Diploma in Digital Marketing (AI Focused)

TERM 1

• Apply knowledge of the differences between generative AI and other AI paradigms to analyse the accuracy and relevance of generative AI outputs for specific tasks in various industry contexts
• Apply principles of responsible AI to evaluate the ethical implications and limitations of generative AI applications in workplace settings
• Construct effective prompts using different modes (text, image, code, etc.) to generate relevant outputs using popular generative AI tools
• Use anonymization techniques to protect sensitive information when working with generative AI systems in compliance with Singapore’s regulatory framework
• Determine types of sensitive data in workplace datasets to ensure compliance with data privacy laws when using generative AI tools

• Identify areas for improvement in existing software and systems
• Monitor new advancements and best practices in Generative AI technologies
• Employ Generative AI solutions to resolve identified issues
• Develop a proposal to management to adopt identified Generative AI solutions

• A clear understanding of how organizational marketing strategies align with different digital platforms and target customer segments.
• Familiarity with key content types and communication tactics used across platforms.
• Insights into factors that affect campaign effectiveness, including platform-specific nuances, audience behavior, and message relevance.
• Proficiency in implementing and managing marketing campaigns across digital platforms, ensuring alignment with timelines and brand messaging
• Hands-on experience with prompt engineering for content generation.
• Development of a full-fledged campaign plan using AI tools for planning, content generation, and performance tracking.

• Design profitable web marketing programs on Search Engines based on objectives and goals of the PPC campaign strategy
• Design and test search engine marketing ads with ad writing techniques
• Analyse the different types of ads placement on social media platforms and display network placements
• Identify fraudulent and low performing ads and optimise these ads through split testing and campaign management tools
• Monitor search traffic quality, clickthrough rates, conversion rates and profitability using proprietary software
• Use third party tools to create reports on new competitors and search landscape.

TERM 2

• Lead research into emerging content creation methods and tools
• Coordinate concept creation and partnerships with external content creators and vendors to achieve content requirements
• Produce the required content in alignment with stakeholders’ requirements using AI Tools
• Collaborate with relevant stakeholders for the testing and implementation of content to ensure alignment with artistic vision

• Apply cinematographic terminology and production design principles to generate accurate AI video content
• Determine visual style identification techniques to construct descriptive prompts that translate creative vision into effective AI input parameters
• Apply copyright compliance strategies to evaluate and mitigate legal risks in AI-generated video production workflows
• Apply ethical decision-making frameworks to select appropriate prompts and reference materials that maintain professional integrity in AI video generation
• Use prompt engineering and parameter adjustment techniques to iteratively improve AI video generation quality and achieve desired creative outcomes
• Apply AI video production methodologies to develop conceptual video content for creative ideation and pre-production planning
• Apply Natural Language Processing techniques to enhance the precision and effectiveness of AI-generated video content through optimized text-to-video workflows
• Apply creative differentiation strategies to incorporate unique storytelling elements that distinguish AI-generated videos from generic automated content
• Examine bias detection methodologies to analyze AI video outputs and implement corrective measures that ensure fair and inclusive content representation
• Apply compositing techniques to create and manage multiple AI-generated video layers while understanding tool limitations and implementing practical solutions
• Apply AI-assisted production techniques to execute set extensions and shot enhancements that maintain narrative coherence and visual continuity

• Apply systematic troubleshooting procedures to diagnose and resolve performance issues in AI applications using standard documentation and help resources
• Implement proper software configurations and system compatibility checks to ensure optimal AI application performance across different environment
• Apply knowledge of AI model limitations and error patterns to appropriately categorize, document, and escalate complex issues encountered with AI tools
• Implement Retrieval Augmented Generation (RAG) systems using vector databases and retrieval algorithms to enhance AI application responses with relevant contextual information

• Create brand awareness for their organization
• Able to track comments, reviews, and feedback on TikTok
• Analyse and refining TikTok brand campaign performance

TERM 3

• Develop a plan for a social commerce campaign with online mechanics and activities
• Select the ideal platform for the social commerce campaign
• Develop a plan to collaborate with partners to target their ideal customers for sales opportunities and online visibility
• Manage a social commerce plan with campaign messages, schedules, pre-campaign testing and budgets
• Execute the social commerce campaign with the ideal platform
• Evaluate the effectiveness of the social commerce campaign
• Optimize the effectiveness of the social commerce campaign

• Analyze the search terms and keywords to get search rankings on Google
• Analyze an organization’s SEO strategies using keyword research.
• Evaluate an organization’s internet marketing strategy to get better search rankings
• Implement improvements to an organization’s website to get better search rankings
• Optimize content creation on social media to get better search rankings.
• Evaluate search performance on web analytics dashboards to provide inputs on SEO strategies
• Analyze search results across different channels to improve rankings.

• Identify sources of information to understand customer’s media consumption and behavioral pattern to analyze consumption pattern.
• Apply methods to obtain customer information for targeted market and customer segment
• Identify information gaps and segment customer profiles for analysis and reporting
• Administrate development of market intelligence system to manage organization information storage.

• Analyze modern cybersecurity threats, risks, and vulnerabilities in relation to their respective domains to improve preventive and mitigative actions
• Comply with confidentiality and information integrity policies and procedures in all communications and transactions
• Determine situations when additional cybersecurity resources are needed to mitigate identified risks
• Develop policies and procedures to outline the process for escalating cybersecurity-related issues to the IT department and senior management