WSQ Digital Advertising Course

Learn How to Develop and Run Successful Digital Advertising Campaigns

This course is co-validated by Equinet Academy. @ASK Training conducts the training for this course.

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*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

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Course Description

5-Step Digital Advertising Framework

Consumers in Singapore spend more than two-thirds of their waking hours on digital devices daily, namely smartphones. With the advent and proliferation 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 allows brands to efficiently reach a wide targeted audience, delivering timely and relevant marketing messages to achieve their objectives. A well-developed and well-targeted digital advertising campaign can benefit your business in many ways, including growing your reach, improving brand recall, and targeting customers when they are most likely to purchase.

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. 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.

Target Audience

Marketing Executives, Marketing Managers, Business Owners, and Digital Marketing Account Managers who oversee/manage paid media and digital advertising campaigns.

Minimum Entry Requirements

1 GCE ‘O’ level or equivalent (≥ 21 years old); or
NITEC/Higher NITEC (≥ 21 years old); or
Mature candidates (≥ 30 years old with 8 years’ work experience); or
Candidates with other qualifications will be considered on a case-by-case basis

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

Some knowledge of sales and marketing concepts will be useful, although not a requirement.

Course Highlights

In this Digital Advertising 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

Course Objectives

By the end of the class, trainees will be able to:

Determine different brand and digital advertising strategies used by organisations
Determine different forms of digital advertising channels used by the organisation’s brand and marketing activities
Select the right digital advertising channels based on customer journey
Develop a media plan for effective digital advertising channels management based on budgets and key performance indicators projections
Evaluate the effectiveness of digital advertising campaigns

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-PRE-3004-1.1 Media Strategy Development under the Skills Framework TSC and Certification of Completion by ASK Training will be awarded to trainees who have demonstrated competency in the WSQ Digital Advertising course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-PRE-3004-1.1 Media Strategy Development
Course Codes: TGS-2023020891

Course Support Period: 01 Jun 2023 – 31 Jan 2025

Course Outline

Download the full course brochure here.

Introduction to Digital Advertising

Instructor-Led | Mode of Delivery (Lecture & Illustration, Skills Practice & Guided Discussion)

What is advertising?
Why do businesses advertise?
Types of media (owned, earned and paid)
Understand the history of digital advertising
Pros & Cons of Digital Advertising
Identify trends in digital media usage
Determine how digital advertising can be integrated with the overall marketing strategy

Digital Advertising Channels

Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Modeling, Case Study Sharing, Quiz)

Types of digital advertising channels
Identify the strengths and weaknesses of each type of digital advertising channel (E.g. Search, Social, Video etc)
Identify the types of digital advertising media formats available
Comparing different digital advertising platforms (E.g. Google, Meta, TikTok, YouTube, LinkedIn etc.) and their impact on businesses
Identify the types of targeting features available across all digital advertising channels
Implement competitor research with digital advertising tools
Selecting the right digital advertising channels that are best suited to market the product/service offering
Mapping the customer journey and digital touchpoints
Creating Google Ads account and Keyword Planner walkthrough
Identifying the power of search intent

Develop Digital Advertising Strategy

Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Modeling, Case Study Sharing, Quiz)

Identifying the different pricing model used in digital advertising
Essential metrics used in digital advertising
Choose the right KPIs for your digital advertising campaign
Applying customer journey in campaign structure
How ads auction work for Google and Meta Ads?
Developing click-worthy search ads
What is Google Ads Editor
Develop your first Google Ads campaign with Google Ads Editor and campaign build template
- Demonstrate search campaign creation process on Google Ads
Determine performance projections based on allocated budget and timelines
Define and complete all components of a media plan

Digital Advertising Analytics

Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Modeling, Case Study Sharing, Quiz)

Various tools and platforms used to measure and track campaigns
Discrepancy in clicks received versus actual traffic
Analysing campaign effectiveness using digital advertising metrics
Determine an optimisation strategy to improve return on ad spend (ROAS)

Assessment Component

Written Assessment – Case Study with Questions
Individual Project Presentation

This course is part of the Advanced Certificate in Digital Marketing and Digital Marketing SkillsFuture Career Transition Programme (SCTP).

Trainer

Shaun Lee

Shaun is a highly skilled and engaging trainer with over 11+ years of experience in digital marketing and business development. He is an expert in various digital marketing strategies, including performance marketing, web analytics, social media marketing, SEO, and paid search. He brings real-world experience from working for top brands like Bytedance, Amazon, LinkedIn, and Vision Critical, enabling him to provide practical insights and actionable strategies.

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.

Digital Marketing Strategy Trainer at Equinet Academy Kelvin Koo

Ian Ong

Ian is the co-founder of Roots Digital, an award-winning digital marketing agency headquartered in Singapore, who has worked with great brands like Microsoft, Intel, BRAND’S, Takashimaya and more. He led the company to receive numerous industry-recognised awards from Marketing Interactive and expanded its footprint to countries like the Philippines, Malaysia and Indonesia.

*Only one trainer will be facilitating per class.

Why Learn With Us?

Get expert advice, learning resources, and post-training support for up to 3 years.

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Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.

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Insider Community

Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.

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Course Resources

Get 3-year access to constantly updated Digital Advertising course resources.

Course Fees & Fundings

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

Course Fee:
S$900 (exclusive of 8% GST)

Course Fee After Eligible SSG Subsidies:
From S$111.60 (inclusive of 8% GST) after 90% SSG Subsidies

Self-Sponsored Individuals

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

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$111.60

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

SkillsFuture Baseline Funding – 70% Funding

Eligible for 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 8% GST): S$291.60

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.

Company-Sponsored (SMEs)

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 8% GST): S$111.60

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

Company-Sponsored (Non-SMEs)

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 8% GST): S$291.60

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 8% GST): S$111.60

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

Check your eligible grant amount and nett payable course fees when you sign up now.

Course Schedule

Course Duration:
2 Days (8.30am - 6.30pm)

Course Schedules:

05, 06 Oct 2023 (Thu, Fri), 8.30am - 6.30pm
24, 25 Oct 2023 (Tue, Wed), 8.30am - 6.30pm
16, 17 Nov 2023 (Thu, Fri), 8.30am - 6.30pm
12, 13 Dec 2023 (Tue, Wed), 8.30am - 6.30pm

(Click on the course dates above to register online)

Conducted via Zoom.

Course Duration:
2 Days (8.30am - 6.30pm)

Course Schedule:
There are currently no course dates available. You may contact us to register your interest for dates when they become available.

Testimonials

“The Digital Advertising course was a good course covering the various aspects of digital advertising, with concise information and hands-on sessions within a short duration of 2 days. Through this course, I have developed a better understanding of the various tools and platforms used in digital advertising.”

Wenyi Saw, Adidas

FAQs

Do I have to prepare anything before attending the course?

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class.

As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.

Are there any funding or government subsidies for this course?

You may be eligible for up to 90% SkillsFuture subsidies. For funding information, please see the course funding section on this page.

If I have any questions after the course, can I consult the trainer?

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.

Still have unanswered questions? Submit an enquiry here.