WSQ Digital Marketing Essentials Course – (Classroom and Async e-learning)

This digital marketing fundamentals course is suitable for beginners embarking into digital marketing, business owners, startups, entrepreneurs, marketing executives, freelancers, career seekers, and mid-career switchers looking to get into digital marketing.

• 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.

In this digital marketing essentials course, trainees will learn:

• What digital marketing is and the important role it plays in business illustrated through case studies
• How B2B and B2C digital marketing differ
• What digital marketers actually do in their day-to-day job roles
• Pricing models typically used by digital marketing agencies
• What a customer persona is and an example of one
• The step-by-step methodology in building a digital marketing strategy
• Essential digital marketing metrics to track business performance
• How to analyse basic digital marketing reports
• And much more

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

• Plan digital marketing objectives and resources to execute digital marketing campaigns
• Design digital marketing funnels comprising of a mix of digital channels
• Develop individual digital marketing channel strategies based on research on consumer needs and preferences
• Evaluate essential digital marketing metrics to assess performance of digital marketing campaigns

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-3027-1.1 Marketing Mix Management under the Skills Framework TSC and Certification of Completion by ASK Training will be awarded to candidates who have demonstrated competency in the WSQ Digital Marketing Essentials course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-3027-1.1 Marketing Mix Management

Course Code: TGS-2023020687
Course Support Period: 01 Jun 2023 – 31 Jan 2025 

Instructor-led | Mode of Delivery (Asynchronous E-Learning, Class Discussion)

• What is digital marketing
• Digital marketing vs traditional marketing
• Why digital marketing is important from both a marketer’s and a business owner’s perspectives
• The role of digital marketing to a business
• Digital marketing channels (search, social, email, display, and more)
• B2B vs B2C digital marketing
• Digital marketing case studies
• What digital marketers do
• How digital marketing agencies charge

Instructor-led | Mode of Delivery (Lecture & Illustration, Class Discussion)

• What a digital marketing funnel is
• What a customer persona is and why a customer persona is important
• Elements of a customer persona
• Example of a customer persona
• Stages of a digital marketing funnel
• How to build a digital marketing funnel for your business

Instructor-led | Mode of Delivery (Lecture & Illustration, Class Discussion)

• Digital Marketing Strategy: Defining your marketing objectives to identify KPIs, and the pros and cons of hiring a digital marketing agency and handling your efforts in-house
• Content Marketing Strategy: Design and Deploy
• Search Engine Optimisation Strategy: Keyword research, and Off-page SEO
• Digital Advertising Strategy: Define, Develop, and Implement
• Social Media Marketing Strategy: Discover and Develop
• Email Marketing Strategy: Planning, Content, and Creative
• Trends that you need to be aware of: E-commerce and AI

Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Group Discussion)

• Leveraging on AI tools to implement your digital marketing strategies (ChatGPT and Dall-E2)
• What digital marketing analytics is (5 mins)
• Why digital marketing analytics is important
• Essential digital marketing metrics to track and analyse
• Digital marketing analytics platforms
• Overview reports on Google Analytics
• Case Study – Evaluate marketing mix and results for B2C industry
• Case Study – Evaluate marketing mix and results for B2B industry

• Written Assessment – Case Study
• Individual Project Presentation

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$37.20

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 8% GST): S$97.20

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$37.20

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

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. For more details, you may read the Online-based Classroom Learner Guide.

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.

You may be eligible for up to 95% SkillsFuture subsidies. For funding information, please see the course funding section on this page.