WSQ DIGITAL ADVERTISING COURSE - Learn How To Develop And Run Successful Digital Advertising Campaign - Equinet Academy
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Course Brochure
WSQ DIGITAL
ADVERTISING COURSE
Learn How To Develop And Run
Successful Digital Advertising Campaign
Choose from online-based or face-to-face classroom learning modes
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COURSE BROCHURE SUMMARY
TABLE OF CONTENTS
Course Overview
Course description, objectives,
target audience, course outline, etc.
Why Learn at Equinet?
Clients and testimonials, key
features.
Course Information
Course fees, course schedules,
and FAQs
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W S Q D I G I TA L A D V E R T I S I N G
COURSE OVERVIEW
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THIS COURSE IS
APPROVED BY:
This course is accredited by SkillsFuture Singapore under the
WSQ Skills Framework ICT-SNM-4006-1.1 Integrated Marketing
CRS No.: CRS-Q-0038474-ICT
Course Duration Mode of Delivery Course Fee
16 Hours O n l i n e - b a s e d o r Fa c e t o Fa c e C l a s s ro o m $888
Fro m S $ 8 8 . 8 0 A ft e r 9 0 %
S k i l l s Fu t u re Fu n d i n g
5 W H AT I S T H I S C O U R S E A B O U T ? Course Description Consumers in Singapore spend more than two thirds of their waking hours on digital devices daily, with the top gadget used being the smartphone. With the advent 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 is one of the ways to efficiently reach a wide targeted audience and effectively deliver timely and relevant marketing messages to achieve marketing and business objectives. A well-developed and well-targeted digital advertising campaign can benefit your business in the following ways: • Significantly improve brand recall (by consistently displaying your ads to your target audience) and drive brand awareness and interaction • Showcase your ads to relevant customers at appropriate stages of the consumer buying journey, increasing the likelihood of securing purchase • Amplify the synergy between both online and offline channels (Omni-channel) and to deliver a consistent omni-channel customer experience • Increase your reach – as consumers today spend a significant amount of time on digital devices (mobile, tablet, desktop)
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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 beats sloppy guesswork and
assumptions.
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.
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Prerequisites
Target Audience Basic computer knowledge.
Face-to-face classroom learning mode: Each participant will be
Marketing Managers, Business Owners, and Digital
provided a windows laptop for the duration of the course. Participants
Advertising account managers who oversee/
may however opt to bring their own laptops.
manage Digital Advertising campaigns.
Online-classroom learning mode: Personal computer, stable internet
connection of at least 10mbps, webcam, microphone, video
conferencing platform, and other logistical requirements outlined in
the Online-based Classroom Learner Guide.
8 COURSE HIGHLIGHTS In this 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
9 COURSE OBJECTIVES By this end of this course, you will: ✓ 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
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INTRODUCTION TO DIGITAL UNDERSTANDING THE CUSTOMER
ADVERTISING CHANNELS JOURNEY
Instructor-Led | Lecture, class discussion, group Instructor-led | Lecture, group discussion, group
discussion, group presentation, group project work presentation, group project work
▷ Understand the Digital Advertising platforms and
▷ Understand the digital customer and the digital
channels – (Facebook, Google, Aggregators, PPC, SEM,
buying behaviour
Social, Programmatic) and their impact on the business
▷ How to develop a customer persona
▷ Understand Advertising formats (native, text-based,
▷ Identify digital advertising campaigns that are best
banner, social, video, sponsored, content, push
suited to market the product / service offering
notification, rich media)
▷ Mapping the customer journey and digital
▷ Understand the Programmatic Advertising ecosystem touchpoints
(RTB, DSP, SSP, Retargeting/Remarketing)
▷ How to select the right digital advertising channels to
achieve marketing objectivesCOURSE OUTLINE (CONT…)
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DEVELOP DIGITAL ADVERTISING PLAN DIGITAL ADVERTISING ANALYTICS
Instructor-led | Lecture, demonstration and modelling, Instructor-led | Lecture, demonstration and modelling,
case study, drill and practice, group discussion, group case study, class discussion
presentation, group project work
▷ Tools and platforms to measure and track campaigns
▷ Define and understand the difference between Metrics and ▷ Dashboards for management and teams
KPIs ▷ Analysing and interpreting reports to measure the impact
▷ Mapping metrics and KPIs with business and marketing of digital advertising campaigns on the business
goals performance
▷ 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 creativeCOURSE OUTLINE (CONT…)
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INTEGRATING ONLINE AND OFFLINE ASSESSMENT COMPONENT
ADVERTISING
▷ Short Answers/Structured Questioning (Written Assessment)
Instructional-led | Lecture, class discussion ▷ Case study (Written Assessment)
▷ Evaluating the effectiveness of traditional and digital
advertising channels based on customer behaviour and
sales performance
▷ Best practices on integrating traditional and digital
advertising efforts13
A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-4006-1.1
W S Q D I G I TA L A D V E R T I S I N G
Integrated Marketing under the National Infocomm Competency Framework
CERTIFICATION (NICF) and Certification of Completion by Equinet Academy will be awarded to
candidates who have demonstrated competency in the WSQ Digital Advertising
Certificate of Completion
assessment and achieved at least 75% attendance.14
C O M P L E T E 6 D I G I TA L M A R K E T I N G C O R E M O D U L E S T O B E C O M E A
CERTIFIED DIGITAL MARKETING STRATEGIST
Certified Digital Marketing Strategist (CDMS) Programme
Modules
1 2 3 4 5 6
DIGITAL SEARCH SOCIAL DIGITAL
CONTENT DIGITAL
MARKETING ENGINE MEDIA MARKETING
MARKETING ADVERTISING
STRATEGY OPTIMISATION MARKETING ANALYTICS
CERTIFIED DIGITAL MARKETING STRATEGISTTr a i n e r P r o f i l e s 15
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 started his career in the digital creative line and transited into digital marketing and eCommerce as a Product
Manager for Marina Bay Sands as a founding member. During his role as founding member and Product Manager for
Marina Bay Sands, he oversaw the conversion funnel of direct room booking from marinabaysands.com and maintaining
a good CVR of above 3%.
He then joined Rakuten Singapore as a Web & Marketing Director and expanded his role as a Deputy General Manager,
managing the entire business from marketing, operations, to customer acquisition growth. As the campaign lead of the
business first and biggest campaign, Roy has managed to drive over 300K traffic in a span of 5 days and achieving at
3.5% CVR with the high volume of traffic. Roy has also grow the business over 200% MOM and over 100% YOY.
*Only one trainer will be facilitating per class.Tr a i n e r P r o f i l e s 16
ROY WEE (CONT…)
A true adopter in analytics and data-driven campaigns, Roy uses this principle to grow businesses in new customers’
acquisitions and demand generation. And to continue to provide quality service to existing customers, Roy has
experience in using various digital channels to best engage current customers based on the different demographics of
the customers.
With the continual of increased expectations from the digital generation, Roy strongly believes that a seamless
experience that integrates between offline and online is now only a foundation of service. Understanding who they are,
what they want and anticipate what customers are looking for next will be the next level to provide a seamless
experience.
*Only one trainer will be facilitating per class.Tr a i n e r P r o f i l e s 17
SHAUN LEE
Shaun comes from a rich background of B2B sales, social media marketing, demand generation, marketing operations
and marketing strategy.
During his tenure as a global digital marketing leader, he was awarded by Linkedin as a top paid media specialist. His
advertising strategies drove 90% more sales conversions while reducing marketing cost by 30%. Shaun’s campaigns beat
industry benchmarks and was recognised as one of the best performing campaigns in 2018 by Linkedin’s digital team.
Shaun’s advertising experience include managing million dollar digital budgets. Using the latest digital strategies, Shaun
helps MNCs, SMEs & entrepreneurs maximise their ROI on Linkedin. More than just advertising, Shaun was able to create
an ecosystem of data enrichment capabilities. This enabled his teams to achieve B2B precision targeting on traditionally
B2C platforms like Facebook, Twitter and Google. He has helped a Canadian tech start-up rapidly grow to a seven-figure
profit within 1.5 years.
*Only one trainer will be facilitating per class.Tr a i n e r P r o f i l e s 18
SHAUN LEE (CONT…)
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. This exposure gave him a
holistic view of data analytics, social selling, conversion rate optimisation, A/B testing and PPC. Being experienced in
multi-step email cadences and complex marketing operations on Pardot and Marketo, Shaun helped in the
implementation of an intent-based technology that allowed his team to identify in-market audiences rapidly. This led to
more accurate and timely marketing messages to his audiences, which translated to higher sales conversions.
An ACTA-certified trainer, Shaun has trained hundreds of corporate individuals on demand generation, social media
marketing, online marketing, and field marketing. He has led trainings at notable companies like Evernote Corporate,
NTUC Learning Hub, Shell, ST Engineering, Mediacorp, and e2i.
*Only one trainer will be facilitating per class.Tr a i n e r P r o f i l e s 19
JONATHAN ONG
Jonathan Ong is an experienced digital marketing professional who works for one of the largest social media networks
in the B2B space. He oversees the technology, retail, travel, and manufacturing vertical markets, and has consulted for
well-known clients such as Facebook, Grab, LEGO, Shell, and Singapore Airlines. From planning and executing media
campaigns, to solving complex marketing problems across an organization, Jonathan has a wealth of experience
stemming from a long career in digital marketing that has spanned both B2B and B2C ventures.
Having mastered both content marketing and search engine marketing, Jonathan has helped organizations develop
robust marketing strategies to drive business and boost revenue growth. With his aid, marketers have been able to prove
a return on investment and increase their marketing budgets by 75% year-on-year. From small business owners to large
corporations, Jonathan has provided invaluable consulting services on digital marketing strategies and how best to
maximize ROIs using key measurement strategies such as Lead Qualification. Through these efforts, companies have
seen their number of closed sales opportunities increase by at least 30%.
*Only one trainer will be facilitating per class.Tr a i n e r P r o f i l e s 20
JONATHAN ONG (CONT…)
Jonathan's experience also includes spearheading change management within successful sales teams, building go-to-
market strategies for new digital marketing products, and developing best practices to materialize winning strategies for
these products across various APAC markets. Having worked in large multinational companies, he has also led
opportunities with global teams in EMEA and the US to grow businesses in APAC by 50% year-on-year. As a thought
leader within the digital marketing space, Jonathan has delivered keynote addresses at various industry events such as
Influencer Conference Asia 2020 and has partnered with media agencies such as Mediacom for Richemont Luxury Day.
*Only one trainer will be facilitating per class.21
W S Q D I G I TA L A D V E R T I S I N G
WHY LEARN AT EQUINET?22 OUR CLIENTELE COMPANIES WHO HAVE ATTENDED OUR COURSES
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ENJOY ACCESS
COMPLIMENTARY REFRESHER POST-TRAINING SUPPORT
Re-attend the course, free of charge. Up to 1 The post-training support programme is available to
complimentary refresher for up to 1 year after the last past trainees who have successfully completed the
date of the course attended.* course. It serves as a consultation to address any hurdles
faced while implementing the strategies and tactics
* Refresher seats are specially allocated for refresher trainees and are non-
participative. Refresher trainees may opt to take up participative seats subject
shared during the course on real world campaigns.
to availability. Contact your course trainer directly via email.
GET COMPREHENSIVE AND
HANDS-ON STRUCTURED CURRICULUM
Retain knowledge better through practice and Course modules are designed to build on the
feedback. We apply instructional design foundations, gradually leading up to the main course,
methodologies such as Gagne’s 9 Events of Instruction and finally reinforcing the concepts learned through
to enhance your learning and retention. practice and feedback.EXPERIENCE 24
CURRICULUM AND COURSEWARE ARE REALISTIC,
MODERN TRAINING
UP-TO-DATE REAL-WORLD FACILITIES
Our curriculum developers who are
PRACTICAL SETTING
Our training rooms are equipped
in charged of keeping the with laptops, 500mbps internet
curriculum and courseware up to Shorten your learning curve through
connection, hexagon-shaped cluster
date are active practitioners and real-world case studies and practical
seating, and comfortable swivelling
experts in their respective fields. examples.
chairs, providing you a cozy yet open
learning environment.
GAIN
DEVELOPED AND DELIVERED BY LIFE-TIME ACCESS TO TA K E A W AY
INDUSTRY EXPERTS COURSE MATERIALS ACTIONABLE
STRATEGIES
Our team of digital marketers Worried your course materials
are passionate individuals accessed a year ago have become Takeaway actionable strategies,
dedicated to imparting their outdated? Fret not, signing up for this WRITE HERE
frameworks, and processes you can
years of knowledge and course gains you life-time access to Feature
implement to new Name
or existing
experience to our learners. the course materials via our learning campaigns.
management system.25
W H AT O U R T R A I N E E S S AY A B O U T O U R C O U R S E
TESTIMONIALS
Wai Meng
“Overall, pretty in-depth content for a two-day course! Great
Charmaine Khoo
stuff and the sharing of real life digital marketing and
N A N YA N G P O LY T E C H N I C ( N Y P )
advertising campaigns were really insightful and made
“A value for money course with in-depth and relevant coverage understanding easier and more relevant.”
of Digital Advertising skills and knowledge.”
Emmeline Tan
Joline Tan
SSON
CHAN BROTHERS
“Very informative and detailed course for PPC and FB ads.
“Insightful and very useful for startups!”
Definitely value-for-money and useful for professionals
embarking in these areas.”26
W S Q D I G I TA L A D V E R T I S I N G
COURSE INFORMATION27
COURSE FEES & SCHEDULES
COURSE FEES COURSE
Singaporean Citizen Singaporean PR
SCHEDULES
Company-Sponsored (Non-SME) $648 $648 Course Duration:
2 Days (9am – 6pm)
Company-Sponsored (SME) $88.80 $88.80
View Available Course
Self-Sponsored (21 - 39 years Dates via
$648 $648
old) www.equinetacademy.com
Self-Sponsored (Above 40 years /courses/digital-
$88.80 $648 advertising-course-
old)
registration/
Original course fee: $888
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 for self-
sponsored.
Check eligible grant amount and nett payable course fees via the grant calculator.28
F R E Q U E N T LY A S K E D Q U E S T I O N S
FAQs (CONT…)
+ What is the difference between online classroom + What is Digital Advertising?
and face-to-face traditional classroom? Digital Advertising is a medium of digital marketing that uses any form of digital ads
Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 25 to deliver marketing messages including, but not limited to display and video
learners in a cluster or classroom seating format. Group discussions, group adverts, paid search, mobile, and social ads to a brand’s target audience.
presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in
person).
+ Who is this course suitable for?
In an online-based classroom, lessons will be delivered via a video conferencing
This course is suitable for Marketing Managers and Marketing Executives who manage
software. Lectures will be conducted via screensharing, while group discussions and
or oversee the digital advertising campaigns within the organisation or campaigns
group brainstorming will be conducted via “breakout” rooms (individual virtual outsourced to digital marketing agencies.
rooms) to split up discussions into smaller groups.
Read the Online-based Classroom Learner Guide for a more detailed comparison
on both formats.29 F R E Q U E N T LY A S K E D Q U E S T I O N S FAQs (CONT…) + What is the difference between this course and the Facebook Ads and Google Ads platform-based courses? This course provides you with a holistic overview and understanding of various digital advertising channels such as paid search, paid social, display advertising, and video and mobile advertising. It also equips you with the required skills and knowledge to develop and implement a digital advertising strategy which includes: • Defining advertising objectives and KPIs • Selecting the right digital advertising channel mix in accordance with target customer personas • Developing a strategic digital advertising plan to achieve marketing objectives • Tracking and measuring performance in order to suggest improvements and develop optimisation plans This course also enables you to explore the Google Ads platform and participate in the hands-on implementation of creating a basic Search, Display, and Remarketing campaign. This will enable you to better understand the technical features of a mainstream advertising platform and will help you better manage a digital agency/paid media specialist. The Facebook Ads and Google Ads course on the other hand, emphasises more on the technical set-up and execution of the ad campaigns on the respective platforms e.g – How to create a Facebook Ads/Google Ads campaign from scratch, implement audience targeting strategies, and set up pixel/javascript tracking to measure conversions and optimise performance.
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F R E Q U E N T LY A S K E D Q U E S T I O N S
FAQs (CONT…)
+ Can’t I learn everything online? + If I have specific questions relating to my digital
advertising campaigns, can I consult the trainer?
No doubt there are tons of free information online – free tutorials, guides, and online
courses that you can gain useful knowledge from. However, the intangible benefits of Yes! Our trainers are dedicated practitioners who strive to ensure you gain significant
attending face to face training include real time consultation with an industry expert, value from the training. You may consult your trainer during and after class. More details
peer to peer learning and interaction, and hands-on practical learning sessions. This on after-training support here.
will enable you to take away actionable strategies you can implement right after the
training.31
F R E Q U E N T LY A S K E D Q U E S T I O N S
FAQs (CONT…)
+ How is this course different from other digital + Do I have to prepare anything before attending
advertising courses in the market? the course?
This course provides you with bite-sized, yet comprehensive and actionable digital Course materials, a Windows laptop, and WIFI connection will be provided. You
advertising strategies and tactics that you can implement right after the course, unlike may wish to bring a notebook to take notes and a jacket as the room may be cold.
other Diploma and certification courses which are packed with assignments and
require long-term time commitment. Beyond this, it’ll also be conducted by a highly + How do I sign up?
experienced social media marketing professional.
Simply click here to sign up for this course via the online course registration form.
At Equinet Academy, we are committed to delivering quality training:
Once we have received your registration details and payment, we will send you instructions
• We provide you with life-time access to up-to-date course materials (learner’s guide, on how to apply/claim funding (if eligible) via email.
slides, templates, and other training resources) via the learning portal.
Upon completion of payment and funding applications, your seat will be confirmed and we
• You will not sit through hours and hours of dry and tormenting lecture. Instead, you will see you in class!
will experience instructional design learning methodologies such as discussions,
group project work, interactive quizzes, and hands-on implementation of the + I’m still unsure whether this course can help me
concepts learnt. meet my objectives.
• You will be guided by an experienced professional in the field of digital advertising,
If you’re unsure which courses can best help you meet your objectives, you may want to
who will be able to provide you with actionable advice and costly mistakes to avoid,
check out our Course Selection Diagnostic Tool and answer 3 questions to determine a
thus shortening your learning curve.
suitable course for your needs.
• You will be provided with additional support after attending the course.32
W S Q D I G I TA L A D V E R T I S I N G
Up to 90% SkillsFuture Funding (From $88.80 after subsidies)*
SIGN UP NOW
Choose from online-based or face-to-face classroom learning modes
*www.equinetacademy.com/digital-advertising-courseYou can also read
