Turn a real business project into a strategic digital marketing plan and career-ready portfolio evidence.
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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 a real business brief from a Practicum Host Organisation 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.
Looking for Structured Career Support?
Complete the Capstone as Part of an Equinet Career Programme
The Digital Marketing Capstone can be completed as part of the Digital Marketing Career Programme, which combines structured capability development, practicum project work, portfolio development and career support.
The capstone focuses on applying your digital marketing skills to a real business brief and developing credible portfolio evidence. Learners enrolled in the relevant Career Programme also receive structured career preparation and placement coordination as part of the wider programme pathway.
Employment or placement outcomes are not guaranteed and depend on factors including demonstrated competency, portfolio quality, role suitability, employer requirements and prevailing market conditions.
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 connects structured digital marketing training with a real project completed through an approved Practicum Host Organisation, allowing you to turn your learning into assessed professional evidence.
- Screening and Channel Alignment
- Confirm professional readiness, target roles and the most relevant digital marketing channel track.
- Structured Channel Capability Development
- Build role-aligned proficiency through the programme’s digital marketing training modules.
- Practicum Host Organisation and Digital Marketing Capstone – You Are Here
- Apply your skills to a genuine business brief, receive milestone guidance and turn your project work into assessed portfolio evidence.
- Portfolio Validation and Placement Coordination
- Complete your 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$999.00 before GST. Equinet Academy absorbs the GST, so the nett payable fee remains S$999.00.
| Module | Investment |
|---|---|
| Course fee before GST | S$999.00 |
| GST | Absorbed by Equinet Academy |
| Nett fee payable | S$999.00 |
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.
Post-training mentoring clinic sessions are 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
“What I found most useful was how practical and application-focused the learning was. The trainers are practitioners in their respective fields, so they bring real-world experience and current market perspectives into the classroom.
The sessions involved a lot of brainstorming, discussions and presentations, giving us opportunities to learn from one another and immediately apply what we had learned. The trainers also provided feedback on how our work could be better optimised, which gave me new perspectives on areas I had previously overlooked.
I also found the actionable templates and frameworks especially useful. They provided clear context for how the concepts could be applied and helped guide the planning and execution process, making it easier to know what to look out for and how to improve the outcome.”
Course Taken:
Certified Digital Marketing Specialist
Strengthened digital marketing strategy and execution capabilities
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the Digital Marketing Capstone, your Practicum Host Organisation and the project requirements.
No. The Digital Marketing Capstone is an applied course intended for learners who already possess foundational digital marketing knowledge and skills. It focuses on applying those capabilities to a genuine business challenge and turning the resulting work into assessed portfolio evidence.
A Practicum Host Organisation is the business or organisation that provides the real-world context for your Digital Marketing Capstone project. The organisation provides a genuine digital marketing brief or business challenge and appropriate access to the information, stakeholders or evidence required for your approved project.
Yes. You should have a confirmed and approved Practicum Host Organisation before commencing the capstone so that you have a genuine business brief to work on throughout the programme.
Your Practicum Host Organisation may be your current employer, an existing client, a company you already work with, a friend or family member’s business, or another suitable organisation willing to provide a genuine digital marketing project.
The proposed project must still meet the capstone requirements and provide sufficient business context and access for you to complete the required work.
Yes. Your existing employer can be your Practicum Host Organisation if there is an appropriate digital marketing project or business challenge that meets the capstone requirements and the organisation agrees to provide the necessary access and permissions.
Yes. A friend or family member’s business may serve as your Practicum Host Organisation provided that it is a genuine operating business or organisation with an appropriate digital marketing need and sufficient information for you to complete the capstone.
Yes. An existing client can be used as your Practicum Host Organisation where the proposed work provides a suitable digital marketing brief and the client agrees to the project scope and relevant permissions.
Learners are expected to make reasonable efforts to identify and approach potential Practicum Host Organisations using their existing professional, business and personal networks.
This may include approaching your current employer, clients, professional contacts, friends or family members who operate businesses, or other suitable organisations.
If you have made reasonable efforts and are still unable to secure a suitable Practicum Host Organisation, contact Equinet Academy. Our team can then advise you on the additional support that may be available. The availability of a suitable host organisation or placement cannot be guaranteed.
Start by exploring organisations that you already have a relationship with, including your employer, clients, professional contacts and businesses operated by friends or family members.
If you have exhausted reasonable avenues and remain unable to secure a suitable host, contact Equinet Academy for guidance on the next steps and any available practicum support.
Payment is not a requirement or guaranteed component of the Digital Marketing Capstone.
Any salary, project fee, allowance, reimbursement, stipend or other form of compensation is a separate arrangement between you and the Practicum Host Organisation. Equinet Academy does not determine or administer payment arrangements between learners and Practicum Host Organisations.
Not necessarily. The purpose of the practicum is to provide a genuine business context for your capstone project.
Depending on your circumstances, you may complete the project with your existing employer, a client, another business or another approved Practicum Host Organisation. Any separate employment, internship, freelance or commercial arrangement is between you and the organisation concerned.
The organisation should be able to provide:
- A genuine digital marketing problem, opportunity or business brief
- Sufficient organisational, customer and market context
- Appropriate stakeholder input
- Relevant non-confidential information or approved evidence
- Reasonable access required for the agreed project scope
- Permission for the work to be used for course assessment
- Clear guidance regarding information that must remain confidential
The precise requirements will depend on the approved capstone project.
The project must address a genuine digital marketing need and provide sufficient evidence and context for you to research the situation, identify strategic priorities, develop a digital marketing plan and justify your recommendations.
The project scope should be feasible within the capstone period and must provide sufficient evidence for the required learning and assessment outcomes.
Yes. The consent form should be reviewed and completed with the Practicum Host Organisation as part of confirming the organisation’s participation, the proposed project and the relevant permissions.
Download Practicum Host Organisation Consent FormSome Practicum Host Organisations may need to share confidential or commercially sensitive information for the project. The NDA template is available to help establish appropriate confidentiality obligations where required.
Download Non-Disclosure Agreement (NDA)The learner and Practicum Host Organisation should ensure that any confidentiality requirements are understood before confidential information is shared.
Only information that the Practicum Host Organisation permits should be used.
Confidential or commercially sensitive information may need to be removed, anonymised, redacted or presented in an approved aggregated format. Information permitted for assessment purposes may also be subject to different restrictions from information permitted for a publicly accessible professional portfolio.
Always follow the permissions agreed with your Practicum Host Organisation.
The Digital Marketing Capstone is based on a genuine business project with a Practicum Host Organisation rather than a purely simulated classroom case.
The extent of live execution depends on the approved project scope, available access and permissions. Your project may involve research, strategy, analytics, campaign planning, content planning or performance recommendations, with implementation included where appropriate.
No. Campaign execution is not required for every project.
Where the Practicum Host Organisation provides the appropriate access and permission, you may be able to implement selected recommendations. Other projects may focus on research, strategic planning, measurement and recommendations.
You will develop a strategic digital marketing plan, an implementation and measurement framework, a portfolio-ready case study and a final stakeholder presentation.
Where appropriate, your portfolio may also contain approved evidence of implementation, optimisation activities or results.
The fortnightly format gives you time between sessions to apply the concepts and trainer feedback to your practicum project, gather further evidence, consult relevant stakeholders and refine your work before progressing to the next project milestone.
Real business circumstances can change. If your project scope changes materially, inform your trainer so that the revised brief, project milestones and assessment evidence can be reviewed.
The revised project must still provide sufficient opportunities for you to demonstrate the required capstone outcomes.
Assessment includes an Individual Project Presentation and Oral Questioning Assessment conducted within the integrated live online assessment.
You will present your project, supporting evidence, strategic recommendations, implementation and measurement plan, and respond to assessor questions requiring you to explain and justify your decisions.
Your strategic digital marketing plan and portfolio-ready case study are submitted as supporting evidence.
Admission depends on whether you meet the course prerequisites and have an approved Practicum Host Organisation and suitable capstone project.
Learners enrolled in the Digital Marketing Career Programme follow an integrated pathway that combines capability development, practicum work, portfolio development and career support.
No. Completing the capstone does not guarantee employment.
The capstone helps you develop and demonstrate applied digital marketing capabilities through a structured professional project and portfolio. Employment outcomes depend on factors including your demonstrated competency, portfolio quality, experience, role suitability, employer requirements and prevailing market conditions.