WSQ Digital Marketing Essentials (Fundamentals) Certification Course

Learn the Fundamentals of Digital Marketing Hands-on in a Day

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

Modes of Delivery:
In-Person or Online Classroom

Duration: 8 Hours (1 Day)

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

This 1-day digital marketing essentials course will equip trainees with the essential foundations of digital marketing.

Through real world case studies, trainees will gain an understanding of the features and use cases of various digital marketing channels and learn how each of them can be integrated into their businesses. 

As guided by an industry expert, trainees will also be exposed to different facets of digital marketing such as social media marketing, email marketing, and Google Analytics. 

Furthermore, trainees will also be given access to a toolkit of templates, checklists, and guides to assist in their learning process. The toolkit of resources can be used to reinforce what they have learnt in the course, and to help shape their own digital marketing campaigns.

By the end of the day, trainees will take away an essential digital marketing plan and understand how to apply the concepts learnt to their real world projects.

Target Audience

This digital marketing fundamentals course is suitable for beginners embarking into digital marketing, business owners, startups, entrepreneurs, marketing executives, freelancers, career seekers, and mid-career switchers looking to get into digital marketing.



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

Some knowledge of sales and marketing concepts will be useful, although not a requirement.

Course Highlights

In this digital marketing essentials course, trainees will learn:

  • What digital marketing is and the important role it plays in business illustrated through case studies
  • How B2B and B2C digital marketing differ
  • What digital marketers actually do in their day-to-day job roles
  • Pricing models typically used by digital marketing agencies
  • What a customer persona is and an example of one
  • The step-by-step methodology in building a digital marketing strategy
  • Essential digital marketing metrics to track business performance
  • How to analyse basic digital marketing reports
  • And much more

Course Objectives

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

  • Elaborate the process of digital marketing and why it is important to a business
  • Recall and describe the features, usage, and effectiveness of various digital marketing channels
  • Illustrate digital marketing funnels based on clearly-defined customer personas
  • Develop a basic digital marketing strategy comprising of at least two digital marketing channels
  • Conduct preliminary analysis on digital marketing overview reports
  • Take away an actionable digital marketing plan at the end of the course

    Course Outline

     Download the full course brochure here.

    Introduction to Digital Marketing

    Instructor-led | Mode of Delivery (Lecture, Case Studies)

    • What digital marketing is
    • Digital marketing vs traditional marketing
    • Why digital marketing is important from both a marketer’s and a business owner’s perspectives
    • The role of digital marketing to a business
    • Digital marketing channels (search, social, email, display, and more)
    • B2B vs B2C digital marketing
    • Digital marketing case studies
    • What digital marketers do
    • How digital marketing agencies charge
    Digital Marketing Funnels

    Instructor-led | Mode of Delivery (Lecture, Case Studies, Practice and Feedback)

    • What a digital marketing funnel is
    • What a customer persona is and why a customer persona is important
    • Elements of a customer persona
    • Example of a customer persona
    • Stages of a digital marketing funnel
    • How to build a digital marketing funnel for your business
    Digital Marketing Strategies

    Instructor-led | Mode of Delivery (Lecture, Case Studies, Practice and Feedback, Demonstration and Modelling)

    • Digital Marketing Strategy: Defining your marketing objectives to identify KPIs, and the pros and cons of hiring a digital marketing agency and handling your efforts in-house
    • Content Marketing Strategy: Design and Deploy
    • Search Engine Optimisation Strategy: Keyword research, and Off-page SEO
    • Digital Advertising Strategy: Define, Develop, and Implement
    • Social Media Marketing Strategy: Discover and Develop
    • Email Marketing Strategy: Planning, Content, and Creative
    Digital Marketing Analytics

    Instructor-led | Mode of Delivery (Lecture, Case Studies)

    • What digital marketing analytics is
    • Why digital marketing analytics is important
    • Essential digital marketing metrics to track and analyse
    • Digital marketing analytics platforms
    • Overview reports on Google Analytics


    A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-2027-1.1 Marketing Mix Management 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 Marketing Essentials course assessment and achieved at least 75% attendance.

    WSQ Digital Marketing Essentials Course Equinet Academy Certificate

    *This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-2027-1.1 Marketing Mix Management
    Course Code: TGS-2022016625 / TGS-2022017063

    Course Support Period: 25 Oct 2022 – 24 Oct 2024 (In-person) / 14 Nov 2022 – 13 Nov 2024 (E-Learning)


    Digital Marketing Trainer at Equinet Academy Razy Shah

    Razy Shah

    Razy Shah is the co-founder of 2Stallions Digital Marketing Agency– an award-winning full-service agency. He co-founded 2Stallions in 2012 and has since grown it from an initial team of two to a company of thirty. Razy has over a decade of experience spanning across corporate sectors such as digital marketing, business development and management.


    “I had a good experience with Equinet’s Digital Marketing Essentials course – the curriculum was very well thought out. The trainer delivered and led the training very professionally. He showed strong subject knowledge. I would highly recommend Equinet for anyone hoping to learn new knowledge and skills.”

    Troy Lee, Resilience Collective

    “Highly recommend this course to anyone who wishes to acquire knowledge and skills. The instructor was engaging and very committed to guiding his audience to a better understanding of the topic as well applications.”

    Desiree Gabriel, Guthrie FMC

    Initially, I signed up wanting to get an understanding of how Digital Marketing works. The whole course curriculum really caught my attention and attending the course provided me with different insights on how it works.

    Stephenie Kho, Charles & Keith Group

    “The course is very insightful and provided a great practical view for better understanding and application. The entire course flow was very easy to follow. The trainer was very knowledgeable and was able to explain everything clearly in a way that was easy to understand.”

    Nur Aisyah Binti Mohamad Nassir

    The trainer was well-versed in various aspects of digital marketing and demonstrated his expertise during the course. Many participants were asking questions that were beyond the scope of the basic course yet he answered them.

    Vaishgnavi D/O Chandrasekaran

    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 Marketing Essentials 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:
    1 Day (9am - 6pm)

    Course Schedules:
    06 Jan 2023 (Fri), 9am - 6pm
    26 May 2023 (Fri), 9am - 6pm
    20 Jul 2023 (Thu), 9am - 6pm
    08 Sep 2023 (Fri), 9am - 6pm
    01 Dec 2023 (Fri), 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:
    1 Day (9am - 6pm)

    Course Schedules:
    16 Mar 2023 (Thu), 9am - 6pm

    (Click on the course dates above to register online)

    Course Fees & Fundings

    Course Fee:
    S$270 (inclusive of 8% GST)

    Course fee after eligible SSG Subsidies:

    From S$95 (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

    $270 $95 (inclusive of 8% GST of $20)
    (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

    $270 $145 (inclusive of GST of $20)
    (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

    $270 $95 (inclusive of GST of $20)
    (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

    $270 $145 (inclusive of GST of $20)
    (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

    $270 $95 (inclusive of GST of $20)
    (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.

    Will course notes or resources be shared before the session?

    Course notes / access to the resources will be shared by the trainer at the start of the session.

    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.

    What is the difference between this WSQ Digital Marketing Essentials course and the WSQ Digital Marketing Strategy course?

    The Digital Marketing Essentials course will equip you with the foundational knowledge of digital marketing, common terminology and an introduction to the various digital marketing channels. The Digital Marketing Strategy course goes more in depth into how these different channels and platforms should work together and how to develop a digital marketing strategy to achieve a unified goal.

    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.

    I noticed that it says a cert will be given with at least 75% attendance. Does this apply even though it’s only 1 day?

    Yes, 75% attendance will have to be accounted for in order to receive the in-house certificate. There will be internal SOPs set in place to track attendances via the Zoom application.

    Is 1 day sufficient to meet the learning objectives?

    This course is designed to provide bite-sized yet comprehensive information to be delivered within 1 day. If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to resit the course online without any cost on your end.

    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.

    Will this course allow me to acquire sufficient skills to find a job as a Digital Marketer?

    Though you may gain useful skills and applicable knowledge after completing this course, landing a job in digital marketing is a different level as some field experience is required. For more information on kickstarting a career in digital marketing, you may explore our Digital Marketing Career Resources Portal.

    How do I sign up?

    You can sign up for this course through this link. Once you have registered for the course, we will follow up with you via email regarding your course registration.

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

    If you’re unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs, or claim your free 5-step Digital Marketing Strategy Guide.

    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 Marketing Essentials

    Learn the Fundamentals of Digital Marketing Hands-on in a Day

    Up to 70% subsidies; reserve your seat today

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