NUS Module Review: IS3150 Digital Media Marketing

Module: IS3150 Digital Media Marketing

Semester taken: SEM1 AY2022/2023

Lecturer / Tutor: Lai Kok Fung

Module Synopsis (taken from

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’ behavior 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.

Main Learning Objectives

  • Understand the different stages of the marketing funnel: awareness, consideration & conversion, to bring desired customers to your product / service
  • Understand search engine optimisation (SEO) and its major components / factors
  • Understand and apply different marketing techniques, such as display advertising, social media advertising, content marketing, and search engine marketing (SEM)
  • Understand and apply how to design, review and optimise one’s marketing campaign(s), via metrics and techniques such as retargeting and lookalike audiences

Course Deliverables / Graded Components

  • Group Project: 40%
  • 3 Quizzes: 30%
  • 5 Individual Assignments: 20%
  • Class Participation: 10%

Personal Review

I took this module because digital marketing has become increasingly important for business development and thus I wanted to equip myself with useful digital marketing knowledge and skills. Since it was my last semester, I decided to try something new & unfamiliar and outside of software engineering too.

Overall, I think that this module gives one a very good introduction to what comprises a digital marketing strategy. I learnt that marketing is not simply about designing very nice advertisement posters and just displaying it to as many people as possible. Instead, as Prof Lai describes it, marketing is about “bringing the cows to drink (your) water”. Hence, it’s a process of letting the “cows” (potential customers) be aware of your “water” (product / service) first, then letting them (re)consider drinking your “water” (perhaps they are loitering around the lake and apprehensive of whether to drink it), and finally getting them to drink the “water”.

Prof Lai is very knowledgeable in the digital marketing field, especially since he has previously run his own marketing consultancy company too. He shared many real-life examples to help us better understand the concepts, and replied promptly to my queries, which I greatly appreciate!

The highest weightage was the group project. We could either choose from a given list of companies or source for a company on our own. We would then plan and implement a marketing strategy for the company. My group chose to self-source a startup company. There were several milestone reports to be submitted, so please work on your project consistently!

On the whole, this module was based on continuous assessment, so there were a couple of quizzes and assignments assigned throughout the semester. I felt that these graded components helped to ensure that one has grasped the concepts and techniques well, and in a timely manner. It is worth mentioning that the assignments were designed to invite discussions within the class, which I liked since there are various ways to do marketing.

Ending Note

I highly recommend this module if you would like to learn about digital marketing and how to apply some key techniques! Tip: Do as much hands-on as you can throughout your project and your revision, so that you better understand how to use the tools provided by Google and Facebook Ads.

Read my full list of module reviews!

I also sell my module notes here, feel free to browse!

Thank you for reading!