Digital Advertising

Essential Skills for Businesses

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 Why FirstCom Academy?
FirstCom Academy is an SSG approved training organisation with over a
decade of experience in the digital industry. We deliver comprehensive
courses that address industry skill gaps, equipping our learners with relevant
real-world skills and evidence-based practices. Our team of professional
ACTA/ACLP certified trainers are experienced practitioners in the Digital
Marketing industry with the passion to empower & inspire.

Industry-vetted and
ACTA/ACLP-certified Trainers
Learn the best practices and actionable strategies of Digital Marketing from
proven industry experts who have handled more than a million dollar in
advertising budget. Get valuable insights as they incorporate real-life SME
case studies into the curriculum.

Paul
Lim Malcolm
Chen
Vanessa
Chan

Daryl Kang

Linda
Hui-Isaac Moses
Simon

Fern Deng

Reviews
Rated 4.8 By More Than 1,500 Happy Learners In the Last 6 Months

Frank Cho
Sunny Lim
Well organized training with a spacious and well-equipped venue. Content was
My first time attending a course on driving traffics with social media ads and I am relevant and our trainer, Linda, was really engaging and knowledgeable. She wasn't
impressed with the training facilities. The classroom is spacious. Wifi and power just interested in going through the slides but in making it relevant to our individual
outlets are ample. The trainer is very well versed in the topic and we learn through industries Billy Yu
lots of engagement and participation. I look forward
Ernestto Lim
joining their other courses.

Good training venue and classroom is conducive for learning. Trainer is able to control the

I recently enrolled in Firstcom Academy's 2.5 days course and it was a very pace of the lesson very well and the admin support was fantastic, I was unable to attend

enriching and educating experience. The course covered up-to-date content the earlier training due to Personal reason, the admin rescheduled me to the next class

that would be useful in the workplace. The instructor was very clear with her and was very prompt in assisting me with the course registration. Good job

instructions and the pace of the class was perfect, so I never felt lost or left
Nazura Huda behind.
Jeremy Tan

My first time attending such courses and in this 2 days, the trainer
Pamela Leah Govinden I went for the digital marketing course with video creation and
Daryl was engaging and enthusiastic! The class was interactive with
I truly enjoyed the course. I love design and I am happy I get
practical sessions and group work which help us to get to know each
to learn how to make new videos. Our trainer, Miss Vanessa
other better too.
Very informative and interesting session, was trained in TikTok was very knowledgeable and patient with our course.
Fundamentals by trainer Daryl Kang, who was very patient and
detailed in his delivery. Very easy on the eyes too!!
 Our Facilities
Kallang Way Training Center

158 Kallang Way, #03-05 Performance Building, Singapore 349245

Woods Square Office Training Center

6 Woodlands Square, #07-01 Woods Square Tower 2, Singapore 737737

Lunch & Tea Break will be provided each day!

Free Shuttle Bus Service

We provide complimentary shuttle bus service to
Kallang Way Training Center
Every Monday to Friday 8.30am
From Serangoon MRT!
For more information, visit fca.edu.sg/directions
 The Era of Digital Advertising
In today’s increasingly competitive marketing landscape, brands are
fighting for the same advertising space - both offline and online, to
showcase their brand and offerings to 5.9 million audiences in
Singapore. With the limited ad space in traditional media such as
television and newspaper, the cost of securing an advertising spot on
these channels remains very high. Not to mention, the barrier of entry to
these channels is high due to the stringent quality control of the content
of the advertisements, which often translates to a huge investment in
pre-advertising production cost.

On the other hand, the introduction of the digital advertising era has
now allowed businesses and marketers to reach out to consumers at a
much lower cost as well as lowering the barrier of entry. The ease of
tapping onto digital marketing channels such as Facebook, Instagram,
TikTok and even the world’s largest search engine Google, is a game
changer for businesses who are now able to compete on the
same landscape as the bigger players.

Digital Advertising Channels

PULL Marketing PUSH Marketing

Pull Marketing - Google
Best Cafe in Singapore

ABC Cafe
4.7
Restaurant

Google’s search results is a fixed template that businesses

Service options: Dine-in · Takeaway · Delivery

can leverage on to connect with motivated searches. Address: 0A Kallang Way, #01-A5/A6 & #02-A4,
Singapore 123456
Hours: Open 24 hours

Through Search Engine Marketing (SEM) or Search Engine Phone: 1234 5678

Optimisation (SEO) efforts, brands can appear reactively to

keywords that motivated consumers search on Google. By Ad www.restaurant.com.sg

bidding for the right keywords with the right demand, a

Top 10 Cafe in Singapore | 2...

brand can appear on the number 1 spot on Google page Ad www.dinner-place.com.sg

Craving for somthing? Best P...

one almost instantaneously.

www.firstcafe.com
Where to Eat in Singapore - Top R...

With the Google Marketing skills acquired through

our programme, businesses will be able to identify
cost-effective keywords and bring their website to
number 1 of Google Search results!

Push Marketing - Social Media

Today, there are 5.3 million active social media users in Singapore
spending an average of 2 hours per day on platforms such as
Facebook, Instagram, TikTok and LinkedIn. Advertising on these
platforms allows businesses to reach to their target audiences at the
exact moment when they are ready to consume content presented
to them.

With the social media advertising skills acquired

through our programme, businesses will be able to create
eye-catching content that will gain 375,000 impressions
with just a $1,000 advertising spend in 30 days!
Course Fees Pre-Approved

Digital Advertising Essential Skills

Social Media Advertising
Google Marketing Social Media Advertising (Select Any 3 Modules)
6 Modules Search Engine Marketing Facebook & Instagram Advertising
(2.5 Days / Module) Google Analytics LinkedIn Marketing

Search Engine Optimisation TikTok Fundamentals & Advertising

TikTok E-Commerce: Selling on TikTok Shop

Duration 15 Days (120 Hours)

Full Programme Fee $6,600.00

SMEs Non-SMEs

Up to 70% Subsidy by Up to 50% Subsidy by

- $4,620.00 - $3,300.00
SkillsFuture Singapore SkillsFuture Singapore

Nett Amount Payable $1,980.00 Nett Amount Payable $3,300.00

Additional Support

Additional Support via Absentee Payroll $540.00

Up to 90% Additional Subsidy from SkillsFuture Enterprise Credit $1,782.00

Singapore Citizens (40 years & above) Singapore Citizens (21 - 39 years old) & PR

Up to 70% Subsidy by Up to 50% Subsidy by

- $4,620.00 - $3,300.00
SkillsFuture Singapore SkillsFuture Singapore

Nett Amount Payable $2,508.00 CREDITS CLAIMABLE Nett Amount Payable $3,828.00 CREDITS CLAIMABLE

Additional Support

Singapore citizens below 31 years old can use PSEA to offset course fees payable

Up to 50% Reimbursement on cash outlay for NTUC UTAP members

Course fees payable is subject to 8% GST charged based on the full course fees before subsidy.
Subjected to individual company’s budget availability for SFEC. For more information, please refer to
https://www.enterprisejobskills.gov.sg/content/upgrade-skills/sfec.html
Absentee payroll is claimable up to $4.50 per hour, capped at $100,000 per enterprise per calendar year.
Nett Fees Payable are inclusive of GST charged based on the full course fees.

SME Eligibility Criteria

Registered or incorporated in Singapore
At least 30% local shareholding by Singapore Citizens or Singapore Permanent Residents
Employment size of not more than 200 (at group level) or with annual sales turnover (at group level) of not more than $100 million
 Google Search Engine Marketing (SEM)

Understand the difference between free and paid marketing on search engines

Learn the various paid marketing platforms and services available for businesses in
Singapore, including Google Pay Per Click Campaigns, Google Display Network &
YouTube, Google Shopping Ads, Yahoo, and MSN Bing

Learn how to setup and launch Google Pay-Per-Click Campaign based on industry
best practices

Identify low performing ads and optimisation techniques to improve ad performance

Determining profitability of Pay-Per-Click campaigns based on metrics such as

click-through rates, conversion rates and return on ad spend

Google Analytics

Learn Google Analytics best practices to set goals to monitor and evaluate
traffic performance on your website

Analyze insights of visitor behavior and optimize your website for goal conversions

Interpret marketing insights about competitors and market benchmarks to improve

website performance for better lead / sales conversions

Learn how to create a Google Analytics account and install Google Analytics to your
business website

Set up Google Analytics with customized tracking parameters such as installation of

tracking code, grouping, setting of goals, linking Google Ads to Google Analytics

Google Search Engine Optimisation (SEO)

Understand how Search Engine Optimisation (SEO) works and how Google
algorithm updates impact your website ranking

Conduct SEO audits as well as perform keyword research to identify potential

keywords with high search demand

Manage and improve on-page SEO using title tags, domain URLs, meta descriptions and
image optimisation to enhance visibility on SERPs

Explore off-page SEO strategies such as creation of valuable backlinks, social media
marketing, guest content, forum posting, and local listing, to increase your website ranking
on Google

Track, measure and improve ROI on SEO campaigns through keyword ranking reports
m Academy FirstCom Academy
Sponsored
Advertising
Learn best practices for setting up Facebook Ad Manager Account to start running advertisements

Determining the effectiveness of your advertisement campaign with metrics such as Reach, Impressions,
Click Through-Rate, Conversion Rate

Understand advertisement placements on Facebook and where you should appear to reach out to your
target audience

Find out what advertisements your competitors are running via Facebook Page Transparency

Protect your advertising budget by identifying low-performing advertisements and implement optimisation
techniques to generate better results

Fundamentals and Advertising

Introduction to types of TikTok pages (personal / business) and how to create the respective
pages for your marketing goals and objectives

Explore the in-built video editing functions on TikTok and create compelling videos with additions
like filters, effects, stickers, texts and royalty-free music

Learn how to use free productivity software like TikTok Ads Manager to streamline and automate tasks @tiktokinfluencer
original sound - tiktokinfluen...

during the management of ad campaigns

Plan, implement and evaluate an effective TikTok campaign that maximises Return-Of-Investment (ROI)

Understand how to use the report function on TikTok to collect and read data from past campaigns in order
to optimise future campaigns and achieve better conversion rates

Introduction to TikTok creator marketplace

E-Commerce: Selling on TikTok Shop

Introduction to TikTok Shop and TikTok’s marketing features

Learn how to set up your TikTok Shop according to best practices

Understand how to use TikTok Seller Center to add products and link bank accounts

Learn how to use Seller Center to create promotions and vouchers for your TikTok Shop

Learn how to process and fulfill orders from TikTok Shop, from order confirmation to logistics deployment

Engage TikTok influencers for affiliate marketing to promote your brand on TikTok

Demonstration on how to use TikTok Live functions to start your own TikTok Live

Marketing Search

FirstCom Academy
Promoted

Learn how to create a LinkedIn page from scratch and best practices to maintain a positive brand
image for yourself or your company Learn more

125

Understand and use LinkedIn Campaign Manager to publish and manage ads Like Comment Share Send

Understand and use LinkedIn Analytics to track and understand data on your page’s performance
John Tan Follow
Jane Tan Senior Marketing Strategist

FirstCom Academy Follow

Promoted

Use integrated marketing automation tools like Canva/Hootsuite/Slideshare with LinkedIn to share Learn more

content and increase audience engagement

Understand how to use metrics on LinkedIn Analytics to evaluate campaign effectiveness and calculate ROI
Entry Requirements

1 Aged 21 and above

2 Have basic computer literacy Level 2

3 Have minimum GCE “N”, “O” or “A” Level / NITEC or a diploma qualification and minimum 2 years of
working experience;

4 Have an understanding and working knowledge of sales and marketing principles/practices and

5 Have an English language proficiency equivalent of higher of any of the following - GCSE N/O Levels
pass in English / WPLN Level 5 / IELTS 5.5 / TOEFL (internet based total) 46-59.

Certification

Candidates who complete the programme with at least

75% attendance and demonstrate competency during OF ACHIEVEMENT OF ACHIEVEMENT

assessments will receive a total of 6 Certificates of John Tan John Tan

Completion by FirstCom Academy and 6 SkillsFuture is certified as a Social Media Advertising Professional is certified as a Google Marketing Professional

The bearer of this certification is hereby deemed to be skilled and knowledgeable in Social Media Advertising. The bearer of this certification is hereby deemed to be skilled and knowledgeable in Google Marketing.

WSQ Statements of Attainment under the National Those who earn the Social Media Marketing Professional Certificate have completed three courses developed by FirstCom
Academy, under the National Skills Framework for Infocomm Technology by Skillsfuture Singapore. They are competent and
Those who earn the Google Marketing Professional Certificate have completed three courses developed by FirstCom Academy,
under the National Skills Framework for Infocomm Technology by Skillsfuture Singapore. They are competent and know how to read
and analyse Google Analytics, as well as plan, execute and optimise Google Search Engine Optimisation and Marketing campaigns.
know how to plan, execute and optimise social media advertising campaigns on Facebook, Instagram, TikTok & LinkedIn.

Infocomm Competency Framework (NICF). They will

Skills Acquired NICF Certificate of Attainment Skills Acquired NICF Certificate of Attainment

also be certified as a Social Media Advertising 1. Running Successful Facebook / Instagram Ad Campaigns ICT-SNM-4017-1.1 Marketing Campaign Management 1. Google Analytics ICT-SNM-4007-1.1 Market Research - 4

2. Google Search Engine Optimization RET-OTO-4005-1.1 Search Engine Optimisation (SEO)

Professional and a Google Marketing Professional.

2. Business Brand Building with LinkedIn Marketing ICT-SNM-4002-1.1 Brand Management

3. TikTok Fundamentals and Advertising Execution RET-PCM-4005-1.1 Marketing Campaign Management 3. Google Pay-Per-Click and Display Ads RET-OTO-4004-1.1 Paid Search Engine Marketing (SEM)

Mar 18, 2022 Mar 18, 2022

Date Jim Giam Date Jim Giam

Chief Executive Officer Chief Executive Officer

x6
The NICF is a joint effort between SkillsFuture Singapore, Infocomm Media Development Authority and
stakeholders in the Information and Communication Technologies (ICT) industry. Courses under NICF are
identified to have met competency standards put out by ICT companies for existing job roles.
JOHN TAN

Companies may use the NICF Certificate of Attainment to assess if a candidate has demonstrated the
RET-OTO-4005-1.1 Search Engine Optimisation (SEO)-4 required skills & competency for the role!

Social Media Advertising Google Marketing

· RET-PCM-4002-1.1 E-Commerce Campaign Management · RET-OTO-4004-1.1 Paid Search Engine Marketing (SEM)

· RET-PCM-4005-1.1 Marketing Campaign Management-4 · RET-OTO-4005-1.1 Search Engine Optimisation (SEO)

· ICT-SNM-4017-1.1 Marketing Campaign Management-4 · ICT-SNM-4007-1.1 Market Research
· ICT-SNM-4002-1.1 Brand Management
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