WSQ Facebook & Instagram Marketing Course

Create Impactful Facebook and Instagram Marketing and Advertising Campaigns

WSQ Course Accreditation Logo for ATO

Up to 70% Subsidy. Reserve your seat today.

90% SkillsFuture Funding Diagram

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

WSQ Facebook & Instagram Marketing Course

Create Impactful Facebook and Instagram Marketing and Advertising Campaigns

WSQ Course Accreditation Logo for ATO

Up to 70% Subsidy. Reserve your seat today.

90% SkillsFuture Funding Diagram

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

Accredited by SkillsFuture Singapore

Re-attend the Course Once Within 3 Years

3-year access to the courseware via our LMS

Post-Training Mentoring with Industry Experts

Lifetime Access to Community Support Group

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Course Description

Facebook has dominated the social media space and is currently the most-used social media platform worldwide. With billions of users on Facebook, utilising it as a marketing tool has become the norm.

This 2-day intensive Facebook and Instagram Marketing course will enable trainees to develop a Facebook and Instagram marketing strategy, launch compelling Facebook and Instagram marketing and advertising campaigns to drive leads/increase brand awareness, and review and optimise performance.

Through a mix of real world case studies, group work/discussions and hands-on implementation, trainees will gain practical knowledge and develop confidence in creating, running and managing Facebook and Instagram marketing campaigns.

Target Audience

Marketing Executives, Digital Marketing Managers, Social Media Managers, Business Owners, and individuals who manage and implement Facebook Marketing and Advertising on a day to day basis.

Course Highlights

In this 2-day Facebook & Instagram Marketing course, you will learn:

  • How to make use of Facebook marketing channels (Groups, Offers, Events, Marketplace) to market your business & products for free
  • How to utilise Facebook Audience Insights to better understand your potential customers and build relevant audiences for ad targeting campaigns
  • How to create multiple Facebook and Instagram ad campaigns from ground up, with step-by-step instructions and guidance from an industry expert
  • How to select the right advertising campaign objectives (Brand Awareness, Reach, Traffic, Lead Generation, Conversion) that align to the marketing objectives (many marketers get this wrong)
  • Industry best practices in writing attractive ad copy, designing visually-captivating creatives, and delivering compelling promotions
  • How to build powerful marketing audiences on Facebook and Instagram, segment and target them effectively to produce positive return on investment
  • How to develop and implement Facebook ad retargeting strategies
  • Facebook Marketing Analytics: What to measure, how to analyse reports, and what to do with the insights
  • How to deploy A/B testing strategies and implement continuous optimisation

Course Objectives

This Facebook and Instagram Marketing course is designed to equip learners with practical knowledge and skills in developing a Facebook marketing strategy and executing Facebook advertising campaigns.

By the end of this course, you will be able to:

  • Review Meta assets (Facebook and Instagram Pages) and interpret page insights
  • Develop a Meta marketing strategy that takes into account marketing mix, competition, business objectives and KPIs
  • Select Facebook marketing channels (Groups, Offers, Events, Marketplace) to market a business’s products and services for free
  • Define Meta Advertising objectives (brand awareness, lead generation, conversion, awareness, traffic, engagement, leads, app promotion and sales).
  • Brainstorm & ideate on relevant interests to target using the B.A.P framework
  • Set up a Facebook and Instagram Advertising campaign in alignment to marketing strategies, operation plans and budgets
  • Create and define custom audiences, lookalike audiences, and core audiences with the Meta Audience creation tool for better ad targeting
  • Develop and implement Facebook and Instagram ad retargeting strategies
  • Recommend key metrics to measure from Meta Ads Manager
  • Interpret campaign data from Meta Ads Manager and make recommendations to optimise campaign performance

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – Marketing Campaign Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Facebook and Instagram Marketing Course assessment and achieved at least 75% attendance.

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

Course Code: TGS-2022015223
Course Support Period: 19 Aug 2022 – 18 Aug 2024

Course Outline

Planning for Facebook and Instagram Marketing

Instructor-led | Mode of Delivery (Lecture)

Introduction to Facebook & Instagram Marketing

  • Overview of Meta channels
  • Market penetration potential of Facebook and Instagram in the local context
  • The current & future Meta ecosystem
  • Differences of Facebook and Instagram advertising as compared to other marketing channels
  • Examples of Facebook and Instagram advertisements

Creation of a Facebook Page & Best Practices

  • Why do you need a Facebook page?
  • Creation of a Facebook Page for their company/brand
  • Populating the Facebook Page with the user’s key messages and branding assets
  • Optimising of the Facebook Page for greater discoverability

Facebook and Instagram Insights Tool

  • Utilising insights tool for Facebook and Instagram interactions deepdive
  • Analysing your potential customers using Audience Insights
  • Benchmarking competitors and unicorn strategy
Making Use of Facebook Native Marketing Channels

Instructor-led | Mode of Delivery (Lecture & Illustration)

  • Facebook Marketplace
  • Facebook Events
  • Facebook Groups
Navigating & Setup of Facebook Business Manager

Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application with Reflective Discussion)

Setup and Navigating Meta Business Manager

  • Business Manager functions & navigation
  • Hands-on adding people access, ad account, Facebook & Instagram assets connectivity
  • Understanding billing & payments
    Launching Facebook and Instagram Advertising Campaigns

    Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application with Reflective Discussion)

    Facebook Objectives Consideration – Identifying A Suitable Objective

    • Comprehending the 6 different types of Facebook advertising objectives
    • Identifying which is the best objective for your business
    • Step by step guide on creating Facebook ads with the different objectives (e.g. Traffic)

    Competitive & Audience Analysis Using B.A.P Framework

    • Analysing your potential customers and competitors
    • Knowing their key interests and demographics data
    • How to identify and streamline your target customers on Facebook and Instagram via B.A.P Framework
    • Practice exercise using actual or fictitious business
    • Group attempt on scenario for BAP framework ideation (i.e. Yoga apparel audience targeting)

    Launching a Facebook and Instagram Advertisement

    • Anatomy of Meta advertising campaign structure (Campaign, Ad Set, Ad levels)
    • Understanding the different types of Meta Advertising objectives
    • Audience, budget, scheduling and placement optimization
    • Different types of creatives (Image, Video and Carousel)
    • Comprehend ads approval workflow & advanced features on the campaign setup (A/B testing, Advantage+ features, Dynamic Creative)
    • Creative best practices
    Audience Segmentation - Custom, Lookalike & Core Audiences

    Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application with Reflective Discussion)

    • Understand the differences between a custom, lookalike and core audience
    • Know the advantages & disadvantages of the different audiences
    • Core audiences (targeting via locations, age, gender, languages, interests and other digital parameters captured from Facebook)
    • Custom audiences (targeting via customer file and Facebook assets)
    • Lookalike audiences (expanding similar audiences based on a set of audiences that is defined by the business)
    • Step by step guide on creating the custom & lookalike audiences
    • Stakeholder interview questions on gathering feedback to improve targeting strategies
      Meta Ads Manager - Stats & Reporting

      Instructor-led | Mode of Delivery (Lecture & Illustration with Practical Application)

      • Understanding the reporting channel of Meta advertising
      • Performance difference between different audiences, advantage + (AI) features & optimisation parameters
      • Facebook Advertising optimisation strategies
      • Essential Meta Advertising metrics to track and measure
      Assessment Component
      • Written Assessment – Case Study with Questions
      • Individual Project Presentation

      Trainer

      Koh Yoet Siang (YS) Trainer Equinet Academy

      Hatta Aziz

      With over 15 years of experience in digital marketing, social media and content, Hatta founded Awesome Sauce to work with clients on elevating their digital marketing through simple but effective strategies.

      His past clients include MNCs like PUMA, government institutions like MUIS and local SME heroes The Cage.

      Why Learn at Equinet?

      At Equinet, we are passionate in delivering quality training and want to see you succeed. Get expert advice, learning resources, and post-training support for up to 3 years.

      Re-Attend the Course Once Within 3 Years

      Forgotten what you've learnt after some time? Resit and re-experience the entire course in-person or online.

      3-Year Access to the Courseware via Our LMS

      Get 3-year access to the updated course slides, templates, and guides. Be ready to implement the concepts learnt.

      Post-Training Mentoring with Industry Experts

      Facing challenges during implementation? Consult our experts in a small group setting. Regularly scheduled.

      Lifetime Access to Community Support Group

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

      Course Fees & Fundings

      90% SkillsFuture Funding Diagram

      *Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

      Course Fee:
      S$990.00 (exclusive of 9% GST)

      Course Fee After Eligible SSG Subsidies:
      From S$386.10 (inclusive of 9% GST) after 70% SSG Subsidies

      Self-Sponsored Individuals

      SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding

      Eligible for Singapore Citizens, aged 40 years old and above

      Nett course fee payable (including 9% GST): S$386.10

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


      SkillsFuture Baseline Funding – 50% 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$584.10

      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.

      Company-Sponsored (SMEs)

      Enhanced Training Support for SMEs (ETSS) – 70% Funding

      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$386.10

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

      Company-Sponsored (Non-SMEs)

      SkillsFuture Baseline Funding – 50% 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$584.10

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


      SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding

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

      Nett course fee payable (including 9% GST): S$386.10

      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

      WSQ Facebook and Instagram Marketing Course
      Learning ModeCourse DatesDuration
      In-Person21, 22 Nov 2024 (Thu, Fri)9.00am - 6.00pm
      In-Person21, 22 Jan 2025 (Tue, Wed)9.00am - 6.00pm
      Online (Zoom)25, 26 Mar 2025 (Tue, Wed)9.00am - 6.00pm
      In-Person08, 09 May 2025 (Thu, Fri)9.00am - 6.00pm
      Online (Zoom)08, 09 Jul 2025 (Tue, Wed)9.00am - 6.00pm
      In-Person07, 08 Aug 2025 (Thu, Fri)9.00am - 6.00pm
      Online (Zoom)30 Sep, 01 Oct 2025 (Tue, Wed)9.00am - 6.00pm
      In-Person13, 14 Nov 2025 (Thu, Fri)9.00am - 6.00pm

      Testimonials

      Course Testimonial Quote Icon
      “This is probably one of the best course on Facebook that I have attended in terms of the contents, the trainer’s expertise and experience.”

      James Edwardes Tay

      Course Testimonial Quote Icon
      “The course and trainer exceeded my expectations. I really like that it was a very hands-on course, navigating through the entire Facebook platform in ads creation. The trainer was extremely patient in handling the tech issues the class faced and answering the questions we had.”

      Madeline Puah

      Course Testimonial Quote Icon
      “I highly recommend this course to anyone looking to gain real-world knowledge and practical skills on how to leverage Facebook marketing and advertising for their organisation. The trainer was friendly, highly knowledgeable, very experienced (including real-life industry application experience) and made learning fun for all.”

      Edmund Seng Pei Ping

      Course Testimonial Quote Icon
      “Hatta is an engaging instructor and subject matter expert who takes great effort to teach the class well and patiently. Appreciate it! ”

      Lim Ying Ting

      Course Testimonial Quote Icon
      “Hatta is very patient to help us out in our digital marketing journey. And generous in his efforts to help us problem solve our technical encounters.”

      Chieu Li Tzer

      Course Testimonial Quote Icon
      “Hatta was very elaborate with his teaching. He went around one-by-one to solve our issues regarding the course and even stayed back to answer some students’ questions. Thumbs up!”

      Pauline Tan

      FAQs

      Do I need a Facebook account for this course?
      Yes. You will be required to have an active Facebook account before the course starts.
      Do I need to have a Facebook page?
      You do not need to create a Facebook page prior to attending the course as during the course you will be taught, step by step, how to create a Facebook page.
      Can I run ads for Instagram after attending this course?
      Yes, this course covers running advertisements on Instagram and you will most certainly be able to run ads for Instagram after attending this course.
      Do I need to have a business/ personal website for the course?
      No, you do not need to have a business or a personal website for this course as you will be running ad simulations for a dummy website. However, if you do have an existing website you would like to run ads for, you may simulate running ads for it during the hands-on practical sessions.
      How is this course different from the social media marketing course offered by Equinet Academy?

      This course focuses primarily on the Facebook platform and goes in-depth into the various features used by marketers (Ads, Events, Groups, Pages, Marketplace, Offers).

      The WSQ Social Media Marketing Course covers a comprehensive overview of various popular social media platforms and how to develop and implement a social media marketing strategy.

      How much does it cost to advertise on Facebook?

      The fundamentals of Facebook advertising is based on an “Auction Model”. What this means is that you are essentially competing with other people that are advertising on Facebook (also known as “Advertisers”), and the highest bid wins. On average, what we have seen is that the CPC (cost per click) cost for Facebook advertising ranges from $0.23 SGD to $5.15 SGD per click. Similarly, the CPM (cost per 1000 impression) cost for Facebook advertising ranges from $2.07 SGD to $59.72 SGD per CPM.

      So the short answer is that the cost of advertising on Facebook really depends on many different factors. There’s no single fixed cost figure that you can accurately benchmark with.

      Read this article to understand the factors involved that might affect the costs of advertising on Facebook.

      Are there any pre-requisites or minimum entry requirements?
      Trainees should be proficient in web surfing and be able to write and converse in English.
      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. For funding information, please see the course funding section on this 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.

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

      WSQ Facebook & Instagram Marketing

      Create Impactful Facebook and Instagram Marketing and Advertising Campaigns

      Accredited by SkillsFuture Singapore

      Duration: 16 Hours (2 days)

      In-Person or Online-Based Classroom

      Re-attend the course once within 3 years

      3-year access to the courseware via our LMS

      Post-training mentoring with industry experts

      Lifetime access to community support group

      Up to 70% Subsidy. Reserve your seat today.

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