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WSQ - Customer-Centric Branding and Communication Tactics

Sessions 2 days
Duration 16 hrs
Level Beginner
Assessment 2 hrs

Venue

12 Woodlands Square #07-85/86/87 Woods Square Tower 1, Singapore 737715. 5 mins walk from Woodlands (NS9) MRT station.

The venue is disabled-friendly.

TSC Title: : Brand Management
TSC Code: ICT-SNM-3002-1.1

Funding for this course is valid from 6 Jan 2026 to 5 Jan 2028. Register and complete the course within this period to qualify for funding support.

By end of the course, learners should be able to:

LO1: Draft brand communication concepts that address stakeholder needs and highlight product or service benefits effectively.
LO2: Document customer insights and brand feedback using listening strategies to evaluate influence on brand reputation.
LO3: Execute marketing and public relations initiatives that align with brand positioning to boost brand awareness.
LO4: Monitor brand performance using indicators and recommend enhancements for public relations campaign effectiveness.

Download Course Brochure

Certificate of Achievement from Tertiary Infotech Academy Pte Ltd - Upon meeting at least 75% attendance and passing the assessment(s), participants will receive a Certificate of Achievement from Tertiary Infotech Academy Pte Ltd.
OpenCerts from SkillsFuture Singapore - After passing the assessment(s) and achieving at least 75% attendance, participants will receive a OpenCert (aka Statement of Achievement) from SkillsFuture Singapore, certifying that they have achieved the Competency Standard(s) in the above Skills Framework.

WSQ - Customer-Centric Branding and Communication Tactics

Course Code: TGS-2026061321

WSQ
SFC
PSEA
SFEC
Absentee Payroll
MCES

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This WSQ course equips learners with essential branding and communication strategies focused on aligning brand messaging with customer insights and stakeholder expectations. Participants will learn to craft compelling brand concepts that emphasize product or service value, while effectively managing internal and external stakeholder communication. The course covers how to assess brand reputation across social media and digital platforms, enabling learners to draft branding messages that resonate with target audiences.

Through active listening and data collection techniques, learners will evaluate customer perceptions and campaign outcomes to enhance brand strategy. They will also plan and execute integrated marketing and PR initiatives that are consistent with the brand's identity and organizational goals. By monitoring key performance indicators and brand success metrics, learners will develop actionable recommendations to improve future branding and public relations effectiveness.

Full Fee $1,000.00 Before GST

GST $90.00 9% of fee

Baseline Nett $590.00 SG/PR age 21+ · 50% funded

MCES / SME Nett $390.00 SG age 40+ · 70% funded

SkillsFuture Enterprise Credit (SFEC)

Eligible companies can use their $10,000 SFEC to cover up to 90% of out-of-pocket course fees for classes ending on or before 30 Nov 2026. A redesigned SFEC starts on 1 Dec 2026.

View on SkillsFuture for Business

SkillsFuture Credit (SFC)

Eligible Singapore Citizens can use their SFC to offset course fee payable after funding but the $4,000 Additional SFC (Mid-Career Support) cannot be used.

Direct Application on SkillsFuture Portal

PSEA

Eligible Singapore Citizens can use their PSEA funds to offset course fee payable after funding.

Check PSEA Eligibility

Scroll down to “Keyword Tags” to verify for PSEA eligibility.
If there is “PSEA” under keyword tags, the course is eligible for PSEA.

Once you are eligible for PSEA, please download and fill up the PSEA Withdrawal Form, then submit the completed form to us:

PSEA Withdrawal Form Submit PSEA Form

Please bring your own laptop for hands-on training. If you don't have laptop, we can provide spare laptop for training use.

We provide free consultation related to the subject matter after the course.
Please email your queries to enquiry@tertiaryinfotech.com and we will forward your queries to the subject matter experts.

You can register your interest without upfront payment. There is no penalty for withdrawal of the course before the class commences.
We reserve the right to cancel or re-schedule the course due to unforeseen circumstances. If the course is cancelled, we will refund 100% for any paid amount.
Note the venue of the training is subject to changes due to availability of the classroom.

Course Details

LU1: Stakeholders and Organization

T1: Internal and external stakeholders influencing the brand

T2: Types of external audience

T3: Draft branding designs and ideas highlighting the product or service's attributes and benefits

T4: Assess organisation's reputation on social media and other platforms

LU2: Customer Influence

T1: Perceptions of customers of the brand, products and services

T2: Importance of the customer in influencing the brand reputation

T3: Document customer reception to brand and outcome of branding campaigns

T4: Perform active listening from customer to understand customer's perspective of the organisation

LU3: Branding in Marketing

T1: Basics in branding

T2: Role of branding in marketing

T3: Execute branding campaigns, events and activities to increase brand awareness

T4: Execute public relations campaigns in alignment to brand positioning strategies, operational plans and budget

LU4: Branding Effectiveness

T1: Measures or indicators of organisation's reputation on different platforms

T2: Indicators of successful branding

T3: Public relations tactics

T4: Monitor the success of the brand against Key Performance Indicators (KPI)

T5: Provide suggestions to improve public relations campaign effectiveness

Written Exam
Practical Exam

Course Info

Minimum Entry Requirement

Knowledge and Skills

Able to operate using computer functions
Minimum 3 GCE ‘O’ Levels Passes including English or WPL Level 5 (Average of Reading, Listening, Speaking & Writing Scores)

Attitude

Positive Learning Attitude
Enthusiastic Learner

Experience

Minimum of 1 year of working experience.

Target Age Group: 18-65 years old

Funding Eligibility Criteria

Self-sponsored learners (individuals)

Singapore Citizens and Singapore Permanent Residents aged 21 and above.
Up to 50% course fee funding. Singapore Citizens aged 40 and above receive up to 70% under the Mid-career Enhanced Subsidy (MCES).
Singapore Citizens aged 25 and above can pay the remaining fee with SkillsFuture Credit.

Company-sponsored learners

Singapore Citizens and Singapore Permanent Residents who are direct employees of the sponsoring company.
Up to 50% course fee funding, or up to 70% for employees of SMEs (Enhanced Training Support for SMEs) and for Singapore Citizens aged 40 and above. An SME has no more than 200 employees or an annual turnover of no more than $100 million.
Employers can also claim Absentee Payroll funding for employees who attend during working hours.
Eligible companies can offset their out-of-pocket fees with SkillsFuture Enterprise Credit (SFEC).

Conditions for all funded learners

Attendance is taken digitally with Singpass for every session, including the assessment.
You must complete the course and pass all assessments (assessed as Competent).
If these conditions are not met, the funding is clawed back and the learner or employer pays the full course fee.
9% GST is charged on the full course fee before funding.
Promo and discount codes cannot be used on funded courses.
Any balance after funding can be paid in cash, with SkillsFuture Credit, with PSEA (Singapore Citizens with a PSEA).

How to Apply SkillsFuture Credit Claim for Individuals

Singapore Citizens aged 25 and above can use their SkillsFuture Credit (base tier) to pay the course fee after funding. The $4,000 mid-career top-up cannot be used for this course.

Register for this course as self-sponsored and tell us you will use SkillsFuture Credit. Do not pay the amount you plan to claim.
We email you an invoice showing the course fee after funding.
From 60 days before the course starts, and no later than the course start date, log in to MySkillsFuture with Singpass and click Claim credits.
Click Submit a Claim and search for this course by its course code, TGS-2026061321.
Select your class start date, enter the course fee payable after funding and the amount of credit to claim, then upload the invoice (PDF, JPG or PNG, under 4MB).
Review, accept the terms and click Agree and Submit. The credit is paid directly to us; processing can take up to 14 working days.

Changing or withdrawing: cancel the claim on MySkillsFuture at least one day before the course starts. If your class date changes, cancel the claim and submit a new one with the new date.

How to Apply SkillsFuture Enterprise Credit (SFEC)

SFEC helps companies pay for employee training. The current SFEC ends on 30 November 2026, and a redesigned SFEC starts on 1 December 2026.

Current SFEC: classes ending on or before 30 November 2026

Eligible companies received a one-off $10,000 credit, notified by letter to their Corppass administrator. Eligibility generally required at least 3 Singapore Citizen or PR employees and Skills Development Levy contributions.
SFEC covers up to 90% of the company's out-of-pocket course fee after other subsidies.

Check your company's SFEC eligibility and balance on EnterpriseSG.
Register your Singapore Citizen or PR employee for a class that ends by 30 November 2026, as company-sponsored, and pay the course fee after funding.
Your employee attends and completes the course. We submit the attendance and assessment results to SWDA.
No separate claim is needed. SFEC is calculated automatically once the course fee grant is approved and is paid quarterly to your company's IRAS GIRO or PayNow Corporate account.

Any unused balance of the current SFEC expires on 30 November 2026.

Redesigned SFEC from 1 December 2026

Companies with at least 3 resident employees receive a fresh $10,000 in an online SFEC wallet that offsets out-of-pocket fees upfront at enrolment, instead of reimbursing them afterwards. SWDA has not yet published the support rates and claim steps; see OurWorkforce or our SFEC guide.

How to Apply PSEA

Singapore Citizens with a Post-Secondary Education Account (PSEA), which stays open until around the year you turn 31, can use it to pay the course fee after funding for PSEA-approved courses. You can also use a sibling's PSEA after your own has been used up.

Check that this course shows the PSEA tag on its MySkillsFuture page.
Check your PSEA balance on MOE's Student Finance System with Singpass.
Download and complete the PSEA withdrawal form, then submit it to us.
We submit the withdrawal request to MOE. You (and your sibling, if you are using their account) authorise it in the Student Finance System. Nothing is withdrawn without this authorisation.
MOE pays us directly. If you have already paid, we refund the amount covered by PSEA.

More details: MOE PSEA overview.

Appeal Process

If you disagree with an assessment decision, you have the right to appeal.

When the assessor gives you feedback, say whether you agree with the outcome. If you agree, you and the assessor sign the Assessment Summary Record; if you disagree, do not sign it.
Discuss the decision with the assessor or the assessment manager first.
If you are still not satisfied, tell the assessor you intend to appeal. The assessor records this in the feedback section of the Assessment Summary Record and informs the assessment manager.
Lodge your appeal within 7 days, giving your reasons, using the Candidate Appeal Form. The assessor can help you write and lodge it.
An Assessment Appeal Panel reviews the information from you and the assessor and makes a decision. A record of the appeal and its outcome is kept.
You will be told the outcome within 2 weeks of lodging the appeal. The panel's decision is final.

Job Roles

Brand Manager
Marketing Executive
Communications Manager
Public Relations Executive
Corporate Communications Specialist
Marketing and Branding Consultant
Customer Insights Analyst
Digital Marketing Executive
Advertising Executive
Social Media Manager
Stakeholder Engagement Officer
Marketing Communications Officer
Brand Strategist
PR Campaign Manager
Client Relationship Executive
Content Marketing Specialist
Customer Experience Manager
Media Relations Executive
Product Marketing Manager
Reputation Management Consultant

Trainers

Patrick Oh is a Singapore Certified Management Consultant who manages his own professional brand and reputation as the principal of SG Venture Consulting. Listed by TUV SUD as a certified consultant, he advises organisations on governance, risk and compliance, corporate compliance, performance management and solutions design. He is a Certified Information Privacy Manager (CIPM) under the IAPP and, according to a training-provider trainer profile, has provided Singapore Personal Data Protection Act (PDPA) consultancy for more than 13 years. He also implements and audits ISO management systems, including quality and environmental management and ISO 14064 greenhouse gas accounting, and works in sustainability reporting and community development. Before consulting he spent years as an automation design engineer. His compliance and sustainability work keeps him attentive to how an organisation is perceived by regulators, customers, partners and the public, and to how quickly reputation can shift when promises and practice diverge.

That viewpoint informs his teaching of customer-centric branding and communication. In the stakeholders and organisation unit, Patrick helps learners map the internal and external stakeholders who influence a brand, identify different external audiences, draft branding ideas that highlight a product or service's attributes and benefits, and assess the organisation's reputation on social media and other platforms. In the customer influence unit, he draws on his client-facing consulting to show how customer perceptions shape brand reputation, why active listening matters, and how to document customer reception and the outcomes of branding campaigns. His privacy expertise adds a practical caution: gathering customer insights, running campaigns and engaging on social platforms all involve personal data that must be handled in line with the PDPA. Learners leave able to align brand messaging with customer insight and stakeholder expectations, communicate consistently with internal and external audiences, and track how branding activities are actually received, so that reputation is built deliberately rather than left to chance.

Kishori Chaudhari is an educator, trainer and communication specialist with extensive experience in developing and delivering customer-focused learning solutions. She brings a rich background in service excellence, branding and customer engagement, including experience as a leading stewardess with Singapore Airlines, where she honed premium customer service skills, and as a sous chef at Rang Mahal, overseeing quality, consistency and customer satisfaction. She holds a Master of Arts in TESOL, a Bachelor's degree in Speech and Language Therapy from the University of Manchester, the WSQ ACLP and the WSQ DDDLP, alongside certifications in speech, drama and communication from LAMDA and the London College of Music.

Her career spans roles as a learning solutionist, an assessor for SWDA (formerly SSG)-funded certifiable courses and a trainer across diverse sectors. In Customer-Centric Branding and Communication Tactics, Kishori integrates creativity, empathy and practical technique as learners map internal and external stakeholders, draft branding ideas that highlight product or service benefits, and assess reputation on social media and other platforms. Participants also examine customer perceptions, practise active listening to understand the customer's perspective, plan branding and public relations campaigns aligned with positioning strategy, and monitor brand success against KPIs. Learners leave able to craft brand messages that build trust, enhance brand value and strengthen customer relationships.