Diploma (Conversion) In Digital Media Engagement and Content Marketing


About the Course

The Diploma (Conversion) in Digital Media Engagement and Content Marketing seeks to equip participants with desire to excel in the digital economy. The learning scope includes theoretical knowledge and practical skills in digital media communications, engagement, as well as content creation using digital tools and platforms.

This course aims to nurture and develop a pool of digital marketing professionals, capable of navigating the digital space, analysing audiences and digital trends, as well as strategically optimising the use of digital media technologies. Graduates from this course will also possess critical skills to measure and evaluate the effectiveness of digital marketing efforts. Furthermore, they will be able to demonstrate the ability to conceptualise and create compelling content on digital platforms to meet marketing objectives.

Target Audience

This programme is for mid-career switchers and lateral movers within a company who have the desire to excel in the digital economy. 

What is So Unique About This Programme?

  • Course participants get to work on a digital media capstone project where they will have to conceptualise, plan, and propose a digital media marketing campaign for an industry partner or company based on a given brief. The industry partner or company will then provide feedback and assess the suitability of the proposal. At the end of the capstone project, participants can showcase their proposal as part of their professional portfolio.
  • There will be opportunities for participants to practise using not only free digital media analytics tools, but also paid, enterprise-level analytics tools such as Digimind as part of the curriculum. Participants will get to work on real data to understand how enterprise-level tools help to congregate, analyse, and report a brand’s social media performance.
  • Some modules leverage micro-learning to accommodate the schedules of working adults; making learning more efficient. 

How often do I need to attend the course?

Lessons will be held twice a week online with some in-person sessions at RP ACE @ Woodlands.

Day of Lessons Duration

6:30pm – 9:30pm

The Diploma (Conversion) in Digital Media Engagement and Content Marketing will take a year to complete, with a maximum candidature period of two years. Participants will be required to take two Post-Diploma Certificates, equivalent to a total of 240 learning hours. 

The Diploma (Conversion) in Digital Media Engagement and Content Marketing will be issued upon meeting 50% of attendance requirement and passing all coursework and assessment.

Certification Modules
Post-Diploma Certificate in Digital Media Engagement (120 Hours)
  1. Fundamentals of Digital Media Engagement
  2. Foundation of Digital Media Analytics
  3. Communication Strategies for Digital Media
Post-Diploma Certificate in Digital Content Marketing (120 Hours)
  1. Writing for Digital Media
  2. Video Storytelling
  3. Digital Media Campaign Capstone Project

This includes self-learning hours in the form of online learning, assessments, case study analysis and revision required by the module.

Module Synopses

1. Post-Diploma Certificate in Digital Media Engagement 

Fundamentals of Digital Media Engagement

Digital technologies heavily influence the operations of the media industry. Professionals must have a critical understanding of how digital tools are consumed and used in communication work. Through hands-on activities, participants will learn technical skills and approaches for working with raw information related to digital technology across a range of topics. This module recognises that participants may have the exposure to some digital tools. Therefore, it aims to develop a deeper understanding of the thinking process that prefaces a product creation.

Topics covered in this module include websites and social networking platforms, designing an audience-friendly interface for websites and mobile sites, online advertising and viral marketing campaigns, as well as basic web and social media analytics.

Micro-learning resources will be used in this module to deliver lessons in bite-sized format; enabling learners to study at their own time and convenience.

Foundations of Digital Media Analytics

This module aims to introduce participants to various digital media analytical tools. It also teaches how to uncover and organise trends as well as patterns to gain insights for business planning and decision-making. Participants will also learn how to leverage insights gained to form effective communication strategies and business operations.

Participants will learn to extrapolate and analyse data from various sources. Evaluation of sentiment analytics will also be discussed through this module. Participants can also look forward to learn about decision-making based on analytics such as selecting key performance indicators and targets for campaigns and business operations, monitoring the effectiveness of communication strategies and follow-up actions, as well as assessing long-term targets.

Communication Strategies for Digital Media

This module focuses on digital and social media. It aims to equip participants with the capabilities to develop communication strategies to engage diverse audiences for marketing, customer relations, community relations, and public affairs purposes.

Topics covered include formulation of digital media strategies (strategic objectives, audiences, position/messaging, media platforms, implementation timeline; risks/issues and mitigating measures, digital/social media measurements to evaluate return on investment/strategic outcomes) for marketing communication (Business to Business and Business to Consumer), community relations, investor relations, public affairs, and customer relations. Participants will also learn ethics and media law that apply to the digital media environment. Content creation for diverse audiences and syndication networks will be covered as well.


2. Post-Diploma Certificate in Digital Content Marketing

Writing for Digital Media

Audiences today seek content from multiple platforms. As such, media professionals must learn to communicate through and across these platforms. This module introduces participants to concepts and techniques that enable them to write and create content for online audiences across digital media platforms. Participants will be guided how to strategically integrate digital media tools in the content creation process. The course will also equip participants with the capabilities to employ digital media tools to drive traffic and attract readers.

Participants will learn how design and storytelling can be incorporated when using digital media platforms to create targeted messaging that delivers multiplied and measurable results. They will also gain hands-on experience in designing news content as well as communication strategies for major digital platforms including web, social media, and mobile.

Video Storytelling

Video is a powerful storytelling tool and has become a key component in marketing and communications in the world of digital media. This module will introduce participants to the basics of digital storytelling. It also covers the production of video-based content for digital and social media.

This module aims to equip participants with the knowledge and skills to translate story ideas into visual content by combining video production techniques and digital content ideation. It will also teach participants how to tell digital stories effectively for better audience engagement, interaction, and branding.

There will be hands-on opportunities for participants to ideate, script, and produce their own digital stories for various platforms such as Facebook, Instagram, and TikTok. These activities aim to provide a solid foundation for participants who wish to take their audience engagement to the next level through compelling digital content.

Micro-learning resources will be used in this module to deliver lessons in bite-sized format; enabling learners to learn at their own time and convenience.

Digital Media Campaign Capstone Project

This module is designed as a capstone project to affirm participants’ job readiness for the media and communication industry. In assigned teams, participants will take on the role of a marketing agency where they will conceptualise, plan, and propose a digital marketing campaign proposal for a company or industry partner based on a given project or campaign brief. The campaign proposal will allow participants to apply the knowledge and skills gained throughout the programme. For example, they will be required to conduct situation and audience analyses, create mock-ups of digital marketing content, and plan a campaign using the budget and resources outlined by the client.

The capstone project serves as an important cornerstone for the participants’ professional portfolio and could help them stand out amongst other candidates during job applications. Participants will be guided by experienced programme facilitators throughout this module.
New Intake Commencement Duration Mode and Venue Schedule Application Start and End Date
April 1 Year Online Learning & Face-to-face lesson at Republic Polytechnic To be confirmed Nov 2022 - Jan 2023

Application outcome will be released at least 3 weeks prior to course commencement

Note: RP reserves the right to reschedule/cancel any programme and amend information without prior notice.

The minimum entry requirements (MER) for the Diploma (Conversion) in Digital Media Engagement and Content Marketing are as follows: 

  • Applicants should possess at least a local diploma qualification or equivalent from recognised institution.   
  • Applicants who do not meet the entry requirements may be considered for admission to the course based on evidence of at least five years of relevant working experience or supporting evidence of competency readiness. Suitable applicants who are shortlisted will have to go through an interview and/or entrance test. 

Conditional Offer

Graduating student (in final academic year) from a local polytechnic may apply for the programme.
Click here for more information on how to apply for the programme and receive a Conditional Offer.
Click here to see the fees
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Last updated on 28 Dec 2022

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