Smarter ad plans. Better media decisions.
Apply NowTools Covered
Inside Your Toolbox
Specific tools depth of coverage may vary based on industry trends and learner needs.
Google Keyword PlannerDigital Advertising Strategy
Align campaign objectives, audiences, channels, and business goals.
Channel Selection Planning
Choose search, social, and video channels based on customer journeys.
Media Plan Development
Plan budgets, KPIs, timelines, and performance projections.
Campaign Execution
Build and structure digital ad campaigns using platform workflows.
Performance Analysis
Evaluate metrics, campaign effectiveness, and optimisation opportunities.
Stakeholder Management
Communicate campaign decisions with internal and external stakeholders.
Course Outcomes
Learning Outcomes
By the end of the class, trainees will be able to:
- Determine different brand and digital advertising strategies used by organisations
- Determine different forms of digital advertising channels used by the organisation’s brand and marketing activities
- Select the right digital advertising channels based on customer journey
- Develop a media plan for effective digital advertising channels management based on budgets and key performance indicators projections
- Evaluate the effectiveness of digital advertising campaigns
Course Outline
What You’ll Learn
Want a portfolio & career placement?
Pair this course with an Equinet Career Programme
This course builds your capability and certifies you. It does not include a project-based capstone, client placement, or career coaching. Our Career Programmes are built for that: three months on a real project brief, your own product idea or a host organisation, with dedicated career support and mentorship throughout.
Many graduates take both: the course for the certification and capability, a Career Programme for the portfolio case study and placement. Speak to a course consultant about the combined pathway.
Target Audience
Who Should Attend
This course is designed for professionals who want to expand their skills.
It is suitable for:
- Marketing Executives
- Marketing Managers
- Business Owners
- Digital Marketing Account Managers
- Paid Media Professionals
- Campaign Managers
Certification
Get Certified
A SkillsFuture WSQ Statement of Attainment (SOA) – Integrated Marketing under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Digital Advertising Strategy course assessment and achieved at least 75% attendance.
Course Code: TGS-2019503422
Course Support Period: 01 Jul 2019 – 30 Jun 2027
Trainers
Meet Your Educators
Course Fee and Funding
Fund Your Brain Gain
This is a SkillsFuture-funded WSQ course. The full course fee is S$975.00. Your nett fee depends on your citizenship, age, and whether you are sponsored by an SME employer. Additional offsets like SkillsFuture Credit, PSEA, UTAP, and SFEC can stack on top of your nett fee.
1. SSG SUBSIDY TIERS
Pick the row that describes you. Subsidies are applied at registration; no separate application is needed.
| Who you are | Subsidy | Nett fee |
|---|---|---|
| Singapore Citizen aged 40 and above, self-sponsored or employer-sponsored (Non-SME)MCES (MID-CAREER ENHANCED SUBSIDY) | Baseline 50% + MCES 20% = 70% total | S$292.50save S$682.50 |
| Singapore Citizen, PR, or LTVP+ Holder sponsored by an SME employerETSS (ENHANCED TRAINING SUPPORT FOR SMES) | Baseline 50% + ETSS 20% = 70% total | S$292.50save S$682.50 |
| Singapore Citizen, PR, or LTVP+ Holder aged 21 and above, self-sponsored or employer-sponsoredBASELINE FUNDING | Baseline 50% | S$487.50save S$487.50 |
| Foreigner / not eligible for SSG funding | Subsidies not applicable | S$975.00full fee |
Eligibility for ETSS depends on your employer’s SME status (ACRA-registered with annual sales of S$100M or less, or 200 employees or fewer). MCES applies to Singapore Citizens aged 40 and above. You receive whichever subsidy is most favourable, not both.
2. ADDITIONAL OFFSETS (STACK ON TOP)
These are applied to your nett fee after subsidies. You can combine more than one if you qualify.
SkillsFuture Credit (SFC)
SINGAPORE CITIZENS AGED 25 AND ABOVE
Use your SkillsFuture Credit balance to offset your nett course fee. Singaporeans receive a base credit of S$500.
PSEA
SINGAPORE CITIZENS AGED 30 AND BELOW
Use your Post-Secondary Education Account to pay for SkillsFuture-related course fees. Apply via your bank or MOE.
UTAP
NTUC UNION MEMBERS
Get 50% off your out-of-pocket fee, capped at S$250 per year (S$500 for members aged 40 and above). This course is UTAP claimable – apply via the U Portal after course completion.
SFEC
ELIGIBLE SME EMPLOYERS
Employers can use SkillsFuture Enterprise Credit (S$10,000) to offset up to 90% of out-of-pocket course fees on top of existing schemes. Check eligibility at enterprisesg.gov.sg.
3. WORKED EXAMPLE
Example assumes you have at least S$292.50 SkillsFuture Credit opening credit balance. Actual nett fee depends on your specific eligibility.
Course Schedule
Mark Your Calendar!
Duration: 2 Days (16 Hours)
| Course Dates | Trainer |
|---|---|
|
03, 04 Nov 2026 - 9.00am - 6.00pm Tue, Wed · In-Person
|
After the Course
Post-training Support
Your learning does not stop when the course ends. All graduates get ongoing access to three support channels included in the course fee.
Alumni Community
Join the Equinet Insider Network. Ask questions, share wins, and connect with fellow graduates and industry practitioners.
Live Post-Training Mentoring Sessions
Attend live group mentoring sessions with industry subject matter experts. Bring real problems from your work and get practitioner feedback.
Direct Trainer Access
Continue the conversation with your trainer after the course ends. Bring questions from real work and get practitioner feedback.
Post-training mentoring clinic sessions are included in your course fee.
Paid 1:1 mentoring sessions are also available for graduates who want deeper, project-specific guidance on their own work.
For Organisations
Training a Team?
Learners Review
What Our Trainees Say
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
“Before the course, I wasn’t very sure of what type of KPIs to track for my campaign, and I wasn’t very confident in building my own digital strategy without assistance from my colleagues. I was also very new to SEM and had no prior experience with it.
However, after attending the course and doing the assessment, I have gained more knowledge in how Google search and display ads work, and the whole mechanics behind it. I now have more confidence in building my own digital marketing plan and I have more interest to learn and improve in my SEM skills.
Overall, course experience was good and the trainer was very engaging. Thank you for the great session!”
Course Taken:
WSQ Digital Advertising Strategy
“The course has been very informative, and I have learnt a lot about digital advertising strategy that will help boost my resume. The trainer explained in depth the principles behind digital advertising, as well as the tools and processes needed to analyse and make improvements. The trainer’s perspective and methods will help me contribute more effectively to future marketing and advertising efforts.”
Course Taken:
WSQ Digital Advertising Strategy
“With little to no knowledge of digital advertising, this module has given very good insights into the platforms and tools. The hands-on practice is very useful in helping me understanding the process, features and functionalities. ”
Course Taken:
WSQ Digital Advertising Strategy
“The Digital Advertising course has given me better insight of how digital ad campaigns are planned, created and evaluated. Even though it was my first time using the Google Ad Manager platform, it was relatively easy to navigate and understand the features of the program with the guidance and patience of the trainer.”
Course Taken:
WSQ Digital Advertising Strategy
“The Digital Advertising course was a good course covering the various aspects of digital advertising, with concise information and hands-on sessions within a short duration of 2 days. Through this course, I have developed a better understanding of the various tools and platforms used in digital advertising.”
Course Taken:
WSQ Digital Advertising Strategy
“It was insightful to learn how to plan a digital ad campaign, understand the various digital channels available, and explore the different ad formats and how they function. The trainer covered the key areas well and was excellent at answering our questions during the 2-day course.”
Course Taken:
WSQ Digital Advertising Strategy
“The course provided insightful and useful knowledge, enabling me to contribute more effectively to my organisation.”
Course Taken:
WSQ Digital Advertising Strategy
“The course helped me put things into perspective, and the option to learn online was great. I gained a deeper understanding of the considerations behind different forms of advertising and how to measure their effectiveness and optimise advertising efforts.”
Course Taken:
WSQ Digital Advertising Strategy
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
Learners will learn how to connect campaign goals, channel choices, targeting, budgets, KPIs, and optimisation decisions so media spend is planned with a clearer purpose.
Yes. The course helps learners critique campaign plans, understand performance metrics, and communicate advertising decisions more confidently with internal and external stakeholders.
Learners will practise comparing channels based on audience behaviour, customer journey stages, search intent, media formats, and campaign objectives.
Yes. Learners will review advertising metrics, traffic discrepancies, campaign effectiveness, and optimisation strategies such as improving return on ad spend.
Learners will be better equipped to select channels, define KPIs, plan media budgets, project performance, structure campaigns, and identify where campaigns can be improved.
