Equinet Academy
Programme Outcomes
Skills You’ll Take Away
Upon completing all three modules of the Certified AI-Enabled Digital Marketer programme, you will be able to:
- Conduct a digital marketing audit, develop data-backed customer personas, perform competitive benchmarking and SWOT analysis, and plan digital marketing objectives and SMART KPIs mapped to the ACPLA funnel framework and connected to business outcomes
- Apply AI-powered tools to conduct market analysis, generate content across written, visual, and video formats, and automate core marketing functions
- Develop strategic-level channel plans for digital advertising, social media, content marketing, SEO, and email, selecting channels and defining KPIs based on audit findings, audience research, and business objectives
- Design and execute AI-enhanced email marketing campaigns with lifecycle sequences, automation workflows, and performance measurement
- Configure GA4, set up UTM tracking, and build a measurement plan that connects digital marketing channel activity to business outcomes
- Synthesise all channel strategies into a single integrated digital marketing strategic plan suitable for stakeholder presentation
- Apply AI tools as strategic accelerators for plan development and cross-validation using Claude, conduct a structured peer review of a digital marketing plan, and present an integrated strategy in a role-play pitch format
Target Audience
Who This Programme Is For
Marketing executives who want to build structured, AI-enhanced digital marketing capability and move into senior or managerial roles
Business owners and entrepreneurs who want to plan, brief, and evaluate digital marketing activity with genuine strategic literacy rather than relying entirely on agencies
Career switchers entering digital marketing who want an end-to-end pathway from foundations through to integrated strategic planning
Digital marketing managers who manage execution teams but want stronger frameworks for strategy development, AI tool integration, and measurement planning
Marketing consultants and freelancers who want structured frameworks to deliver integrated strategy recommendations to clients with confidence
Marketing and business professionals who are already using AI tools informally and want to develop systematic, professional-grade AI-enhanced marketing capability
Differentiators
What Makes CADM Different
Most digital marketing training available to practitioners falls into one of two patterns. The first is channel-specific: courses that develop expertise in one platform or discipline, Google Ads, social media, and SEO, without connecting those channels to a broader strategy or to each other.
The second is the general overview: programmes that survey all digital marketing channels at a surface level, leaving learners with conceptual familiarity but without the applied capability to develop a strategy, integrate AI tools professionally, or produce a plan that a business decision-maker can evaluate and act on.
CADM takes a different approach: a structured three-module pathway that builds from digital marketing foundations through to hands-on AI tool proficiency and culminates in a fully integrated digital marketing strategic plan with AI-validated channel strategies and a GA4 measurement framework.
Each module is assessed and certified. Every module builds directly on the one before it. Learners leave with real applied capability, not just a course completion record.
Get Certified
Certification Pathway
Participants who complete all three modules and pass the required assessments will be awarded the Certified AI-Enabled Digital Marketer (CADM) certificate issued by Equinet Academy. Modules 1 and 2 also carry their own WSQ Statement of Attainment issued by SkillsFuture Singapore upon demonstrated competency.
Total Duration: 3 Modules / 5 Days / 40 Classroom Hours
Each module can also be taken as a standalone course independently of the full programme certification. Modules 1 and 2 each carry their own WSQ Statement of Attainment when taken individually. Module 3 is a Non-WSQ course and carries an Equinet Academy Certificate of Completion. Learners who have already completed one or more modules may count those toward the full CADM certification by completing the remaining module or modules.
Candidates who complete each module with at least 75% attendance and demonstrate competency in all assessments will receive the corresponding award for that module. Candidates who complete all three modules will receive the Certified AI-Enabled Digital Marketer certificate from Equinet Academy.
Programme Modules
Structured Lineup
The three modules are sequenced to deliver a progressive and cumulative learning experience. Each module builds directly on the skills and knowledge developed in the previous one, ensuring that learners arrive at Module 3 with the channel literacy and AI proficiency needed to develop genuinely strategic work.
Duration: 1 Day (8 Hours)
- Introduction to digital marketing: what it is, why it matters, digital vs traditional marketing, and what digital marketers actually do
- Digital marketing channels: search, social, email, display, and ecommerce, covering both B2B and B2C contexts
- Customer persona development: what personas are, how to build them, and how to use them for campaign targeting
- Digital marketing funnels: stages of the funnel and how to map channel activity to each stage
- Digital marketing channel strategies: content marketing, SEO, digital advertising, social media, and email marketing introduced at a strategic level
- Digital marketing analytics: essential metrics and KPIs, an overview of Google Analytics, and how to evaluate campaign performance
- Hands-on AI tool introduction: using ChatGPT and DALL-E 2 to assist digital marketing tasks
- Assessment: Written Short Answer Assessment and Individual Project Presentation
Duration: 2 Days (16 Hours)
- Introduction to AI in digital marketing: how AI has evolved the discipline and the key opportunities it creates for practitioners
- AI-driven market analysis and consumer insights: tools for trend analysis, understanding consumer behaviour, and implementing personalisation strategies
- AI in content creation: generating written content (articles, reports, social media posts) and video scripts using ChatGPT and Gemini
- AI in visual and video content creation: creating visual assets, converting scripts to video, and adding voiceovers, music, and captions using AI tools
- AI-powered advertising and campaign management: programmatic advertising basics, campaign optimisation with machine learning, and real-time bidding
- AI-powered email marketing and automation: email strategy with AI, building automation workflows, and using AI to improve campaign outcomes
- Enhancing user experience with AI: chatbots, website personalisation, and AI for social media management
- Analytics and performance measurement with AI: AI tools for SEO and social media analytics, measuring campaign performance, and data-driven decision making
- Real-world applications and case studies: personal branding with AI, celebrity campaign analysis, and industry innovations
- Ethical considerations and future of AI in marketing: responsible AI use and preparing for emerging trends
- Assessment: Case Study Written Assessment and Individual Project Presentation
Duration: 2 Days (16 Hours)
- Digital marketing audit and resource planning: team capability, budget, tools, external agencies, and brand presence assessment used to size a realistic strategy
- Marketing objectives and SMART KPIs: using the ACPLA funnel framework to connect objectives to business outcomes rather than vanity metrics
- Customer persona development and market research: data-backed personas using Google Analytics and Facebook Audience Insights, market size analysis, and market trends
- Competitive benchmarking and SWOT analysis: benchmarking across website engagement, organic search, paid search, social, and referral traffic, and translating findings into channel selection decisions
- Digital advertising channel strategy: channel selection rationale across Google, Meta, LinkedIn, and TikTok; strategic KPIs; budget allocation; and integrated digital media plan
- Social media strategy: platform selection rationale, competitor social analysis, content strategy brief, lead generation integration, and social media KPIs
- SEO and content marketing strategy: keyword research methodology, SEO KPI framework covering rankings, organic traffic, and conversions, and a content-led SEO approach
- Email, influencer, and other channel strategies: email lifecycle architecture, list growth, email KPIs, influencer channel strategy, and other channels overview at a strategic level
- In-class campaign plan development workshop: AI-assisted drafting of channel plans for two chosen channels with trainer guidance
- Peer review and AI cross-validation: structured checklist-based peer audit and AI cross-validation using Claude to surface assumptions and budget gaps
- Role-play pitch: presenting the digital marketing strategy to a simulated client or investment committee with challenge questions and group debrief
- GA4 and measurement planning: GA4 configuration, conversion event definition, UTM tracking, and measurement plan linking channel KPIs to business objectives
- Integrated strategy synthesis: connecting all channel strategies with budget allocation summary, channel integration points, and executive summary writing
- Final plan self-audit and assessment preparation: reviewing the completed plan against the peer review checklist and briefing for A1 and A2
- Assessment: Case Study Written Assessment (90 minutes, open-book) and Individual Project Presentation (integrated digital marketing strategic plan)
Trainers
Meet Your Educators
Fees Breakdown
Programme Fees
The full Certified AI-Enabled Digital Marketer (CADM) programme bundle is priced at S$1,739.00. Each module is also available as a standalone course. Select modules currently qualify for SkillsFuture Credit and SSG subsidies when taken individually. Subsidies apply only when modules are taken individually, not when bundled in the programme.
| Module | Full Fee | Discounted | Nett (Individual) |
|---|---|---|---|
| M1: WSQ Digital Marketing Foundations (Fundamentals) (1 Day) | S$125.00 | S$75.00 | |
| M2: WSQ AI in Digital Marketing (2 Days) | S$495.00 | S$297.00 | |
| M3: Digital Marketing Strategy (2 Days) | S$499.00 | ||
| Full Certified AI-Enabled Digital Marketer (CADM) Programme (3 modules bundled) | Programme Fee: | S$1,739.00 | |
*Funding eligibility varies by module. Select modules currently qualify for SkillsFuture Credit and SSG subsidies when taken individually. Speak to a course consultant to confirm eligibility for specific modules and to understand the right enrolment path for your situation.
How the fee structure works: The programme bundle is priced at the full fee of S$1,739.00. Per-module nett fees apply only when modules are taken individually, outside the programme bundle. Individual module subsidies are based on Singapore Citizen / PR status and age.
Course Schedule
Mark Your Calendar!
Total modules: 3 modules
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person | 01 Jul 2026 to 12 Aug 2026 | 9.00am - 6.00pm |
Multiple TrainersApply Now
|
| In-Person | 02 Sep 2026 to 25 Oct 2026 | 9.00am - 6.00pm |
Multiple TrainersApply Now
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| In-Person | 02 Nov 2026 to 10 Dec 2026 | 9.00am - 6.00pm |
Multiple TrainersApply Now
|
Learner Reviews
Hear From Our Graduates
“I really enjoyed learning directly from Alex Fong, especially how he broke down digital marketing strategy into clear, practical steps. The course went beyond theory and focused on real-world insights I could actually apply. It strengthened my skills and confidence, and helped me align marketing activities with clearer objectives, audience insights, and measurable outcomes. Overall, it gave me a more structured, data-driven way of approaching campaigns.”
Course Taken:
WSQ Digital Marketing Strategy, 2026
“I like it that Equinet allows us to re-attend the same course we have gone through at no extra cost, with the same key objective of wanting the students to learn instead of purely making money. I’ve definitely learned a lot about digital marketing etc and able to apply it to my own business. The learning objectives and notes are very clear and easy to follow if we choose to focus during the lesson.”
Course Taken:
WSQ Digital Marketing Strategy, 2025
I loved this course. The content was impactful and engaging, and the trainer was excellent. It made a huge difference in my confidence using AI tools and helped me create more effective content to drive customer impact through AI powered marketing.
Course Taken:
WSQ AI in Digital Marketing, 2025
“A focused and hands on course that introduced practical AI tools and techniques, and showed me how to maximise their impact in real digital marketing tasks.”
Course Taken:
WSQ AI in Digital Marketing, 2025
“Highly recommend this course to anyone who wishes to acquire knowledge and skills. The instructor was engaging and very committed to guiding his audience to a better understanding of the topic as well applications.”
Course Taken:
WSQ Digital Marketing Foundations (Fundamentals), 2025
“I had a good experience with Equinet’s Digital Marketing Essentials course – the curriculum was very well thought out. The trainer delivered and led the training very professionally. He showed strong subject knowledge. I would highly recommend Equinet for anyone hoping to learn new knowledge and skills.”
Course Taken:
WSQ Digital Marketing Foundations (Fundamentals), 2025
Frequently Asked Questions
The Need to Know
The programme is designed for marketing executives and managers seeking to advance their digital and AI capability, business owners who want strategic digital marketing literacy, career switchers entering digital marketing from other fields, and practitioners who want to formalise their knowledge across channels and AI tools within a structured professional framework.
Module 1 is designed for beginners with no prior digital marketing experience. Basic computer skills and the ability to read and converse in English are the only requirements. Module 3 requires prior completion of Module 1. Module 2 has no specific prerequisite and may be taken independently.
Yes. Each module is available as a standalone course and carries its own assessment and certification. Module 1 and Module 2 each lead to a WSQ Statement of Attainment independently. The Certified AI-Enabled Digital Marketer certificate is awarded only on completion of all three modules.
Modules 1 and 2 are WSQ-accredited and eligible for SkillsFuture funding support. Eligible Singapore Citizens and Permanent Residents may claim subsidies and use SkillsFuture Credit to further offset fees. Module 3 is a Non-WSQ CASL course and is not eligible for SSG subsidies. Please refer to the individual course pages for current funding tiers, eligibility criteria, and net fees payable.
Module 3 requires completion of Module 1 before attending. Module 2 does not have specific prerequisites and may be taken independently or alongside Module 3. Completion of Module 1 provides the digital channel and funnel foundation that Module 3 builds on directly. Learners with equivalent prior training from other accredited programmes may be considered on a case-by-case basis.
Module 1 introduces ChatGPT and DALL-E 2 at a foundational level. Module 2 develops hands-on proficiency across ChatGPT, Gemini, Perplexity, HeyGen, Kling AI, Suno AI, Gamma, NotebookLM, and a range of other specialised AI production and analytics tools. Module 3 applies the AI tools from Module 2 as strategy accelerators throughout the planning process, including using Claude for AI cross-validation of digital marketing plans to surface assumptions and budget gaps before implementation. No AI tools are taught from scratch in Module 3.
You will be able to develop an integrated digital marketing strategic plan covering all major digital channels, apply AI tools professionally across content, advertising, email, and analytics, configure GA4 and build a measurement plan connected to business objectives, and present a complete strategy to business stakeholders. Most learners apply the integrated plan they develop in Module 3 directly to their own business or employer.
The three modules are delivered over 5 days of face-to-face training. Modules may be taken consecutively or spread across a longer period depending on scheduling and personal circumstances. Contact us at enquiry@equinetacademy.com for current module start dates and programme scheduling options.
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