The Career Conversion Programme for Digital Marketing Tourism Professionals is customised and contextualised to train and reskill professionals in the Hotel, MICE, Attractions and Tour & Travel (HMAT) sectors with digital sales and marketing competencies.

It consists of a 4-month structured classroom training, On-the-Job Training and an applied learning project to equip professionals with the various forms of digital sales, marketing and analytical skills and techniques. The programme is supported by Workforce Singapore (WSG) and developed in partnership with Nanyang Polytechnic’s (NYP) School of Business Management, with the support of Singapore Tourism Board.

For more information, you may refer to the info kit here.

All participating companies must fulfil the following criteria:

• Registered or incorporated in Singapore
• Be in the Hotel, MICE, Attractions and Tour & Travel sectors
• Have a robust digitalisation plan for the company that is approved by WSG and NYP
• Have job descriptions aligned to the programme for the trainees post-training
• For existing employees onboard programme:
  1. Have a job redesign plan for the employee(s) undergoing the programme
• Committed to work with WSG and NYP on the necessary administrative matters related to the programme
• Committed to reskilling and training arrangements

All participants onboard the programme must fulfil the following criteria:

• Singapore Citizens or Permanent Residents who are minimally 21 years old
• Must not be a shareholder of the company, or its related companies
• Must not be related to the owner(s) of the company
• Must not be immediate ex-staff of the company
• Able to plan, implement and perform digital sales and marketing for the company upon completion of the programme
• Must not be undergoing any programmes funded by WSG concurrently
• Possess basic digital literacy
• For existing employees onboard programme:
  1. Have been hired for at least one year in the company at the point of application
  2. Have not undergone WSG’s Digital Marketing Place-and-Train Programme that was launched in March 2020
• For new hires onboard programme:
  1. Must have graduated or completed NS, whichever is later, for at least two years prior at the point of application
  2. Must not have prior working experience or been in a similar job role in previous employment
  3. Must be a newly hired PMET and training commencement should be within the first three months of employment
  4. Must be offered a full-time employment contract with participating company on permanent terms or on contract terms that are no less than one year

Course participants will undergo a comprehensive 4-month programme comprising classroom training, structured on-job-training and an applied learning project aimed at exposing employees to the various forms and opportunities of digital sales, marketing and analytical skills and techniques, and equip them with the competencies required to create and pitch their own marketing campaign, and carry out digital sales activities.

• First 2.5 months: Classroom training comprising 12 short courses conducted either virtually or at NYP (1 to 2 days per week) and On-Job-Training (OJT) at the workplace for the remaining workdays; and
• Next 1.5 months: Applied project with consultancy offered by Nanyang Polytechnic’s trainers.

At the end of the programme, participants would take on new digital roles and support their companies as they increase their e-commerce presence.