Digital Marketing Course Details

As a VI student, you will be given access to online learning materials in our e-learning portal.

To get you ready for learning, this essential pre-work will familiarise you with the basics of the key concepts and tools we will be using throughout the course.

Although you will learn these topics remotely before you arrive in class, you won’t be far away from the resources of the VI community. Make use of our Telegram channel to leverage connections with students, alumni, instructors and experts. At the end of your pre-work, you’ll be ready for the fast pace on campus!

After the course, you can choose to participate in follow-up sessions with your instructor, either in a group and/or individually, included as part of the course fee.

• Digital marketing overview and statistics
• How marketing has evolved overtime
• Introduction to digital marketing trifecta
• Introduction to A.I.D.A. marketing framework
• Case study of single and multi channel digital marketing touch points of a fintech business with customers
• Introduction to key concepts to a integrated digital marketing strategy in a digital world today

Activity:

• Explore a customer’s digital foot print and touch points with a financial related business today
• Discuss and explore S.M.A.R.T. social media and digital marketing goals for a financial related business
• Map a digital marketing campaign with A.I.D.A framework

• Facebook marketing organic strategies
• The rise of Facebook Live
• Instagram marketing organic strategies
• Introduction to TikTok Marketing and platform’s Organic Strategies for Growth
• Content pillar ideas based on social media platform

Activity:

• Discuss the pros and cons of the 3 social media marketing platforms
• Plan and propose a hashtag research and strategy, insights and analytics for an Instagram Post
• Create a social media post based on A.I.D.A framework

Tutorials:

• Paid Social Media Strategies (Facebook, Instagram and TikTok)
• Why paid social media advertising is essential for businesses
• Introduction to S.M.A.R.T. social media advertising objectives
• Introduction to Return on Advertising Spend (ROAS)
• Case study of how we can use social media to generate leads

Activity:

• Plan and calculate your campaign’s ROI/ROAS
• Create a Social Media advertisement campaign

• Introduction to SEO tools
• SEO best practices
• Introduction to Google Search Console
• Repurposing content for the different social media platforms
• The role of good content in marketing
• Explore the difference between Social Media and SEO content marketing
• Introduction to Content Ideation Tools

Activity:

• Research, identify and propose 4 social media content ideas
• Research and propose 3 SEO keyword and long tail blog / article content ideas

Tutorials:

• Introduction to planning for a paid search campaign
• Landing pages vs website for paid search campaign
• Introduction to Google analytics

Activity:

• Build a landing page
• Identify Google analytics metrics and goals

• Email marketing best practices
• Email marketing tools, reports and case studies
• Lead generation techniques, growing your email database
• Nurturing potential customers with email automations

Activity:

• Create a pop-up or form for lead generation purposes
• Create an email marketing campaign

• Introduction to PDPC’s PDPA policy
• How Facebook and Instagram A/B Testing Ad works
• Reporting on Facebook and Instagram Ad Campaign Insights
• Reporting on Google Ad Campaign Insights i.e. CPC, CPA, etc
• Conclusion and wrap up of 7 lessons

Activity:

• Identify and implement for your organisation’s and/or digital marketing department
• Identify Facebook and Instagram Ad metrics that matter
• Identify Google Ad metrics that matter
• Capstone Project discussion

“Business owners and entrepreneurs who want their business to remain relevant and competitive in today’s tech-forward world must consider digitising quickly – starting with an online presence.”

– The Straits Times, 12 Jan 2022

Digital and mobile technology coupled with the explosive global adoption of social media has fundamentally changed the way businesses connect with their customers. Though traditional marketing methods are still utilised, digital marketing such as search engines and social media is fast becoming the dominant tool for marketers.

As the digital landscape continues to evolve, it is essential for marketers to familiarise themselves with the key technologies underlying digital marketing, as well as learn how an effective digital strategy can enable a business to thrive in this dynamic environment.

In Social Media Marketing, platforms such as Facebook, Instagram, and TikTok are used to build a company’s brand, increase sales, and drive website traffic.

This growing digital marketing strategy not only provides businesses with an outlet to engage with their existing customers and reach out to prospective ones, but it also has built-in data analytics that allows digital marketers to track the success of their campaign efforts and identify areas for improvement.

Search Engine Optimisation is the process of improving a website such as its content relevance and technical configuration to increase its visibility in search engines when people search for products or services.

Search engines rank websites by analysing and featuring content that fulfils user search needs. This includes the use of relevant keywords in titles, meta descriptions, and headlines, along with descriptive URLs. By optimising your website to rank higher on search engine results pages, your business will be able to receive more traffic.

Search Engine Marketing is a powerful way to grow your business and reach new customers by ranking your website above organic results on the search engine results page.

To secure the desired paid ad spot at the top of the page, you will need to enter an ad auction by identifying the keywords you want to bid on, followed by specifying how much you are willing to spend per click on each of those keywords.

In order to create a good Search Engine Marketing strategy, you must first understand how paid ads platforms work and manage the variables that affect performance.

Google Analytics is one of the most popular analytics software. This free web analytics service allows you to gain in-depth insights about the visitors to your website, and it identifies the areas for improvement by highlighting what is unclear or lacking on your site.

It also provides a detailed report of the pages that experience a high bounce rate – one of the most important metrics which shows the percentage of visitors who leave your website after visiting only one page.

Email Marketing is a marketing channel that helps businesses to share new products or updates with customers on their mailing list.

It is one of the most direct and effective ways of connecting with your leads, nurturing them, and ultimately turning them into customers. Modern email marketing also has automation systems in place to simplify the process. In the long run, a well-designed email marketing strategy will not only drive sales but also build a community around your business.

As more businesses begin to shift online, it is becoming increasingly important for brands to gain an edge in the virtual space. Yet, according to recruitment platforms, Singapore is facing a tech talent shortage.

Singaporean employers ranked digital marketing among the top five job roles they aim to fill. With many job opportunities available and a high demand for digital marketing talent, you will be able to enjoy greater job security and a lucrative salary in this field.

Yes, you can receive up to 70% funding support from The Institute of Banking & Finance (IBF) for our IBF-accredited programmes. The balance course fees (after subsidy) can be offset using your SkillsFuture Credits or NTUC UTAP funding.

The IBF Standards Training Scheme (“IBF-STS”) provides funding for training and assessment programmes accredited under the Skills Framework for Financial Services.

For our training programmes that are IBF-accredited, eligible Singaporeans & PRs may receive funding support under the IBF Standards Training Scheme (IBF-STS), subjected to all eligibility criteria being met.

For more information on the funding support, please visit: https://www.ibf.org.sg/home/for-individuals/skills-and-jobs-development/training-support/IBF-STS

Yes. For self-sponsored Singaporeans aged 25 years old and above, you can use your SkillsFuture Credit to offset the remaining course fees after IBF funding.

To check your SkillsFuture credit balance, please follow these steps:

1. Go to https://myskillsfuture.gov.sg
2. Click on ‘Submit SkillsFuture Credit Claims’
3. Login with your SingPass
4. Click on the arrow (>) at the top right hand corner. You will be able to see a drop-down list of your Available SkillsFuture Credits.

After you have registered for a course, a VI representative will reach out to guide you with the SkillsFuture Credits

*Please note that our courses are not eligible for “Additional SkillsFuture Credit (Mid-Career Support)’. You will only be able to use available credits from ‘SkillsFuture Credit’ and ‘One-off SkillsFuture Credit Top-Up’.

Yes, all our courses are eligible for Union Training Assistance Programme (UTAP) Funding. NTUC Union members can use UTAP to offset 50% of unfunded course fees (capped at $500 per year).

This claim must be done after completion of the course. Please refer to the UTAP FAQ for more information.

For illustration purposes only:

The IBF funding support works on a nett fee model. This means that the subsidy is applied upfront, and you will only need to pay the balance course fees after the subsidy. For example, if you are eligible for 70% subsidy, you only need to pay the remaining 30% upfront.

To be eligible, you’ll have to meet the following prerequisites.

For Self-Sponsored:

All Singaporeans or Singapore Permanent Residents (PRs) that are physically based in Singapore and successfully complete the course will be eligible.

• Be a Singaporean Citizen or PR based in Singapore
• Minimum of 75% attendance (this means that you must attend at least 6 out of 7 lessons)
• Pass the final assessment

Any balance course fees can be offset using your SkillsFuture Credits & NTUC UTAP funding.

For Company-Sponsored:

• Be from Financial Institutions that are regulated by the Monetary Authority of Singapore (MAS) (either licensed / exempted from licensing) or Fintech companies that are registered with the Singapore Fintech Association.
• Be a Singaporean Citizen or PR physically based in Singapore
• Minimum of 75% attendance (this means that you must attend at least 6 out of 7 lessons)
• Pass the final assessment

We offer interest-free instalment plans to ensure tech education is accessible to all Singaporeans and PRs. You may reach out to our admissions team for more information via:

Email: [email protected]
Phone: 6950 7023

This program is suitable for beginners with no pre-requisites.

The tools will be web-server based, hence no installation is required.

You will need to have your own personal laptop/PC to attend the course.

Upon successful completion of this IBF-accredited course, participants will be awarded a digital marketing certification recognised by employers in Singapore. VI alumni use their course certificate to demonstrate skills to employers and their LinkedIn network.

Our programmes are well-regarded by top companies, who contribute to our curriculum and use our courses to train their own teams.

If you miss a lesson, you are allowed to attend a makeup class. This would be the corresponding class of another intake that same week, subject to availability. If you cannot make it for the makeup class, then you can simply watch the recorded lesson video.

Your attendance is only counted if you attend a makeup class.

Apart from the Digital Marketing Course, Vertical Institute presents numerous in-demand courses in Singapore. These are additional pathways that you can consider to carve out a career in the tech industry.

1. Data Analytics Course
2. Cybersecurity Course
3. Blockchain & Cryptocurrency Course
4. UX Design Course
5. Advanced Data Analytics Course

With these resources, students have the opportunity to cultivate their tech skills and set a strong foundation for a successful career in the ever-evolving technology industry. Singaporeans and PRs are eligible for government course subsidies at Vertical Institute.