions)

  • Weeks 3, 5

Online Asynchronous (self-directed) → 5 hrs (1 hr x 5 weeks)

Total: 45 hours/module


Please note that Module 3 will last for 7 weeks and will run as follows:-

2 weeknight classes per week at 3 hrs per session → 30 hrs (3 hrs x 10 sessions)

  • Weeks 1, 2, 4, 5, 6

Saturday classes → 24 hrs (8 hrs x 3 sessions)

  • Weeks 3, 5, 7

Online Asynchronous (self-directed) → 6 hrs (1 hr x 6 weeks)

Total: 60 hours/module


Total hours →

Module 1 – 45 hours

Module 2 – 45 hours

Module 3 – 60 hours

Total for PDC2: 150 hrs

Total no. of weeks for PDC1 → 17 weeks*

*Please note that lessons affected by public holidays shall be rescheduled on another day; students will be informed accordingly at the start of each module.


Delivery Mode: Face-to-face & Home-based Learning (Async & Sync)

Venue: Ngee Ann Polytechnic/Online



For Work-Study Programme students, training will be fully on-the-job and carried out during working hours:-

Module 1: Digital Strategies & Media Planning – 45 hours

Module 2: Media Content Development – 45 hours

Module 3: Technical Skills in Media, Marketing & Analytics – 60 hours

Total for PDC2: 150 hrs


Delivery Mode: Workplace-based Learning (F2F & Sync)

The module supervisor will conduct regular check-ins with the students and their respective employers to ensure that on-the-job-training is carried out in accordance with the approved training plan.


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.

On-The-Job Training (OJT)
For WSP participants (150 hours)

Digital Strategies & Media Planning (45 hours)
This workplace-based module aims to equip students with the knowledge and skills to create successful marketing campaigns that integrate both online and offline audience touchpoints. Students will learn how to leverage digital platforms for both organic and paid content, apply traffic driving and acquisition strategies, and optimise resources achieve maximum business impact.
Media Content Development (45 hours)
This workplace-based module aims to equip students with the knowledge and skills to create compelling and impactful media content across various media platforms that drives successful marketing campaigns. From social media to video marketing and beyond, this course covers essential concepts, tools, and techniques - including generative AI - to leverage content as a powerful marketing tool.
Technical Skills in Media, Marketing & Analytics (60 hours)
This workplace-based module aims to help students hone their technical skills and competencies, which may include photography, video production, post-production, visual effects, livestreaming, data analytics, data visualisation, e-commerce, website and app marketing, martech applications, and more.

Trainer's Profile

Christina Jimenez

Christina Jimenez holds a Master of Education Degree from the University of Melbourne as well as a Master of Mass Communication Degree from Nanyang Technological University.  

Her areas of expertise are in Marketing, Copywriting, Brand Storytelling, Creative Conceptualisation, Advertising, Public Relations, Learning and Development and Mass Communication. 

Prior to teaching, Christina worked in advertising agencies McCann Worldwide and JWT, where she created campaigns for brands under Jollibee, Coca-Cola, and Unilever. 

Currently, Christina is a Senior Education Specialist in the School of Film & Media Studies at Ngee Ann Polytechnic. She is also the Course Lead for the Part-time Diploma in Digital Communication at NP's CET Academy. She is passionate about using educational technologies in her teaching and learning practices and she strives to equip fellow educators with the skills and knowledge to use these technologies confidently and effectively.  

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
A product of Central Saint Martins London, Ahsan Uddin Shan brings a wealth of expertise and a passion for pushing creative boundaries.  Driven by a passion for innovation and collaboration, Shan is an educator and forward-thinking innovator with a unique combination of creativity, strategic thinking, and technical expertise. Shan has a proven track record of driving successful projects across a diverse range of industries and domains. His passion for collaboration has led him to drive successful projects across diverse industries and domains.    Shan has collaborated with renowned organizations both locally and internationally, including MBS, Mothership, Disney Singapore, Singapore Sports Council, Ministry of Education, Ministry of Transport, Inland Revenue Authority of Singapore (IRAS), Unilever Singapore and the Singapore Exchange.   The projects he has been involved in include:  
  • ArtScience Museum (ASM) Marina Bay Sands (MBS): Evergreen social media campaign on TikTok for ASM. 
  • Mothership: Content creation project, investigating the TV Show VR Man to uncover the origin and disappearance of the show. 
  • Marina Bay Sands (MBS): UX design project: Redesigned MBS Facebook & Instagram chatbots for MBS, making them more accessible and enticing for a seamless user experience. 
  • roger&sons: Design experience project centered on designing and creating content for both physical and online platforms, aimed at promoting sustainability and the principles of sustainable wood logging. 
  • Ngee Ann Polytechnic Innopoly 2020: Led the branding project. The responsibilities included defining the visual elements, messaging, and overall strategy to create a cohesive and impactful brand presence.  
Shan is currently serving as an educator at the School of Film and Media Studies. In his role as a course lead and lecturer, Shan remains at the forefront of emerging trends and technologies within the field. This allows him to impart cutting-edge knowledge to his students.  


1 Specialist Diploma in Digital Branding & Social Media Strategies
2 Certificates
6 Modules

Entry Requirements

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

Polytechnic graduates from the following Diploma* courses are eligible to apply for the SkillsFuture Work-Study Programme – Specialist Diploma in Digital Branding & Social Media Strategies:
(Polytechnic graduates from other Diploma courses may also apply and their applications will be considered on a case-by-case basis)

Ngee Ann Polytechnic:

  • Diploma in Advertising & Public Relations
  • Diploma in Aerospace Electronics with Minor in Business Management
  • Diploma in Animation
  • Diploma in Animation & 3D Art
  • Diploma in Arts Business Management
  • Diploma in Audio-Visual Technology
  • Diploma in Biomedical Engineering with Minor in Business Management
  • Diploma in Business and Social Enterprise
  • Diploma in Business Information Technology
  • Diploma in Business Studies
  • Diploma in Chinese Media & Communication
  • Diploma in Digital Visual Effects
  • Diploma in Electrical Engineering with Minor in Business Management
  • Diploma in Electronic & Computer Engineering w/ Minor in Business Management
  • Diploma in Film, Sound & Video
  • Diploma in Hotel & Leisure Facilities Management
  • Diploma in Immersive Media
  • Diploma in Immersive Media & Game Design
  • Diploma in International Business
  • Diploma in Mass Communication
  • Diploma in Multimedia & Animation
  • Diploma in Real Estate Business
  • Diploma in Tourism & Resort Management

Nanyang Polytechnic:

  • Diploma in Animation, Games & Visual Effects
  • Diploma in Business Intelligence & Analytics
  • Diploma in Business Management
  • Diploma in Digital Game Art & Design
  • Diploma in Digital Visual Effects
  • Diploma in Engineering with Business
  • Diploma in Hospitality & Tourism Management
  • Diploma in Interaction Design
  • Diploma in Marketing
  • Diploma in Mass Media Management
  • Diploma in Motion Graphics & Broadcast Design
  • Diploma in Motion Graphics Design
  • Diploma in Sports & Wellness Management
  • Diploma in Visual Communication

Republic Polytechnic:

  • Diploma in Arts & Theatre Management
  • Diploma in Business Applications
  • Diploma in Business Information Systems
  • Diploma in Consumer Behaviour & Research
  • Diploma in Digital Design & Development
  • Diploma in Hotel & Hospitality Management
  • Diploma in Human Resource Management with Psychology
  • Diploma in Integrated Events Management
  • Diploma in Interactive & Digital Media
  • Diploma in Mass Communication
  • Diploma in Media Production & Design
  • Diploma in New Media
  • Diploma in Social Enterprise Management
  • Diploma in Sonic Arts
  • Diploma in Technology & Arts Management
  • Diploma in Wellness, Lifestyle and Spa Management

Singapore Polytechnic:

  • Diploma in Business Administration
  • Diploma in Business Innovation and Design
  • Diploma in Creative Writing for TV & New Media
  • Diploma in Experience and Communication Design
  • Diploma in Facilities Management
  • Diploma in Hotel & Leisure Facilities Management
  • Diploma in Integrated Events & Project Management
  • Diploma in International Business
  • Diploma in Media and Communication
  • Diploma in Tourism & Resort Management
  • Diploma in Visual Communication and Media Designs

Temasek Polytechnic

  • Diploma in Business Information Technology
  • Diploma in Business/Logistics & Operation Management/Marketing
  • Diploma in Communication and Media Management
  • Diploma in Communication Design
  • Diploma in Digital Film and Television
  • Diploma in Hospitality & Tourism Management
  • Diploma in Leisure & Events Management
  • Diploma in Marketing
  • Diploma in Retail Management

The SkillsFuture Work-Study Post-Diploma (WSPostDip) is for Singaporeans and Singapore Permanent Residents who are within three years of (i) graduation from the Polytechnics or the (ii) Operationally Ready Date for full-time National Servicemen.

Course Fees

Funding period for this course is from 1 Oct 2021 to 30 Sep 2024.

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.
  • As the WSP is a company-sponsored programme, the course fees will be fully borne by the company.

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$11019.90
PR Sponsored by SME (WSP)$1147.48
Singapore Citizen Sponsored by SME (WSP)$1147.48
Singapore Citizen Aged Below 40 (WSP)$1652.98
Singapore PR (WSP)$4407.96