(16 hrs) Digital Marketing Essentials (Part of SCTP)
About This Course
The Digital Marketing Essentials course is designed to equip participants with the foundational skills and knowledge necessary to excel in the dynamic field of online marketing.
It covers the traditional marketing mix principles (Product, Price, Place, Promotion) within a digital context, including analysing how organisations adapt these elements in their digital marketing strategies.
Through theoretical learning and practical exercises, including case studies and real-world examples, participants will also learn to map the online customer journey, identifying critical digital touchpoints for optimal consumer engagement.
Beyond the fundamentals, participants will learn to navigate the future of retail with Generative AI and Omnichannel strategies. Using our Trend-to-Action Framework, they will leave with a ready-to-implement digital strategy that maximises ROI by aligning emerging technology with business goals.
This fundamentals of digital marketing course is ideal for marketing professionals, business owners, and anyone looking to deepen their understanding of digital marketing in today’s fast-paced digital world.
What You'll Learn
1. Differentiate customer needs to build a persona and map their digital buying journey.
2. Evaluate how the marketing mix meets the needs of different customer types.
3. Deconstruct each element of the marketing mix in relation to the business context.
4. Determine which part of the mix needs adjustment for different retail formats.
5. Assess analytics tools to choose those best suited to business needs.
6. Interpret campaign performance using key digital metrics and Return on investment (ROI).
7. Examine how an emerging digital trend can improve one part of the marketing mix.
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 basi OR
• Mature candidates (≥ 30 years old) with 8 years of relevant working experience