Advanced Digital Marketing Strategy

Transform the Digital Marketing Capabilities Within Your Organisation

Reserve your seat today.

Advanced Digital Marketing Strategy

Transform the Digital Marketing Capabilities Within Your Organisation

Reserve your seat today.

Access Recorded Sessions of Live Classes

Re-attend the Course Once Within 3 Years

3-year access to the courseware via our LMS

Post-Training Mentoring with Industry Experts

Lifetime Access to Community Support Group

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Industry leading organisations who’ve sent their teams for upskilling at Equinet

Equinet's Clients
Equinet's Clients

Course Description

This advanced digital marketing strategy course provides detailed frameworks and processes that have transformed the digital marketing capabilities of many businesses.

Trainees in this course will take away actionable strategies and advanced templates that will enable them to embark on a successful digitalisation journey across business departments.

By the end of this course, trainees will be able to conduct comprehensive audits of their current digital marketing setup and technology stack and create a detailed transformation plan to enhance their organisation’s digital marketing capabilities.

Target Audience

This Advanced Digital Marketing Strategy course is targeted to Senior Marketing Managers, Digital Marketing Executives, Traditional Marketers, and Business Heads.

Course Highlights

In this 2-day Advanced Digital Marketing Strategy course, you will learn:

  • The latest trends and shifts in MarTech and digital marketing tools including marketing automation
  • Advanced frameworks and processes for conducting market research and digital marketing audits
  • How to conduct a detailed audit of the digital technology stack within an organisation and evaluate the capabilities of in-house and external teams
  • How to develop a comprehensive digital marketing strategy blueprint across the digital ecosystem and entire user journey of omni-channel touch points
  • How to create and implement a digital marketing transformation plan focused on identifying and closing gaps to achieve business goals
  • And more

Course Objectives

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

  • Describe the latest digital trends and elaborate on marketing technology, automation, and its impact on the organisation’s product/service
  • Explain the concepts of digital strategies from awareness to increasing customer lifetime value
  • Conduct research on market and digital trends and audit of competitor and consumer insights to identify and evaluate potential opportunities and priorities for the organisation’s product/service
  • Conduct audit of current digital and technology capabilities, team structure and marketing strategy to evaluate current gaps and opportunities for digital transformation based on the digital marketing maturity model
  • Develop an advanced digital marketing strategy that covers marketing strategies from demand-generation to customer retention and advocacy
  • Map products and services in alignment to the digital marketing strategy to identify touchpoints and priorities
  • Create a digital transformation plan and implementation roadmap for alignment of product/service priorities, development of internal/external team capabilities and implementation of the marketing automation and technology stack

Course Outline

Introduction to Advanced Digital Marketing Strategy

Instructor-Led | Mode of Delivery (Interactive Lecture with Group Discussion and Presentation)

Digital Trends and Shifts

  • 4 Key shifts in the last decade
    • Multi-Channel to Omni-Channel
    • 3PD to 1PD and Account-Based
    • Mass Broadcast to Hyper-Personalisation
    • Branded Content to Micro-Influencers

Digital Trends

  • Predictive Analytics in Marketing
    • Use of AI in Creative and Content
    • Digital Partnerships and Collaborations
    • Experiential Marketing
  • Activity: Assessing impact on organisation’s product/service potential

Marketing Technology and Marketing Automation

  • Introduction to MarTech and its role in driving marketing automation
    • Example of MarTech design and the key components
  • Introduction to lifecycle marketing and marketing automation
    • Pillars of Segmentation, Triggers and Content and different lifecycle stages
    • Case studies and examples from companies
  • Activity: Discussion on how MarTech and marketing automation can help F&B and Retail integrate online with offline
Conducting Digital Marketing Audit and Analysis

Instructor-Led | Mode of Delivery (Interactive Lecture with Group Discussion and Presentation)

  • Framework for conducting an audit or research
  • Tools (both paid and free) that can be used for the research and audit
  • Knowing your customer segments (Empathy Map)
  • Auditing the competitors using 4 considerations
    • Audience
    • Channel/Touchpoints
    • Marketing Activities
    • Content/Keywords
  • Digital marketing maturity model and identifying where you are
  • Auditing People and Capabilities and introduction to various marketing team structures
  • Auditing the marketing stack and use of various platforms
  • Identifying gaps and opportunities for the organisation’s digital transformation in the areas of people, process and platform
Creating an Advanced Digital Marketing Strategy

Instructor-Led | Mode of Delivery (Interactive Lecture with Demonstration and Reflective Discussion)

Components of an omni-channel digital strategy using the A-A-AR model and the 4-step approach

  • Creating the marketing scorecard and setting KPIs to identify product and service priorities
  • Synthesis of market trends and digital landscape to map touchpoints and channels for the digital consumer journey
  • Identify audience segments and motivations to map product/service message and strategies to each stage of the journey
  • Planning of marketing activities and content strategy across the journey
  • Creating an action plan with budget, timeline and resources needed to achieve the objectives and meet market demands and business priorities
Implementing a Digital Transformation Plan and Roadmap

Instructor-Led | Mode of Delivery (Interactive Lecture with Group Discussion and Presentation)

Digital transformation framework and components of a digital transformation plan

  • Using the digital maturity model, to identify the present state and desired state
  • Identify existing gaps in the areas of people and resources, platform and technology and process and strategy
  • Create a roadmap of action steps needed to get to the desired state in the maturity model with alignment of the product and service digital strategy
  • Use the impact vs effort matrix to identify priorities and assign milestones
  • Use the RACI model to assign team ownership and communication of the roles and responsibilities in the implementation of the digital transformation plan

Trainer

Digital Marketing Strategy Trainer at Equinet Academy Kelvin Koo
Kelvin Koo

Kelvin is the managing partner of MINISTRY, a digital consultancy within the GOVT Group. As a seasoned agency leader, marketing consultant, and educator with over two decades in the industry, Kelvin specialises in developing impactful, data-driven digital strategies for various prominent brands. His work has earned several digital effectiveness awards for clients, including Scoot, Audi, Klook, Doctor Anywhere and Wine Connection, with notable recognition in data-driven and performance marketing. As an educator, Kelvin brings tangible client experiences into the classroom, blending theoretical and practical learning in digital marketing.

Digital Marketing Strategy and Digital and Web Analytics Trainer at Equinet Academy Kwok Zhong Li

Kwok Zhong Li

Zhong Li is the founder of Mikangle, a digital transformation company that focuses on advisory, training, and investment. He is also the Co-founder and now Advisor of Finty, an online financial marketplace that was acquired by an Australian firm, 15 months after the company was launched.

Why Learn at Equinet?

At Equinet, we are passionate in delivering quality training and want to see you succeed. Get expert advice, learning resources, and post-training support for up to 3 years.

Access recorded sessions of live classes

Replay parts of the course from your in-person or online classes. An excellent recap method.

Re-Attend the Course Once Within 3 Years

Forgotten what you've learnt after some time? Resit and re-experience the entire course in-person or online.

3-Year Access to the Courseware via Our LMS

Get 3-year access to the updated course slides, templates, guides, and videos. Be ready to implement the concepts learnt.

Refresher tutorial sessions post-training

Need a quick recap of the course? Refresh your memory through attending unlimited short tuition (tutorial) sessions.

Post-Training Mentoring with Industry Experts

Facing challenges during implementation? Consult our experts in a small group setting. Regularly scheduled.

Lifetime Access to Community Support Group

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

Course Fees

90% SkillsFuture Funding Diagram

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

Course Fee:
S$588.00 (inclusive of 9% 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$337.44

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$515.04

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

Check your eligible grant amount and nett payable course fees when you sign up now.

Course Schedule

Advanced Digital Marketing Strategy Course
Learning ModeCourse DatesDuration
There are currently no course dates available.
You may contact us to register your interest for dates when they become available.

Testimonials

Course Testimonial Quote Icon
“Kevin is a very knowledgable trainer who is ever willing to share and is receptive to feedback and addressing learners’ questions and concerns. He has prepared a very comprehensive and up to date curriculum that is not just theory based but highly relevant and applicable to the workplace. Definitely, I have learnt so much through this course and will like to practise what I have been taught in my work! ”

Lee May Anne, LASALLE College of the Arts Limited

Course Testimonial Quote Icon
“Attending this course has helped to deepen my understanding of using digital marketing strategies in my course of work. The trainer was able to keep the class engaged with activities and examples and helped to frame our thoughts as marketers.”

Loh Li Yuin Serene, NTUC CLUB

Course Testimonial Quote Icon

“Resource materials are content rich, and give a good framework and sample of how we can implement for our company. Kelvin is knowledgeable and shared real life experiences of the clients he had supported.”

Chen Huiwen

Course Testimonial Quote Icon

“The course topics covered are highly relevant to my job, and serve as good refreshers. Through the courses, I am able to pick up new trends, be introduced to new technology, obtain useful tool recommendations, and learn new methodologies that can help me better perform my role.”

Gavin Ng, Sony Electronics Asia Pacific Pte. Ltd.

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

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.

Advanced Digital Marketing Strategy

Transform the Digital Marketing Capabilities Within Your Organisation

Duration: 16 Hours (2 days)

In-Person or Online-Based Classroom

Re-attend the course once within 3 years

3-year access to the courseware via our LMS

Post-training mentoring with industry experts

Lifetime access to community support group

Related Courses

Certified Digital Marketing Strategist Programme v2

Advanced Digital Marketing Analytics (Google Analytics)

Course Fee

S$588.00

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