(SCTP) Advanced Certificate in Generative AI for Digital Marketing Specialist

Analytics & Tech
Digital Marketing & Comms

Next Intake: 10 Jan 2025 (Fri)

Basic
SkillsFuture
Full Certificates
This module is part of SkillsFuture Career Transition Programme (SCTP)

This programme is conducted in person and via Asynchronous and Synchronous E-Learning.

Next course starts on

10 Jan 2025 (Fri) See Full Schedule

Fee

SGD20,928* (as low as SGD1,478 after maximum funding) Learn More

Duration

320 hours over 4 months

Asynchronous E-Learning: 220 hours
Synchronous E-Learning: 44 hours
Classroom Learning: 16 hours
Assessments: 40 hours

Level

Basic

Who Should Attend

Participants keen to pursue roles in digital marketing, such as Digital Marketing Specialist or Junior Digital Marketing Analyst.

Trainees must meet all the requirements below in order to be eligible to apply for the programme:

Singapore Citizen, Singapore Permanent Resident or LTVP+ holder
At least 21 years old
Registering as a self-sponsored participant

Overview

This advanced certificate programme is designed to equip participants with the knowledge and skills required to leverage generative AI tools to optimise workflows and increase efficiency as digital marketers. By the end of the programme, participants will have a strong foundation in digital marketing principles, along with hands-on experience using generative AI tools to streamline various tasks, automate processes, and enhance marketing strategies.

Topics include:

The Digital Marketing Landscape
SEO and Content Strategy Essentials
Email Marketing and Lead Nurturing
Generative AI and its Marketing Applications
AI for Content Generation and Blog Writing
Data Analytics for Marketing Insights
Personalisation and Customer Journey Mapping
Enhance Social Media Campaigns with AI
Social Media Scheduling and Performance Tracking
Automate Email Campaigns and Lead Nurturing
Landing Page Optimisation
Capstone and Review

Learning Objectives

At the end of the programme, participants will be able to:

Acquire a good understanding of digital marketing principles, encompassing various channels, audience analysis, content strategy, and social media essentials
Learn to seamlessly integrate generative AI tools into marketing workflows, enabling automation, content creation, and data-driven decision-making
Develop skills to analyse marketing data using AI-driven insights, leading to informed strategies and personalised customer interactions
Gain expertise in leveraging AI for enhancing social media campaigns, email marketing, landing page optimisation, and A/B testing, ultimately increasing conversion rates and engagement
Successfully design and present a comprehensive AI-enhanced marketing strategy, showcasing mastery in applying generative AI tools to streamline workflows and boost overall marketing efficiency

Topic/Structure

To achieve the (SCTP) Advanced Certificate in Generative AI for Digital Marketing Specialist, participants will need to complete the following modules offered by SMU Academy:

Module 1: Digital Marketing Fundamentals

This module focuses on establishing a solid understanding of digital marketing fundamentals. It encompasses an overview of the current digital marketing landscape and core concepts such as defining target audiences, exploring search engine optimisation (SEO) and content strategy, understanding social media marketing, delving into email marketing, and grasping lead generation principles. This module lays a foundation in digital marketing for participants, before diving into how generative AI can enhance and support them in each of these fundamentals areas in the later modules.

Module 2: Introduction to Generative AI and its Uses in Content Generation and Marketing Analytics

In this module, participants will be introduced to generative AI and its applications in the broader marketing context. It will dive deeper into how this artificial intelligence (AI) can support marketers in tasks such as content creation, search engine optimisation (SEO), and data analytics. Participants will also be introduced to a variety of tools that they can use in this regard and learn to apply these tools in their hands-on projects for real-life practice.

Module 3: Uses of Generative AI in Marketing Personalisation and Social Media Campaigns

The third module highlights further applications of generative AI, with a particular focus on marketing personalisation and the implementation of social media campaigns. As in the second module, various AI tools are introduced for participants to practice in their hands-on projects, subsequently applying these tools into their digital marketing practice. By the module's conclusion, participants will have acquired the skills to map customer journeys, customise interactions, conceptualise and execute social media campaigns, and conduct scheduling and tracking activities—all facilitated by AI tools to enhance efficiency and effectiveness in these processes.

Module 4: Generative AI in Email and Landing Page Optimisation with Final Capstone

In this concluding fourth module, participants will learn how artificial intelligence (AI) tools can enhance the effectiveness of email campaigns and optimise landing pages. The module will conclude with a capstone project where participants will design an integrated marketing strategy. This project aims to solidify participants' understanding of digital marketing and showcase how generative AI can enhance various aspects of their workflow.

Assessment

As part of the requirement for SkillsFuture Singapore, there will be an assessment conducted at the end of every module. The mode of assessment, which is up to the trainer’s discretion, may be an online quiz, a presentation or based on classroom exercises.

Participants are required to attain a minimum of 75% attendance and pass the associated assessment for each of the 4 modules in order to be awarded the digital (SCTP) Advanced Certificate in Generative AI for Digital Marketing Specialist issued by Singapore Management University.

Fee Table

PARTICIPANT PROFILE	SELF-SPONSORED
Singapore Citizen < 40 years old Permanent Resident	$6,278.40¹
Singapore Citizen ≥ 40 years old⁴	$2,438.40²
Singapore Citizens who qualify for AFS	$1,478.40³

All prices include 9% GST
¹Up to 70% course fee funding
²Up to 90% course fee funding under SkillsFuture Mid-Career Enhanced Subsidy ("MCES")
³Up to 95% course fee funding under Additional Funding Support ("AFS") where participants must be:

Singapore Citizens; and
Long-term unemployed individuals (6 months or more); or
Individuals in need of financial assistance [ComCare Short-to-Medium Term Assistance (SMTA) recipients or Workfare Income Supplement (WIS) recipients]; or
Persons with disabilities

⁴SkillsFuture Level-Up Programme for Mid-Career Individuals (NEW)
A SkillsFuture Credit (Mid-Career) top-up of $4,000 will be provided to Singaporeans aged 40 years and above to further offset out-of-pocket course fees for this programme.

Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.

Self Sponsored

SkillsFuture Credit: Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.

This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.

Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).
Workfare Skills Support Scheme: From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.

Intake Information

MODULES	DATES
Module 1: Digital Marketing Fundamentals	10 Jan - 12 Feb 2025
Module 2: Introduction to Generative AI and its Uses in Content Generation and Marketing Analytics	14 Feb - 5 Mar 2025
Module 3: Uses of Generative AI in Marketing Personalisation and Social Media Campaigns	7 Mar - 28 Mar 2025
Module 4: Generative AI in Email and Landing Page Optimisation with Final Capstone	30 Mar - 28 Apr 2025