Advanced Digital Advertising Course

Learn Advanced, Practitioner-level Social Media Marketing Strategies as Executed by Industry Experts

Reserve your seat today

Course Description

Are your social media marketing efforts yielding results? Keen to continuously improve your brand’s growth on Facebook, LinkedIn, Instagram, YouTube or other social platforms?

By the time you read this, social media is no longer novel. Brands and companies both big and small have harnessed it to grow their brands online presence, generate leads, and boost their sales. They include well-known B2B and B2C brands like Apple, Intel, Caterpillar, Singapore Airlines, Ikea, Changi Airport, Coca-Cola, Nike and Starbucks.

While some have succeeded, the majority find that their online efforts do not bring the result which they desire. Often, this is due to a poor understanding of how social media works, or a lack of deeper understanding of the platform’s dynamics.

Targeted at current corporate and individual users of social media, this advanced-level course will provide a step-by-step guide to managing your social media marketing function in a systematic and sustainable fashion. Using the easily remembered acronym ACE-ING!, it covers the following 5-steps:

  • Analyse: Assessing your current social media situation
  • Curate: Developing content ideas and putting them into a calendar
  • Execute: Advanced social media content strategies and techniques
  • Infer & Navigate: Understanding and responding to data
  • Governance: Managing your social media function for the long-term

Guided by best practices in both B2C and B2B businesses, it introduces a process for you to build your social media influence in a more scientific manner.

During the course, you will learn and apply the more advanced strategies and tactics gleaned from the worlds of behavioural economics, storytelling, data analytics, and brand building. You will also be equipped with the tools and techniques needed to manage your company’s social media function as well as to develop your own SOPs for social media.

Target Audience

VPs and Marketing directors, PR directors, Marcom directors, social media managers, community managers, bloggers, digital marketing executives, PR executives, account managers, account executives, and anybody who needs to use social media to attract customers and prospects, cultivate leads, deepen customer relationships, increase brand awareness, improve public perception and drive sales.

  • CMOs, VPs, Directors and Managers of Marketing and PR functions
  • Digital marketing and social media marketing managers and executives
  • Business owners
  • Entrepreneurs
  • PMETs who use social media marketing in their work
  • Learners from Equinet Academy’s Social Media Marketing Course

* NOTE: As this is an advanced level course, learners are expected to be familiar with how Facebook, Instagram, LinkedIn, YouTube, or other social platforms work.

Course Highlights

In the Advanced Social Media Marketing course, participants will learn how to:

  • Build a sustainable social media marketing management process
  • Tap on the latest trends in social media marketing
  • Analyse and audit competitors and company’s social media efforts
  • Develop techniques to brainstorm and source for social media content ideas
  • Craft winning social media content for campaigns
  • Build their online brand influence through storytelling and social psychology
  • Optimize social media marketing budgets and track ROI
  • Manage social media teams and internal processes

Course Objectives

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

  • Develop a systematic process for managing their social media marketing function
  • Audit, track and optimize their social media marketing processes
  • Create more effective social media marketing campaigns using content best practices
  • Improve their online influence and strengthen their fan communities
  • Develop a social media budget and track their social media ROI
  • Manage their social media marketing functions effectively and sustainably

Course Outline

Download the full course brochure here.
1) Introduction to Advanced Social Media Marketing Management
Instructor-Led | Lecture, case study

  • Navigating the ACE-ING! Framework
  • Step-by-step walk through of the Advanced Social Media Marketing Management Process
2) ANALYSE: Conducting a Company and Competitor Social Media Analysis
Instructor-led | Lecture, demonstration and modelling, drill and practice, case study, group discussion, group presentation, group project work

  • Recent Trends in Social Media
  • How to do a Social Media Marketing Audit
  • How to Spy on Your Competitors
3) CURATE: Social Media Content Ideation, Curation and Scheduling

Instructor-led | Lecture, demonstration and modelling, case study, group discussion, group presentation, group project work, games/quizzes

  • Content Brainstorming and Curation – Where to find ideas
  • Crafting a Social Media Funnel (including Retargeting/Remarketing)
  • Managing a Social Media Content Plan: Curate vs Create
4) EXECUTE: Advanced Social Media Content Strategies

Instructor-led | Lecture, demonstration and modelling, drill and practice, case study, group discussion, group presentation

  • Developing a Social Media Brand
  • Six-steps to building a solid social brand
  • Advanced Social Media Content Creation
  • Techniques in Live Streaming and Stories
  • Ninja social media copywriting techniques
  • Repurposing content for Facebook, Instagram and LinkedIn
  • Growing Your Influence with the Six Weapons of Influence
5) INFER & NAVIGATE: How to Read, Track and Manage Social Media ROI

Instructional-led | Lecture, demonstration and modelling, case study

  • How to work out your Social Media Marketing budget
  • Using a Social Media Analytics Template
  • Calculating social media ROI
6) GOVERN: Social Media Marketing Governance
Instructional-led | Lecture, concept formation, case study

  • Building a Social Media Team (Jobs and Roles)
  • Social Media Management Workflows and Templates
  • Inhouse vs Outsourcing Social Media Marketing
  • Crafting a social media brief


A Certification of Completion will be issued upon achieving at least 75% attendance for the course.


Participants should be fairly conversant with social media platforms like Facebook, LinkedIn, Instagram or YouTube either on a professional or personal basis. They should be familiar with the process of setting up pages and ad accounts, have participated in social media groups, and have regularly posted content on social media. Learners should also be versatile in learning new basic design and video creation tools like Canva, Photoshop, Lumen5, Promo.com (or others).

We recommend beginner-level learners, who rarely use social media, to attend the WSQ Social Media Marketing course before enrolling for this programme.

In-person classroom learning mode: Each participant will be provided a windows laptop for the duration of the course. Participants may however opt to bring their own laptops.

Online-classroom learning mode: Personal computer, stable internet connection of at least 10mbps, webcam, microphone, video conferencing platform, and other logistical requirements outlined in the Online-based Classroom Learner Guide.


Social Media Marketing and Content Marketing Trainer at Equinet Academy Walter Lim
Walter Lim

Founder of the content marketing agency Cooler Insights, Walter has 29 years of leadership experience in content & social media marketing, PR, strategy, and industry development. In 5 years, he and his associates helped almost 60 companies to improve their online marketing efforts.

A course developer and content marketing and social media marketing trainer at Equinet Academy, Walter has trained over 2,200 individuals in online and offline marketing.

Corporate Clients

Be assured of the highest quality of training in the classroom.

Post-Training Support

On top of having access to your trainer’s contact, you will also enjoy the following post-training benefits:

Complimentary Refresher

1 free refresher seat (re-sit the course online) within 1 year after the course.

Clinic Sessions

Complimentary 3-hour group clinic sessions with a subject matter expert to support you when you implement what you’ve learnt.

Alumni Support Group

Be part of a support group where you can post questions, discuss, and get feedback from the community.

Lifetime Course Membership Access

Gain lifetime access to constantly updated course resources via the learning portal.

Course Schedules

Unfamiliar with how online classes are run? Check out the online classroom learner’s guide.
Signing up for in-person classroom learning? Read the additional safety measures.

Choose from online classroom and in-person (face-to-face) classroom learning.

In-Person Course Dates

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In-Person Course Dates

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Course Fees

Course Fee:
S$888 S$750 nett


Questions? Check out the frequently asked questions below.

What is the difference between the WSQ Social Media Marketing course and this advanced course?

The WSQ Social Media Marketing course covers the fundamental concepts of social media marketing. The advanced Social Media Marketing course goes into more detail covering more advanced concepts of Social Media Marketing. You may go through and review both course outlines in detail and contact us should you have any specific questions on this.

Is 2 days sufficient to meet the learning objectives?

Equinet Academy’s courses are designed to provide bite-sized yet comprehensive information to be delivered within 1-3 days. The courses not only include theory but also hands-on practical experience so that trainees can take away applicable knowledge.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to resit the course online without any cost on your end. You will also have lifetime access to the courseware online which you may review, and post-training clinic sessions to address your challenges with a subject matter expert.

If you want to acquire foundational knowledge and skills in social media marketing, you may sign up for the WSQ Social Media Marketing course prior to this course.

What is the difference between online classroom and face-to-face traditional classroom?

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups.

Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

If I have specific questions relating to my Social Media Marketing campaigns after the course, can I consult the trainer?

Yes, you may most certainly book up to three 3-hour complimentary clinic sessions with a subject matter expert in a small group setting to clarify your doubts or address any challenges you may be facing. The links to book your clinic sessions will be emailed to you after your course. You will also have access to the online support forum and your course trainer’s email.

Can't I learn everything online?

Our courses offer a very hands on approach so that you will be able to apply these content marketing strategies learnt in the course in real life practical situations. Moreover, our trainers are industry experts who can clarify your doubts in real time. We also offer post-training support which includes up to three 3-hour small group clinic sessions with an industry expert, an online refresher seat within a year post-training, forum support, and lifetime access to up-to-date courseware via the learning portal.

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. For more details, you may read the Online-based Classroom Learner Guide.

You will also need to have an active Facebook account as there will be a hands-on practical session on creating Facebook Ads.

Are there any other prerequisites/ criteria I need to meet in order to attend this course?

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files. If you have no prior experience in social media marketing, attending the WSQ Social Media Marketing course prior to this course is recommended, although not a requirement.

Will this course allow me to acquire sufficient skills to find a job as a digital marketer?

Though you may gain useful skills and applicable knowledge after completing this course, landing a job in digital marketing is a different level as some field experience is required. For more information on kickstarting a career in digital marketing, you may explore our Digital Marketing Career Portal.

How do I sign up?

You can sign up for this course through this link. Once you have registered for the course, we will follow up with you via email regarding your course registration.

I'm still unsure whether this course can help me meet my objectives.

If you’re unsure about your learning objectives, you may try out this 3-question survey using the Course Selector Tool or download the Course Selector Guide (PDF).

If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.

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

Course Fee

S$750.00 Nett

inclusive of GST. Original Course Fee: S$888.00

Advanced Social Media Marketing

Learn Advanced, Practitioner-level Social Media Marketing Strategies as Executed by Industry Experts

Reserve your seat today

From S$750 nett