(16 hrs) Generative AI for Digital Marketing (Part of SCTP)
About This Course
This course teaches you to use Generative AI tools — such as ChatGPT, Canva AI, and Gemini — as productivity accelerators across your digital marketing workflow. It is designed for marketing professionals, content creators, and business owners looking to work faster and smarter with AI.
You will learn prompt engineering to generate fit-for-purpose marketing copy, create AI-powered visuals aligned to campaign tone, and adapt content for platform-specific constraints across Instagram, LinkedIn, TikTok, email, and more.
The course also covers the 4Ps marketing framework with GenAI support, multi-channel campaign planning, KPI tracking and performance analysis, and ethical AI use through the F.A.I.R. framework.
Building on foundational content strategy skills, this course focuses on how to leverage AI to execute marketing campaigns faster while maintaining quality, brand consistency, and ethical standards.
What You'll Learn
1. Determine appropriate marketing objectives where GenAI improves channel productivity.
2. Differentiate between GenAI tools and their applications in digital marketing.
3. Analyse the risks and limitations of applying GenAI within a marketing mix.
4. Apply prompting techniques to produce fit-for-purpose marketing content.
5. Modify AI-generated content to align with platform constraints and audience needs.
6. Select suitable digital platforms for content distribution based on message type.
7. Construct GenAI-powered visuals aligned with campaign tone and layout principles.
8. Examine how visual design impacts user engagement across marketing platforms.
9. Develop a GenAI-assisted 4Ps marketing mix tailored to a specific offer.
10. Customise campaign content based on platform features and audience behaviour.
11. Recommend a marketing channel mix that meets defined campaign goals.
12. Apply KPI tracking tools to monitor campaign and channel performance.
13. Assess campaign outcomes using GenAI insights and digital metrics.
14. Propose improvements to marketing integration based on performance findings.
Entry Requirements
Prerequisites
• Participants must have basic computer skills for online research and an active Gmail account before the course begins.
Language:
• Attained at least WPLN level 6 OR
• Obtained Grade C6 for GCE O level English OR
• Other equivalent qualifications
Academic:
• Obtained at least a pass or C6 at GCE O Level in at least 3 subjects OR
• Candidates with other qualifications will be considered on a case-by-case basis OR
• Mature candidates (≥ 30 years old) with 8 years of relevant working experience