This subject focuses on understanding consumer online behaviour and using the different digital marketing and social media tools to engage consumer so as to attract, retain, and create strong relationships. Participants will learn to map customer journey and the strategies company use to engage consumer on the various digital & social media platforms.

This subject introduces participants to the different types of digital content, the creation and usage of these content in the context of a business. Participants will examine the challenges and issues in managing digital content in M-commerce, cross-channel fulfilment, in-store virtual technology, integration of digital media applications and omni-channel customer engagement.

This subject seeks to consolidate what participants had learnt in the earlier two subjects by getting them to complete deliverable(s) that relate to the industry’s operations and/or situations. Participants will be guided to apply their knowledge and skills. 

As an effective, cost-effective digital marketing technique, social media comes with several tools, which you can master to increase both the productivity and effectiveness of your campaigns. You will find out how well-planned Content Strategy and how proper landing page optimisation play significant roles in the Conversion Funnel framework.

Website: https://academy.smu.edu.sg/digital-marketing-social-media-marketing-1861

You will discover the power of Paid Search and Search Engine Optimisation to increase the productivity and effectiveness of digital marketing campaigns. Find out how the significant roles played by a well-planned strategy and proper Landing Optimisation in your Conversion Funnel contribute to the success of your marketing endeavors and decisions in a competitive environment.

Website: https://academy.smu.edu.sg/digital-marketing-search-engine-marketing-1866

You will understand the communication and media contexts in which stories are created, shared and experienced. Many organizations in strategic communications functions are bound to find particularly helpful for developing compelling stories for investor pitches and/or other marketing activities.

Website: https://academy.smu.edu.sg/foundations-brand-storytelling-credit-bearing-1631

This course builds on 'Foundations in Brand Storytelling'. Using short lectures, examples and lots of in-class exercises, this course will enable students to learn about business story frameworks, presentation design, and non-verbal communication. The course will culminate in a business speech.

Website: https://academy.smu.edu.sg/business-storytelling-studio-credit-bearing-1636