(16 hrs) Digital Advertising Course
Digital Advertising Course in Singapore: Learn to plan, budget, target, and optimise high-performing campaigns across today’s key digital platforms.
Course Synopsis
Digital advertising is now central to modern marketing, with budgets shifting from traditional to online channels. Yet 60% of SME spend is still wasted due to poor platform choices and weak targeting, while coordinated cross-channel campaigns deliver 24% higher conversions and 23% more revenue than single-platform efforts.
This Digital Advertising course equips participants with core knowledge and practical frameworks for planning effective campaigns. Whether you’re a small business owner, marketing newcomer, or professional expanding your skills, the course offers a structured, hands-on approach to producing measurable results.
The curriculum covers how organic and paid media drive brand growth, how to select channels based on audience behaviour, and how to apply trends such as short-form video, user-generated content, and personalised messaging. Participants will also build budgeting skills using CPM, CPC, and CPA models, interpret performance using metrics like CTR, ROAS, and CPA, and design integrated multi-platform campaigns for stronger reach and consistency.
By completing the course, you will be able to match platforms to audience needs, allocate budgets effectively, identify high-return channels, and refine campaigns based on data instead of guesswork. With 70% of companies still relying on outdated KPIs and 83% of marketers citing ROI measurement as a key challenge, these capabilities set effective advertisers apart.
Prerequisites
Language
- Attained at least WPLN level 6; or
- Obtained Grade C6 for GCE O-Level English; or
- Other equivalent qualifications.
Academic
- Obtained at least a pass or C6 at GCE O-Level in at least 3 subjects; or
- Candidates with other qualifications will be considered on a case-by-case basis; or
- Mature candidates aged ≥ 30 years old with 8 years of relevant working experience.
Learning Units
LU1 – What is Digital Advertising
- Organic vs Paid Advertising
- Why Advertise?
- Role of Ads in Brand Building
- Understanding Consumer Behaviour and Psychological Triggers
- Understanding Brand Strategy Through Frameworks
- Aligning Digital Advertising with the Customer Journey
LU2 – Media Channels & Formats
- Types of Media Channels
- Ad Placements
- Ad Design & Messaging
- Putting It All Together: Choosing the Right Channel
- Platform Usage Trends, What Marketers Must Know
- Bonus: An Introduction to PESO
LU3 – Media Trends & Targeting
- Short-form Video – Capturing Attention in Seconds
- User-Generated Content (UGC) – Letting Your Customers Tell the Story
- Personalisation in Digital Advertising – Reaching the Right Person with the Right Message
- The 3R Test: Reach, Relevance, Results
LU4 – Planning Budget & Choosing Platforms
- Why Strategic Planning Matters in Digital Media
- Platform Fit for Audience
- Allocating a Digital Ad Budget
- Platform Management in Action
- Media Planning Framework
LU5 – Evaluating Channel Effectiveness
- Replies, Reach, Response Rates
- Comparing Platforms
LU6 – Cross-Platform Integration & Improvement
- Combining Channels: Cross-Platform Integration
- Strategic Framework: Integrated Campaign Planning Framework – SCOPE
- Tactical Framework: Media Integration Funnel Framework
- Why Sequencing Matters in Multi-Platform Media Integration
- Post-Campaign Evaluation & Improvement
- Governance & Compliance
Course Objectives
By the end of this course, you should be able to:
- Analyse how digital advertising supports business branding and customer engagement across different media types.
- Determine the suitability of different digital media channels for displaying ads based on audience behaviour and message clarity.
- Differentiate between current digital media trends to determine their effectiveness for targeting specific customer groups.
- Develop a media budget plan by selecting platforms based on cost, reach, audience needs and campaign goals.
- Interpret advertising performance results to determine which digital media platform delivered higher engagement and cost-effectiveness.
- Examine the strategic integration of multiple media platforms to determine their influence on campaign reach and compare past campaign outcomes to suggest refinements.
Training Hours & Assessment
Total Training Hours: 16-hour training course including a 2-hour assessment.
Assessment
- Written Assessment
Fees and Subsidies
*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders
Course Fee:
S$900 (exclusive of 9% GST)
Course Fee After Eligible SSG Subsidies:
From S$114.30 (inclusive of 9% GST) after 90% SSG Subsidies
| Learners | |
| Singaporean Citizens ≥ 40 years old | S$114.30 (after SSG 90% Funding) SkillsFuture Credits can be used on top of existing subsidies |
| Singaporean Citizens, PRs or LTVP+ Holders ≥ 21 years old |
S$294.30 (after SSG 70% Funding) For Singapore Citizens aged 21-31 Post Secondary Education Account Funds can be used. |
| Learners | SMEs | Non-SMEs |
| Singaporean Citizens ≥ 40 years old | S$114.30 (after SSG 90% Funding) SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies |
S$114.30 (after SSG 90% Funding) SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies |
| Singaporean Citizens, PRs or LTVP+ Holders ≥ 21 years old | S$294.30(after SSG 70% Funding) SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies |
Singaporean Citizens ≥ 40 years old
Singaporean Citizens, PRs or LTVP+ Holders ≥ 21 years old
All prices are inclusive of 9% GST.
Important Reminder: Your PSEA claim needs to be submitted at least 1 month before the course’s commencement date. Should you miss this deadline, an alternative payment method must be used to secure your spot in the course. After the disbursement of your PSEA funds to us, we will reach out to initiate the refund process.
(16 hrs) Digital Advertising
Up to 90% SkillsFuture Subsidy. Enrol today.
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Up to 90%
SkillsFuture Subsidy