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Course Description

Digital Marketing Strategy Process
Digital Marketing Strategy Process

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.

Target Audience

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.

Course Highlights

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

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

Certification

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.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Integrated Marketing

Course Code: TGS-2018503501
Course Support Period: 17 Apr 2019 – 05 Nov 2026

Course Outline

Instructor-led | Mode of delivery (Ice-breaker, Lecture, Class Discussion)

  • 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

Instructor-led | Mode of delivery (Lecture, Case Study, Role-play, Class Discussion, Demonstration and Modelling, Group Discussion)

  • 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

Instructor-led | Mode of delivery (Lecture, Case Study, Role-play, Class Discussion, Group Discussion)

  • 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

Instructor-led | Mode of delivery (Lecture, Case Study, Role-play, Class Discussion, Group Discussion)

  • Definition of SMART goals
  • Examples of Marketing Objectives, KPIs, and Channels
  • Introducing Key Performance Objectives for Marketing campaigns

Instructor-led | Mode of delivery (Lecture, Case Study, Role-play, Class Discussion, Group Discussion)

  • 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

Instructor-led | Mode of delivery (Lecture, Case Study, Role-play, Class Discussion, Group Discussion)

  • 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

Instructor-led | Mode of delivery (Lecture, Case Study, Role-play, Class Discussion, Group Discussion)

  • 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
  • Individual Project Work
  • Case Study (Written Assessment)

Trainer

Alex Fong
  • Former Head of Digital Marketing at StarHub
  • 20+ Years of Digital Marketing Expertise
  • Generated $11 Million Potential Pipeline for Global Network Security Client

Course Fees & Fundings

Course Fee:
S$975.00 (inclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$292.50 (inclusive of 9% GST) after SSG Subsidies

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$292.50

Course fees after subsidies can be further offset by SkillsFuture Credit.

SkillsFuture Baseline 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 9% GST): S$487.50

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.

Enhanced Training Support for SMEs (ETSS)

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 9% GST): S$292.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Baseline 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 9% GST): S$487.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$292.50

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 apply now.

Course Schedule

Learning Mode Course Dates Duration Trainer
Online via Zoom 17, 18 Jun 2025 (Tue, Wed) 9.00am - 6.00pm Alex Fong
In-Person 11, 12 Sep 2025 (Thu, Fri) 9.00am - 6.00pm Alex Fong
Online via Zoom 09, 10 Dec 2025 (Tue, Wed) 9.00am - 6.00pm Alex Fong

Click on the course dates above to register online.

Frequently Asked Questions (FAQ)

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.

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.

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

Still have unanswered questions? Check out the FAQs page or submit an enquiry.

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Testimonials

Jessica Siow

Jessica Siow

“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.”

Zhuo Qunjie

Zhuo Qunjie

“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.”

Brenda

“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.”

Karyl Loh

“The course was well-structured and packed with information. I feel more equipped with Digital Marketing Strategy knowledge.”

See All Reviews

WSQ Digital Marketing Strategy Course

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