Advanced Digital Marketing Strategy
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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
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
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.
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
*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 Mode | Course Dates | Duration |
There are currently no course dates available. You may contact us to register your interest for dates when they become available. |
Testimonials
Lee May Anne, LASALLE College of the Arts Limited
Loh Li Yuin Serene, NTUC CLUB
“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
“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?
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?
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