Digital Advertising Excellence, Driving Online Success

Digital Marketing & Comms

Next Intake: 8 Jul 2025 (Tue)

Basic
SkillsFuture
Short Courses
This module is part of (SCTP) Advanced Certificate in Digital Marketing

This module is conducted on-campus.

Next course starts on

8 Jul 2025 (Tue) See Full Schedule

Fee

SGD2,616* (as low as SGD185 after maximum funding) Learn More

Duration

3 days
Weeknights (7pm - 10.30pm)
Saturday (8.30am - 6.30pm)

Level

Basic

Venue

Singapore Management University

Who Should Attend

Marketing Executive
Business Development Manager
Key Account Manager
Marketing Communications Executive

PREREQUISITES

Participants should have at least 2 years of working experience

Overview

This module offers an immersive experience that not only builds and strengthens existing understanding of digital advertising fundamentals, it also offers participants insight into digital performance marketing and its strategy and planning processes.

The key to driving online success starts with a behind-the-scenes understanding of how major advertising platforms such as Google Ads work. Participants will be able to get hands-on experience in planning and setting up a successful Google Search ad campaign aimed at achieving a return on investment (ROI).

This module also explores technological advancements in digital advertising, including bidding strategies and the generation of ad creatives.

Learning Objectives

Gain a comprehensive understanding of the evolution from traditional to digital advertising
Explore components of a digital advertising strategy, mapping channels to the acquisition funnel and comprehending essential metrics aligned with the customer journey
Understand the intricacies of the digital advertising auction model to drive better cost-effectiveness and results
Plan and construct an effective digital advertising campaign like Google Ads by combining market research and applying techniques on how to structure campaigns
Define key metrics and goals, apply optimisation levers for return on investment (ROI) and cost efficiency, and comprehend the basics of conversion rate optimisation (CRO)
Discuss future trends in digital advertising, with a focus on the evolving role of technology

Assessment

As part of the requirement for SkillsFuture Singapore, there will be an assessment conducted at the end of every module. The mode of assessment varies depending on the modules and it will be either an online quiz or group presentation.

Participants are required to attain a minimum of 75% attendance and pass the associated assessment for each of the 8 modules in order to be eligible for programme funding and to be awarded the digital (SCTP) Advanced Certificate in Digital Marketing issued by Singapore Management University.

Fee Table

PARTICIPANT PROFILE	SELF-SPONSORED
Singapore Citizen < 40 years old Permanent Resident	$784.80¹
Singapore Citizen ≥ 40 years old⁴	$304.80²
Singapore Citizens who qualify for AFS	$184.80³

All prices include 9% GST
¹Up to 70% course fee funding
²Up to 90% course fee funding under SkillsFuture Mid-Career Enhanced Subsidy ("MCES")
³Up to 95% course fee funding under Additional Funding Support ("AFS") where participants must be:

Singapore Citizens; and
Long-term unemployed individuals (6 months or more); or
Individuals in need of financial assistance [ComCare Short-to-Medium Term Assistance (SMTA) recipients or Workfare Income Supplement (WIS) recipients]; or
Persons with disabilities

⁴SkillsFuture Level-Up Programme for Mid-Career Individuals (NEW)
A SkillsFuture Credit (Mid-Career) top-up of $4,000 will be provided to Singaporeans aged 40 years and above to further offset out-of-pocket course fees for this programme.

Please note that the programme fees are subject to change without prior notice.

Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.

Self Sponsored

SkillsFuture Credit: Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.

This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.

Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).
Workfare Skills Support Scheme: From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.