Equinet Academy
Create a Comprehensive Digital Marketing Plan to Strengthen Your Portfolio
Course Description
What is This Course About?
This programme is designed to equip you with the necessary skills to develop a comprehensive digital marketing strategy and implementation plan, boosting your portfolio as a result.
Spanning across 4 months, learners will conduct audits, perform market research, set campaign objectives, create campaign plans, and develop a digital marketing optimisation strategy.
Each learner will work on developing a strategic plan either for their own company or a host organisation. Learners will benefit from the guidance of mentors who are industry veterans in digital marketing, enabling them to create actionable and data-driven strategies.
View completed Digital Marketing Capstone (Synchronous E-Learning) by our graduates:
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
This programme is designed for a diverse range of professionals who are looking to develop or enhance their digital marketing strategic planning skills. Whether you are a marketing professional aiming to take on a more strategic role, an entrepreneur seeking to grow your business, or a consultant looking to expand your service offerings, this course provides the knowledge and hands-on experience necessary to create comprehensive, data-driven digital marketing strategies.
- Marketing Professionals: Mid-level executives or managers looking to enhance their strategic digital marketing skills.
- Business Owners and Entrepreneurs: Individuals aiming to develop an in-house digital marketing strategy to grow their business.
- Digital Marketing Specialists: Professionals seeking to expand their expertise by integrating multiple digital channels into cohesive strategies.
- Marketing Consultants and Freelancers: Consultants looking to offer more comprehensive strategic marketing services to clients.
- Corporate Marketing Teams: Teams aiming to align digital marketing strategies with business goals and streamline multi-channel efforts.
- Career Changers: Individuals transitioning into digital marketing who want to build strategic planning skills.
- Organisation-Sponsored learners: Employees tasked with developing customised digital marketing strategies for their organisations.
Prerequisites
What You’ll Need to Get Started
- Strong Foundational Knowledge of Digital Marketing Concepts: Learners should have a foundational understanding of core digital marketing concepts, such as SEO/SEM, social media marketing, content marketing, and digital marketing analytics. This can be demonstrated by completing the Certified Digital Marketing Strategist programme or having equivalent work experience.
- Experience in Marketing or Related Field: Learners should have at least 1 year of experience in marketing, communications, or a related role where they have been exposed to basic marketing strategies and tools. Experience in a digital marketing capacity is highly recommended.
- Familiarity with Digital Marketing Tools: Learners should be comfortable using basic digital marketing tools such as Google Analytics, social media management platforms (e.g., Hootsuite, Buffer), or email marketing software. Experience in using paid advertising platforms (Google Ads, Facebook Ads) is a plus.
- Access to an Organisation or Host Company: Learners must have access to a company (whether their own or a host organisation) where they can apply the digital marketing strategies and audits developed throughout the course. Company-sponsored learners may use their own organisation, while non-sponsored learners will be attached to a host company.
- Basic Analytical Skills: Learners should have basic analytical skills, including understanding performance metrics, interpreting data, and making data-driven decisions.
- Comfort with Presenting: Learners should be comfortable delivering presentations as they will be required to present their strategic marketing plans during the course.
Learners should first secure a host organisation as a criteria to enrol for this programme using this outreach kit.
Course Highlights
What You’ll Learn
In this digital marketing capstone – develop implementation plan, trainees will:
- Develop a complete digital marketing strategy tailored to your organisation or host company.
- Gain hands-on experience in auditing digital marketing performance, conducting market research, and setting SMART KPIs.
- Work with experienced mentors to optimise your strategies using data-driven techniques.
- Learn to integrate multiple digital marketing channels into cohesive campaign plans.
- Personalised learning and mentoring throughout the programme including post-training mentoring
Course Objectives
What You’ll Takeaway
By the end of this programme, learners will be able to:
- Conduct a comprehensive digital marketing audit, assessing current performance and available resources.
- Perform detailed market research and competitive benchmarking to understand customer needs and market dynamics.
- Set measurable marketing objectives and SMART KPIs that align with business goals.
- Develop and execute multi-channel digital marketing campaigns, focusing on customer journeys.
- Utilise analytics to track performance, optimise campaigns, and make data-driven decisions for future improvements.
- Present a fully integrated digital marketing strategic plan for their company or host organisation.
- Seek employment in digital marketing related roles with the assistance of Equinet Academy through the Digital Marketing Career Programme
Skills Gained:
Digital Marketing Audit
Assess current digital performance, resources, and gaps to build a clear strategic foundation.
Market Research & Analysis
Conduct detailed research on competitors, customers, and industry trends to guide strategic decisions.
SMART KPI Development
Define measurable marketing objectives and performance indicators aligned with business goals.
Multi-Channel Campaign Planning
Create cohesive campaign plans that integrate SEO, SEM, social, content, and email marketing.
Customer Journey Mapping
Map and optimise user journeys to improve engagement, conversion, and retention outcomes.
Implementation Roadmap Creation
Develop a structured, actionable strategy for executing digital marketing initiatives.
Data-Driven Optimisation
Use analytics to track progress, refine tactics, and improve the performance of digital campaigns.
Strategic Plan Presentation
Present a comprehensive digital marketing strategy confidently to stakeholders and mentors.
Cross-Channel Integration
Align multiple digital channels into one unified, results-focused marketing strategy.
Portfolio-Ready Strategy Development
Build a complete digital marketing strategic plan that strengthens your professional portfolio.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
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 Marketing Capstone – Develop Implementation Plan assessment and achieved at least 75% attendance.
Course Code: TGS-2025052606
Course Support Period: 27 Jan 2025 – 26 Jan 2027
Course Outline
Inside the course
The WSQ Digital Marketing Capstone (Synchronous E-Learning) focuses on real-world strategy development. Learners conduct digital audits, market research, KPI planning, multi-channel campaign design, and optimisation, culminating in a portfolio-ready digital marketing implementation plan.
Digital Marketing Audit
- Audit of Available Resources (Human, tools, budget, etc.)
- Audit of Current Performance of Digital Channels
- Identifying Gaps and Opportunities
Activities: Lecture, Practical audit exercise, Mentor feedback, Peer review
Outcome: Ability to assess a company’s current digital marketing performance and resources.
Market Research and Analysis
- Customer Persona Development
- Market Analysis (including competitive benchmarking)
- SWOT Analysis
Activities: Market research exercise, SWOT analysis assignment, Peer review, Mentor feedback
Outcome: Creation of detailed customer personas and competitive analysis for strategic planning.
Setting Marketing Objectives and SMART KPIs
- Understanding Marketing Mix (7Ps of Marketing)
- Defining Business Objectives
- Establishing SMART KPIs (Specific, Measurable, Actionable, Realistic, Time-bound)
Activities: Group discussion on SMART objectives, Practical KPI setting
Outcome: Ability to set clear marketing goals and KPIs that align with business objectives.
Digital Marketing Campaign Planning
- Developing Campaign Plans for Multiple Channels (SEO/SEM, Social Media, Paid Advertising, etc.)
- Customer Journey Mapping
- Aligning Campaigns with Customer Personas
Activities: Creating a multi-channel campaign plan, Group critique and mentor feedback
Outcome: Comprehensive digital marketing campaign plan incorporating at least 2 channels.
Digital Marketing Analytics and Optimisation Plan
- UTM Tracking and Dashboard Creation
- Setting up and Optimising Analytics for Campaigns
- Conversion Rate Optimisation (CRO)
Activities: Setting up Google Analytics dashboards, Mentor feedback on tracking and analytics
Outcome: Ability to track and optimise digital marketing efforts through analytics and conversion rate optimisation.
Final Strategic Plan Development and Presentation
- Integrating all components of the digital marketing plan (audit, research, KPIs, campaigns, and optimisation)
- Preparing the final strategic plan presentation to digital agencies
- Peer and mentor feedback
Activities: Individual project presentations, Peer review, Mentor feedback
Outcome: Complete, ready-to-implement digital marketing strategic plan tailored to a specific company or host organisation.
Assessment Component
- Individual Project Presentation
- Oral Questioning
Trainers
Meet Your Educators
Trainer Bio
Jethro Xu
Jethro Xu is the Founder of JET.AVE, Agency Head at Metric Digital, and fractional Chief Marketing Officer at several startups. With close to two decades of experience in marketing and eCommerce, Jethro has helped build and scale many eCommerce storefronts, both for himself and his clients. His eCommerce experience is varied, and ranges from consumer electronics and movie paraphernalia, to flowers and healthcare products, and everything in between! His portfolio of eCommerce clients also includes companies at every stage of business maturity, from startups with a single product, to established multinational brands trying to expand into new markets.
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$450.00 (inclusive of 9% GST) after SSG Subsidies
Full Course Fee (without funding)
S$1,500.00
incl. 9% GST
S$450.00
Nett Course Fee Payable
Including 9% GST
S$750.00
Nett Course Fee Payable
Including 9% GST
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
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There are currently no intakes available. Please contact us to enquire on the next intake dates.
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.
This programme is designed for marketing professionals, business owners, digital marketing specialists, consultants, and career changers who want to develop a comprehensive digital marketing strategic plan. It’s also suitable for organisation-sponsored trainees who need to create a customised strategy for their company.
The course is divided into 8 sessions over 4 months, with each session lasting 3 hours. The learning units are sequenced to guide you through the entire process of creating a strategic digital marketing plan—from conducting audits to presenting the final plan. You will have access to your mentor’s contact details to assist you throughout your project development.
Yes, participants need access to a company where they can apply the strategies and audits developed in the course. If you are not sponsored by your own company, we will assist you in finding a host organisation or digital marketing agency with a qualified mentor for the attachment.
- By the end of the programme, you will be able to conduct a full digital marketing audit, perform market research, set SMART KPIs, develop multi-channel digital marketing campaigns, and use analytics to optimise your efforts. You will also present a comprehensive digital marketing strategy that is ready for implementation.
- You will also be able to present your portfolio to potential employers hiring digital marketing-related roles. For more details on career assistance, check out our Digital Marketing Career Programme.
You will receive mentorship from experienced digital marketing professionals throughout the programme. There will also be group critiques, peer feedback, and individual guidance to help you refine your strategy.
You will be assessed through an individual project where you will develop a strategic marketing plan and present it to mentors and peers. There will also be a role-playing pitch presentation where you will present your plan to potential clients or digital marketing agencies.
This programme is best suited for individuals with some background in marketing or digital marketing. If you are completely new to the field, we recommend completing the Certified Digital Marketing Strategist programme first.
Participants should have a basic understanding of digital marketing concepts, some experience with marketing or digital marketing tools, and basic analytical skills. Familiarity with platforms such as Google Analytics or social media management tools is recommended.
Absolutely! One of the key objectives of this programme is to help participants develop a customised digital marketing strategy that they can immediately apply to their own business or the organisation they work for.
You will work with tools like Google Analytics, SEO tools, social media and content marketing platforms. These tools will help you plan, track, and optimise your digital marketing campaigns.
Brochure Download
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