IS3150 School of Computing
National University of Singapore
Introduction
This course prepares students with a foundational understanding of marketing through digital media and technologies. Students will learn how marketing concepts, market analysis and consumers’ behaviour are impacted by shifting technology and media landscape. The course will cover fundamental concepts in innovation, branding, customer development, search engine, social media, storytelling, display, retargeting, customer journey, lifetime value, public relation and other related areas. Case studies and hands on experience will be provided. At the end of the course, students will be better equipped to deliver coherent digital marketing strategies.
Learning Outcome
The course is designed for participants who aspire to initiate, manage and execute marketing program of enterprises and organizations. Students will exit the course with understanding in:
- Marketing and innovation
- Search engine optimization and marketing
- Social media management and marketing
- Content marketing and storytelling
- Branding, public relation and crisis management
- Display advertising, retargeting, programmatic advertising, fraud, affiliate and influencer marketing
- Customer purchase journey, lifetime value and relationship management
- Analytics, measurements and attributions
Students will apply the concepts learned in a group project to formulate and deliver a digital marketing campaign for a target of their choice.
AI Companions as Learning Partners
Throughout the course, students will use AI companions such as Gemini, ChatGPT, and other generative tools as collaborative aids in research, ideation, content creation, and data analysis. These AI tools act as “digital teaching assistants,” helping students explore alternative campaign strategies, interpret analytics, and draft marketing assets under guided supervision. The objective is to help students develop fluency in working with AI responsibly, combining human judgment, creativity, and ethical awareness with machine intelligence to enhance digital marketing execution.