(16 hrs) Digital Marketing Essentials

Digital Marketing Essentials Course in Singapore: Build core digital marketing skills to understand customers, apply the marketing mix, track performance, and turn trends into action.

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Course Synopsis

The Digital Marketing Essentials course is designed to equip participants with the foundational skills and knowledge necessary to excel in the dynamic field of online marketing.

It covers the traditional marketing mix principles – Product, Price, Place, Promotion – within a digital context, including analysing how organisations adapt these elements in their digital marketing strategies. Through theoretical learning and practical exercises, including case studies and real-world examples, participants will also learn to map the online customer journey, identifying critical digital touchpoints for optimal consumer engagement.

Beyond the fundamentals, participants will learn to navigate the future of retail with Generative AI and Omnichannel strategies. Using our Trend-to-Action Framework, they will leave with a ready-to-implement digital strategy that maximises ROI by aligning emerging technology with business goals.

This fundamentals of digital marketing course is ideal for marketing professionals, business owners, and anyone looking to deepen their understanding of digital marketing in today’s fast-paced digital world.

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 – The Digital Customer

Retail trends & customer expectations
Understanding the PESTLE Framework for Digital Retail
Best Practices for Understanding Retail Trends & Customer Expectations
Personas & Segmentation
Customer Journey Mapping
Digital Touchpoints

LU2 – Digital Marketing & the Marketing Mix

Application of 4Ps in Digital Content
Strategic vs Operational Mix
The Digital Marketing Funnel Stages

LU3 – Digital Marketing Analytics & Performance

What are Digital Marketing Analytics?
Introduction to Analytics Tools in Digital Marketing
Introduction to Google Analytics 4 (GA4)
ROI Tracking & Marketing KPIs

LU4 – Emerging Trends & Digital Strategy

Emerging Trends
New Retail Opportunities Through Trends
Trend-to-Action Frameworks
Positioning & Realignment

Course Objectives

By the end of this course, you should be able to:

Differentiate customer needs to build a persona and map their digital buying journey.
Evaluate how the marketing mix meets the needs of different customer types.
Deconstruct each element of the marketing mix in relation to the business context.
Determine which part of the mix needs adjustment for different retail formats.
Assess analytics tools to choose those best suited to business needs.
Interpret campaign performance using key digital metrics and Return on investment (ROI).
Examine how an emerging digital trend can improve one part of the marketing mix.

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.