Certified Digital Marketing Strategist (CDMS) Programme

Complete all 6 Core Modules and Earn the (CDMS) Digital Marketing Certificate

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Accredited By:

*This programme has 6 modules accredited by SkillsFuture Singapore under the Sales and Marketing Technical Skills and Competencies for the Infocomm Technology Skills Framework

COURSE DURATION

12 Days (96 hours)
9am – 6pm each day
Average duration to completion: 1.5 to 3 months

MODE OF DELIVERY

Classroom, Instructor-led, Hands-on
Training is conducted live in Singapore

COURSE FEE

From S$230.70 nett after 95% SkillsFuture funding
Original fee S$4614 nett

COURSE DESCRIPTION

Certified Digital Marketing Strategist Course Progression Sequence

This 12-day (96-hour) Certified Digital Marketing Strategist programme spans between 1.5 to 3 months covering 6 core digital marketing modules in the following recommended sequence:

Contextualised to the marketing scene in Singapore and Southeast Asia (Malaysia, Philippines, Indonesia, India), you will gain a comprehensive overview of multiple digital channels across search, social, display advertising, and popular platforms such as Google Analytics, Facebook, and Instagram.

Most importantly, you will learn how to develop and implement digital marketing strategies and action plans across owned, earned, and paid media to achieve business objectives in both B2B and B2C contexts.

Completing all 6 modules of the CDMS program will equip you with the essential skills and knowledge of a competent digital marketer. There will be an optional Capstone Practicum Project in which you will develop a holistic digital marketing strategy and implementation plan for an actual company.

Download details of the Capstone Practicum Project here.

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TARGET AUDIENCE

This programme is suitable for:

✓ Traditional marketers looking to cross over to digital marketing roles
✓ Marketing Managers and Marketing Executives managing or outsourcing their digital marketing campaigns
✓ Digital marketing agency Account Managers and Executives managing client campaigns
✓ Small Business Owners who run their own digital marketing campaigns or want to better manage their digital marketing agencies
✓ Anyone who wants to gain a comprehensive understanding of digital marketing

CERTIFICATION

Upon successful completion of all 6 core digital marketing modules and an optional Capstone Practicum Project (Develop Holistic Digital Marketing Strategy and Implementation Plan), candidates will be awarded a digital marketing certificate – Certified Digital Marketing Strategist qualification issued by Equinet Academy and 6 WSQ Statements of Attainments (SOAs) issued by SkillsFuture Singapore.

PRE-REQUISITES

Basic computer knowledge. Each participant will be provided a windows laptop for the duration of the course. Participants may however opt to bring their own laptops.

COURSE OUTLINE

Module 1: Digital Marketing Strategy (DMS)

▷ Translate Digital Marketing to Business
▷ Derive Digital Marketing KPIs and Metrics from Marketing Objectives
▷ Understand Customers and the Market
▷ Digital Marketing Channels and Touchpoints
▷ Develop a Strategic Digital Marketing Plan
▷ Implement Digital Marketing Campaign
▷ Evaluate and Optimise

Module 2: Content Marketing (CM)

▷ Content Marketing Fundamentals
▷ Conduct Content Marketing Audit
▷ Develop Content Marketing Strategies
▷ Create Content Marketing Plan
▷ Develop Content Governance Model

View full Content Marketing Course module details →

Module 3: Search Engine Optimisation (SEO)

▷ SEO Fundamentals
▷ Conduct Effective and Extensive Keyword Research
▷ On-Page SEO: Keyword Optimisation and Technical SEO Audit
▷ Off-Page SEO: Link Building and Content Marketing Strategies
▷ SEO Analytics: Creating SEO Reports, Rank Tracking, and Interpreting SEO KPIs and Metrics

View full Search Engine Optimisation Course module details →

Module 4: Digital Advertising (DA)

▷ Introduction to Digital Advertising Channels
▷ Understanding the Consumer Journey
▷ Develop Digital Advertising Plan
▷ Digital Advertising Analytics
▷ Integrating Offline and Online Advertising

View full Digital Advertising Course module details →

Module 5: Social Media Marketing (SMM)

▷ Discover Social Media Marketing
▷ Define Social Media Marketing Strategy
▷ Develop Social Media Marketing Strategic Plan
▷ Deliver Social Media Marketing Campaign
▷ Measure Social Media Marketing Performance
▷ Manage Social Media Communities

View full Social Media Marketing Course module details →

Module 6: Digital Marketing Analytics (DMA)

▷ Digital Marketing Analytics Fundamentals
▷ Digital Marketing Analytics from a Marketing Standpoint
▷ Setting Up Google Analytics
▷ Accessing Google Analytics Reports
▷ Gaining Insights into Your Audience
▷ Exploring Your Traffic
▷ Determining Visitor Behaviour
▷ Measuring Campaigns & Conversions
▷ Redefining Organisational Approach to Analytics
▷ Exploring Advanced Analytics

View full Digital Marketing Analytics Course module details →

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COURSE HIGHLIGHTS

In this 12-day programme, you will learn:

How to develop and implement effective digital marketing strategies to achieve your business goals
How to craft a content marketing plan and executive effective content marketing tactics across multiple marketing channels and platforms
How to rank a website on the first page of Google, driving high quality, targeted organic search traffic across your digital content
How to cost-efficiently advertise on paid search, display, and social to boost brand awareness, traffic, and sales
How to market your brand and engage your customers on social media, increasing reach, boosting engagement, and promoting advocacy
How to measure and optimise the performance of your digital marketing channels with Google Analytics, allocating the right budgets across different channels and maximising ROI potential

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COURSE OBJECTIVES

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

Develop and implement digital marketing strategies and action plans to achieve an organisation’s business objectives in both B2B and B2C contexts
Craft a content marketing plan and execute effective content marketing campaigns across multiple marketing channels and platforms
Perform search engine optimisation techniques to increase a website’s search engine rankings on Google
Execute social media marketing campaigns to reach, engage, and convert a brand’s target audiences on social media channels
Develop and execute digital advertising campaigns to achieve marketing objectives
Deploy Google Analytics to track and measure marketing channel performance in order to make appropriate recommendations for optimisation plans

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COURSE PROGRESSION

The Certified Digital Marketing Strategist (CDMS) Programme is a certificate level course. Complete all 6 core modules (in any order) and an optional Capstone Practicum Project (Digital Marketing Strategy and Implementation Plan) to become a Certified Digital Marketing Strategist.

Trainers

Kwok Zhong Li

Zhong Li is the Co-founder & Managing Director of Finty, an online financial marketplace that was acquired by an Australian firm for a seven-figure sum, 15 months after the company was launched. He leads growth and development, which includes managing various aspects of the startup to ensure it achieves its business goals and targets. His extensive digital and marketing experience of over a decade has honed his ability to deliver digital solutions across dotcom, technology, and financial industries.

Prior to helming business growth efforts at Finty, Zhong Li was the Vice President of eBusiness at OCBC Bank, heading up digital sales and performance management. His role included managing revenue and usage growth across digital initiatives, channels, and platforms. He also led the implementation of Adobe web analytics project as part of the bank’s data-driven direction.

His previous roles include Senior Manager, Digital Marketing & eCommerce at Trend Micro. He oversaw APAC online consumer business and developed digital ROI framework with advanced web analytics. He was also the Digital Marketing Lead at Yahoo! where he developed digital strategies, campaigns, and programs for SEA region.

As part of his interest in the internet space, he also supports and advises startups on business models, marketing, and eCommerce. He holds a bachelor’s degree in Marketing and a MBA from the University of Adelaide, also the WSQ Advanced Certificate in Training and Assessment (ACTA) from Institute of Adult Learning.

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Tom Goh

Thomas is a native Digital and Branding Strategist. He is a digital marketer with more than 20 years of client experience across Banking (Citibank), Tech (Skype), Telcos (Singtel) and agency background (Ogilvy & Havas). Tom is a seasoned integrated marketer with experiences in Digital Marketing domains (SEO, Content, Social, Programmatic, Performance & Mobile Marketing).

As a senior practitioner with these organizations , he has managed regional and in-country teams with P&L responsibilities. Tom has developed greenfield markets and launched award winning marketing campaigns for new products and services (Cannes, POPAI, MARKIES, EFFIEs). He is a tireless and trusted evangelist who has shared and served as a senior counsel to C-suites and various start-ups on their digital transformation and go to market business strategies.

Tom has served as an adjunct lecturer at NUS-ISS imparting his digital and social knowledge to the next generation workforce. He is an ACTA qualified facilitator and trainer who actively conducts digital masterclass and workshops for MNCs and local SMEs (Chang Beer, CapitaLand, MOTUL, OUE, Huawei, NTUC Income, 3M). Tom’s is a certified digital marketing practitioner with accreditations from Global Marketing Organizations.

Tom graduated with Masters in Banking and Finance from University of Southampton and Undergraduate Degree in Economics from the University Of Technology Sydney. In his down time, Tom is also active in the start up scenes actively providing pro bono consulting to budding entrepreneurs.

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Dylan Sun

Dylan is the Founder, Marketing Director, and Director of Training of Equinet Academy.

Throughout his career as a Search Marketing Specialist, he audited over 300+ SEO/SEM campaigns, conducted SEO classes for over 1500+ trainees, and provided consultancy to dozens of Small Medium Enterprises, Global Brands, Academic Institutions, and Government Organisations across the Infocomms, Travel, Hotel, Retail, eCommerce and B2B & B2C industries. Some of his clients include DHL, Fuji Xerox Asia Pacific, Microsoft, Emmerson, Singhealth, and Singtel.

During his previous role as a Search Marketing Consultant, he facilitated the SEO site revamp and migration for SingHealth (Singapore’s largest academic medical centre) HealthXchange web portal, a content hub for trusted health tips tailored for Asia, while successfully maintaining the web portal’s search engine ranking positions on Google. Traffic volume increased by over 100% within a year after the successful revamp. He currently manages digital marketing campaigns for several companies in Asia, all consistently generating online leads and observing stable profit growth.

Dylan is also a certified adult educator with the WSQ Advanced Certificate in Training and Assessment (ACTA) and certified curriculum developer with the WSQ Diploma in Adult and Continuing Education (DACE), awarded by the Institute of Adult Learning (IAL), previously an institute under SkillsFuture Singapore (Formally WDA) and now an autonomous institute within the Singapore University of Social Sciences (SUSS).

He is a dedicated trainer and curriculum developer who prides himself in delivering quality training to ensure learners take away applicable knowledge and skills they can immediately put to action.

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Lin Xuanbin

Specialising in Paid Search and Online Lead Generation, Xuanbin’s digital marketing career has spanned MNCs, private companies and government agencies across Recruitment, IT, Media, and International Trade industries.

During his stints in award-winning global media agencies, Xuanbin planned and strategised digital marketing campaigns over the Asia Pacific region for some of the world’s largest companies. Some of which included Hotels.com, SAP, MINI, Laneige and SPRING Singapore.

An ROI driven marketer, Xuanbin ran a cost-efficient and profit-driven programmatic remarketing programme across 6 markets in Asia. Using a mix of Programmatic Display, Paid Social and Telemarketing / Electronic Direct Mailers, he helped build sales pipelines across various business units within SAP in the APJ region.

The revamped International Enterprise (IE) Singapore corporate website, which Xuanbin was the co-project lead, saw online engagements increase significantly over the same time period from the previous year — an increase of 30.8% in visits and 59.7% increase in pageviews. The website was awarded Best Customer / User Experience Site Award at the 2013 Sitecore Site of the Year Awards for Asia, and Best in Class (B2B) in the 2014 Interactive Media Awards.

Having been on both brand and agency sides, Xuanbin strongly believes in empowering brand marketers with a deeper understanding of the digital marketing landscape to achieve better alignment with their agencies; therein maximising the potential of their partnership and digital marketing performance.

Xuanbin is a certified individual in Google AdWords and Google Analytics. He is also a certified adult educator with the WSQ Advanced Certificate in Training and Assessment (ACTA). In his day job, he is a fully committed data ninja, manipulating and analysing large datasets to uncover the real business impact of the digital campaigns he runs.

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Walter Lim

Founder of the content marketing agency Cooler Insights, Walter has almost 25 years of leadership experience in content & social media marketing, PR, strategy, and industry development. In 4 years, he and his associates helped almost 50 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 1,700 individuals in online and offline marketing.

Appointed to be a council member of the Media Literacy Council (led by IMDA Singapore) from 2016 to 2020, Walter is a juror for the Mumbrella Asia Awards 2017 and 2018. Prior to that, he was a judge for the Singapore Blog Awards for 5 consecutive years. A business influencer in social and digital media, Walter spoke at multiple conferences on topics such as branding, public relations, digital marketing, and social media marketing.

A prolific writer, Walter has written for Social Media Today, Outbrain, Duct Tape Marketing, Outbrain, Startup Nation, Spin Sucks, Marketing magazine, Tweak Your Biz, Tech In Asia, Marketing Insiders, e27 and Yahoo! News, and was featured on The Straits Times, TODAY, Power 98 and 938Now, Young Upstart, Ikiguide and The Content Guy.

Cooler Insights’ clients cover government agencies, MNCs, public listed companies, and SMEs. They include the Pan Pacific Hotels, PARKROYAL Hotels, SPH, NTUC First Campus, Jurong Point, Bosch, Adval Singapore, Coca-Cola, Specialist Dental Group, Gleneagles Penang Hospital, Mount Elizabeth Medical Centre, Ministry of Communications and Information, People’s Association, IDA Singapore, DrGL, Hwacheon Asia, Ecolab, Real Estate Doc, Kaplan, Best Electricity and many more.

Other Achievements

⇨ Advanced Certificate in Training and Assessment (ACTA) certified trainer
⇨ Member of Media Literacy Council from August 2017 to July 2018 (IMDA)
⇨ Member of Jury for Mumbrella Asia Awards 2017
⇨ Judge for Singapore Blog Awards for 5 years (SPH)
⇨ Vice Chairman of the Association of Singapore Attractions (ASA)
⇨ Board Governor for Army Museum
⇨ Whole Of Government (WOG) team member for social media initiatives
⇨ Member of the Industry Skills and Training Council (WDA)
⇨ Member of Productivity Steering Committee (STB)
⇨ Member of PS21 EXCEL Committee (Public Sector Wide)
⇨ Judge for Businesses for Families and Tourism Awards (MSF)

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Dhawal Shah

Dhawal Shah is an entrepreneur, coder and adventurer with 11 years of web development and digital marketing experience.

He is the Managing Director at 2Stallions Digital Marketing Agency, an award-winning full-service digital marketing agency, based out of Singapore that he co-founded in 2012. It has grown from a founding team of 2 to a team of 20, and growing, across 4 countries. He has overseen more than 250 successful digital marketing projects with clients ranging from startups to MNCs.

He is well-versed in project management as well as development, infrastructure design, deployment and maintenance of web and mobile applications. He also possesses deep knowledge in performance- driven digital marketing strategy and analysis that incorporates search engine marketing, search engine optimization, social media marketing and advertising, email marketing or marketing automation, conversion rate optimization and data analytics via Google Analytics.

Additionally, Dhawal has developed and delivered courses for corporate clients in Singapore and Malaysia on the topics of digital marketing strategy, content marketing, social media marketing, search engine marketing and search engine optimization. He has also conducted international workshops for the Ministry of Foreign Affairs Singapore on Technopreneurship and Digital Transformation – having traveled most recently to Vietnam and Cambodia to speak to government officials there. He has conducted lectures and mentoring sessions at Lithan Hall Academy, a Digital Skills Accelerator.

He holds an honours degree from National University of Singapore in Computer Engineering and studied at Stanford University for a minor in Technopreneurship. As a digital marketer, he is Google Adwords Certified, Google Analytics Certified and an Infusionsoft Certified Partner.

He was an early employee doing web development on Ruby on Rails and front end technologies like HTML, CSS and AJAX, at a cutting-edge, live mobile streaming startup called Qik in Silicon Valley, which was later acquired by Skype. During his time at the Defense Science Technology Agency (DSTA) in Singapore, he has managed large-scale, multi-million dollar Enterprise IT projects.

Dhawal co-founded Hucklebury, a self-developed eCommerce store specialising in dress shirts for men. He successfully ran a Kickstarter campaign that raised $50,000 in 30 days. Through the use of SEO and content marketing, he built a blog that grew to over 200K visits per month in organic traffic in the space of 8 months that drove sales.

Driven by a keen sense of adventure, he most recently braved Class 5 rapids in New Zealand’s Rangitata River and swam with dolphins in Kaikoura, NZ. He has also summited Mt Kilimanjaro, the highest peak on the African continent.

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WHY LEARN AT EQUINET?

ENJOY COMPLIMENTARY REFRESHER COURSE

Re-attend the course, free of charge. Up to 1 complimentary refresher for up to 1 year after the last date of the course attended.*

*Refresher seats are specially allocated for refresher trainees and are non-participative. Refresher trainees may opt to take up participative seats subject to availability.

ACCESS POST-TRAINING SUPPORT

The post-training support programme is available to past trainees who have successfully completed the course. It serves as a consultation to address any hurdles faced while implementing the strategies and tactics shared during the course on real world campaigns. Contact your course trainer directly via email.

GET HANDS-ON

Retain knowledge better through practice and feedback. We apply instructional design methodologies such as Gagne’s 9 Events of Instruction to enhance your learning and retention.

COMPREHENSIVE AND STRUCTURED CURRICULUM

Course modules are designed to build on the foundations, gradually leading up to the main course, and finally reinforcing the concepts learned through practice and feedback.

CURRICULUM AND COURSEWARE ARE UP-TO-DATE

Our curriculum developers who are in charged of keeping the curriculum and courseware up to date are active practitioners and experts in their respective fields.

REALISTIC, REAL-WORLD PRACTICAL SETTING

Shorten your learning curve through real-world case studies and practical examples.

EXPERIENCE MODERN TRAINING FACILITIES

Our training rooms are equipped with laptops, 500mbps internet connection, hexagon-shaped cluster seating, and comfortable swivelling chairs, providing you a cozy yet conducive learning environment.

DEVELOPED AND DELIVERED BY INDUSTRY EXPERTS

Our team of digital marketers are passionate individuals dedicated to imparting their years of knowledge and experience to our learners.

GAIN LIFE-TIME ACCESS TO COURSE MATERIALS

Worried your course materials accessed a year ago have become outdated? Fret not, signing up for this course gains you life-time access to the course materials via our learning management system.

TAKEAWAY ACTIONABLE STRATEGIES

Takeaway actionable strategies, frameworks, and processes you can implement to new or existing campaigns.

DOWNLOAD BROCHURE SIGN UP FOR THIS CLASS

COMPANIES WHO HAVE ATTENDED OUR COURSES

“I have benefited very much from the solid 92-hour training programme. In my previous company, I headed the multi-channel marketing function. Now armed with comprehensive digital marketing knowledge and skills (from planning to execution), I have great confidence in spearheading my company’s digital marketing efforts on platforms and including digital marketing related work/services as part of my company’s consultancy portfolio.
The trainers at the program are established industry experts, hence they were able to teach and guide the programme’s participants professionally. The support is great, with post-programme support on the materials and coaching. I highly recommended this programme for all marketers and business executives who want their careers and businesses to grow.”
Tan Mui Mui
BEULAH HOUSE & COMPANY PTE LTD

“Attending Equinet’s SEO class has changed my life. I attended Dylan’s class nearly 2 years back, at the time I was still in my signage business struggling to promote my website. He showed me a detailed step-by-step guide on the process of marketing my website, not only useful for SEO but also inspired me. With the knowledge acquired, it helped me get a job in a digital agency and I even started an Integrated Marketing Agency with my boss. Thank you Mr Dylan, the SEO class had being the trigger point of my career advancement.”
Austin Gu

“Completing all the course modules and becoming a Certified Digital Marketing Strategist has helped me achieve my goal of working in a digital marketing agency. The digital marketing strategy and implementation plan (capstone project) I completed through the close guidance and patience of my assigned mentor enabled me to secure multiple digital marketing job interviews even though I did not have prior experience in this industry. My mentor would make time to sit down with me to discuss how to improve the plan and shared which tools I could use to retrieve the data. I would sincerely like to thank the administrative staff for being so helpful throughout this journey and all the trainers for selflessly imparting their wealth of knowledge to us and providing unwavering support even after the programme. I strongly recommend anyone who is keen to learn more about digital marketing to learn with Equinet.”
Tiffany Lim

Tan Mui Mui Austin Gu Tiffany Lim

COURSE FEES

Course Fees (Per Module):
Module 1: Digital Marketing Strategy – S$740
Module 2: Content Marketing – S$798
Module 3: Search Engine Optimisation – S$740
Module 4: Digital Advertising – S$798
Module 5: Social Media Marketing – S$740
Module 6: Digital & Web Analytics – S$798
Capstone Practicum Project and Mentorship – S$600*

*Capstone practicum project and mentorship fees are waived until 31st December 2019

Course Fees (Before Funding):

S$4614

Course Fees (After Funding):

From $230.70 (Register online to calculate exact funding eligibility) or see all eligible funding options.

COURSE SCHEDULES

Course Duration:
12 Days (96 hours)
9am – 6pm each day
Average duration to completion: 1.5 to 3 months

Course Schedules:
View course schedules →

(View course schedules of all core modules)

FREQUENTLY ASKED QUESTIONS (FAQS)

Is there a timeframe to complete all 6 modules in order to attain the full qualification?

There is no timeframe or time limit. However, the recommended timeframe to complete all 6 modules is within 6 months to a year, and the average time to complete it is 1.5 months to 3 months.

What if I have taken only one module separately 2 years ago?

If you have taken the Search Engine Optimisation course 2 years ago for example, you may take the other 5 core modules individually:

1. Digital Marketing Strategy
2. Content Marketing
3. Digital Advertising
4. Social Media Marketing
5. Digital Marketing Analytics

Upon completing the 5 remaining modules and an optional Capstone Practicum Project (Develop Holistic Digital Marketing Strategy and Implementation Plan), you will be awarded with the Certified Digital Marketing Strategist qualification.

How is this programme different from other digital marketing courses in the market?

Unlike other certification courses that require months of commitment to complete all modules in a fixed sequence, this programme consists of 6 individual modules that you can take up at your own pace. There isn’t any fixed sequence, as each module is holistic on its own. However, the recommended sequence is:

1. Digital Marketing Strategy
2. Content Marketing
3. Search Engine Optimisation
4. Digital Advertising
5. Social Media Marketing
6. Digital Marketing Analytics

At the end of the programme, you will develop a holistic digital marketing project plan that will aid you in your job seeking and career progression.

What courses should I progress to after this course?

You may take elective modules should you wish to dive deeper into specific platforms and digital marketing disciplines.

Can’t I learn everything online?

No doubt there are tons of free information online – free tutorials, guides, and online courses that you can gain useful knowledge from. However, the intangible benefits of attending face to face training include real time consultation with an industry expert, peer to peer learning and interaction, and hands-on practical learning sessions. This will enable you to take away actionable strategies you can implement right after the training.

If I have specific questions relating to my digital marketing campaigns, can I consult the trainer?

Yes. You may consult the trainer during class and after class. Signing up for this course gains you access to post-training support.

Do I have to prepare anything before attending the course?

Course materials, a Windows laptop, and WIFI connection will be provided. You may wish to bring a notebook to take notes and a jacket as the room may be cold.

Are there any funding or government subsidies for this course?

Yes, please use the funding calculator tool to check your funding eligibility.

How do I sign up?

Simply click here to sign up for this course via the online course registration form.

Once we have received your registration details and payment, we will send you instructions on how to apply/claim funding (if eligible) via email.

Upon completion of payment and funding applications, your seat will be confirmed and we will see you in class!

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

If you’re unsure which courses can best help you meet your objectives, you may want to check out our Course Selection Diagnostic Tool and answer 3 questions to determine a suitable course for your needs.

Certified Digital Marketing Strategist (CDMS) Programme

Accredited By:

COURSE DURATION

MODE OF DELIVERY

COURSE FEE

COURSE DESCRIPTION

TARGET AUDIENCE

CERTIFICATION

PRE-REQUISITES

COURSE OUTLINE

COURSE HIGHLIGHTS

COURSE OBJECTIVES

COURSE PROGRESSION

Digital Marketing Strategy

Content Marketing Strategy

Content Marketing Strategy

Search Engine Optimisation

Digital Advertising

Digital Advertising

Digital Marketing Analytics

Digital Marketing Analytics