This program is designed for those who are interested in developing a career in the field of marketing. If you have little or no marketing knowledge, have never experienced a digital sales platform or analytics but want to know how and why digital marketing is the way forward, this program is for you.

The program covers both the business fundamental and digital marketing skill sets that are constantly updated and always relevant to keep you abreast of industry requirements with guidance from our faculty with extensive industry working experience.

On top of understanding the business essentials, you’ll get involved in interactive videos and multimedia content to extend your learning and practical assignments assessing your skill sets. You’ll learn about how consumers behave online, the customer journey, social media and its selling power, websites, email marketing, content marketing, CMS, and marketing analytics, and have an opportunity to obtain a Google Ad Search Certificate upon passing the online Google Assessment.

You will also need to produce an integrated marketing plan with a digital-first approach to apply what you have learned as a final project. Before graduating, you will be required to attend a four-month on-the-job posting to gain work experience, increasing your employability.

  • Minimum age of 16 with a secondary school leaving certificate if without SPM


Fundamentals of Business and Marketing:

Field Subjects
Microeconomics The behavior of individuals and firms in making decisions regarding the allocation of scarce resources and the interactions among these individuals and firms where the law of supply and demand applies.
Business Finance The sources of financial funding are to be considered. How to prepare a financial projection, understand key financial ratios, and calculate them.
Business Operations How to administrate a business or organization to achieve its highest revenue potential through people and performance management.
Business Communications How to effectively create, share, listen, and understand messages between different groups of people in the organization through written or verbal format.
Marketing Planning The fundamental of marketing involves branding, the marketing mix, promotional mix, customer persona, business environment analysis, and competitor analysis.
Personal & Professional Development Improve your employability by designing your resume, preparing yourself for a job interview, and, most importantly, tackling different interview scenarios.
Project Management Gain fundamental knowledge in project management by preparing project documentation, understanding the scope, time, and budget requirements, and learning how to optimize resource allocation to meet pre-defined objectives.
Ethics and Legalities of Digital Marketing Obtaining “permission to market” is crucial to marketers and other regulations to be observed when executing our marketing activities online.

Digital Marketing Competency Skill Courses:

Field Subjects
Search Engine Optimization Keywords research to build website content, optimize landing page experience, and build backlinks to improve your search engine ranking.
Search Engine Marketing Use paid advertisements to capture awareness, drive considerations, and improve conversion during the consumer’s buying journey. It includes in-depth learning on Google AdWords. Upon passing the online assessment by Google, students will receive a Google Ad Search Certification.
Social Media Marketing Use social media platforms such as Facebook, Instagram, YouTube, TikTok, and LinkedIn for marketing (organic, paid, or native) to your target audience.
Content Marketing Skill sets to develop and distribute relevant and valuable content across different marketing platforms: websites, blogs, social media posts, emails, videos, and the like.
Marketing on Mobile Improve your App Store ranking using Apps Store Optimization to enhance the visibility of your apps inside an app store engine such as Google Play or Apple App Store.
Content Management and Website Creation Manage digital information on a website by creating and maintaining content without prior knowledge of web programming or markup language using a Content Management System (CMS) like WordPress.
Email Marketing Use email, a direct and consequential marketing channel, to promote your business’s products or services to your target audience. Also, how to use email marketing to integrate it into your marketing automation efforts.
Video Channel Management Learn how to effectively manage your video content, the core component in the digital marketing mix, across different channels to keep your followers, gain attention from potential customers and improve your sales conversion or brand love.
Digital Marketing Analysis Analyze digital quantitative and qualitative data from sources like websites, mobile apps, social media channels, paid advertising, and even Below-The-Line (BTL) activities to provide a clearer picture of what and how users are searching and buying to enhance customer experience and strategies.

Diploma in Digital Marketing

We build your digital business and marketing competencies for tomorrow.

Course Features

  • Duration:12 months + 4-month On The Job Training
  • Format:100% Classroom
  • Award:UK Diploma in Digital Marketing (Level 4)

The Faculty

Edmond Chan

Program Director

Alvin Phey

Senior Lecturer

Jazzy Poh


Hendrick Long


Career Opportunities

  • Digital Marketer
  • E-Commerce Manager
  • Content Strategist
  • Social Media Specialist
  • Marketing Analyst
  • SEO Specialist
  • Pay-Per-Click (SEM) Specialist
  • Copywriter
  • Branding Specialist


  • What is the advantage of studying this program versus attending the short courses?

    As digital marketing can only be optimized when all digital platforms work together seamlessly, we mapped all subjects according to the digitally driven consumer’s journey and cohesively delivered them. Hence, you understand how to integrate them.

  • Are those subjects under the Digital Marketing Competency Skill Courses similar to those at the training centers?

    There are similar but different. Our courses are delivered more extensively.  E.g., Social Media Marketing, besides comprehending the best practices when marketing on social media, you will also learn how to advertise on popular platforms such as Facebook, Instagram, YouTube, TikTok, and LinkedIn, which each platform is usually delivered and charged on modular basic at the training center.

  • Does KAGC offers short courses on digital marketing, such as Google Ad Search, Facebook Marketing, Google Analytics, etc.?

    We currently do not offer short courses on digital marketing.  All the subjects mentioned in the module section above are part of the program’s Diploma in Digital Marketing syllabus.

  • Where is this certification recognized?

    City & Guilds is the world's leading skill development and accreditation organization in the United Kingdom.  Your certification will be recognized and respected by most organizations across the globe.  If you are still determining if this certification fits your career development needs, chat with your HR professional or ask one of our admission consultants.

  • Who will be awarded the Diploma and Certificate of this program?

    The level 4 Diploma will be awarded by City & Guilds from the UK, while Google Ad Search Certificate will be awarded by Google, with one-year validity.  After which, you will be required to reseat for the Google Certification to keep the certification.

  • What is the assessment like?

    You will be assessed via individual or team assignments required by each program module.  Most modules will involve highly behavioral-based assessments to test your understanding of the concepts you have learned.  You must also prepare an integrated marketing plan as your final project as a pre-requisite to graduate.

  • Is this a technical program?

    No, it is not a technical program that focuses on the skill sets like programming or coding.  Instead, this program focus on equipping you with the relevant business knowledge and digital marketing skill sets that are highly applicable when you enter the workplace.

  • Who is this program meant for?

    This program is open to all interested in gaining knowledge on marketing and would like to gain competency in developing a digital-led marketing strategy.  You don’t need to know about marketing or digital to enroll.

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