ICDL Introduction to Digital Marketing

This course focuses on essential concepts and skills relating to the fundamentals of digital marketing. This include creating a web presence, optimizing content for search engines, using social media platforms, carrying out online marketing and advertising across a range of services, as well as monitoring and improving campaigns with the help of analytics tools.

What will be covered?

Digital Marketing Concepts

• Key Concepts 
-  Define key Digital Marketing elements such as SEO, SEM, Content Marketing, EDM and Social
- Media Marketing
- Recognize the pros and cons of digital marketing and regulatory obligations of digital marketing in Singapore

• Planning
- Recognize key elements involved in Digital Marketing strategies for development of digital marketing plans
- Recognize the types of content, such as infographics, memes and videos, used to drive traffic
- Discuss how digital marketing is aligned to business goals
- Select appropriate target audience and platforms to execute strategy

Web Presence

• Web Presence Options
- Differentiate between various web presence solutions such as information websites, blogs, ecommerce websites, mobile sites etc
- Discuss the key steps involved in establishing your web presence: purchasing a domain name, registering domain name with a web hosting service, website building and promotion

Website Considerations
- Describe the functions of the main landing pages of a website, i.e. home page with product/service information, Contact Us page, sitemap & etc. Understand website design terms such as user interface (UI), user Experience (UX), responsive design, browsing capabilities to manage website functionality
- Recognize good practices for website content creation and website promotion
- Search Engine Optimization
- Understand the rationale behind the selection of keywords when optimizing content in your website and how it can affect the website’s ranking on Google search

Social Media Setup

• Social Media Platforms
- Understand social media marketing campaign elements such as choosing appropriate platforms and creating bespoke content for targeted audiences, tracking and evaluating campaign effectiveness

• Social Media Accounts
- Differentiate profiles for personal, business, groups or event purposes.
- Understand Social media actions like post, tag, hashtag, comment etc.
- Create, edit, delete a post on news, create events and polls

Social Media Management

Understand Social Media Management Services
- Leverage on social media platforms to manage large volumes of social media activity

• Marketing and Promotion Activities
- Understand the term Influencers, target audience, video marketing, review, referral, viral and URL shortener.

• Engagement, Lead Generation and Sales
- Identify good practices such as setting up notifications on a social media profile to engage your audiences on social media
- Understand the terms that can be used to generate increased traffic and leads

Online Marketing and Advertising

• Online Advertising
- Identify common examples of search engine marketing platforms such as Google AdWords
- Differentiate between the different types of online advertisements
- Recognize the importance of sponsored posts in increasing the interaction and engagement on social media

• E-mail Marketing
- Manage email marketing accounts, schedule and create campaigns

• Mobile Marketing
- Recognize that mobile marketing can increase access to more customers in a targeted manner, i.e. location based
- Discuss how mobile marketing considerations, such as tailoring keywords, can lead to increase in sales generation


• Getting Started

- Understand the term analytics, the importance of using analytics tools and setting up analytics reports to measure performances of digital marketing campaigns

• Web Analytics
- Understand what web traffic is and what constitutes quality web traffic through terms such as unique visitors, impressions, clicks, bounce rate, conversion rate, click through rate etc.

• Social Media Insights
- Understand how social media insights can help you measure the effectiveness of your marketing activities in generating sales on your selected social media platforms
- Understand social media insights terms such as engagement, reach, mentions, trends, inbound links etc.

• E-mail Marketing and Online Advertising Analytics
- Understand common email analytics terms such as pen rate, click rate, bounce rate, total subscribers etc.
- Understand common online advertising terms such as pay per click, cost per thousands, cost per conversion etc.

Course Fees & Schedule

Full Course Fee: $480 + $33.60 (gst) = $513.60 (Inclusive of gst)

After funding:
Singaporeans/PRs (21 - 39 years old) = $241.60 (incl. GST)
Singaporeans (40 years old & above) = $113.60 (incl. GST)
- Skillsfuture Credit eligible for Singapore Citizens aged 25 and above.
- Singaporean aged 17 to 30 may use PSEA (Post-Secondary Education Account) for fee payment.
- You may use U-tap to defray 50% of the unfunded course fee, capped at $250/year.
- Training Commitment Award (TCA) of $100 for completing 2 WSQ courses.

Company Sponsored

For SMEs, after funding:

Singaporeans/PRs = $113.60 (incl. GST)

For Non-SMEs, after funding:

Singaporeans/PRs = $241.60 (incl. GST)

Singaporeans (40 years old & above) = $113.60 (incl. GST)

[ SMCCI Peniaga Pintar Fund applicable ]

Course Duration

2 days (15 hours of training, 1 hour of assessment), 9:00am – 6:00pm


Upcoming Training: 16 - 17 Dec 2021, at ASK Training @ Mountbatten Square.

Training Provider

ASK Training

Ready to upskill?

For course registration and any other course-related enquiries, please email to: nadiahhassan@smcci.org.sg
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