Turn real industry project work into career-ready proof.
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Strategic Marketing Planning
Turn a business brief into a coherent, evidence-based digital marketing plan.
Audience and Market Analysis
Use customer, competitor, channel and performance evidence to identify priorities.
Integrated Campaign Planning
Define how channels, content, media and customer journeys work together.
Project and Implementation Planning
Translate strategy into timelines, responsibilities, budgets, dependencies and risk controls.
Measurement and Optimisation
Set meaningful KPIs, tracking methods, reporting logic and optimisation decisions.
Stakeholder and Portfolio Communication
Present recommendations clearly and document work as credible professional evidence.
Course Outcomes
Learning Outcomes
By the end of the course, you will be able to:
- Interpret an industry brief and define a feasible digital marketing project scope, success criteria and delivery plan
- Analyse the organisation, market, audience, competitors, customer journey and available performance evidence to identify strategic priorities
- Formulate a strategic digital marketing plan with measurable objectives, target audiences, channel roles and a clear value proposition
- Develop an integrated campaign and content plan supported by implementation timelines, responsibilities, resources and budget assumptions
- Design a measurement and optimisation framework using relevant KPIs, tracking methods, reporting structures and decision rules
- Evaluate project evidence and refine recommendations in response to performance data, stakeholder feedback and practical constraints
- Produce and present a portfolio-ready capstone case study that demonstrates professional judgement, strategic decision-making and reflective learning
Course Outline
What You’ll Learn
The live workshops are held once every two weeks. Each session advances a defined capstone milestone, while the time between sessions is used for project work, evidence gathering and revision.
Want a portfolio & career placement?
Pair this course with an Equinet Career Programme
This course builds your capability and certifies you. It does not include a project-based capstone, client placement, or career coaching. Our Career Programmes are built for that: three months on a real project brief, your own product idea or a host organisation, with dedicated career support and mentorship throughout.
Many graduates take both: the course for the certification and capability, a Career Programme for the portfolio case study and placement. Speak to a course consultant about the combined pathway.
Trainers
Meet Your Capstone Trainer
Jethro Xu brings close to two decades of experience across marketing and ecommerce. He is the founder of JET.AVE, Agency Head at Metric Digital and a fractional Chief Marketing Officer to several startups. His work spans digital strategy, ecommerce growth, performance marketing, data-led optimisation and omnichannel planning for businesses at different stages of growth.
During the capstone, Jethro will review project milestones, challenge assumptions and help learners strengthen the commercial logic, measurement discipline and stakeholder presentation of their strategic digital marketing plans.
Target Audience
Who Should Attend
This capstone is designed for learners and working professionals who already have foundational digital marketing knowledge or relevant experience and want to apply a more structured, evidence-based approach to a real industry brief.
It is suitable for:
- Learners completing the Digital Marketing Career Programme
- Career switchers preparing to enter an in-house or agency digital marketing role
- Fresh graduates who need credible evidence of applied digital marketing work
- Junior marketers seeking to consolidate campaign experience into a structured portfolio
- Senior marketers, marketing managers and senior executives who oversee marketing teams and want to strengthen strategic planning, measurement and decision-making
- Agency account managers, client service professionals and strategists who want to develop stronger recommendations and communicate more effectively with agency clients
- Freelancers who want to demonstrate a repeatable, evidence-based planning approach
- Business owners applying digital marketing to a real growth challenge in their organisation
Career Programme Pathway
From Training to Verified Proof
The Digital Marketing Capstone forms the applied portfolio component of the Digital Marketing Career Programme. It runs alongside an approved industry attachment so that training, live work, project evidence and career preparation are connected.
- Screening and Channel Alignment. Confirm professional readiness, target role and the most relevant digital marketing channel track.
- Structured Channel Capability Development. Build role-aligned proficiency through the programme’s digital marketing training modules.
- Industry Attachment and Digital Marketing Capstone – You Are Here. Apply skills through a freelance project or full-time internship, receive milestone guidance and turn the work into assessed portfolio evidence.
- Portfolio Validation and Placement Coordination. Complete portfolio review and progress into supported employment, agency or independent-practice pathways.
Explore the full Digital Marketing Career Programme pathway.
An Equinet Academy Certificate of Completion will be awarded to candidates who demonstrate competency in the Digital Marketing Capstone – Strategic Digital Marketing Plan Development course assessment and achieve at least 75% attendance.
Course Fee
Course Fee at a Glance
The full course fee is S$499.00 before GST. Equinet Academy absorbs the GST, so the nett payable fee remains S$499.00.
| Module | Investment |
|---|---|
| Course fee before GST | S$499.00 |
| GST | Absorbed by Equinet Academy |
| Nett fee payable | S$499.00 |
After the Course
Post-training Support
Your learning does not stop when the course ends. All graduates get ongoing access to three support channels included in the course fee.
Alumni Community
Join the Equinet Insider Network. Ask questions, share wins, and connect with fellow graduates and industry practitioners.
Live Post-Training Mentoring Sessions
Attend live group mentoring sessions with industry subject matter experts. Bring real problems from your work and get practitioner feedback.
Direct Trainer Access
Continue the conversation with your trainer after the course ends. Bring questions from real work and get practitioner feedback.
Free post-training support is included in your course fee.
Paid 1:1 mentoring sessions are also available for graduates who want deeper, project-specific guidance on their own work.
For Organisations
Training a Team?
Course Schedule
Mark Your Calendar!
Duration: 12 Weeks (16 Hours)
Each intake includes six live online workshops held once every two weeks from 7.00pm to 9.00pm, followed by the integrated project presentation and oral questioning assessment in Week 12.
| Course Dates | Trainer |
|---|---|
|
30 Sep 2026 - 7.00pm – 9.00pm Wed · Online via Zoom
|
Learners Review
What Our Trainees Say
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
“I had a fantastic learning experience at Equinet Academy. The trainers were highly knowledgeable, approachable, and able to explain complex concepts in a way that was easy to understand and apply in real-world situations. The practical, up-to-date course materials catered well to both beginners and working professionals, making the learning experience engaging and highly relevant. I would highly recommend Equinet Academy to anyone serious about advancing their digital marketing career.”
Course Taken:
Certified Digital Marketing Specialist
Secured a full-time marketing role through the Digital Marketing Career Programme
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
No. This is an applied capstone for learners who have already built foundational digital marketing knowledge and skills. It is designed to help you apply that learning to a real industry brief and convert the work into assessed portfolio evidence.
Yes. You must have a confirmed and approved industry attachment before the capstone begins. The attachment may be completed through a freelance project or full-time internship and must provide a real business brief suitable for the capstone.
The project must address a genuine digital marketing need for an organisation and provide enough access to context, evidence and stakeholder input for you to develop and justify a strategic plan. The project scope must be reviewed and approved before work begins.
The capstone is based on a real industry attachment, not a classroom simulation. Every learner works from a genuine business brief, but the level of execution depends on the approved scope, access and permissions. Your work may focus on research, strategy, analytics, content planning or performance recommendations, with live campaign activity included only where the host organisation permits it.
No. Campaign execution is not a mandatory learning outcome or assessment requirement. Where the industry attachment permits, you may implement selected work such as optimising an SEO article, recommending advertising optimisations, refining campaign content or developing a reporting dashboard. The exact opportunity depends on the host organisation and approved project scope.
You will produce a strategic digital marketing plan, an implementation and measurement framework, a portfolio-ready case study and a final stakeholder presentation. Where applicable, the portfolio may also include verified implementation or optimisation evidence. The exact evidence will reflect your channel track and approved project scope.
Three examples from past graduates: a capstone practicum project documenting real campaign work end to end, a redacted digital marketing strategic plan showing channel strategy, objective setting, and measurement, and a digital marketing internship capstone project covering web traffic analysis, competitive benchmarking, campaign optimisation, KPIs, and strategic recommendations.
Yes. The capstone is delivered entirely online through six live trainer-led sessions, two hours of self-paced e-learning and a live online final assessment.
The fortnightly structure gives you time to apply each session’s guidance to your industry project, gather evidence, consult stakeholders and revise your work before the next milestone review.
There are two approved assessment methods: an Individual Project Presentation and an Oral Questioning Assessment. They are conducted within the same 2-hour live online assessment sitting. You will deliver your project presentation, and the assessor will conduct oral questioning in conjunction with and immediately following the presentation. There is no separate second assessment session. Your strategic plan and portfolio-ready case study are submitted as supporting evidence.
Only information that the host organisation permits may be included. Confidential or commercially sensitive information must be removed, anonymised or presented in an approved aggregated form. The course covers responsible evidence handling and portfolio anonymisation.
Admission depends on whether you meet the prerequisites and have an approved industry attachment. Learners in the Digital Marketing Career Programme receive an integrated pathway covering screening, training, attachment, portfolio development and placement coordination.
No. The Digital Marketing Career Programme provides structured portfolio review and placement coordination, but employment is not guaranteed. Outcomes depend on portfolio quality, demonstrated performance, role alignment, employer requirements and market conditions.
Real projects can change. Inform the trainer promptly so the brief, milestones and assessment evidence can be reviewed. Any revised scope must still provide sufficient evidence for the capstone outcomes and remain approved by the relevant organisation.