(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.

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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 With 70% of companies still relying on outdated KPIs and 83% of marketers citing ROI measurement as a key challenge, these capabilities set effective advertisers apart.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 SWDA Subsidies:
From S$114.30 (inclusive of 9% GST) after 90% SWDA Subsidies

Learners

Singaporean Citizens ≥ 40 years old

S$114.30 (after SWDA 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 SWDA 70% Funding)

For Singapore Citizens learners aged ≥ 25 years old SkillsFuture Credits can be used on top of existing subsidies.

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 SWDA 90% Funding) SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies	S$114.30 (after SWDA 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 SWDA 70% Funding) SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies

Singaporean Citizens ≥ 40 years old

Self-Sponsored S$114.30

After SWDA 90% Funding SkillsFuture Credits can be used on top of existing subsidies

Company-Sponsored, SMEs and Non-SMEs S$114.30

After SWDA 90% Funding SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies

Singaporean Citizens, PRs or LTVP+ Holders ≥ 21 years old

Self-Sponsored S$294.30

After SWDA 70% Funding For Singapore Citizens learners aged ≥ 25 years old SkillsFuture Credits can be used on top of existing subsidies. For Singapore Citizens aged 21-31 Post Secondary Education Account Funds can be used.

Company-Sponsored, SMEs S$114.30

After SWDA 90% Funding SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies

Company-Sponsored, Non-SMEs S$294.30

After SWDA 70% Funding SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies

All prices are inclusive of 9% GST.