WSQ Digital Advertising Course

Learn How to Develop and Run Successful Digital Advertising Campaigns

Check your funding eligibility (up to 70% subsidies) and reserve your seat

Modes of Delivery:
In-Person or Online Classroom

Duration: 16 Hours (2 Days)

Accredited by SkillsFuture Singapore (WSQ)

3-Year Access to Course Resources

3-Year Access to E-Learning Videos

3-Year Refresher and Ask Me Anything Sessions

Corporate Clients

Be assured of the highest quality of training in the classroom.

Course Description

5-Step Digital Advertising Framework

5-Step Digital Advertising Framework

Consumers in Singapore spend more than two-thirds of their waking hours on digital devices daily, namely smartphones. With the advent and proliferation 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 allows brands to efficiently reach a wide targeted audience, delivering timely and relevant marketing messages to achieve their objectives. A well-developed and well-targeted digital advertising campaign can benefit your business in many ways, including growing your reach, improving brand recall, and targeting customers when they are most likely to purchase.

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. 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.

Target Audience

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



You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

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

Course Objectives

By the end of the class, trainees 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

Course Outline

This course comes with 3-year free access to the e-learning course videos.

Download the full course brochure here.

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)
This module is part of the Certified Digital Marketing Strategist (CDMS) Programme, comprising of 6 core modules.


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 trainees who have demonstrated competency in the NICF WSQ Digital Advertising course assessment and achieved at least 75% attendance.

WSQ Digital Advertising Course Equinet Academy Certificate

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-4006-1.1 Integrated Marketing
Course Codes: TGS-2019503422 / TGS-2020505251

Course Support Period: 01 Jul 2019 – 30 Jun 2023 (In-person) / 22 Jul 2022 – 21 Jul 2024 (E-Learning)


Shaun Lee Digital Marketing
Shaun Lee

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

Roy Wee
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 Wee

Ian Ong

Ian is the co-founder of an award-winning digital agency headquartered in Singapore. He led the company to receiving numerous industry-recognised awards from Marketing Interactive across multiple categories including lead generation and mobile marketing.

*Only one trainer will be facilitating per class.


“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.”

Wenyi Saw, Adidas

“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!”

Charissa Goh

“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.”

Tan Li Xing

“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. ”

Magdelene Chua, Huntsman Corporation

Why Learn at Equinet?

Get expert advice, learning resources, and post-training support for up to 3 years.

Complimentary Refresher

1 free refresher seat (re-sit the course online) within 3 years after the course.

Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.

Equinet Academy Insider

Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.

Course Resources

Get 3-year access to constantly updated Digital Advertising course resources.

E-Learning Videos

Watch bite-sized lessons online to help you recap on what you have learnt, for up to 3 years.

Course Schedules

Unfamiliar with how online classes are run? Check out the online classroom learner’s guide.

Choose from online classroom and in-person (face-to-face) classroom learning.

In-Person Course Dates
Course Duration:
2 Days (9am - 6pm)

Course Schedules:
2, 3 Feb 2023 (Thu, Fri), 9am - 6pm
13, 14 April 2023 (Thu, Fri), 9am - 6pm
23, 24 May 2023 (Tue, Wed), 9am - 6pm
20, 21 Jun 2023 (Tue, Wed), 9am - 6pm
24, 25 Aug 2023 (Thu, Fri), 9am - 6pm
19, 20 Sep 2023 (Tue, Wed), 9am - 6pm
24, 25 Oct 2023 (Tue, Wed), 9am - 6pm
16, 17 Nov 2023 (Thu, Fri), 9am - 6pm
12, 13 Dec 2023 (Tue, Wed), 9am - 6pm

(Click on the course dates above to register online)
Online Classroom Course Dates
Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
2 Days (9am - 6pm)

Course Schedules:
9, 10 Mar 2023 (Thu, Fri), 9am - 6pm
27, 28 Jul 2023 (Thu, Fri), 9am - 6pm

(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:
S$959.04 (inclusive of 8% GST)

Course fee after eligible SSG Subsidies:

From S$337.44 (inclusive of 8% GST) after 70% SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by SkillsFuture Credit.

Self-Sponsored Singapore Citizens and Singapore PRs – 50% Funding:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(Nett course fee payable after SSG funding) 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

Company Sponsored (SMEs):

Enhanced Training Support for SMEs (ETSS) – 70% funding:
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after ETSS funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company Sponsored (Non-SMEs)

SSG Non-SME Grant – 50% funding:
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(Nett course fee payable after SSG funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

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


Questions? Check out the frequently asked questions below.

Do I have to prepare anything before attending the course?

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.

Are there any funding or government subsidies for this course?

You may be eligible for up to 70% SkillsFuture subsidies. If you wish to check your funding eligibility, you may complete step 1 of the course registration form to check your nett course fees payable after all available subsidies.

For more information on all available course funding/grants/subsidies, you may check out this FAQ page.

If I have any questions after the course, can I consult the trainer?

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.

What is the difference between online classroom and in-person classroom learning modes?

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 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, Zoom. 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. Both learning modes essentially offer the same course content and learning outcomes.

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

Can't I learn everything over the internet?

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Will there be video recordings of the session made available for reference after class?

Unfortunately, we are unable to provide video recordings of the class due to PDPA regulations (Personal Data Protection Act). However, all courseware and e-learning videos are accessible online via the learning management system for 3 years. You may also sign up for a complimentary online refresher course for up to 3 years post-training.

Are these short courses sufficient to achieve desirable learning outcomes?

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

I'm still unsure whether this course can help me meet my objectives.

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.

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

WSQ Digital Advertising Course

Learn How to Develop and Run Successful Digital Advertising Campaigns

Up to 70% subsidies; reserve your seat today

Related Courses

Advanced CMS Course Cover

WSQ Digital Marketing Analytics Course (Google Analytics 4)

Transform data into actionable insights. Become Google Analytics 4 Competent.

Advanced SEO Course Cover

WSQ Facebook Marketing and Advertising Course

Create impactful Facebook Marketing and Advertising campaigns. Measure, optimise, and improve your Facebook marketing ROI.

Advanced Digital Advertising Course Cover Image

WSQ Google Ads Course

Learn how to create, manage, and optimise Google Ads campaigns.

Up to 70%
SkillsFuture Subsidy