Digital Advertising Fundamentals

Funding Validity Period

Course Overview

Digital Advertising refers to marketing through online channels and platforms like websites, streaming content. The purpose is to promote the brand or to generate sales for the organization. The art of using digital advertising is important as it helps businesses to connect with customers when they are online. It is one of the most effective form of reaching out to potential clients.

This intensive 2-day course will equip learners with a thorough understanding of how to deploy digital advertising solutions as well as made aware of how to use each platform for maximum effect. Learners will understand the concept behind digital advertising as well as learn how the different platform works.

Skills Acquired

By the end of this course, learners will be able to:

Distinguish the functions and operation of the top performing digital platforms
Create a media-friendly creative that adheres to the rules and regulations of the social media platform as well as intellectual property considerations and that also aligns with the organization’s marketing strategies, operational plans and budget
Trace digital data from the creatives implemented on a digital tool to determine the effectiveness of the campaign
Explain advertising scheduling tools and options
Evaluate innovative ideas that could optimise social media presence

Learning Modules

1) The Fundamentals of Digital Advertising Campaigns

Organic vs Paid
Digital Marketing vs Traditional Marketing
How budgeting works in Digital Marketing?
Advertising Objectives (Facebook/ IG/ Google)
Key Digital Marketing laws in SG
Types of Content
Persona

2) Creating a Compelling Digital Advertisement

What is a Digital Marketing Strategy?
5 Stages of Consumer Awareness Cycle
Copywriting
Digital Storytelling
Designing your Logo, Banner and Ads
Facebook Page and Instagram Account

3) Monitoring Digital Data to Determine Campaign Performance

Why Data Analysis?
Google Analytics
Google Analytics Metrics

4) Introducing Re-Targeting Options for social media

What is retargeting
Facebook Pixel
How to create retargeting audience in Facebook/ Instagram
Customer Audience in Facebook/ Instagram
About website Customer Audiences
Customer List Custom Audience
Engagement Customer Audiences

Organic vs Paid
Digital Marketing vs Traditional Marketing
How budgeting works in Digital Marketing?
Advertising Objectives (Facebook/ IG/ Google)
Key Digital Marketing laws in SG
Types of Content
Persona

What is a Digital Marketing Strategy?
5 Stages of Consumer Awareness Cycle
Copywriting
Digital Storytelling
Designing your Logo, Banner and Ads
Facebook Page and Instagram Account

Why Data Analysis?
Google Analytics
Google Analytics Metrics

What is retargeting
Facebook Pixel
How to create retargeting audience in Facebook/ Instagram
Customer Audience in Facebook/ Instagram
About website Customer Audiences
Customer List Custom Audience
Engagement Customer Audiences

Who is this course is for

The job role(s)/occupations that this unit would be relevant to may include all occupations in all industries. Some example are Sales and Marketing, Business Development.

Academic prerequisites

Be able to operate a personal desktop computer.
Be able to listen and speak English at a proficiency level equivalent to the Employability Skills Workforce Skills Qualifications (“ES WSQ”) Workplace Literacy (“WPL”) level 5.
Be able to read and write English at a proficiency level equivalent to ES WSQ WPL level 5.
Be able to manipulate numbers at a proficiency level equivalent to ES WSQ Workplace Numeracy (“WPN”) level 5.

Have knowledge of the basic concepts of Digital Marketing

Course Fees

Non Funding Course Fee ($500)

Fees	Company/Individual Sponsored
Full Fee	S$ 500.00
9% GST(On full course)	S$ 45.00
Net Fee	S$ 545.00

Non Funding Course Fee ($500)

Fees	Company/Individual Sponsored
Full Fee	S$ 500.00
9% GST(On full course)	S$ 45.00
Net Fee	S$ 545.00