Advanced Digital Advertising Course

Transform Your Digital Advertising Approach with Advanced Tactics and Insights Practiced by Industry Experts

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Course Description

In this 2-day comprehensive and hands-on Advanced Digital Advertising course, trainees will learn the intricacies of digital advertising and be equipped with advanced techniques to develop strategies used by industry practitioners that drive results.

From developing impactful media plans to managing budgets and external agencies, this course covers every aspect of advanced digital advertising to ensure learners stay ahead of the curve in today’s competitive digital landscape. Trainees will also acquire the skills needed to build and manage an in-house media buying team and collaborate with external agencies on various aspects of digital advertising, such as rates, deliverables and timelines.

On top of that, this course will also cover the often overlooked aspect of designing organisational policies and procedures to safeguard a brand. This course, packed with hands-on learning and case studies, will equip learners with real-world tools to build, manage, and optimise digital advertising campaigns successfully.

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Target Audience

This Advanced Digital Advertising course is targeted to digital marketing professionals, advertising managers, marketing managers, advertising agency professionals, entrepreneurs, business owners, aspiring digital advertising professionals and anyone responsible for overseeing advertising campaigns and media planning within organisations that are looking to deepen their understanding of digital advertising and optimise their campaigns.

Course Highlights

In this Advanced Digital Advertising course, trainees will learn:

How to define media plan objectives and KPIs for media planning
How to analyse the different media channels and select channels that are relevant to the brand’s target audience
How to evaluate the costs and effectiveness of advertising campaigns
How to create campaign optimisation plans
The pros and cons of engaging digital agencies and how to negotiate with them
How to build and manage an in-house team and/or external agency
Automation strategies to scale digital advertising campaign management

Course Objectives

By the end of the class, trainees will be able to:

Determine the key elements of brand strategies and develop a branding strategy using the appropriate digital advertising channels for target audiences.
Analyse the relevance of various media channels in today’s digital landscape and navigate the changes in policies and requirements for brand safety.
Identify and evaluate various digital advertising channels and their impact on brand visibility and customer engagement.
Analyse and interpret digital advertising data to assess campaigns’ performance, cost and effectiveness.
Develop media plans that align with specific objectives and manage ad operations, both in-house and outsourced.
Identify industry charging models and common industry misconceptions to make informed decisions when collaborating with external agencies.
Navigate the management of an external agency as well as establish an in-house team.
Create and implement a campaign optimisation schedule with timely adjustments and improvements to maximise campaign effectiveness.
Utilise automation strategies to scale campaign management and optimise efficiency

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Certification

A Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Advanced Digital Advertising course assessment and achieved at least 75% attendance.

Course Outline

Develop Advanced Digital Advertising Strategies

Instructor-Led | Mode of Delivery (Lecture & Illustration)

What is branding strategy
Importance of branding strategy
Difference between brand marketing and demand marketing
Developing your brand strategy in a digital world
Choose the right digital advertising channels to build your brand
Define your target audience profiles on all digital advertising platforms

Analyse Digital Advertising Landscape For a Brand

Instructor-Led | Mode of Delivery (Lecture & Illustration, Interactive Discussion)

The changing digital advertising landscape with programmatic advertising
Digital media formats beyond Search, Display and Social
Ad fraud prevention and brand safety management in programmatic advertising
Navigating Advertising Policy On Platforms & Regulatory Requirements

Evaluate Digital Advertising Campaign Performance

Instructor-Led | Mode of Delivery (Lecture & Illustration, Quiz)

Assess your digital advertising campaign, separating the good and the bad
Evaluate the impact of advertising channels using attribution model

Manage Digital Advertising Operations

Instructor-Led | Mode of Delivery (Lecture & Illustration)

Manage media platforms with a well-defined campaign optimisation schedule
Pros and Cons of different agencies charging model
Common lies in the digital advertising world
Building and managing a digital media buying team
Outsource with digital marketing agencies without losing control
Scale campaign management through automation strategies

Assessment Component

Written Assessment – Case Study with Questions
Individual Project Presentation

This course is part of the Advanced Certificate in Digital Marketing.

Trainer

Ian Ong

Ian is the co-founder of Roots Digital, an award-winning digital marketing agency headquartered in Singapore, who has worked with great brands like Microsoft, Intel, BRAND’S, Takashimaya and more. He led the company to receive numerous industry-recognised awards from Marketing Interactive and expanded its footprint to countries like the Philippines, Malaysia and Indonesia.

Why Learn With Us?

Get expert advice, learning resources, and post-training support for up to 3 years.

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Re-Sit the Course

Refresher seat (re-sit the course online) within 3 years after the course.

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Ask Me Anything Sessions

Attend Ask Me Anything sessions with industry experts.

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Equinet Academy Insider

Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.

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Course Resources

Get 3-year access to constantly updated Advanced Digital Advertising course resources.

Course Fees

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

Course Fee:
S$540.00 (inclusive of 8% GST)

Self-Sponsored Individuals

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$337.44

Course fees after subsidies can be further offset by SkillsFuture Credit.

SkillsFuture Baseline Funding – 50% Funding

Eligible for 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$515.04

Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Company-Sponsored (SMEs)

Enhanced Training Support for SMEs (ETSS) – 70% Funding

Eligible for SME Company-Sponsored, 21 years old and above, and a

Singapore Citizen; or
Permanent Resident; or
Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$337.44

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company-Sponsored (Non-SMEs)

SkillsFuture Baseline Funding – 70% Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$515.04

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 50% Funding

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$337.44

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Course Schedule

Advanced Digital Advertising Course
Learning Mode	Course Dates	Duration
In-Person	22, 23 Feb 2024 (Thur, Fri)	9.00am - 6.00pm
In-Person	16, 17 Apr 2024 (Tue, Wed)	9.00am - 6.00pm
In-Person	20, 21 Jun 2024 (Thur, Fri)	9.00am - 6.00pm
Online (Zoom)	15, 16 Aug 2024 (Thur, Fri)	9.00am - 6.00pm
In-Person	17, 18 Oct 2024 (Thur, Fri)	9.00am - 6.00pm

FAQs

Are there any pre-requisites or minimum entry requirements?

Trainees should be proficient in web surfing and be able to write and converse in English.

Do I have to prepare anything before attending the course?

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class.

As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.

If I have any questions after the course, can I consult the trainer?

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.