Applied Digital Marketing with Generative AI for Strategy, Content, Media and Vendor Management
About This Course
This structured two-day program takes learners from strategy to execution using core digital channels and AI-enabled workflows. Participants build practical skills in marketing strategy development, media strategy and content development, analytics and CRO, customer and trend analysis, responsible AI decision-making, and vendor management. Through hands-on exercises and applied examples learners will plan integrated campaigns and execute tactics across social, search, websites/landing pages, chatbots and email automation, using prompt engineering and GenAI tools and common marketing automation platforms.
What You'll Learn
- Fundamentals of analytics, customer behaviour and CRO to interpret performance and inform media strategy.
- Prompt engineering and generative AI workflows for research, audience insight, copy, creatives and content refinement.
- Responsible AI use and AI‑ethics considerations applied to marketing decisions, targeting and content design.
- Practical implementation of digital channels and tools — social (organic & paid), SEM, chatbots, websites/landing pages, SEO, email and marketing automation.
- Vendor evaluation, selection and basic vendor‑management practices for campaign delivery, monitoring, risk mitigation and performance oversight.
Entry Requirements
Education: Minimum 3 GCE ‘N’ Level passes including English , NITEC/Higher NITEC, or equivalent. An equivalent WSQ/ITE/diploma pathway suitable for working adults in marketing-related roles
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.
Participants need to have basic computer knowledge to navigate the Internet for research purposes.
Participants must also have a Gmail email address prior to the start of the course.
Participants are also required to bring in a personal laptop with valid email account.
No prior work experience required; however, prior exposure to marketing activities is preferred.