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WSQ Digital Marketing Strategy

Redefine Your Digital Marketing Strategy in Two Days

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

Digital Marketing Strategy Process
This 2-day interactive 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 on the most current digital marketing strategies, frameworks, and methodologies practiced by digital marketing industry experts.

A range of instructional design methodologies (e.g. Brainstorming & group discussion, case study & problem-solving, concept formation, role-play), integrated with a mix of interactive quizzes and presentation will be used to facilitate and engage the learning experience.

Packaged into bite-sized modules, this compact 2-day workshop will provide trainees with a comprehensive overview on how corporate companies, SMEs, and industry experts develop and execute tactical and sustainable digital marketing strategies and 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.

Read: What is Digital Marketing and 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

Course Outline

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

Download the full course brochure here.

Aligning Digital Marketing Strategy to the Business Strategy
Instructor-led | Mode of delivery (Ice-breaker, Lecture, Class Discussion)

  • Define digital marketing
  • Where digital marketing fits in the business strategy
  • Overview of digital marketing strategy in alignment to business processes
Derive KPIs and Metrics from Marketing Objectives

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

  • What are digital marketing objectives and KPIs?
  • Overview of digital marketing metrics
  • Relationship between marketing objectives, KPIs, and metrics.
Understand Customers, Market, and Digital Landscape

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

  • 3 pillars of a digital marketing experience – User Journey, Digital Channels, and Creative & Content 
  • Deep dive into different digital channels (display/video advertising, paid search, social media marketing, online partnership/PR, email/mobile marketing) and digital marketing trends
  • Connections between website, content marketing, SEO, and other digital channels
  • Considerations of customers, company, and competitors to conduct competitive market analysis with the use of digital marketing tools
Digital Marketing Channels and Touchpoints
Instructor-led | Mode of delivery (Lecture, Case Study, Role-play, Group Brainstorming, Group Discussion, Group Presentation)

  • Overview of digital marketing channels and consumer journey touchpoints
  • How to select the right digital marketing channels that align to your marketing objectives
  • Mapping digital marketing channels to buying funnel and consumer touchpoints
  • Relationship between website and digital channels (SEO, SEM, Social Media, Email, Content, Display, Digital PR)
Develop a Strategic Digital Marketing Plan
Instructor-led | Mode of delivery (Lecture, Case Study with activity sheet, Role-play, Group Brainstorming, Class Discussion, Group Discussion, Group Presentation)

  • Understand the framework that supports the development of action plans
  • Overview of SWOT analysis (driver)
  • Develop a strategic digital marketing plan
  • Overview of budget and ROI of a digital marketing plan
Set Up and Implement Digital Marketing Campaigns

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

  • Introduction to a campaign brief and media plan
  • Understand and setup Google Analytics to track user behaviour and marketing initiatives
  • Implement campaign URL to track user journey from digital channels to a website
  • Overview of digital marketing team structure – in-house vs external (agencies/freelancers)
Evaluate and Optimize to Improve Business Performance

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

  • Walk-through of Google Analytics – analyse and interpret digital marketing reports
  • Introduction to continuous optimisation process
  • Different types of testing methods
Assessment Component
  • Individual Project Work
  • Case study (Written Assessment)
This module is part of the Certified Digital Marketing Strategist (CDMS) Programme, comprising of 6 core modules.

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-5006-1.1 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 NICF WSQ Digital Marketing Strategy course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-5006-1.1 Integrated Marketing
Course Codes: TGS-2018503501 / TGS-2020505237

Course Support Period: 07 Nov 2018 – 05 Nov 2022 (In-person) / 22 Jul 2020 – 21 Jul 2022 (E-Learning)

Trainer

Digital Marketing Strategy and Digital and Web Analytics Trainer at Equinet Academy Kwok Zhong Li
Kwok Zhong Li

Zhong Li is the founder of Mikangle, a digital transformation company that focuses on advisory, training, and investment. He is also the Co-founder and now Advisor of Finty, an online financial marketplace that was acquired by an Australian firm, 15 months after the company was launched.

Digital Marketing Strategy Trainer at Equinet Academy Jackie Cheong
Jackie Cheong

Jackie is a digital enthusiast with over a decade of digital marketing experience in both business-to-business (B2B) and business-to-consumer (B2C) companies. Over the years, she has led digital marketing strategies in various Fortune 500 companies such as Amazon and 3M, and tech companies including Trend Micro Security, and Meltwater Monitoring.

Digital Marketing Strategy Trainer at Equinet Academy Kelvin Koo
Kelvin Koo

With more than 45 marketing effectiveness awards won in the last 6 years, Kelvin is one of the most awarded marketers in Singapore for digital effectiveness. These awards include work done for brands like Scoot, Audi, Qantas, Deliveroo, Klook, Canon, and Wine Connection.

*Only one trainer will be facilitating per class.

Testimonials

“I am very happy with the course because it focuses on the practical aspects of digital marketing such as conversion-based ROI strategic planning. This is especially relevant in the corporate SME environment where Return of Investment (ROI) matters a lot to the management.

Zhong Li is also very open when it comes to the industry practices and his views about digital marketing as a whole. He is able to relate to our questions easily, which shows his experience in this field.”

Leslie Chia, Raffles Medical Group

“The course content is detailed and has practical application purposes. I found that the course was very useful in learning about key metrics to take note of when setting up a digital marketing strategy as well as how to go about structuring a digital marketing plan.”

Shih Qing Pamela, Ninja Logistics Pte Ltd

“This course has provided me with better insights on digital marketing strategy and how it could help and elevate the planning process for my current work. Course Trainer, Zhong Li is very detailed in his course guide and had provided us with valuable content and tools in becoming a good digital marketer. Thank you trainer, Zhong Li and Equinet Academy.”

Tan Mei Shan, Takashimaya Singapore Ltd

“This is an excellent and very informative course, this would be beneficial to many working in SME’s to understand how digital marketing works. Especially relevant to business owners and anyone new to digital marketing or looking to grow their business.”

Emma Clough, TTG Wines

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.

Career Assistance

Fast track your career in digital marketing through our job placement assistance program.

Course Resources

Get 3-year access to constantly updated Digital Marketing Strategy 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.
Signing up for in-person classroom learning? Read the additional safety measures.

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

In-Person Course Dates
Enhanced safety measures in place aligning to MOH's guidelines.

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

Course Schedules:
19, 20 Jan 2022 (Wed, Thu), 9am - 6pm Limited seats
9, 10 Feb 2022 (Wed, Thu), 9am - 6pm Limited seats
23, 24 Mar 2022 (Wed, Thu), 9am - 6pm Full house
23, 24 Apr 2022 (Sat, Sun), 9am - 6pm
11, 12 May 2022 (Wed, Thu), 9am - 6pm
29, 30 Jun 2022 (Wed, Thu), 9am - 6pm
20, 21 Jul 2022 (Wed, Thu), 9am - 6pm
20, 21 Aug 2022 (Sat, Sun), 9am - 6pm
23, 24 Nov 2022 (Wed, Thu), 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:
13, 14 Jan 2022 (Thu, Fri), 9am – 6pm
19, 20 Feb 2022 (Sat, Sun), 9am – 6pm Limited seats
10, 11 Mar 2022 (Thu, Fri), 9am – 6pm Limited seats
6, 7 Apr 2022 (Wed, Thu), 9am – 6pm
26, 27 May 2022 (Thu, Fri), 9am – 6pm
4, 5 Jun 2022 (Sat, Sun), 9am – 6pm
7, 8 Jul 2022 (Thu, Fri), 9am – 6pm
4, 5 Aug 2022 (Thu, Fri), 9am – 6pm
1, 2 Sep 2022 (Thu, Fri), 9am – 6pm
14, 15 Sep 2022 (Wed, Thu), 9am - 6pm
5, 6 Oct 2022 (Wed, Thu), 9am – 6pm
29, 30 Oct 2022 (Sat, Sun), 9am – 6pm
3, 4 Nov 2022 (Thu, Fri), 9am – 6pm
3, 4 Dec 2022 (Sat, Sun), 9am – 6pm
8, 9 Dec 2022 (Thu, Fri), 9am – 6pm
(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:
S$950.16 (inclusive of GST)

Course fee after eligible SSG Subsidies:

From S$328.56 (inclusive of 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

$950.16 $328.56 (inclusive of GST of $62.16)
(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

$950.16 $506.16 (inclusive of GST of $62.16)
(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

$950.16 $328.56 (inclusive of GST of $62.16)
(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

$950.16 $506.16 (inclusive of GST of $62.16)
(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

$950.16 $328.56 (inclusive of GST of $62.16)
(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.

FAQs

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 other prerequisites/ criteria I need to meet in order to attend this course?

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files. If you have no prior experience in sales and marketing, attending the Digital Marketing Essentials Course prior to this course is recommended, although not a requirement.

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.

Do you offer career assistance for job seekers looking to get into digital marketing?

Yes. We offer career assistance and job placements through our digital marketing hiring and career assistance programs. Visit our career portal for more information.

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 Marketing Strategy

Redefine Your Digital Marketing Strategy in Two Days

Up to 70% subsidies; reserve your seat today

Up to 70%
SkillsFuture Subsidy