WSQ Advanced Certificate in Digital Marketing

Upon completion of this course, trainees should be able to utilise marketing mix frameworks to:

• Analyse media types by assessing their impact and coverage, including identifying media usage trends and integrating multiple platforms for effective communication and advertising.
• Formulate and execute a digital advertising strategy tailored to specific campaign objectives, including the selection of appropriate digital media channels, budget allocation, and key performance indicators, to effectively reach and engage target audiences in the digital landscape.

• Definition and significance of digital advertising in the modern marketing landscape
• Forms of Media Channels for Brand and Marketing Activities
• Types of Media and Their Impact and Coverage
• Trends in Media Usage in Digital Advertising
• Methods to Integrate Various Media Platforms

• Framework for Digital Advertising Strategy and Planning
  • Stage 1: Campaign Definition
  • Stage 2: Strategy Development
  • Stage 3: Budgeting and Planning
  • Stage 4: Campaign Execution
  • Stage 5: Performance Monitoring and Optimisation
  • Stage 6: Evaluation and Reporting

At the end of the module, the trainees should be able to formulate and execute a digital advertising strategy.

Upon completion of this course, trainees should be able to utilise marketing mix frameworks to:

• Choose the appropriate combination of social media channels for a company to interact with distinctly identified audiences in order to attain specific marketing goals.
• Develop an all-encompassing social media plan that includes crafting a customer profile and aligning social media marketing aims with client objectives.
• Implement a social media strategy, managing content scheduling, audience engagement, and community interactions across selected platforms while utilising management tools to ensure alignment with marketing objectives and maintain a consistent brand presence.
• Select relevant key performance indicators to evaluate the effectiveness of the social media strategy.
• Categorise and identify the severity of complaints, including responding to different types of complaints.

• Definition and Significance in Modern Marketing
• Overview of Social Media Platforms
• Audience Segmentation and Targeting

• Introduction to Social Media Strategy
• Defining Objectives
• Target Audience Identification
• Competitive Analysis
• Social Media Platform Selection
• Content Strategy

• Content Scheduling and Posting
• Audience Engagement
• Community Management
• Use of Social Media Tools
• Brand Consistency
• Adherence to Platform Guidelines

• Introduction to Evaluation in Social Media
• Defining Success Metrics
• Analytical Tools and Techniques
• Measuring Engagement
• ROI Measurement
• Analysing Content Performance
• Audience Analysis
• Competitive Benchmarking
• Ad Campaign Evaluation

• Understanding Social Media Crises
• Types and Nature of Complaints
• Conflict Resolution Techniques

At the end of this module, you should be able to formulate and execute a digital advertising strategy.

Upon completion of this course, trainees should be able to utilise marketing mix frameworks to:

• Assess the advantages and disadvantages of SEO and SEM and propose suitable search marketing tools and SEO activities to address marketing objectives and target customers.
• Conduct extensive keyword research to curate relevant content to reinforce the organisation’s competitive advantage, key messages and brand, and implement on-page SEO to increase organic search engine rankings.
• Develop content marketing and link building plans to rank various types of content on the organic search engine results pages.
• Measure and analyse the effectiveness of SEO campaigns and determine factors that can improve keyword rankings and SEO-related KPIs and metrics.

• Introduction to SEO and SEM
• Advantages & Disadvantages of SEO
• Advantages & Disadvantages of SEM
• Search Marketing Tools
• Aligning SEO and SEM with Marketing Objectives

• Introduction to Keyword Research
• Introduction to On-Page SEO
• Keyword Research Strategies
• On-Page SEO Optimisation Techniques
• Curating Content Curation
• Content Marketing Calendar

• Introduction to Link Building
• Content Marketing for Link Building
• Link Building Quality
• Types of Backlinks and Link Building Strategies
• Effective Link Building Outreach
• Measuring Link Building Success

• Importance of SEO Analytics
• Choose the Right SEO Metrics
• Measure SEO Performance and Performance
• Integrate Search Console with Google Analytics 4

At the end of this module, you should be able to apply fundamental SEO techniques to improve a website’s visibility in search engines.

Upon completion of this course, trainees should be able to utilise marketing mix frameworks to:

• Analyse diverse digital and market data types, discerning their intrinsic value, and strategically determine requisite data sources, to craft and enhance data-driven marketing strategies using Google Analytics insights.
• Assess diverse data sources about market, competitor, customer, and product or service performance, including employing forecasting methods to predict forthcoming market and consumer tendencies.
• Utilise Google Analytics to gather data for analysis, including extracting strategic insights to enhance digital marketing initiatives.

• Concept of Digital Marketing Analytics
• Digital Marketing Analytics Framework

• Data Source in Digital Marketing
• Digital Marketing Analytics Tools and Techniques

• Setting up Google Analytics
• Basic Metrics in Google Analytics
• Real-time Reporting
• Key Indicators

At the end of this module, you should be able to utilise Google Analytics to gather data for analysis, including interpreting diverse digital and market data types.