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

- Apply the principles of marketing mix (Product, Price, Place, and Promotion) within a digital marketing framework to analyse an organisation’s marketing mix.

- Describe the concept of customer personas, including mapping the online customer journey, and understanding key touchpoints for optimal consumer engagement.

- Proficient in utilising digital marketing analytics tools, including identifying relevant KPIs, assessing the ROI of digital strategies, and recognising emerging trends that offer retail marketing opportunities.

- 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.

- 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.

- 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.

- 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.

To enrol in this WSQ Advanced Certificate in Infocomm Technology (Sales and Marketing) Programme, you should possess the following:

- 1 GCE ‘O’ level or equivalent (≥ 21 years old); or

- NITEC/Higher NITEC (≥ 21 years old); or

- Mature candidates (≥ 30 years old with 8 years of work experience); or

- Candidates with other qualifications will be considered on a case-by-case basis

You will need basic computer skills. While optional, having a basic understanding of sales and marketing concepts would be beneficial.