WSQ Digital Marketing Capstone – Develop Implementation Plan
SkillsFuture funding eligible. Reserve your seat today.
WSQ Digital Marketing Capstone (Synchronous E-Learning)
Build a Digital Marketing Plan and Boost Your Portfolio
SkillsFuture funding eligible. Reserve your seat today.
Accredited by SkillsFuture Singapore
Re-attend the Course Once Within 3 Years
3-year access to the courseware via our LMS
Post-Training Mentoring with Industry Experts
Lifetime Access to Community Support Group
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Course Description
This programme is designed to equip you with the necessary skills to develop a comprehensive digital marketing strategy and implementation plan, boosting your portfolio as a result.
Spanning across 4 months, learners will conduct audits, perform market research, set campaign objectives, create campaign plans, and develop a digital marketing optimisation strategy.
Each learner will work on developing a strategic plan either for their own company or a host organisation. Learners will benefit from the guidance of mentors who are industry veterans in digital marketing, enabling them to create actionable and data-driven strategies.
View completed Digital Marketing Capstone (Synchronous E-Learning) by our graduates:
Target Audience
This programme is designed for a diverse range of professionals who are looking to develop or enhance their digital marketing strategic planning skills. Whether you are a marketing professional aiming to take on a more strategic role, an entrepreneur seeking to grow your business, or a consultant looking to expand your service offerings, this course provides the knowledge and hands-on experience necessary to create comprehensive, data-driven digital marketing strategies.
- Marketing Professionals:
Mid-level executives or managers looking to enhance their strategic digital marketing skills. - Business Owners and Entrepreneurs:
Individuals aiming to develop an in-house digital marketing strategy to grow their business. - Digital Marketing Specialists:
Professionals seeking to expand their expertise by integrating multiple digital channels into cohesive strategies. - Marketing Consultants and Freelancers:
Consultants looking to offer more comprehensive strategic marketing services to clients. - Corporate Marketing Teams:
Teams aiming to align digital marketing strategies with business goals and streamline multi-channel efforts. - Career Changers:
Individuals transitioning into digital marketing who want to build strategic planning skills. - Organisation-Sponsored learners:
Employees tasked with developing customised digital marketing strategies for their organisations.
Pre-requisites
- Strong Foundational Knowledge of Digital Marketing Concepts:
learners should have a foundational understanding of core digital marketing concepts, such as SEO/SEM, social media marketing, content marketing, and digital marketing analytics. This can be demonstrated by completing the Certified Digital Marketing Strategist programme or having equivalent work experience. - Experience in Marketing or Related Field:
learners should have at least 1 year of experience in marketing, communications, or a related role where they have been exposed to basic marketing strategies and tools. Experience in a digital marketing capacity is highly recommended. - Familiarity with Digital Marketing Tools:
learners should be comfortable using basic digital marketing tools such as Google Analytics, social media management platforms (e.g., Hootsuite, Buffer), or email marketing software. Experience in using paid advertising platforms (Google Ads, Facebook Ads) is a plus. - Access to an Organisation or Host Company:
learners must have access to a company (whether their own or a host organisation) where they can apply the digital marketing strategies and audits developed throughout the course. Company-sponsored learners may use their own organisation, while non-sponsored learners will be attached to a host company. - Basic Analytical Skills:
learners should have basic analytical skills, including understanding performance metrics, interpreting data, and making data-driven decisions. - Comfort with Presenting:
learners should be comfortable delivering presentations as they will be required to present their strategic marketing plans during the course.
Learners should first secure a host organisation as a criteria to enrol for this programme using this outreach kit.
Course Highlights
In this digital marketing capstone – develop implementation plan, trainees will learn:
- Develop a complete digital marketing strategy tailored to your organisation or host company.
- Gain hands-on experience in auditing digital marketing performance, conducting market research, and setting SMART KPIs.
- Work with experienced mentors to optimise your strategies using data-driven techniques.
- Learn to integrate multiple digital marketing channels into cohesive campaign plans.
- Personalised learning and mentoring throughout the programme including post-training mentoring
Learning Outcomes
By the end of this programme, learners will be able to:
- Conduct a comprehensive digital marketing audit, assessing current performance and available resources.
- Perform detailed market research and competitive benchmarking to understand customer needs and market dynamics.
- Set measurable marketing objectives and SMART KPIs that align with business goals.
- Develop and execute multi-channel digital marketing campaigns, focusing on customer journeys.
- Utilise analytics to track performance, optimise campaigns, and make data-driven decisions for future improvements.
- Present a fully integrated digital marketing strategic plan for their company or host organisation.
- Seek employment in digital marketing related roles with the assistance of Equinet Academy through the Digital Marketing Career Programme
Certification
A SkillsFuture WSQ Statement of Attainment (SOA) – Integrated Marketing under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Digital Marketing Capstone – Develop Implementation Plan assessment and achieved at least 75% attendance.
*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Integrated Marketing
Course Code: TGS-2025052606
Course Support Period: 27-01-2025 to 26-01-2027
Learning Units and Topics
Assessment Methods and K&A Mapping:
- Individual Project Assessment (Strategic Plan Development)
- Role-Playing Pitch Presentation
LU1: Digital Marketing Audit
- Audit of Available Resources (Human, tools, budget, etc.)
- Audit of Current Performance of Digital Channels
- Identifying Gaps and Opportunities
Activities: Lecture, Practical audit exercise, Mentor feedback, Peer review
Outcome: Ability to assess a company’s current digital marketing performance and resources.
LU2: Market Research and Analysis
- Customer Persona Development
- Market Analysis (including competitive benchmarking)
- SWOT Analysis
Activities: Market research exercise, SWOT analysis assignment, Peer review, Mentor feedback
Outcome: Creation of detailed customer personas and competitive analysis for strategic planning.
LU3: Setting Marketing Objectives and SMART KPIs
- Understanding Marketing Mix (7Ps of Marketing)
- Defining Business Objectives
- Establishing SMART KPIs (Specific, Measurable, Actionable, Realistic, Time-bound)
Activities: Group discussion on SMART objectives, Practical KPI setting
Outcome: Ability to set clear marketing goals and KPIs that align with business objectives.
LU4: Digital Marketing Campaign Planning
- Developing Campaign Plans for Multiple Channels (SEO/SEM, Social Media, Paid Advertising, etc.)
- Customer Journey Mapping
- Aligning Campaigns with Customer Personas
Activities: Creating a multi-channel campaign plan, Group critique and mentor feedback
Outcome: Comprehensive digital marketing campaign plan incorporating at least 2 channels.
LU5: Digital Marketing Analytics and Optimisation Plan
- UTM Tracking and Dashboard Creation
- Setting up and Optimising Analytics for Campaigns
- Conversion Rate Optimisation (CRO)
Activities: Setting up Google Analytics dashboards, Mentor feedback on tracking and analytics
Outcome: Ability to track and optimise digital marketing efforts through analytics and conversion rate optimisation.
LU6: Final Strategic Plan Development and Presentation
- Integrating all components of the digital marketing plan (audit, research, KPIs, campaigns, and optimisation)
- Preparing the final strategic plan presentation to digital agencies
- Peer and mentor feedback
Activities: Individual project presentations, Peer review, Mentor feedback
Outcome: Complete, ready-to-implement digital marketing strategic plan tailored to a specific company or host organisation.
Trainer
Cedric Mui is an accomplished digital marketing and e-commerce leader with over a decade of experience driving digital transformation and business growth across industries, including insurance, tech startups, telecommunications, FMCG, and e-commerce. Currently serving as the Regional Head of Digital Marketing at Starr Insurance, he has a proven track record of building digital businesses from the ground up, leading innovative product development, and executing performance-driven marketing strategies. Cedric’s expertise spans digital growth strategy, UX optimisation, performance marketing, and marketing technology transformation, consistently delivering impactful results through his strategic leadership and entrepreneurial mindset.
Why Learn at Equinet?
At Equinet, we are passionate in delivering quality training and want to see you succeed. Get expert advice, learning resources, and post-training support for up to 3 years.
Re-Attend the Course Once Within 3 Years
Forgotten what you've learnt after some time? Resit and re-experience the entire course in-person or online.
3-Year Access to the Courseware via Our LMS
Get 3-year access to the updated course slides, templates, and guides. Be ready to implement the concepts learnt.
Post-Training Mentoring with Industry Experts
Facing challenges during implementation? Consult our experts in a small group setting. Regularly scheduled.
Lifetime Access to Community Support Group
Be part of an exclusive support forum where you can post questions, discuss, and get feedback from fellow learners and experts.
Course Fees & Fundings
Course Fee:
S$1,500.00 (exclusive of 9% GST)
Course Fee After Eligible SSG Subsidies:
From S$450.00 (inclusive of 9% GST) after SSG Subsidies
Self-Sponsored Individuals
SkillsFuture Mid-Career Enhanced Subsidy (MCES)
Eligible for Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$450.00
Course fees after subsidies can be further offset by SkillsFuture Credit.
SkillsFuture Baseline Funding
Eligible for 21 years old and above, and a
- Singaporean Citizen; or
- Permanent Resident; or
- Long Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$750.00
Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.
Company-Sponsored (SMEs)
Enhanced Training Support for SMEs (ETSS)
Eligible for SME Company-Sponsored, 21 years old and above, and a
- Singapore Citizen; or
- Permanent Resident; or
- Long-Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$450.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
Company-Sponsored (Non-SMEs)
SkillsFuture Baseline Funding
Eligible Non-SME Company-Sponsored, 21 years old and above, and a
- Singaporean Citizen; or
- Permanent Resident; or
- Long Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$750.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
SkillsFuture Mid-Career Enhanced Subsidy (MCES)
Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$450.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
Check your eligible grant amount and nett payable course fees when you apply now.
Course Schedule
| WSQ Digital Marketing Capstone (Synchronous E-Learning) | ||
| Learning Mode | Course Dates | Duration |
| Online (Zoom) | 28 May 2025 - 03 Sep 2025 | Every Alternate Wednesday, 7.00pm - 10.00pm |
FAQs
Who is this programme designed for?
This programme is designed for marketing professionals, business owners, digital marketing specialists, consultants, and career changers who want to develop a comprehensive digital marketing strategic plan. It’s also suitable for organisation-sponsored trainees who need to create a customised strategy for their company.
How is the course structured?
The course is divided into 8 sessions over 4 months, with each session lasting 3 hours. The learning units are sequenced to guide you through the entire process of creating a strategic digital marketing plan—from conducting audits to presenting the final plan. You will have access to your mentor’s
Do I need access to a company to participate?
Yes, participants need access to a company where they can apply the strategies and audits developed in the course. If you are not sponsored by your own company, we will assist you in finding a host organisation or digital marketing agency with a qualified mentor for the attachment.
What will I be able to do after completing this programme?
- By the end of the programme, you will be able to conduct a full digital marketing audit, perform market research, set SMART KPIs, develop multi-channel digital marketing campaigns, and use analytics to optimise your efforts. You will also present a comprehensive digital marketing strategy that is ready for implementation.
- You will also be able to present your portfolio to potential employers hiring digital marketing-related roles. For more details on career assistance, check out our Digital Marketing Career Programme.
What kind of support will I get during the course?
You will receive mentorship from experienced digital marketing professionals throughout the programme. There will also be group critiques, peer feedback, and individual guidance to help you refine your strategy.
How are participants assessed?
You will be assessed through an individual project where you will develop a strategic marketing plan and present it to mentors and peers. There will also be a role-playing pitch presentation where you will present your plan to potential clients or digital marketing agencies.
Is the course suitable for beginners?
This programme is best suited for individuals with some background in marketing or digital marketing. If you are completely new to the field, we recommend completing the Certified Digital Marketing Strategist programme first.
What are the pre-requisite skills for this course?
Participants should have a basic understanding of digital marketing concepts, some experience with marketing or digital marketing tools, and basic analytical skills. Familiarity with platforms such as Google Analytics or social media management tools is recommended.
Can I apply the skills I learn to my own business?
Absolutely! One of the key objectives of this programme is to help participants develop a customised digital marketing strategy that they can immediately apply to their own business or the organisation they work for.
What tools and software will I learn to use?
You will work with tools like Google Analytics, SEO tools, social media and content marketing platforms. These tools will help you plan, track, and optimise your digital marketing campaigns.
Still have unanswered questions? Check out the FAQs page or submit an enquiry.
WSQ Digital Marketing Capstone (Synchronous E-Learning)
Build a Digital Marketing Plan and Boost Your Portfolio
Accredited by SkillsFuture Singapore
Duration: 24 Hours (8 days)
Online-Based Classroom
Re-attend the course once within 3 years
3-year access to the courseware via our LMS
Post-training mentoring with industry experts
Lifetime access to community support group
SkillsFuture funding eligible. Reserve your seat today.