PROGRAMME DESCRIPTION
The “Developing digital marketing know-how through workplace learning” course that introduces learners to the basics of digital marketing and digital advertising. Learners will be equipped with key skillsets for digital marketing, best practices to approach digital marketing projects and how to identify the closest KPI benchmarks for their business to evaluate the effectiveness of their digital marketing efforts.
The course also covers effective ways of copywriting for advertising and includes hands-on activities where learners can learn to conduct their own target audience analysis, using common free tools for rapid content creation, and creating their own Facebook Ad campaign.
The course also covers effective ways of copywriting for advertising and includes hands-on activities where learners can learn to conduct their own target audience analysis, using common free tools for rapid content creation, and creating their own Facebook Ad campaign.
Advisory and Updates: From 1 October 2023, Singaporean Citizens / Permanent Residents learners who are attending SkillsFuture Singapore (SSG)'s funded courses must take their attendance digitally via the Singpass App for attendance-taking for both physical classroom and synchronous e-learning courses.
Mandatory e-Attendance via Singpass App from 1 October 2023
Singaporean Citizens/Permanent Residents are required to set up your Singpass account and download the Singpass App prior to course commencement. Learners will have to submit a reschedule request, with an applicable fee, if they are unable to do so.
Please be present in class (physical and online) 15 minutes before the scheduled lesson time on the actual day and have the following ready:
- Smart device (e.g., smartphone or iPad) with a functioning camera,
- Singpass mobile app installed on the smart device,
- Login credentials for the Singpass App.
LEARNING OUTCOMES
By the end of this programme, the learners will be able to:
- Understand key skillset required to excel at digital marketing
- Understand how and where to acquire such skillset at or external to the workplace
- Understand the best practises when approaching a digital marketing project
- Understand the principle of content marketing and to determine appropriate content for target audience
- Learn quick ways to create content
- Understand how to evaluate social media platform appropriateness for business
- Understand best practises for social media management and engagement
- Learn free tools to assist key activities in social media marketing
- Learn the basics of digital advertising
- Acquire hands-on experience with FB advertising
- Learn effective ways of copywriting for advertising
- Understand key KPIs for digital marketing
- Learn how to acquire closest KPI benchmarks for your business
PROGRAMME SCHEDULE
| Duration | Topics |
| 7hrs | Introduction to digital marketing - Trends (digital behaviour by the numbers and projection)
- Client-side and agency-side perspectives (best practises in team setup and external resources)
- Key skillsets (the different disciplines and the core competencies )
- On-job training (How you can stay abreast of digital trends and sharpen your skills)
- The holistic approach (The customer experience vs silo workflow)
Content - Why a resurgence in content marketing (long term vs short term gain)
- Know your audience (Know your cash cows)
- Quick tips on RCC (rapid content creation)
Social - “Less is more” principle (Know which platform works best for your business)
- Engagement tactics (Audience engagement best practises)
- Managing comments and negativities (The double-edged sword of customer interactions)
- Quick tools for social media marketing (Introduction to common free tools)
Advertising - “Pay to play” principle (Why advertising is a requirement for marketing)
- Audience targeting (How to target audience effectively on key platforms)
- Ad copy basics (What is the 1-2-3 rule in copy writing)
- FB Ad campaign hands-on
Measurement - Key performance index (Common ways to measure campaigns and BAU)
- Vanity metrics (Be careful of meaningless metrics)
- Benchmarking (How to know the marketing benchmarks for your business )
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