Integrated Digital Marketing Strategy with AI and Automation
About This Course
This is an advanced programme that equips learners to design and optimise omni-channel marketing strategies using AI-enabled planning, attribution, MMM, predictive analytics and personalisation to drive measurable growth.
Learners will build competencies in media strategy and performance marketing, applying AI agents, automation, and AI-powered experimentation to improve ROI while operating within PDPA/GDPR governance.
The course also strengthens capability in advanced SEO, SEO forecasting, prompt engineering and GenAI-powered content strategy using leading tools (e.g., ChatGPT, Claude, Gemini). In addition, it develops practical skills in CRM automation, lead scoring/nurture workflows, and stakeholder-facing PR and influencer management, supported by vendor governance practices.
What You'll Learn
Market, competitor, and customer data interpretation for strategic marketing decisions.
Use of AI-enabled measurement, attribution, optimisation, and performance improvement tools.
Advanced channel, content, and campaign strategies for engagement and marketing performance.
Application of Generative AI, prompt engineering, automation, and CRM tools in digital marketing execution.
Emerging technologies, AI governance, and compliance requirements in marketing practice.
Entry Requirements
Applicants should meet the following requirements:
Education: Minimum GCE ‘O’ Level, NITEC/Higher NITEC, or equivalent.
Language and Literacy: Minimum ES WSQ WPLN Level 5 in Workplace Literacy, based on the average of Reading, Listening, Speaking, and Writing components, or equivalent.
Relevant Work Experience: At least 1–2 years of hands-on experience in digital or performance marketing, CRM, marketing analytics, e-commerce or content marketing, or related roles.
Digital Marketing Knowledge: Foundational understanding of key areas such as paid media, SEO, email marketing/CRM, social media marketing, marketing analytics, customer journeys, and conversion funnels.
Platform Experience: Practical experience with at least one advertising, analytics, CRM, marketing automation, e-commerce, or campaign management platform, such as Google Ads, Meta Ads Manager, Google Analytics, or email/CRM tools.