WSQ AI-Driven Digital Marketing Strategy
About This Course
This 2-day course is the third and final module of the Certified AI-Enabled Digital Marketer programme, for learners who have completed the Digital Marketing Foundations and AI in Digital Marketing courses and are ready to move from channel-level execution to integrated strategic planning.
Most practitioners with foundational training can execute within channels but have not developed the strategic layer: auditing what they have, researching their market and competitors, choosing channels on evidence, building plans that connect to business outcomes, and validating those plans before implementation. This course addresses that gap, using the six-section digital marketing strategic plan template as the working framework throughout. Learners begin with a structured audit and market research process (customer personas, competitive benchmarking, SWOT), then move into strategic channel planning across digital advertising, social media, SEO, content marketing, and email, focusing on channel selection rationale, audience alignment, KPI definition, budget allocation, and measurement rather than campaign building or technical implementation.
By the end of the course, every learner will have built a validated integrated digital marketing strategic plan, applied AI tools including Claude for plan development and cross-validation, peer-reviewed another learner's plan, practised pitching in a role-play format, and prepared for the formal assessment.
What You'll Learn
- Conduct a structured digital marketing audit to establish the current state of an organisation's digital presence and assets
- Research the market and competitors systematically, building customer personas, competitive benchmarks, and a SWOT analysis
- Select digital marketing channels based on evidence, audience fit, and business objectives across digital advertising, social media, SEO, content marketing, and email
- Define KPIs and success metrics that connect each channel to business outcomes
- Allocate budget across channels and set out how performance will be measured
- Develop an integrated digital marketing strategic plan using the six-section strategic plan template
- Apply AI tools, including Claude, to develop and cross-validate the strategic plan
- Conduct a peer review of another learner's plan and incorporate the feedback
- Pitch the strategic plan in a role-play format to a business decision-maker
- Produce a validated integrated digital marketing strategic plan ready for implementation
Entry Requirements
● Minimum age: 18
● Years of working experience: 1
● Possess basic ICT knowledge such as browsing the web, opening of folders and documents, and basic navigation of software interface
● Motivated learners
● Able to interact with fellow peers
● Proficient in spoken English with at least a secondary education qualification or equivalent
● This course is targeted to PMEs (Professionals, Managers, and Executives)