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Digital Advertising Fundamentals

Download PDF Outline

Download PDF Outline

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Course Synopsis

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.

Course Objectives

By the end of this course, learners will be able to:
  • Understand and differentiate the different digital advertising platform
  • Understand the suitability of each platform
  • Develop a plan of how to implement each digital advertising platform 
  • Evaluate the results of the various platform using online tools

Target Audience

  • 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. 

Assumed skills:

  • 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 Content

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

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

Monitoring Digital Data to Determine Campaign Performance

  • Why Data Analysis?
  • Google Analytics
  • Google Analytics Metrics

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

Digital Advertising Fundamentals

Company-Sponsored 

Funding Type Full Fee GST Funding Amount Nett Fee Payable (Incl. GST)
Funding TypeSME Full Fee$500 GST$35 Funding Amount($350) Nett Fee Payable$185
Funding TypeNon-SME Full Fee$500 GST$35 Funding Amount($250) Nett Fee Payable$285
Funding TypeNon-SME (MCES) Full Fee$500 GST$35 Funding Amount($350) Nett Fee Payable$185
  • SME: Singapore registered companies with (i) at least 30% local sharing AND (ii) Group annual sales less than $100 million OR Group employment size less than 200
  • Non-SME (MCES): Employee is Singaporean aged 40 years and above 
Course Fee Funding 
SME: 70% of course fee 
Non-SME: 50% of course fee 
Non-SME(MCES): 70% of course fee 

Eligible for Absentee Payroll Funding  
$4.50 per training hour capped at $100,000 per enterprise per calendar year

Self-Sponsored 

Funding Type Full Fee GST Funding Amount Nett Fee Payable (Incl. GST)
Funding TypeMCES Full Fee$500 GST$35 Funding Amount($350) Nett Fee Payable (Incl. GST)$185
Funding TypeNormal Full Fee$500 GST$35 Funding Amount($250) Nett Fee Payable (Incl. GST)$285
  • MCES: Singaporean aged 40 years and above
  • Normal: Singaporean / PR aged 21 years and above
Course Fee Funding 
MCES: 70% of course fee 
Normal: 50% of course fee 

Eligible for SkillsFuture Credit
Eligible for UTAP funding (Click to find out more about UTAP)
Course Duration
16
Course Reference Number
TGS-2021010047
Funding Validity Period
From 05-12-2021 to 04-12-2023
Mode of Training
Classroom