Equinet Academy
Redesign and Refine Your Digital Marketing Strategy
Course Description
What is This Course About?
With most of the world online today, digital marketing has become a tool for endless possibilities. You can easily reach new audiences and acquire new customers in seconds, increasing your reach immensely.
This interactive 2-day Digital Marketing Strategy Course is packed with real world case studies, industry best practices, and proven methodologies on how to develop an effective digital marketing strategy for both B2B and B2C businesses.
Trainees will gain broad insight into the most current digital marketing strategies, frameworks, and methodologies practised by digital marketing industry experts.
Packaged into bite-sized modules, this compact 2-day workshop in Singapore will provide trainees with a comprehensive overview of how companies and industry experts develop and execute tactical and sustainable digital marketing strategies and campaigns and how they can apply the same strategies to their own campaigns.
Furthermore, trainees will also be given access to a toolkit of templates, checklists, cheatsheets, and e-guides to assist in the development and implementation of an effective digital marketing strategy.
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 course is suitable for Marketing Professionals/Managers/Executives (PMEs), Business Owners, and Individuals who are looking to gain a comprehensive understanding of the concept of digital marketing strategy, campaign development and implementation.
Prerequisites
What You’ll Need to Get Started
Trainees should be proficient in web surfing and be able to write and converse in English.
Course Highlights
What You’ll Learn
In this Digital Marketing Strategy course, trainees will learn:
- The concept of digital marketing in both B2B and B2C contexts and the fundamentals of digital marketing channels ranging from search, social, to display.
- How to define digital marketing objectives and KPIs and align them to organisational goals.
- How to conduct competitive analysis and customer research using digital tools and strategic frameworks.
- How to develop a digital marketing strategy and strategic action plans that will achieve business objectives (brand awareness, customer engagement, sales)
- How to select the right digital marketing channels that aligns to the organisation’s marketing objectives.
- How to determine timelines for the execution of digital marketing campaigns and budget allocation for selected digital marketing channels
- How to implement campaign tracking and identify key digital marketing metrics to measure digital marketing campaign performance.
- How to interpret digital analytics reports and apply a continuous optimisation framework to improve business performance.
Course Objectives
What You’ll Takeaway
By the end of the class, trainees will:
- Be able to demonstrate a comprehensive understanding of the concept of digital marketing, features of various digital marketing channels, and market strategy
- Gain actionable insights on the latest digital marketing trends and various digital marketing channel strategies in both B2B and B2C contexts
- Be able to select appropriate digital marketing channels based on the marketing strategy
- Be able to develop a digital marketing strategy and create roadmaps for campaign implementation to achieve business and marketing objectives
- Be able to review performance indicators to measure the effectiveness of a digital marketing strategy
Skills Gained:
Digital Marketing Strategy Fundamentals
Understand the role of digital marketing, key channels, and strategic applications across B2B and B2C contexts.
Consumer Journey & Funnel Mapping
Map customer journeys and funnels to plan digital touchpoints that drive awareness, consideration, and conversion.
B2B vs B2C Strategy Development
Distinguish between B2B and B2C approaches and design strategies that match different demand and lead generation models.
Multi-Channel & Omni-Channel Planning
Plan integrated campaigns across owned, earned, and paid media using multi-channel and omni-channel frameworks.
Digital Marketing Audit & Research
Conduct audits, market research, and competitive benchmarking to identify gaps, opportunities, and strategic priorities.
Objective Setting & SMART KPIs
Define clear digital marketing objectives and SMART KPIs aligned to business and marketing outcomes.
Campaign Roadmapping & Budget Planning
Develop campaign roadmaps with timelines, budgets, and channel allocations that support strategic goals.
AI, Trends & Digital Transformation
Interpret digital trends, AI-driven shifts, and transformation impacts to future-proof digital marketing strategies.
Analytics, Tracking & Optimisation
Use analytics and tracking to review performance, extract insights, and apply continuous optimisation frameworks.
Integrated Digital Marketing Plan Presentation
Consolidate research, strategy, media plan, and performance approach into a cohesive, presentation-ready digital marketing plan.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
A SkillsFuture WSQ Statement of Attainment (SOA) – Integrated Marketing under 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 Strategy course assessment and achieved at least 75% attendance.
Course Code: TGS-2018503501
Course Support Period: 17 Apr 2019 – 05 Nov 2026
Course Code: TGS-2020505237
Course Support Period: 22 Jul 2020 – 21 Jul 2026
Course Outline
Inside the course
This WSQ Digital Marketing Strategy course covers consumer journey mapping, B2B and B2C strategy, digital audits, SMART KPIs, multi-channel and omni-channel planning, marketing automation, analytics, and optimisation. Learn to design and present integrated, data-driven digital marketing strategies.
Introduction to Advanced Digital Marketing Strategy
- Defining digital marketing strategy
- Mapping the Consumer Journey – From User Journey to Funnel
- Differences between B2B and B2C Marketing – Demand Generation versus Lead Generation
- Enhancing Customer Engagement in relation to Digital Marketing Strategy
- Digital Marketing Trends, Digital Transformation and AI in Marketing
- AI’s impact on Marketing
- Key shifts in Marketing as a result of AI and Digital Transformation
- Understanding Multi Channel versus Omni Channel Marketing
- Overview of Branded Ads versus Influencer Marketing
- Introduction to Live Stream and Social Commerce
- Introduction to AI-driven Automation and Algorithms
- Overview of Creative and Content Personalisation
- Developing Advanced Digital Marketing Strategies
- Overview of Digital Marketing Process
- Overview of Micro-moments of Intent and Discovery
- Introducing Marketing Funnel Direction
- Overview of Owned, Earned and Paid Media
Conducting Comprehensive Digital Marketing Audit
- What is a Digital Marketing audit?
- Key components and characteristics of a Digital Marketing Audit
- Demonstration of key Digital Marketing Tools
- What are digital marketing objectives and KPIs?
- Overview of digital marketing metrics
- Relationship between marketing objectives, KPIs, and metrics
Performing Detailed Marketing Research and Competitive Benchmarking
- Overview of key components of Digital Marketing Analytics
- How to identify customer needs, preferences and behaviour patterns
- Data collection in Marketing Analytics
- Competitive Benchmarking of a company website
- Introducing key Ads Analytics platforms – Google and Meta
- Digital Marketing reports
Setting Measurable Marketing Objectives and SMART KPIs
- Definition of SMART goals
- Examples of Marketing Objectives, KPIs, and Channels
- Introducing Key Performance Objectives for Marketing campaigns
Developing and Executing Multi-Channel Digital Marketing Campaigns
- Overview of a Campaign Brief
- Marketing Campaign Funnel
- Traditional versus Alternative Marketing Funnel
- How to build Brand Visibility
- How to Turn Prospects into Customers
- Building Long-term Engaged Customers
- Business Marketing Scorecard
- Overview of Differences between Traditional, Multichannel and OmniChannel Marketing
- Developing an Omni Channel Strategy
- Identifying Audience Segments and Needs
- Differences between Building Brand Visibility for Awareness and Acquisition
- Acquisition – Driving Interest and Conversion
- Paid Media Strategy Overview
- Introducing Marketing Automation and MarTech tools
- Demonstration of Email Marketing Automation process
- Overview of Goals in Martech
- Marketing in an Omni-channel Journey
- Showcase of sample Martech Process
- Introducing the Marketing Technology Stack – Content Management Systems, Research and Monitoring, Marketing Automation, Data and Analytics, Social Media Management, Advertising and SEO, Project Management and CRM and Customer Support
- Overview of a Digital Transformation Roadmap
- Digital Marketing Maturity Model
- Examples of Digital Transformation Plans
Utilising Analytics to Optimise Campaigns and Drive Data-Driven Decisions
- Benefits of data-driven decision making in Marketing
- Digital Marketing Analytics – Overview of GA4 and Looker Studio metrics
- Concept of A/B versus Multivariate testing
- Importance of campaign URL builders
Presenting an Integrated Digital Marketing Plan
- Planning a Marketing Mix Campaign
- Overview of Key components of Integrated Marketing Plan
- Understanding the framework that supports the development of action plans
- Developing a strategic digital marketing plan
- Overview of budget and ROI of a digital marketing plan
Assessment Component
- Written Assessment
- Oral Questioning
Trainers
Meet Your Educators
Trainer Bio
Alex Fong
Alex is a seasoned Digital Marketer who has worked for both brands and agencies in Singapore, US, and Canada. He spent more than 20+ years studying and working in US and Canada before coming home to Singapore several years ago. He was Head of Digital Marketing for StarHub heading a team who managed performance marketing, SEO, content writing, and social media marketing and was the lead for managing the brand’s consumer media agency. He also had to work closely with product marketing, marcoms, CRM and ecommerce teams respectively to help the telco brand grow their subscriber base. He helped drove ~10% increase in subscriptions per quarter through the key performance marketing channels.
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$292.50 (inclusive of 9% GST) after SSG Subsidies
Full Course Fee (without funding)
S$975.00
incl. 9% GST
S$292.50
Nett Course Fee Payable
Including 9% GST
S$487.50
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 |
|---|---|---|---|
| In-Person | 29, 30 Apr 2026 (Wed, Thu) | 9.00am - 6.00pm | |
| In-Person | 29, 30 Jun 2026 (Mon, Tue) | 9.00am - 6.00pm | |
| In-Person | 27, 28 Oct 2026 (Tue, Wed) | 9.00am - 6.00pm |
Click on the course dates above to register online.
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.
Trainees should be proficient in web surfing and be able to write and converse in English.
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.
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.
Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert
Testimonials
Word on the Street!
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
“I really enjoyed learning directly from Alex Fong, especially how he broke down digital marketing strategy into clear, practical steps. The course went beyond theory and focused on real-world insights I could actually apply. It strengthened my skills and confidence, and helped me align marketing activities with clearer objectives, audience insights, and measurable outcomes. Overall, it gave me a more structured, data-driven way of approaching campaigns.”
Course Taken:
WSQ Digital Marketing Strategy, 2026
“I like it that Equinet allows us to re-attend the same course we have gone through at no extra cost, with the same key objective of wanting the students to learn instead of purely making money. I’ve definitely learned a lot about digital marketing etc and able to apply it to my own business. The learning objectives and notes are very clear and easy to follow if we choose to focus during the lesson.”
Course Taken:
WSQ Digital Marketing Strategy, 2025
“I had an excellent experience with Equinet Academy. The practical, hands-on approach to learning, combined with knowledgeable trainers, made the courses incredibly impactful. The insights I gained, particularly in digital marketing, content creation and SEO strategies, have greatly influenced my work. They helped me refine campaign planning, optimise ads for better ROI, and strengthen my overall digital strategy. These skills have empowered me to lead more effective marketing initiatives and achieve measurable results. The learnings have not only boosted my professional confidence but also enhanced the value I bring to my organisation.”
Course Taken:
WSQ Digital Marketing Strategy, 2025
“The course provided a holistic overview of digital marketing strategies. It also gave me insights into improving marketing activities and presenting campaign ideas to management.”
Course Taken:
WSQ Digital Marketing Strategy, 2025
“This course has helped me find solutions to grow my customer base online and manage my business interactions with online clients with more clarity.”
Course Taken:
WSQ Digital Marketing Strategy, 2025
“This is a good learning course that helped me gain knowledge of marketing tools and provided a clearer understanding of digital marketing frameworks.”
Course Taken:
WSQ Digital Marketing Strategy, 2025
“This course helped me gain valuable knowledge of marketing tools and provided a clearer understanding of the frameworks behind digital marketing.”
Course Taken:
WSQ Digital Marketing Strategy, 2025
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.
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