Applied Research Project in Marketing

Synopsis

This course allows graduate student from digital marketing programme to apply the knowledge and skills they have learnt from the programme to work on a real business problem in a systematic and research-based approach. A project on topics related to digital marketing should be produced to report the planning, implementation, and recommendations of various digital marketing activities. Students have to work closely with a business or an organisation to carry out the project. A supervisor will be assigned to the student to advise the project from period to period. The student is expected to present and defend their project at different stages.

Level: 6
Credit Units: 10
Presentation Pattern: EVERY REGULAR SEMESTER

Topics

Problem Identification
Assessment of the current digital practices and facilities
Market research based on first/second hand data
Competitive analysis
Campaign goal setting
Digital marketing plan
Digital marketing channel assessment and selection
Digital marketing budget estimation and allocation
Digital content strategy
Digital marketing content creation
Performance metrics
Conclusion and recommendation

Learning Outcome

Evaluate the digital marketing environment of a business
Assess the efficacy of different digital marketing channels
Appraise the digital marketing campaign with relevant metrics
Formulate a digital marketing plan that helps to achieve the business goal
Propose digital marketing recommendations based on facts and evidences
Create content for different digital marketing channels

Part-time Programmes

Singapore University of Social Sciences

Applied Research Project in Marketing