WSQ Advanced Digital Marketing Strategy Course

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

• 1 GCE ‘O’ level or equivalent (≥ 21 years old); or
• NITEC/Higher NITEC (≥ 21 years old); or
• Mature candidates (≥ 30 years old with 8 years’ work experience); or
• Candidates with other qualifications will be considered on a case-by-case basis

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

Some knowledge of sales and marketing concepts will be useful, although not a requirement.

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

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

A SkillsFuture WSQ Statement of Attainment (SOA) under the Skills Framework TSC Marketing Strategy and Certificate of Achievement issued by @ASK Training and co-validated by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Advanced Digital Marketing Strategy course assessment and achieved at least 75% course attendance.

Course Codes: TGS-2023020903 (@ASK Training)
Course Support Period: 01 Jun 2023 – 31 Jan 2025

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

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

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

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

• Written Assessment – Case Studies
• Individual Project Presentation

Enhanced Training Support for SMEs (ETSS) – 90% 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$126.11

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

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$329.51

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

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding

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

Nett course fee payable (including 8% GST): S$126.11

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

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.

You may be eligible for up to 95% SkillsFuture subsidies. For funding information, please see the course funding section on this page.