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Digital Marketing – WSQ

Intake DateProgramme TypeCourse Fees
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Digital marketing today has become an indispensable part of every business irrespective of its size and type. The increasing role of digital marketing has affected the way businesses promote their offerings to existing as well as new customers. The need for digital marketing has been felt like never before in the Hotel and Accommodation Services sector wherein customers have instant access to all kinds of information on the latest offers and best prices.

Target Industry:
  • Hotel and Accommodation Services
  • Housekeeping
  • Real Estate sector

Who should attend:

Digital Marketing ExecutiveDigital Marketing Manager
Digital Marketing OfficerMarketing Communications Manager
Marketing Communications ExecutivePublic Relations Executive
Marketing Communications OfficerSales and Marketing Officer
Public Relations Manager
Course Structure

Learners will be introduced with the fundamentals of digital marketing as part of the “Whole” sequence using relevant case studies in the HAS industry.

Learners will learn about engagement in digital marketing and customer data privacy protection.

Learners will learn about SEO through the use of relevant online tools. Learners will need to learn SEO (organic marketing) fist, in order to understand the concept of search engine before they learn SEM (paid marketing).

Learners will be taught using relevant online tools to learn about SEM. 

Learners will be taught on how to implement data privacy using the relevant skills taught from the previous LUs.

Learners will learn about mobile marketing, traffic flow and conversion to summarise the whole course.

Course Objectives

Upon completion of the course, the student should be able to:  

Knowledge (K)Abilities (A)
  • Search Engine Optimisation (SEO) techniques
  • Search Engine Marketing (SEM) techniques
  • Mobile marketing techniques
  • Content creation guidelines across digital marketing channels
  • Principles of customer engagement marketing
  • Personal Data Protection Act (PDPA) guidelines
  • Principles of integrated digital marketing
  • Techniques to engage customers through digital platforms
  • Analyse traffic flow and conversion rates of digital marketing channels for trends
  • Perform keyword discovery, expansion and optimisation for SEO
  • Manage Pay-Per-Click (PPC) accounts on search platforms
  • Deploy mobile-friendly digital assets and campaigns (PL4)
  • Create content for target markets across digital marketing channels and media platforms
  • Execute engagement plans for online customers (PL4)
  • Implement organisation’s data privacy policies
  • Admission Criteria
    • Minimal education qualification is GCE ‘N’ Level.
    • Be able to speak, listen and read English at a proficiency level not lower than the Employability Skills Workforce Skills Qualification (ES WSQ) Workplace Literacy (WPL) Level 3
    • One year working experience preferred at the Hotel and Accommodation Services
    • Basic knowledge on the legislative requirements on the Hospitality / Travel Industry
    Course Information

    Course Length:

    Classroom Facilitation14 hrs
    Practical / Practicum28 hrs
    Assessment2 hrs
    Total Duration24 hrs


    Candidates who successfully complete all 6 units of this programme will be awarded the Certificate in Digital Marketing by Beacon International College.

    Course Details

    Mode of Delivery

    • Lecture
    • Class Activities
    • Case Studies
    • Prensentations
    • Demonstations
    • Drill & Practice

    Mode of Assessment

    • Written Test (Case Study)
    • Written Assessment (Short Answer Questions)
    About Beacon International College

    Beacon International College is a private education institution which is registered (ERF) with the Committee for Private Education (CPE) in Singapore. Beacon has been approved for 4 years enhanced registration (200606284M- valid from 03/06/2018 to 02/06/2022) and it has successfully renewed 4-year EduTrust valid from 18/10/2020 to 17/10/2024. It was set up to provide quality education to students who aspire to pursue a career in InfoComm Technology, Hospitality, Business, Design or Logistics.