Integrated Digital Marketing with Generative AI
About This Course
The learning units are designed to progress in a logical sequencing using part-to-whole packaging to bring learners through the foundational knowledge and abilities to develop cohesive skills in integrated marketing in this order:
LO1: Differentiate and select optimal marketing channels and strategies aligned to business goals and target audience with generative AI
LO2: Develop integrated digital marketing plans across channels to engage target customers with generative AI
LO3: Create engaging content across digital channels using generative AI and best practices for messaging, formats and timing.
LO4: Implement integrated digital marketing campaigns using tactics and elements aligned to goals with generative AI.
LO5: Analyse and optimise campaign performance across channels based on key success factors with generative AI.
In addition, an introduction to generative AI will be delivered together with relevant case studies with hands-on activities, to further enrich learner’s understanding of and application of AI in marketing.
What You'll Learn
For Unit 1, learners will be introduced to the foundations of marketing strategy and the range of digital marketing channels and platforms available. They will learn how to leverage generative AI to effectively assess the advantages and disadvantages of key channels and select the optimal mix aligned with business goals and target audience.
For Unit 2, learners will build on the channel knowledge introduced in Unit 1, focussing on utilising generative AI such as ChatGPT to develop integrated digital marketing plans across channels that engage customers. They will learn how to create comprehensive plans tailored to your strategy and audience personas using AI-generated insights.
For Unit 3, learners will cover creating engaging, strategic content across digital channels using generative AI and best practices. They will learn how to leverage AI to efficiently produce quality content optimized for your brand and audience across formats, channels and campaigns.
For Unit 4, learners will cover how to successfully implement integrated digital marketing campaigns across tactics using generative AI. This involves effectively combining elements like content, advertising and email marketing into cohesive campaigns.
For Unit 5, learners will focus on using generative AI to analyse campaign data across channels and optimize performance. They will learn how to leverage AI-generated insights to continuously improve marketing effectiveness based on key success factors. This will allow learners to close the loop on the marketing activities covered in Units 1 to 4 and let them estimate how well (or not) their marketing campaigns have been performing for the business so that they can take targeted steps to improve the results.
Entry Requirements
Aged 21 years and above.
Education level of at least Workplace Literacy and Numeracy (WPLN) Level 3 or its equivalent.
SOQ shall counsel and advise applicants without meeting the education, literacy and numeracy requirement that they may not be able to comprehend the content, keep up pace of training and/or cope with assessment conducted. Where necessary, unsuitable applicants will be discouraged from enrolling in the programme.
Cognitive Level (Low to Mid):
Participants possess at least primary education or its equivalent
Basic command of English language and able to converse in English
Affective Level (Mid to High):
Employer-sponsored individuals who are self-motivated to hone their skills and competencies in the retail and marketing industry