DM100: Digital Marketing with AI (Classroom)
About This Course
This course is designed for marketing professionals, entrepreneurs, and business owners who want to plan, execute, and optimise performance-driven digital marketing campaigns by combining data, automation, and AI-powered tools. Whether you're new to digital marketing or looking to sharpen your practical capabilities, you'll build the skills to engage customers across the full marketing funnel, from awareness and engagement through to conversion, retention, and advocacy.
Anchored in the Customer Value Journey and reinforced by industry frameworks, the curriculum takes you through building customer personas and brand voice, search engine optimisation (SEO) and the emerging discipline of generative/answer engine optimisation (GEO/AEO), search engine marketing (SEM) and paid social advertising, content creation, and campaign analytics. Throughout, you'll use AI agents and generative AI tools for research, content production, keyword discovery, ad copywriting, and performance monitoring to work faster and make sharper, data-driven decisions in every channel.
With a strong emphasis on performance metrics, mobile-first execution, and data privacy compliance under Singapore's PDPA, the course culminates in a capstone project where you design, implement, and optimise a real-world digital marketing campaign end to end: from persona and channel strategy through to a live landing page, a paid campaign, and a performance report. By the end of the course, you'll be able to translate strategic marketing goals into measurable, AI-augmented digital outcomes with confidence.
What You'll Learn
- Design integrated digital marketing strategies anchored in the Customer Value Journey, using customer personas and brand voice to guide prospects from awareness to conversion and advocacy
- Create content tailored to each funnel stage across channels, including social media, email, websites, and paid ads, using AI tools to plan content calendars, brainstorm ideas, write persuasive copy, and produce visuals and video at scale
- Conduct keyword research and implement on-page, off-page, and technical SEO techniques, plus emerging GEO/AEO techniques, to improve organic visibility and get cited in AI-generated answers, across both desktop and mobile
- Set up and manage PPC campaigns on Google Ads and mobile-first paid social campaigns on Meta, including ad creation, keyword targeting, bidding strategies, and AI-assisted performance monitoring
- Use analytics tools such as Google Analytics (GA4) and Google Search Console, supported by AI agents, to interpret traffic, engagement, and conversion metrics and generate cross-channel performance reports
- Apply data privacy principles in line with Singapore's PDPA, including consent mechanisms and data-handling checklists, when collecting, storing, and using consumer data in marketing activities
This course equips you with practical, hands-on skills in AI-augmented, performance-driven digital marketing, from campaign planning to execution and optimisation, so you can deliver measurable results across search, content, and paid channels.
Entry Requirements
While no prior technical or coding experience is required, learners must possess:
1. English Language Proficiency:
- Ability to communicate clearly in spoken and written English
2. Digital Literacy:
- Familiarity with basic digital tools, such as email and web browsing