(16 hrs) Digital Advertising (Part of SCTP)
About This Course
Digital advertising is now central to modern marketing, with budgets shifting from traditional to online channels. Yet 60% of SME spend is still wasted due to poor platform choices and weak targeting, while coordinated cross‑channel campaigns deliver 24% higher conversions and 23% more revenue than single‑platform efforts.
This Digital Advertising course equips participants with core knowledge and practical frameworks for planning effective campaigns. Whether you’re a small business owner, marketing newcomer, or professional expanding your skills, the course offers a structured, hands-on approach to producing measurable results.
The curriculum covers how organic and paid media drive brand growth, how to select channels based on audience behaviour, and how to apply trends such as short-form video, user-generated content, and personalised messaging. Participants will also build budgeting skills using CPM, CPC, and CPA models, interpret performance using metrics like CTR, ROAS, and CPA, and design integrated multi‑platform campaigns for stronger reach and consistency.
By completing the course, you will be able to match platforms to audience needs, allocate budgets effectively, identify high‑return channels, and refine campaigns based on data instead of guesswork. With 70% of companies still relying on outdated KPIs and 83% of marketers citing ROI measurement as a key challenge, these capabilities set effective advertisers apart.
What You'll Learn
1. Analyse how digital advertising supports business branding and customer engagement across different media types
2. Determine the suitability of different digital media channels for displaying ads based on audience behaviour and message clarity
3. Differentiate between current digital media trends to determine their effectiveness for targeting specific customer groups
4. Develop a media budget plan by selecting platforms based on cost, reach, audience needs and campaign goals
5. Interpret advertising performance results to determine which digital media platform delivered higher engagement and cost-effectiveness
6. Examine the strategic integration of multiple media platforms to determine their influence on campaign reach and compare past campaign outcomes to suggest refinements.
Entry Requirements
Prerequisites
Language:
• Attained at least WPLN level 6 OR
• Obtained Grade C6 for GCE O level English OR
• Other equivalent qualifications
Academic:
• Obtained at least a pass or C6 at GCE O Level in at least 3 subjects OR
• Candidates with other qualifications will be considered on a case-by-case basis OR
• Mature candidates (≥ 30 years old) with 8 years of relevant working experience