Turn channel knowledge into a validated, integrated strategy.
View Dates & ApplyTools Covered
Inside Your Toolbox
Specific tools depth of coverage may vary based on industry trends and learner needs.
ChatGPT
Claude
Google Analytics 4
SEMrushDigital Marketing Audit and Resource Planning
Conduct a structured digital marketing audit covering team capability, external agencies, tools and platforms, brand presence, and budget, and use audit findings to size a realistic strategy
Customer Persona Development
Develop data-backed customer personas incorporating demographic, psychographic, behavioural, pain point, and jobs-to-be-done dimensions using Google Analytics, Facebook Audience Insights, and search data
Competitive Benchmarking
Conduct competitive benchmarking across website engagement, organic search visibility, paid search, social media, and referral traffic, and translate findings into strategic priorities
SWOT Analysis and Channel Selection
Conduct a SWOT analysis of a business’s digital marketing position and use it to select an appropriate channel mix based on audience, resource, and business objective alignment
SMART KPI Development
Develop SMART KPIs mapped to the ACPLA funnel framework with baseline and target values connected to business outcomes rather than vanity metrics
Digital Advertising Channel Strategy
Develop a strategic digital advertising media plan covering channel selection rationale, audience targeting approach, funnel-stage mapping, budget allocation, and channel-level KPIs
Social Media Strategy
Build a social media strategy using platform selection rationale, competitor analysis, content category planning, lead integration framework, and social media KPIs
SEO and Content Marketing Strategy
Conduct keyword research, identify SEO opportunities across funnel stages, develop a content-led SEO strategy, and define SEO KPIs connected to organic traffic and conversion outcomes
AI-Assisted Plan Development
Use AI tools including ChatGPT and Claude to accelerate strategic plan drafting, generate KPI benchmarks, and test strategic assumptions within a structured planning process
AI Cross-Validation and Plan Auditing
Apply Claude or an alternative AI tool to validate digital marketing plans against stated objectives, budget assumptions, and audience research, and interpret the validation output to improve the plan
Peer-Based Plan Review
Conduct a structured peer review of a digital marketing plan using a defined checklist covering KPI logic, budget realism, audience alignment, and channel integration
Strategic Pitch Presentation
Present a digital marketing strategy to a simulated client or investment committee in a role-play format, defending channel selection, KPI targets, and trade-off decisions under questioning
GA4 Measurement Planning
Configure GA4 for a business, define conversion events for each channel strategy, apply UTM tracking conventions, and build a measurement plan that connects channel KPIs to business objectives
Integrated Strategy Synthesis
Synthesise all channel strategies into a single integrated digital marketing plan with a unified KPI framework, budget allocation summary, channel integration points, and an executive summary
Course Outcomes
Learning Outcomes
By the end of the course, you will be able to:
- Conduct a digital marketing audit, develop customer personas, perform competitive benchmarking and SWOT analysis, and establish marketing objectives and SMART KPIs that form the strategic foundation of an integrated digital marketing plan.
- Develop strategic-level channel plans across digital advertising, social media, SEO, content marketing, and email, selecting appropriate channels, metrics, and KPIs based on business objectives, audience research, and audit findings.
- Apply AI tools to accelerate and validate digital marketing plan development, conduct peer-based plan audits using structured checklists, present a digital marketing strategy through a role-play pitch format, and configure a GA4-based measurement framework.
- Develop an integrated digital marketing strategic plan that combines all channel strategies into a unified, AI-validated plan with consistent KPIs, budget allocation rationale, and a GA4 measurement framework aligned to business objectives.
Course Outline
What You’ll Learn
This course follows the six-section digital marketing strategic plan template as its working framework. Day 1 covers the strategic foundation (audit, market research, objectives, SWOT, channel selection) and four channel strategy sessions.
Day 2 begins with the in-class plan development workshop, then moves into peer review, AI cross-validation, role-play pitch, GA4 measurement planning, integrated synthesis, and the assessment.
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 Educators
Jethro Xu
Target Audience
Who Should Attend
- Marketing executives and senior executives who need cross-channel strategic planning capability to move into digital marketing manager or head of digital roles
- Business owners and entrepreneurs who want the strategic literacy to plan, brief, and evaluate digital marketing work effectively, whether managed in-house or outsourced to an agency
- Digital marketing managers who manage execution teams but want stronger frameworks for integrated strategy development, resource audit, and channel selection
- Career switchers who have completed foundational digital marketing training and want to position themselves for strategic rather than purely executional roles
- Marketing consultants and freelancers who want structured frameworks for delivering integrated strategy recommendations to clients
Certification Pathway
Get Certified
To attain the Certified AI-Enabled Digital Marketer (CADM) Programme certification by Equinet Academy, complete the 3 Modules.
A SkillsFuture WSQ Statement of Attainment (SOA) – Integrated Marketing under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ AI-Driven Digital Marketing Strategy course assessment and achieved at least 75% attendance.
Course Code: TGS-2018503501
Course Support Period: 17 April 2019 – 05 Nov 2028
Course Fee
Fund Your Brain Gain
This is a SkillsFuture-funded WSQ course. The full course fee is S$999.00. Your nett fee depends on your citizenship, age, and whether you are sponsored by an SME employer. Additional offsets like SkillsFuture Credit, PSEA, UTAP, and SFEC can stack on top of your nett fee.
1. SSG SUBSIDY TIERS
Pick the row that describes you. Subsidies are applied at registration; no separate application is needed.
| Who you are | Subsidy | Nett fee |
|---|---|---|
| Singapore Citizen aged 40 and above, self-sponsored or employer-sponsored (Non-SME)MCES (MID-CAREER ENHANCED SUBSIDY) | Baseline 50% + MCES 20% = 70% total | S$299.70save S$699.30 |
| Singapore Citizen, PR, or LTVP+ Holder sponsored by an SME employerETSS (ENHANCED TRAINING SUPPORT FOR SMES) | Baseline 50% + ETSS 20% = 70% total | S$299.70save S$699.30 |
| Singapore Citizen, PR, or LTVP+ Holder aged 21 and above, self-sponsored or employer-sponsoredBASELINE FUNDING | Baseline 50% | S$499.50save S$499.50 |
| Foreigner / not eligible for SSG funding | Subsidies not applicable | S$999.00full fee |
Eligibility for ETSS depends on your employer’s SME status (ACRA-registered with annual sales of S$100M or less, or 200 employees or fewer). MCES applies to Singapore Citizens aged 40 and above. You receive whichever subsidy is most favourable, not both.
2. ADDITIONAL OFFSETS (STACK ON TOP)
These are applied to your nett fee after subsidies. You can combine more than one if you qualify.
SkillsFuture Credit (SFC)
SINGAPORE CITIZENS AGED 25 AND ABOVE
Use your SkillsFuture Credit balance to offset your nett course fee. Singaporeans receive a base credit of S$500.
PSEA
SINGAPORE CITIZENS AGED 30 AND BELOW
Use your Post-Secondary Education Account to pay for SkillsFuture-related course fees. Apply via your bank or MOE.
UTAP
Get 50% off your out-of-pocket fee, capped at S$250 per year (S$500 for members aged 40 and above). This course is UTAP claimable – apply via the U Portal after course completion.
SFEC
ELIGIBLE SME EMPLOYERS
Employers can use SkillsFuture Enterprise Credit (S$10,000) to offset up to 90% of out-of-pocket course fees on top of existing schemes. Check eligibility at enterprisesg.gov.sg.
3. WORKED EXAMPLE
Example assumes you have at least S$299.70 SkillsFuture Credit opening credit balance. Actual nett fee depends on your specific eligibility.
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.
1:1 paid 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: 2 Days (16 Hours)
| Course Dates | Trainer |
|---|---|
| 16, 17 Nov 2026 Mon, Tue · 9.00am - 6.00pm · In-Person
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| 10, 11 Feb 2027 Wed, Thu · 9.00am - 6.00pm · In-Person
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| 24, 25 Mar 2027 Wed, Thu · 9.00am - 6.00pm · In-Person
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| 13, 14 May 2027 Thu, Fri · 9.00am - 6.00pm · In-Person
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| 08, 09 Jul 2027 Thu, Fri · 9.00am - 6.00pm · In-Person
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| 02, 03 Sep 2027 Thu, Fri · 9.00am - 6.00pm · In-Person
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| 21, 22 Oct 2027 Thu, Fri · 9.00am - 6.00pm · In-Person
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| 21, 22 Dec 2027 Tue, Wed · 9.00am - 6.00pm · In-Person
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Learners Reviews
What Our Trainees Say
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
“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 AI-Driven Digital Marketing Strategy
“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 AI-Driven Digital Marketing Strategy
“This course has helped me find solutions to grow my customer base online and manage my business interactions with online clients with more clarity.”
Course Taken:
WSQ AI-Driven Digital Marketing Strategy
“This is a good learning course that helped me gain knowledge of marketing tools and provided a clearer understanding of digital marketing frameworks.”
Course Taken:
WSQ AI-Driven Digital Marketing Strategy
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.
This course is designed for marketing practitioners, business owners, digital marketing managers, career switchers, and consultants who have completed foundational digital marketing and AI in digital marketing training and are ready to develop integrated strategic planning capability.
No. This course focuses on strategic thinking, not technical execution. You will not be building campaigns, writing ad copy, or implementing technical SEO. The focus is on audit methodology, channel selection, KPI development, plan validation, and measurement planning.
The Foundations course covers what digital marketing channels are and how they work. This course covers how to decide which channels to invest in, how to build a plan that connects those channels to business outcomes, and how to validate that plan before implementation.
In T11, learners present their strategy as if they are a digital agency pitching to a business client or investment committee. This is a learning activity, not the formal assessment. The A2 presentation is a separate 1-on-1 session with the assessor.
AI tools are used throughout as strategy accelerators: to research personas, draft channel plans, generate KPI benchmarks, and validate strategic assumptions. The key skill this course builds is knowing how to use AI as an accelerant while ensuring the strategic thinking comes from you.
Yes. The Case Study Written Assessment (A1) is open-book. You may reference your course handbook, notes, and plan template throughout. AI tools are not permitted during A1. The assessment tests strategic judgment and framework application, not recall.
Your individual project presentation (A2) requires a minimum of 2 channel strategy recommendations. The case study written assessment (A1) covers channel strategy questions that test your ability to apply the frameworks to a new scenario.
