Advanced Digital Marketing Strategy Course

Transform the Digital Marketing Capabilities Within Your Organisation

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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

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

Prerequisites

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 content marketing, attending the WSQ Digital Marketing Strategy Course prior to this course is recommended, although not a requirement.

Course Highlights

In this 16-hour 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:

List 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

Download the full course brochure here.

Introduction to Advanced Digital Marketing Strategy

Instructor-Led | Lecture, Case Studies, Practice and Feedback, Demonstration and Modelling

Digital Trends and Shifts
Moments of Truths to Micro Moments
Cookie-based to Account-based
Multi-Channel to Omni-Channel
Mass Broadcast to Hyper-Personalisation
Data Silos to Single View of Customer
E-Commerce to Social/Live Commerce
Assessing impact on organisation’s product/service potential
Marketing Technology and Marketing Automation
Introduction to the various tools in the modern Marketing Stack (MarTech)
What is Marketing Automation and the benefits it brings
Case studies of various MarTech stacks used by companies
Introduction to the A-A-A-R consumer journey framework and the applicable digital strategies across the journey
Introduction to the digital marketing blueprint and templates

Conducting Digital Marketing Audit and Analysis

Instructor-led | Lecture, Case Studies, Practice and Feedback, Demonstration and Modelling

Framework for conducting market research and digital audit
Tools (both paid and free) that can be used for the research and audit
Identifying gaps and opportunities to assess impact on potential and demand for the organisation’s product and services
Conducting an audit of digital technology stack and capabilities
Evaluating different team structures, capabilities and working models with external and internal partners
Identifying gaps and opportunities for the organisation’s digital transformation

Creating an Advanced Digital Marketing Strategy

Instructor-led | Lecture, Case Studies, Practice and Feedback, Demonstration and Modelling

The components and blueprint for creating an omni-channel digital marketing strategy
Synthesise impact of market trends and designing the digital consumer journey
Mapping the product/service to the consumer journey and creating a digital touchpoint and channel plan
Creating the digital ecosystem and mapping it to the digital touchpoints and various marketing strategies
Designing a business and marketing scorecard and identifying product/service priorities
Setting KPIs and marketing budgets for product and services

Implementing a Digital Transformation Plan and Roadmap

Instructor-led | Lecture, Case Studies, Practice and Feedback, Demonstration and Modelling

Digital transformation framework and components of a digital transformation plan
Identifying the gaps in existing digital capabilities and creating a plan for meeting the gaps (People and team)
Identifying the gaps in existing technology and creating a plan for meeting those gaps (Platform/Tech)
Align and integrate the product/service digital strategy and develop a roadmap for the implementation of the plan
Communication plan for the implementation of the digital transformation plan

Certification

A Certification of Achievement will be issued by Equinet Academy upon achieving attendance of at least 75% of the course.

Trainer

Kelvin Koo

With more than 45 marketing effectiveness awards won in the last 6 years, Kelvin is one of the most awarded marketers in Singapore for digital effectiveness. These awards include work done for brands like Scoot, Audi, Qantas, Deliveroo, Klook, Canon, and Wine Connection.

Why Learn at Equinet?

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

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Complimentary Refresher

1 free refresher seat (re-sit the course online) within 3 years after the course.

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Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.

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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 Marketing Strategy course resources.

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

Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
2 Days (9am - 6pm)

Course Schedules:
2, 3 Mar 2023 (Thu, Fri), 9am - 6pm

(Click on the course dates above to register online)

Online Classroom Course Dates

Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
2 Days (9am - 6pm)

Course Schedules:
15, 16 Aug 2023 (Tue, Wed), 9am - 6pm

(Click on the course dates above to register online)

Course Fees

Course Fee:
S$810 (inclusive of 8% GST)

FAQs

Questions? Check out the frequently asked questions below.

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.

What is the difference between the WSQ Digital Marketing Strategy course and this advanced course?

The basic Digital Marketing Strategy Course covers the fundamental concepts of Digital Marketing. The advanced Digital Marketing Strategy course goes into more detail covering more advanced concepts of Digital Marketing. You may go through and review both course outlines in detail and contact us should you have any specific questions on this.

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.

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.

Can't I learn everything over the internet?

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Are these short courses sufficient to achieve desirable learning outcomes?

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

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

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. 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$810

inclusive of 8% GST