fbpx

NICF WSQ Facebook Marketing and Advertising Course

Create Impactful Facebook Marketing and Advertising Campaigns.
Measure, Optimise, and Improve Your Facebook Marketing ROI

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

Modes of Delivery:
In-Person or Online Classroom
Duration: 24 Hours (3 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

Globally, there are more than 2 billion monthly active users, surpassing China’s entire population. In Singapore alone, there are over 4 million Facebook users and this is expected to reach 4.5 million in 2023. – Statista

According to Asiaone, Singaporeans are leading first place in terms of spending the longest time on Facebook, with a record average of 38 minutes and 46 seconds per session. Of this statistic, Singaporean mums spend the most time on Facebook than any other demographic group.

Understanding the local and international trends on Facebook translates to the need for brands to enhance their presence on this giant social network.

This 3-day intensive Facebook Marketing and Advertising course will enable trainees to develop a Facebook marketing strategy, launch compelling Facebook marketing 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 and managing Facebook marketing campaigns.

Target Audience

Marketing practitioners, copywriters, brand ambassadors, business development personnel, public relations & communications professionals, senior managers, business owners, and interested individuals who want to understand the impact of content marketing on their business and achieve outcomes as outlined in the course objectives.

Course Highlights

In this 3-day Facebook Marketing and Advertising 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 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, 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 Marketing and Advertising 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:

  • Develop a Facebook marketing strategy and align it to the business objectives and KPIs
  • Create a Facebook Page and interpret Facebook Page insights reports
  • Utilise Facebook marketing channels (Groups, Offers, Events, Marketplace) to market a business’s products and services for free
  • Understand various Facebook Advertising objectives (brand awareness, lead generation, conversion) and its impact on the Ad Set and deliverables (Sponsored Newsfeed, Instagram, Audience Network)
  • Create a Facebook Advertising campaign, define Ad Set variables (bidding & budget, audience targeting, location), and design a Facebook ad creative (Video, Carousel, Single Image ads)
  • Set up a Facebook Pixel to measure, optimise, and build custom audiences for advertising campaigns (e.g. retargeting)
  • Create and define custom audiences, lookalike audiences, and build core audiences with the Facebook Audience creation tool for better ad targeting
  • Develop and implement Facebook ad retargeting strategies
  • Set up your own custom conversions via the Facebook pixel, and how to optimize and receive the custom conversions data from Facebook
  • Understand and interpret the data from Facebook Ads manager and make recommendations to optimize campaign performance

Course Outline

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

Download the full course brochure here.

Topic 1: Introduction to Facebook & Facebook Marketing
Instructor-led | Mode of delivery (Presentation)

  • Overview of FB social media platform
  • Market penetration potential of Facebook in the local context
  • The current & future Facebook ecosystem
  • Differences of FB advertising as compared to other marketing channels
  • Examples of Facebook advertisements
  • Defining people-based marketing – Core Audiences, Custom Audiences & Lookalike Audiences
Topic 2: Competitive & Audience Analysis Using Facebook Audience Insights
Instructor-led | Lecture, Demonstration and Modelling, Hands-on

  • Understanding your potential customers
  • Knowing their key interests and demographics data
  • How to identify and streamline your target customers on Facebook via Audience Insights
Topic 3: Creation of a Facebook Page & Best Practices
Instructor-led | Lecture, Demonstration and Modelling, Concept Formation, Hands-on

  • 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
  • Optimizing of the Facebook Page for greater discoverability
Topic 4: Making Use of Facebook Native Marketing Channels
Instructor-led | Lecture, Concept Formation, Individual Project Work, Hands-on

  • Facebook Events
  • Facebook Marketplace
  • Facebook Groups
  • Facebook Offers
Topic 5: Setting Up of Business Manager + Advertising Account
Instructor-led | Lecture, Demonstration and Modelling, Hands-on

  • Why is a Business Manager important for Facebook Marketing?
  • How to set up your Facebook Advertising Account
Topic 6: Fundamentals of Facebook Pixel - Why It's So Important
Instructor-led | Lecture, Demonstration and Modelling, Hands-on

  • Understanding the key concepts of a Facebook Pixel
  • Creation of a Facebook Pixel
  • Installation of a Facebook Pixel
Topic 7: Launching a Facebook Advertisement
Instructor-led | Lecture, Demonstration and Modelling, Case Studies, Concept Formation, Hands-on

  • Anatomy of Facebook advertising campaign structure (Campaign, Ad Set, Ad levels)
  • Understanding the different types of Facebook Advertising objectives
  • Audience, budget, scheduling and placement optimization
  • Retargeting strategies
  • Different types of creatives (Image, Video and Carousel)
Topic 8: Audience Segmentation - Custom Lookalike & Core Audiences
Instructor-led | Lecture, Demonstration and Modelling, Case Studies, Hands-on

  • 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, website traffic, app activity, offline activity and engagement)
  • Lookalike audiences (expanding similar audiences based on a set of audiences that is defined by the business)
  • Step by step guide on creating the 3 different types of audiences
Topic 9: Conversion Tracking Using Facebook Pixel
Instructor-led | Lecture, Demonstration and Modelling, Hands-on

  • Setting up of Conversion tracking
  • When and why to use conversion tracking?
  • Creation of a conversion tracking Facebook advertising campaign
Topic 10: Facebook Ads Manager - Stats & Reporting
Instructor-led | Lecture, Demonstration, Case Studies

  • Understanding the reporting channel of Facebook advertising
  • How to set up custom and automated reporting
  • Suggestions on Improving relevancy score to get lower CPCs & CPMs
  • Essential Facebook Advertising metrics to track and measure
Topic 11: Facebook Ads Creatives Best Practices - Do's & Dont's
Instructor-led | Lecture, Concept Formation, Individual Project Work, Hands-on

  • Offer & creative angle brainstorming
  • How to write the best Facebook headline
  • How to write the best Facebook ad copy
  • What type of image/video assets should you choose?

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-3017-1.1 Marketing Campaign 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 NICF WSQ Facebook Marketing and Advertising course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the NICF WSQ Skills Framework ICT-SNM-3017-1.1 Marketing Campaign Management.
Course Codes: TGS-2021004113 / TGS-2021003217

Course Support Period: 13 Apr 2021 – 12 Apr 2023 (In-person) / 26 Mar 2021 – 25 Mar 2023 (E-Learning)

Trainer

John Tay Digital Marketing
John Tay

John is the co-founder and Managing Director of Secret Hideout, a creative marketing agency based in Singapore. He has worked with clients such as SBS Transit, SITEC, MRM McCann, and CISCO Security.

Koh Yoet Siang (YS) Trainer Equinet Academy
Koh Yoet Siang (YS)

YS is the Digital Director at Republic Asia, a 360° marketing agency. He has more than a decade of marketing experience and has worked across 15 industry verticals, both at the client-side and agency-side. Collectively, that agency has worked on more than 210 digital projects, ranging from SEO/SEM, web/ mobile app developments to digital advertising and media plans.

*Only one trainer will be facilitating per class.

Testimonials

“As a digital marketer myself, I do have experience handling Facebook ads. Despite my prior experience, I still learnt quite a lot from John, who was a very helpful and knowledgeable instructor. Super patient and very engaging! I really enjoyed his class and I do highly-recommend my other colleague or friends to attend if they are interested. Thank you so much for conducting this session!”

Charissa Goh

“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

“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

“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

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 Facebook Marketing & 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.
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:
3 Days (9am - 6pm)

Course Schedules:
24 - 26 May 2022 (Tue - Thu), 9am - 6pm Limited seats
27 - 29 Sep 2022 (Tue - 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:
3 Days (9am - 6pm)

Course Schedules:
18 - 20 Mar 2022 (Fri - Sun), 9am - 6pm Limited seats
18 - 20 Nov 2022 (Fri - Sun), 9am - 6pm
(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:
S$1059.30 (inclusive of GST)

Course fee after eligible SSG Subsidies:

From S$366.30 (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

$1059.30 $366.30 (inclusive of GST of $69.30)
(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

$1059.30 $564.30 (inclusive of GST of $69.30)
(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

$1059.30 $366.30 (inclusive of GST of $69.30)
(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

$1059.30 $564.30 (inclusive of GST of $69.30)
(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

$1059.30 $366.30 (inclusive of GST of $69.30)
(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.

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.

Can't I take the official Facebook Blueprint Certification Course online? What value does this course add?

This course curriculum structured differently from the official Facebook Blueprint Certification courses. This course offers a very hands on approach with real world case studies so that you will be able to apply these Facebook marketing strategies learnt in the course in real life practical situations. Moreover, our trainers are industry experts who can clarify your doubts in real time. We also offer post-training support which includes unlimited 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.

Are there any other prerequisites/ criteria I need to meet in order to attend the 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 social media marketing or digital marketing, attending the Digital Marketing Essentials course or the WSQ Social Media Marketing 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 Facebook Marketing and Advertising

Create Impactful Facebook Marketing and Advertising Campaigns. Measure, Optimise, and Improve Your Facebook Marketing ROI

Up to 70% subsidies; reserve your seat today

Up to 70%
SkillsFuture Subsidy