WSQ Digital Advertising Course

Learn How to Develop and Run Successful Digital Advertising Campaigns

DOWNLOAD BROCHURE SIGN UP FOR THIS CLASS

Choose from online-based or face-to-face classroom learning modes

Accredited By:

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-4006-1.1 Integrated Marketing

COMPLIMENTARY REFRESHER

1 free refresher seat within 1 year after the course
Seats are non-participatory. Participatory seats are subject to availability.

POST-TRAINING SUPPORT

Up to 3 complimentary followup sessions and after-training support
Access to mentor via short live group consultations (booster sessions), email, and forum support

LIFETIME COURSE MEMBERSHIP ACCESS

Gain lifetime access to up-to-date online resources for the course attended
Access up-to-date course slides, guides, and actionable templates via the learning portal

COURSE DESCRIPTION

5-Step Digital Advertising Framework

Consumers in Singapore spend more than two thirds of their waking hours on digital devices daily, with the top gadget used being the smartphone. With the advent of the smartphone, digital disruption is here to stay and brands need to adopt a customer-focused digital strategy to cut through the noise and stay relevant.

Digital advertising is one of the ways to efficiently reach a wide targeted audience and effectively deliver timely and relevant marketing messages to achieve marketing and business objectives. A well-developed and well-targeted digital advertising campaign can benefit your business in the following ways:

Significantly improve brand recall (by consistently displaying your ads to your target audience) and drive brand awareness and interaction
Showcase your ads to relevant customers at appropriate stages of the consumer buying journey, increasing the likelihood of securing purchase
Amplify the synergy between both online and offline channels (Omni-channel) and to deliver a consistent omni-channel customer experience
Increase your reach – as consumers today spend a significant amount of time on digital devices (mobile, tablet, desktop)

This 2-day Digital Advertising course provides you with a realistic and practical setting where proper understanding and interpretation of how each digital advertising channel functions and performs beats sloppy guesswork and assumptions.

To better facilitate the learning, a mix of group work, discussions, case studies, and role-playing will be used. Packed with a combination of successful and unsuccessful real world case studies, you will learn how to identify and avoid costly mistakes and most importantly develop and implement successful Digital Advertising campaigns.

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TARGET AUDIENCE

Marketing Executives, Marketing Managers, Business Owners, and Digital Marketing Account Managers who oversee/manage paid media and digital advertising campaigns.

CERTIFICATION

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-4006-1.1 Integrated Marketing under the National Infocomm Competency Framework (NICF) and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Digital Advertising assessment and achieved at least 75% attendance.

PRE-REQUISITES

Basic computer knowledge.

Face-to-face classroom learning mode: Each participant will be provided a windows laptop for the duration of the course. Participants may however opt to bring their own laptops.

Online-classroom learning mode: Personal computer, stable internet connection of at least 10mbps, webcam, microphone, video conferencing platform, and other logistical requirements outlined in the Online-based Classroom Learner Guide.

COURSE OUTLINE

Introduction to Digital Advertising Channels

Instructor-Led | Lecture, class discussion, group discussion, group presentation, group project work

▷ Understand the Digital Advertising platforms and channels – (Facebook, Google, Aggregators, PPC, SEM, Social, Programmatic) and their impact on the business
▷ Understand Advertising formats (native, text-based, banner, social, video, sponsored, content, push notification, rich media)
▷ Understand the Programmatic Advertising ecosystem (RTB, DSP, SSP, Retargeting/Remarketing)
▷ How to select the right digital advertising channels to achieve marketing objectives

Understanding the Consumer Journey

Instructor-led | Lecture, group discussion, group presentation, group project work

▷ Understand the digital customer and the digital buying behaviour
▷ How to develop a customer persona
▷ Identify digital advertising campaigns that are best suited to market the product / service offering
▷ Mapping the customer journey and digital touchpoints

Develop Digital Advertising Plan

Instructor-led | Lecture, demonstration and modelling, case study, drill and practice, group discussion, group presentation, group project work

▷ Define and understand the difference between Metrics and KPIs
▷ Mapping metrics and KPIs with business and marketing goals
▷ Framework to develop a digital advertising plan
▷ Prioritising digital advertising channels based on marketing goals and budget
▷ Determine budget framework for each digital advertising channel
▷ Develop and implement channel-specific digital advertising strategic action plans
▷ Understanding messaging, copywriting and creative

Digital Advertising Analytics

Instructor-led | Lecture, demonstration and modelling, case study, class discussion

▷ Tools and platforms to measure and track campaigns
▷ Dashboards for management and teams
▷ Analysing and interpreting reports to measure the impact of digital advertising campaigns on the business performance

Integrating Offline and Online Advertising

Instructional-led | Lecture, class discussion

▷ Evaluating the effectiveness of traditional and digital advertising channels based on customer behaviour and sales performance
▷ Best practices on integrating traditional and digital advertising efforts

Assessment Component

▷ Short Answers/Structured Questioning (Written Assessment)
▷ Case study (Written Assessment)

DOWNLOAD BROCHURE SIGN UP FOR THIS CLASS

Choose from online-based or face-to-face classroom learning modes

COURSE HIGHLIGHTS

In this digital advertising course, you will learn:

How to objectively plan, implement, and measure your media effectiveness across various digital advertising channels
How digital advertising plays a role in the marketing ecosystem and customer journey
How to develop and execute a holistic digital advertising campaign, optimise and critique performance metrics
How to appropriately critique key performance metrics and be smart about it (key metrics to analyse and optimise to ensure your campaign objectives are met)
How to navigate and manage internal and external business stakeholders in a strategic manner
And much more

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COURSE OBJECTIVES

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

Determine appropriate digital advertising channels and platforms that are best suited to market the product / service offering.
Analyse consumer behaviour and buying journey to uncover planning considerations for the marketing mix and identify digital advertising campaigns that are best suited to market the product / service offering
Formulate and implement digital advertising plan to achieve business and marketing objectives
Set up measurement and reporting tools to evaluate performance of marketing mix against business results
Leverage strengths of traditional and digital marketing channels, and apply best practices of integrating both traditional and digital marketing efforts

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COURSE PROGRESSION

The Digital Advertising course is the fourth recommended module to take out of the six digital marketing core modules. 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

Roy Wee

With more than 14 years in the digital field, Roy has managed a wide range of both paid and owned digital channels from SEM, Social Media, Display, Affiliate Marketing, SEO, Marketing Automation, and Mobile Marketing. As a result, he has extensive experience in managing an eCommerce business, digital marketing, UI/UX and guiding brands/organisation through the digital transformation process.

Roy started his career in the digital creative line and transited into digital marketing and eCommerce as a Product Manager for Marina Bay Sands as a founding member. During his role as founding member and Product Manager for Marina Bay Sands, he oversaw the conversion funnel of direct room booking from marinabaysands.com and maintaining a good CVR of above 3%.

He then joined Rakuten Singapore as a Web & Marketing Director and expanded his role as a Deputy General Manager, managing the entire business from marketing, operations, to customer acquisition growth. As the campaign lead of the business first and biggest campaign, Roy has managed to drive over 300K traffic in a span of 5 days and achieving at 3.5% CVR with the high volume of traffic. Roy has also grow the business over 200% MOM and over 100% YOY.

A true adopter in analytics and data-driven campaigns, Roy uses this principle to grow businesses in new customers’ acquisitions and demand generation. And to continue to provide quality service to existing customers, Roy has experience in using various digital channels to best engage current customers based on the different demographics of the customers.

With the continual of increased expectations from the digital generation, Roy strongly believes that a seamless experience that integrates between offline and online is now only a foundation of service. Understanding who they are, what they want and anticipate what customers are looking for next will be the next level to provide a seamless experience.

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Shaun Lee

Shaun comes from a rich background of B2B sales, social media marketing, demand generation, marketing operations and marketing strategy.

During his tenure as a global digital marketing leader, he was awarded by Linkedin as a top paid media specialist. His advertising strategies drove 90% more sales conversions while reducing marketing cost by 30%. Shaun’s campaigns beat industry benchmarks and was recognised as one of the best performing campaigns in 2018 by Linkedin’s digital team.

Shaun’s advertising experience include managing million dollar digital budgets. Using the latest digital strategies, Shaun helps MNCs, SMEs & entrepreneurs maximise their ROI on Linkedin. More than just advertising, Shaun was able to create an ecosystem of data enrichment capabilities. This enabled his teams to achieve B2B precision targeting on traditionally B2C platforms like Facebook, Twitter and Google. He has helped a Canadian tech start-up rapidly grow to a seven-figure profit within 1.5 years.

Playing a key role in previous marketing agencies, Shaun had the opportunity to consult top brands like Grab, Oracle, Microsoft, Salesforce, NUS (and more) with their online marketing & go-to market strategy. This exposure gave him a holistic view of data analytics, social selling, conversion rate optimisation, A/B testing and PPC. Being experienced in multi-step email cadences and complex marketing operations on Pardot and Marketo, Shaun helped in the implementation of an intent-based technology that allowed his team to identify in-market audiences rapidly. This led to more accurate and timely marketing messages to his audiences, which translated to higher sales conversions.

An ACTA-certified trainer, Shaun has trained hundreds of corporate individuals on demand generation, social media marketing, online marketing, and field marketing. He has led trainings at notable companies like Evernote Corporate, NTUC Learning Hub, Shell, ST Engineering, Mediacorp, and e2i.

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*Only one trainer will be facilitating per class.

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

Choose from online-based or face-to-face classroom learning modes

COMPANIES WHO HAVE ATTENDED OUR COURSES

“Roy is one of the best trainers, very clear, lots of work experience and good examples of real world applications. He is one of the advanced users/trainers. Equinet has fantastic trainers, excellent infrastructure, the course is just right they adjust to your needs from beginning to advanced. Trainers are really super experienced and can also cater for advanced users!”
Jimmy Chew Beng Hoe
Attended the course on 30, 31 Jan 2020

“Shaun’s teaching is real and relevant to the present market, very helpful, going the extra mile to help, advise and teach beyond the slides.”
Ng Siew Yuan
Attended the course on 18, 19 Jan 2020

“I really love the course and wish to learn more about digital marketing. The instructor is a very experienced practitioner and delivers the content very well and shares many interesting case studies!”
Kim Pei Xuan
Nanyang Bridge Media Pte Ltd
Attended the course on 4, 5 Jan 2020

“Very good real life activities such as creating ads and role play planned for real life transfer of learning. Introduced many tools which enriched the learning experience. Shaun is a very passionate trainer who tries his best to make time to explain and clarify concepts with learners who have doubts. Excellent attitude, very helpful.”
Wong Chun Meng
ASK Training Pte Ltd
Attended the course on 4, 5 Jan 2020

“The trainers at Equinet are highly qualified, very approachable and teach so much valuable knowledge. Very grateful! Personally I think the courses at Equinet Academy are very comprehensive and the trainers are all experts in their fields. Highly recommend Shaun Lee as he is by far the most helpful, approachable, and taught beyond the curriculum. Thank you!”
Verene Lee
Attended the course on 4, 5 Jan 2020

“One of the best trainers. Shaun is very patient and clearly explains everything to all the students. For beginner levels of learning like myself, his extra explanations really helped me. He is also very patient with those of us who are lost. I like his idea of ‘Parking lot’ where we can write down our questions and he explains to us whenever we can. He is polite, has a lot of experience and shares with us to encourage and motivate us. Wish you the best Mr Shaun!”
Rajeswary
Attended the course on 21, 22 Dec 2019

“Shaun was really experienced, succinct, and clear in his delivery and he was open to share his struggles and experience which really helped and gave me motivation to keep persevering.”
Jennifer Tjahyadi
IFS Capital Limited
Attended the course on 14, 15 Dec 2019

“Great course and very practical for use. Some good humour too and therefore entertaining as well.”
Ken Yong
MANULIFE

“Insightful and very useful for startups!”
Joline Tan
CHAN BROTHERS

“A value for money course with in-depth and relevant coverage of Digital Advertising skills and knowledge.”
Charmaine Khoo
NANYANG POLYTECHNIC

“Very informative and detailed course for PPC and FB ads. Definitely value-for-money and useful for professionals embarking in these areas.”
Emmeline Tan
SSON

Jimmy Chew Beng Hoe Ng Siew Yuan Kim Pei Xuan Wong Chun Meng Verene Lee Rajeswary Jennifer Tjahyadi Ken Yong Joline Tan Charmaine Khoo Emmeline Tan

COURSE FEES

Course Fee:
S$798 nett

Course fee after eligible SSG Subsidies/SkillsFuture Credit:

From S$39.90 nett after 95% SSG Subsidies

Self-Sponsored Individuals:

Workfare Training Support (WTS) Scheme – 95% funding:
Eligible for Singapore Citizens 35 years and above; earning less than $2000/month

$798 $39.90
(Nett course fee payable after WTS funding)

$39.90 $0
(Nett course fee payable after WTS funding + $500 SkillsFuture Credit)

SkillsFuture Mid-career Enhanced Subsidy – 90% funding (Up to $50/hour):
Eligible for Singapore Citizens aged 40 years and above

$798 $79.80
(Nett course fee payable after MCES funding)

$79.80 $0
(Nett course fee payable after MCES funding + $500 SkillsFuture Credit)

Self-Sponsored Singapore Citizens and Singapore PRs – Up to 50% Funding Capped at $15/hour:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for WTS or MCES funding

$798 $558
(Nett course fee payable after SSG funding)

$558 $58
(Nett course fee payable after SSG funding + $500 SkillsFuture Credit or Post Secondary Education Account Funds)

Company Sponsored (SMEs):

Enhanced Training Support for SMEs (ETSS) – 90% funding (Up to $50/hour):
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$798 $79.80
(Nett course fee payable after ETSS funding)

Workfare Training Support (WTS) Scheme – 95% funding:
Singapore Citizens 35 years and above; earning less than $2000/month

$798 $39.90
(Nett course fee payable after WTS funding)

Company Sponsored (Non-SMEs):

SSG Non-SME Grant – 50% funding (Up to $15/hour):
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs

$798 $558
(Nett course fee payable after SSG funding)

SkillsFuture Mid-career Enhanced Subsidy – 90% funding (Up to $50/hour):
Eligible for Singapore Citizens aged 40 years and above

$798 $79.80
(Nett course fee payable after MCES funding)

Workfare Training Support (WTS) Scheme – 95% funding:
Singapore Citizens 35 years and above; earning less than $2000/month

$798 $39.90
(Nett course fee payable after WTS funding)

Check eligible grant amount and nett payable course fees via the grant calculator.

COURSE SCHEDULES

Online Classroom Dates

Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
4 half days (9am – 1pm or 2pm – 6pm)

Face-to-face Classroom Dates

Course Duration:
2 Days (9am – 6pm)

Course Schedules:
10, 11 Mar 2020 (Tue, Wed) Full house
14, 15 Mar 2020 (Sat, Sun) Full house
11, 12 Jul 2020 (Sat, Sun)
16, 17 Jul 2020 (Thu, Fri)
27, 28 Jul 2020 (Mon, Tue)
15, 16 Aug 2020 (Sat, Sun)
31 Aug, 1 Sep 2020 (Mon, Tue)
10, 11 Sep 2020 (Thu, Fri)
19, 20 Sep 2020 (Sat, Sun)
28, 29 Sep 2020 (Mon, Tue)
17, 18 Oct 2020 (Sat, Sun)
26, 27 Oct 2020 (Mon, Tue)
2, 3 Nov 2020 (Mon, Tue)
21, 22 Nov 2020 (Sat, Sun)
26, 27 Nov 2020 (Sat, Sun)
7, 8 Dec 2020 (Mon, Tue)
12, 13 Dec 2020 (Sat, Sun)
17, 18 Dec 2020 (Thu, Fri)

(Click on the course dates above to register online)

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FREQUENTLY ASKED QUESTIONS (FAQS)

What is the difference between online classroom and face-to-face traditional classroom?

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 25 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in person).

In an online-based classroom, lessons will be delivered via a video conferencing software. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

What is Digital Advertising?

Digital Advertising is a medium of digital marketing that uses any form of digital ads to deliver marketing messages including, but not limited to display and video adverts, paid search, mobile, and social ads to a brand’s target audience.

How is this course different from other digital advertising courses in the market?

This course provides you with bite-sized, yet comprehensive and actionable digital advertising strategies and tactics that you can implement right after the course, unlike other Diploma and certification courses which are packed with assignments and require long-term time commitment. Beyond this, it’ll also be conducted by a highly experienced social media marketing professional.

At Equinet Academy, we are committed to delivering quality training:

We provide you with life-time access to up-to-date course materials (learner’s guide, slides, templates, and other training resources) via the learning portal.
You will not sit through hours and hours of dry and tormenting lecture. Instead, you will experience instructional design learning methodologies such as discussions, group project work, interactive quizzes, and hands-on implementation of the concepts learnt.
You will be guided by an experienced professional in the field of digital advertising, who will be able to provide you with actionable advice and costly mistakes to avoid, thus shortening your learning curve.
You will be provided with additional support after attending the course.

Who is this course suitable for?

This course is suitable for Marketing Managers and Marketing Executives who manage or oversee the digital advertising campaigns within the organisation or campaigns outsourced to digital marketing agencies.

What is the difference between this course and the Facebook Ads and Google Ads platform-based courses?

This course provides you with a holistic overview and understanding of various digital advertising channels such as paid search, paid social, display advertising, and video and mobile advertising. It also equips you with the required skills and knowledge to develop and implement a digital advertising strategy which includes:

Defining advertising objectives and KPIs
Selecting the right digital advertising channel mix in accordance with target customer personas
Developing a strategic digital advertising plan to achieve marketing objectives
Tracking and measuring performance in order to suggest improvements and develop optimisation plans

This course also enables you to explore the Google Ads platform and participate in the hands-on implementation of creating a basic Search, Display, and Remarketing campaign. This will enable you to better understand the technical features of a mainstream advertising platform and will help you better manage a digital agency/paid media specialist.

The Facebook Ads and Google Ads course on the other hand, emphasises more on the technical set-up and execution of the ad campaigns on the respective platforms e.g – How to create a Facebook Ads/Google Ads campaign from scratch, implement audience targeting strategies, and set up pixel/javascript tracking to measure conversions and optimise performance.

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 advertising campaigns, can I consult the trainer?

Yes! Our trainers are dedicated practitioners who strive to ensure you gain significant value from the training. You may consult your trainer during and after class. More details on after-training support here.

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.

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.

SIGN UP FOR THIS COURSE

Learn How to Develop and Run Successful Digital Advertising Campaigns Today

Choose from online-based or face-to-face classroom learning modes

WSQ Digital Advertising Course

Accredited By:

COMPLIMENTARY REFRESHER

POST-TRAINING SUPPORT

LIFETIME COURSE MEMBERSHIP ACCESS

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

Certified Digital Marketing Strategist

Certification

Trainers

WHY LEARN AT EQUINET?

COMPANIES WHO HAVE ATTENDED OUR COURSES

COURSE FEES

COURSE SCHEDULES

FREQUENTLY ASKED QUESTIONS (FAQS)

SIGN UP FOR THIS COURSE

Learn How to Develop and Run Successful Digital Advertising Campaigns Today

About Equinet Academy

Training Courses

Contact Details