Upon completion of this course, trainees should be able to:

- Create a WordPress Website design blueprint that meets the business and user requirements.

- Review and recommend appropriate standards, methods and tools for the design of WordPress website, in line with the organisation’s practice and design principles.

- Customise a WordPress theme, including configuring plugins for digital marketing addressing the business and user needs.

- Examine the trade-offs resulting from the integration of different elements into the design and analyse how these trade-offs influence the overall functionality, interoperability, efficiency, and costs of WordPress website creation.

- Plan, document, and communicate the design and functionality effectively, aligning with the project’s goals and audience needs.

- Transform an overall content management strategy into policies on web content creation and curation, breaking down the strategy into specific guidelines and rules that govern how content is created, curated, and managed on the web.

- Develop a web content strategy for an organisation, including defining target audiences, setting clear goals, planning content creation, and evaluating content management system options, considering cost, scalability, user-friendliness, and integration capabilities.

- Create and optimise various forms of digital content, including written, multimedia, and interactive content, adhering to best practices for search engine optimisation (SEO), user experience (UX) design, and accessibility to enhance the visibility, engagement, and effectiveness of web content for their target audience.

- Assess emerging tools and techniques, including applying them to enhance user engagement and adapt to evolving user behaviours in their content creation and management efforts.

- Apply the principles of digital storytelling to conceptualise and create content ideas that effectively meet marketing objectives, engaging audiences and driving desired actions in the online landscape.

- Create a digital storyboard as an integral component of a content strategy plan, including applying multichannel content strategies that adhere to the parameters of delivering content for marketing purposes, incorporate the essential features of marketing content, and employ various modes of content delivery to achieve marketing objectives.

- Examine the integration of the Google Ads platform within a comprehensive marketing strategy.

- Develop a thorough comprehension of the foundational principles and processes of the Google Ads platform.

- Master the intricacies of Google Ads campaign setup by progressing through each crucial stage to define clear campaign objectives, employ effective bidding strategies, target audiences, conduct strategic keyword research, craft compelling ad copy, explore diverse ad formats, and skillfully manage budgets.

- Develop proficiency in Google Ads by selecting and interpreting relevant metrics to gauge campaign success, including analysing Return on Investment (ROI), reviewing and understanding various attribution models, scrutinising conversion paths, and customising reports to evaluate advertising performance comprehensively.

- Evaluate a Google ads campaign to ensure the activity effectively reaches target markets, aligns with performance measures, and is optimised based on testing, ad relevance, and targeting.

- Utilise media platforms for marketing and media management while aligning platform selection with audience, content, goals, and resources to enhance social media strategy effectiveness.

- Create a comprehensive marketing plan that involves developing and facilitating the content and integration of media platforms for Meta, including defining the activities, timeline targets, and responsibilities.

- Demonstrate proficiency in refining the advertising strategy, optimising ad creatives, and making data-driven decisions for improved campaign results and return on investment.

- Develop crisis communication skills to effectively manage and resolve conflicts and complaints in Meta Ads campaigns.

- Gain an understanding of the role that websites and landing pages play in the overall marketing mix, including the use of the conversion optimisation framework to gain a deeper analysis and then building out goals for improvement of website and landing page conversion rates.

- Acquire a deep understanding of the user journey and the critical skills for effective website flow analysis.

- Apply the significance of Heuristic analysis for evaluating interfaces highlighting common usage patterns and identifying areas for optimisation.

- Evaluate and reengineer a website or landing page layout, including improving its navigation, visual hierarchy, and mobile responsiveness to enhance user engagement and facilitate a smoother journey towards conversion goals.

- Craft compelling, targeted content strategies that effectively communicate the value proposition, incorporate persuasive copywriting techniques, and integrate social proof to increase the credibility and conversion potential of a website or landing page.

- Integrate ethical psychological triggers and ensure adherence to relevant privacy regulations within digital content, including creating a sense of urgency and trust that complies with legal standards to motivate user action and increase conversion rates effectively.

- Develop and implement a data-driven conversion rate optimisation strategy by utilising A/B testing, SEO best practices, and key performance indicators to systematically enhance website functionality and user experience and ultimately improve conversion rates.

- Assess and select relevant key performance indicators to measure the impact of optimisation techniques to ascertain if the goals have been reached.

- Set up reports to consistently track these metrics and understand how to use this data and develop marketing insights to improve website and landing age performance.

To enrol in this WSQ Diploma 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.