WSQ Advanced Certificate in Infocomm Technology (Sales and Marketing)

1. Digital Marketing and Marketing Mix

• Introduction to Digital Marketing in the Context of the Marketing Mix
• The Evolution of the ‘Product’ Element in the Digital Age
• Pricing in the Digital Era
• Digital Distribution (Place)
• Promotion in Digital Marketing

2. The Digital Customer

• Creating digital customer personas
• Mapping the digital customer journey and touchpoints
• Importance of analytics in understanding online consumer behaviour

3. Digital Strategy Impact

• Introduction to Digital Strategy Impact
• Evaluating the Impact of Digital Strategies
• Digital Marketing and Analytics Tools
• Emerging Trends

Hands-on Project-based Assignment
At the end of the module, the trainees should be able to demonstrate proficiency in conducting digital marketing mix analysis for a Startup.

Upon completion of this course, trainees should be able to utilise marketing mix frameworks to:

• Analyse media types by assessing their impact and coverage, including identifying media usage trends and integrating multiple platforms for effective communication and advertising.
• Formulate and execute a digital advertising strategy tailored to specific campaign objectives, including the selection of appropriate digital media channels, budget allocation, and key performance indicators, to effectively reach and engage target audiences in the digital landscape.

1. Digital Advertising Fundamentals and Channels

• Definition and significance of digital advertising in the modern marketing landscape
• Forms of Media Channels for Brand and Marketing Activities
• Types of Media and Their Impact and Coverage
• Trends in Media Usage in Digital Advertising
• Methods to Integrate Various Media Platforms

2. Digital Advertising Strategy and Planning

• Framework for Digital Advertising Strategy and Planning
  • Stage 1: Campaign Definition
  • Stage 2: Strategy Development
  • Stage 3: Budgeting and Planning
  • Stage 4: Campaign Execution
  • Stage 5: Performance Monitoring and Optimisation
  • Stage 6: Evaluation and Reporting

Hands-on Project-based Assignment
At the end of the module, the trainees should be able to formulate and execute a digital advertising strategy.

Upon completion of this course, trainees should be able to utilise marketing mix frameworks to:

• Choose the appropriate combination of social media channels for a company to interact with distinctly identified audiences in order to attain specific marketing goals.
• Develop an all-encompassing social media plan that includes crafting a customer profile and aligning social media marketing aims with client objectives.
• Implement a social media strategy, managing content scheduling, audience engagement, and community interactions across selected platforms while utilising management tools to ensure alignment with marketing objectives and maintain a consistent brand presence.
• Select relevant key performance indicators to evaluate the effectiveness of the social media strategy.
• Categorise and identify the severity of complaints, including responding to different types of complaints.

1. Concept of Social Media in Digital Marketing

• Definition and Significance in Modern Marketing
• Overview of Social Media Platforms
• Audience Segmentation and Targeting

2. Planning & Development of a Social Media Strategy

• Introduction to Social Media Strategy
• Defining Objectives
• Target Audience Identification
• Competitive Analysis
• Social Media Platform Selection
• Content Strategy

3. Implementation of a Social Media Strategy

• Content Scheduling and Posting
• Audience Engagement
• Community Management
• Use of Social Media Tools
• Brand Consistency
• Adherence to Platform Guidelines

4. Evaluation of a Social Media Strategy

• Introduction to Evaluation in Social Media
• Defining Success Metrics
• Analytical Tools and Techniques
• Measuring Engagement
• ROI Measurement
• Analysing Content Performance
• Audience Analysis
• Competitive Benchmarking
• Ad Campaign Evaluation

5. Handling Escalated Complaints, Potential Conflicts, and Crisis Situations in Social Media

• Understanding Social Media Crises
• Types and Nature of Complaints
• Conflict Resolution Techniques

Hands-on Project-based Assignment
At the end of the module, the trainees should be able to formulate and execute a digital advertising strategy.

Upon completion of this course, trainees should be able to utilise marketing mix frameworks to:

• Assess the advantages and disadvantages of SEO and SEM and propose suitable search marketing tools and SEO activities to address marketing objectives and target customers.
• Conduct extensive keyword research to curate relevant content to reinforce the organisation’s competitive advantage, key messages and brand, and implement on-page SEO to increase organic search engine rankings.
• Develop content marketing and link building plans to rank various types of content on the organic search engine results pages.
• Measure and analyse the effectiveness of SEO campaigns and determine factors that can improve keyword rankings and SEO-related KPIs and metrics.

1. Search Engine Optimisation (SEO) vs Search Engine Marketing (SEM)

• Introduction to SEO and SEM
• Advantages & Disadvantages of SEO
• Advantages & Disadvantages of SEM
• Search Marketing Tools
• Aligning SEO and SEM with Marketing Objectives

2. Keyword Research & On-Page SEO

• Introduction to Keyword Research
• Introduction to On-Page SEO
• Keyword Research Strategies
• On-Page SEO Optimisation Techniques
• Curating Content Curation
• Content Marketing Calendar

3. Link Building (Off-Page SEO)

• Introduction to Link Building
• Content Marketing for Link Building
• Link Building Quality
• Types of Backlinks and Link Building Strategies
• Effective Link Building Outreach
• Measuring Link Building Success

4. SEO Analytics

• Importance of SEO Analytics
• Choose the Right SEO Metrics
• Measure SEO Performance and Performance
• Integrate Search Console with Google Analytics 4

Hands-on Project-based Assignment
At the end of the module, the trainees should be able to apply fundamental SEO techniques to improve a website’s visibility in search engines.

Upon completion of this course, trainees should be able to utilise marketing mix frameworks to:

• Analyse diverse digital and market data types, discerning their intrinsic value, and strategically determine requisite data sources, to craft and enhance data-driven marketing strategies using Google Analytics insights.
• Assess diverse data sources about market, competitor, customer, and product or service performance, including employing forecasting methods to predict forthcoming market and consumer tendencies.
• Utilise Google Analytics to gather data for analysis, including extracting strategic insights to enhance digital marketing initiatives.

1. Introduction to Digital Marketing Analytics

• Concept of Digital Marketing Analytics
• Digital Marketing Analytics Framework

2. Data sources in Digital Marketing

• Data Source in Digital Marketing
• Digital Marketing Analytics Tools and Techniques

3. Using Google Analytics for Digital Marketing Analysis

• Setting up Google Analytics
• Basic Metrics in Google Analytics
• Real-time Reporting
• Key Indicators

Hands-on Project-based Assignment
At the end of the module, the trainees should be able to utilise Google Analytics to gather data for analysis, including interpreting diverse digital and market data types.

Trainee is 40 years old and above, and a Singaporean Citizen, will be eligible for 90% SkillsFuture Funding.

Nett course fee payable (including 9% GST): S$495.30

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

Enhanced Training Support for SMEs (ETSS) – 90% 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$495.30

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

SkillsFuture Baseline Funding – 70% 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$1,275.30

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

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding

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

Nett course fee payable (including 9% GST): S$495.30

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

Trainee is 21 years old and above, a Singaporean Citizen, and

• Has been in long-term unemployment of 6 months or more*; or
• Recipient of ComCare Short-to-Medium Term Assistance (STMA)* or Workfare Income Supplement (WIS)*; or
• Person with Disabilities

Will be eligible for 95% SkillsFuture Funding.

Nett course fee payable (including 9% GST): S$300.30

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.

*Supporting documents such as CPF, approval letter, and/or payout letter is required to be submitted upon registration. You may request a copy from MSF Social Service Offices or via CPF’s Workfare Portal.

AFS is only eligible for SkillsFuture Career Transition Programme applicants.