(SCTP) Advanced Professional Certificate for AI-First Integrated Marketing Strategists
Marketing is undergoing a fundamental shift as artificial intelligence increasingly mediates how consumers discover, evaluate and decide on brands. Today, consumers engage with AI assistants, social platforms, marketplaces and search ecosystems that synthesise information, interpret brand signals and influence decisions well before direct brand engagement occurs.
This programme is designed to help marketing leaders and professionals operate effectively in this AI-mediated consumer environment. Learners will develop a clear understanding of how AI systems interpret brand information, how trust is formed across multiple digital surfaces, and how to design integrated marketing strategies that remain coherent, credible and measurable in an AI first economy.
The programme places strong emphasis on practical application. Learners will explore AI-enabled consumer insight, generative engine optimisation (GEO as a non-technical approach to improving how AI systems retrieve, interpret and summarise brand information), brand signal systems, and integrated activation across Asia-relevant platforms.
The focus is on translating AI enabled insight into sound marketing strategy and measurable business outcomes, equipping learners to make better strategic decisions, guide teams more effectively, and future-proof their marketing approach as AI continues to reshape consumer behaviour.
This programme occupies a distinct position. It begins not with the question, "How can marketers use AI tools?", but with the more strategic question, "How must marketing change when AI systems increasingly influence what consumers discover, believe, trust and choose?"
Course Date
Offering in Q1 AY2027
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Duration
This course is offered on a part-time (4 months) basis.
Who Should Attend
This course is relevant for professionals currently in, or seeking to transition into, roles such as:
- Marketing Manager or Senior Marketing Executive
- Digital or Performance Marketing Manager
- E-commerce or Marketplace Manager
- Brand Strategy or Consumer Insights Lead
- Integrated Marketing or Growth Manager
- Business Professionals in Adjacent Functions
- Consultants and Independent Practitioners
Applicants will be required to undergo a shortlisting process where they must share their résumé and complete a pre-course assessment. Our instructors and career consultants will review applicants to assess their suitability before deciding whether to shortlist them for the course.
Venue
Virtual (Online), NTU e-Learning Platform & NTU@one-north campus
Applied AI Fluency for Marketing and Consumer Strategy: Learners develop practical AI fluency aligned with IMDA’s AI competency framework, including understanding AI concepts, interpreting AI outputs, applying AI tools to real business scenarios, and recognising limitations, risks, and governance considerations.
Integrated Marketing Capability in the AI Era: Learners learn how to design integrated marketing systems where data, content, customer experience, and brand signals work cohesively to support visibility, trust, and performance across AI-mediated and digital platforms.
Consumer Insight and Decision-Making in AI-Enabled Environments: The programme equips learners to analyse consumer motivations, behaviour, and decision pathways using AI-assisted tools, enabling more accurate planning, targeting, and message design.
Hands-On, Practice-Oriented Learning: Through expert-led workshops, applied case studies, diagnostics, and guided exercises, learners apply concepts directly to organisational contexts, ensuring job-ready and transferable skills.
Capstone Project with Business and ROI Focus: Learners complete a structured capstone project that integrates AI fluency, consumer insight, integrated marketing planning, and ROI considerations. This demonstrates the ability to design actionable strategies aligned with organisational objectives.
Fee & Funding
| Modules | Full Course Fee payable before funding | Course Fee payable after SWDA funding, if eligible under various schemes | ||
| ¹ SCs and PRs (Up to 70% Funding) | ² SCs aged 40 and above (Up to 90% funding) | ³ AFS (Up to 95% funding) | ||
| AI Consumer Behaviour and Decision Making | $4,196.50 | $1,258.95 | $488.95 | $296.45 |
| From SEO to GEO: How AI Interprets Brands | $4,196.50 | $1,258.95 | $488.95 | $296.45 |
| Brand Signal Systems and Trust Infrastructure | $3,815 | $1,144.50 | $444.50 | $269.50 |
| AI-Enabled Insight, Content and Activation Systems | $3,815 | $1,144.50 | $444.50 | $269.50 |
| Capstone: AI-Driven Marketing Strategy and ROI Planning | $3,597 | $1,079.10 | $419.10 | $254.10 |
| Total Programme Fee | $19,620 | $5,886 | $2,286 | $1,386 |
- Fees listed above are inclusive of 9% GST.
Funding Eligibility
1 Eligible Singapore Citizens (SCs) aged 39 years and below and Permanent Residents (PRs)must attain at least 75% training attendance and passed all associated assessments to be eligible for funding up to 70% of the course fee. Learners will have to bear the full courses fee upon failure to meet either one of the requirements.
2 Mid-career Enhanced Subsidy (MCES) - SCs aged 40 and above must attain at least 75% training attendance and passed all associated assessments to be eligible for funding up to 90% of the course fee. Learners will have to bear the full courses fee upon failure to meet either one of the requirements.
3 Additional Course Fee Funding Support - Individuals must be Singapore Citizens and meet one of the following eligibility criteria:
a) Long-term unemployed individuals (unemployed for six months or more);or
b) Individuals in need of financial assistance – ComCare Short-to-Medium Term Assistance (SMTA) recipients or Workfare Income Supplement (WIS) recipients; or
c) Persons with disabilities.
Other Funding Support
- NTU/NIE alumni may utilise their $1,600 Alumni Course Credits. Click here for more information.
- Eligible for a SkillsFuture Mid-Career Course Credits top-up of $4,000 to offset out-of-pocket fees for SkillsFuture Career Transition Programmes (SCTP).
- SkillsFuture Mid-Career Training Allowance is available for the SkillsFuture Career Transition Programme in full-time and part-time.
Course Withdrawal and Refund Policy
Refunds requested prior to course commencement date may be subjected to an administrative fee and the deduction of any non-refundable pre-paid amounts. No refunds will be granted upon course commencement.
 | Upon successful completion of this course, learners will be awarded an Advanced Professional Certificate by NTU |
Learning Objectives
At the end of the programme, learners will be able to:
- Analyse how artificial intelligence reshapes consumer discovery, trust formation and decision making across digital ecosystems
- Diagnose consumer decision pathways using AI enabled insight and data driven methods
- Assess how AI systems retrieve, rank and summarise brand information across search, social and marketplace environments
- Design integrated marketing strategies that remain coherent and effective across AI mediated, social, search and commerce platforms
- Develop AI ready brand information, content and activation systems that support consistent representation and performance
- Formulate an AI driven marketing strategy with clear commercial rationale, measurable outcomes and ROI considerations
- Evaluate the limitations, risks and reliability of AI generated outputs when applying them to real world marketing decisions
Outline
Learners will examine zero-click discovery patterns, emotional and cognitive drivers, and cultural factors relevant to Asia. Through applied exercises, learners will learn to analyse AI-mediated consumer journeys and identify where brands gain or lose visibility, trust and consideration.
Learners will learn the principles of Generative Engine Optimisation (GEO) from a non-technical perspective. Through applied analysis, learners will diagnose how brands are currently interpreted by AI systems, identify misrepresentation risks, and develop practical approaches to improve brand visibility and accuracy across AI-driven discovery surfaces.
Learners will learn how brand identity, proof, trust and experience signals collectively influence AI interpretation and consumer confidence. Through applied exercises, learners will diagnose weaknesses in brand signal systems and design structured improvements that strengthen trust, coherence and reliability across digital, social and marketplace environments.
Learners will learn how to use AI to analyse consumer motivations, structure reusable content systems and design activation approaches across social, search and marketplace environments. The course emphasises interpretation, integration and performance thinking to ensure AI-enabled activities contribute to measurable business outcomes.
Through guided workshops and coaching sessions, learners will develop an integrated marketing strategy that demonstrates how AI can be used responsibly and effectively to improve visibility, trust, decision-making and performance. The capstone emphasises practical application, measurement logic and readiness for real-world implementation.
Trainers
Jon Chin
Programme Director
Jon is a senior marketing and brand strategy practitioner with over 20 years of experience across Asia, spanning agency, platform and client-side leadership roles. He has held regional leadership positions at Lazada and Traveloka, and was previously seconded to Procter & Gamble (P&G), gaining hands-on experience in large-scale brand, consumer and capability transformation. He has also led digital and integrated marketing initiatives across Asia within global agency networks such as Omnicom and Publicis.
He is an award-recognised industry practitioner, having been named a Top 25 Innovator in Asia Pacific and a Global Agency Innovator by Provoke Media. He is the Founder and Principal Advisor of a Singapore-based advisory focused on AI-driven consumer strategy, brand trust systems and integrated marketing capability development, and has designed and delivered professional training and executive education programmes in collaboration with leading industry platforms and regional business schools across Asia.
Alvin Ng
Programme Director
Alvin is an industry practitioner and executive educator specialising in AI-driven marketing, consumer insight and integrated digital activation. He brings over 25 years of experience working at the intersection of marketing, platforms, data and technology across Asia.
He is an Adjunct Professor at Nanyang Technological University and Adjunct Faculty at Sasin School of Management, where he teaches Applied AI, digital marketing strategy and AI-enabled transformation. He also designs and delivers professional and executive education programmes in partnership with Duke Corporate Education and Emeritus.
Previously, Alvin held senior regional leadership roles at General Electric and Johnson Controls, where he led AI, data and digital initiatives with direct responsibility for marketing and growth teams. As a trainer, he adopts a strongly applied, practitioner-led approach, enabling participants to translate AI-enabled insights into coherent marketing strategies and real-world execution.
Tommy Foo
Tommy, a business leader driving digital marketing and strategic partnerships across APAC, specialises in aligning marketing, technology, and commercial outcomes to accelerate growth.. With experience across B2B, B2C, and B2B2C markets, he has led transformation initiatives that helped organisations scale in complex, fast-evolving environments.
Tommy's expertise lies at the intersection of marketing technology and data-driven strategy. He has built lifecycle marketing ecosystems using platforms such as CDPs, Salesforce Marketing Cloud, Google Analytics 360, and Adobe Experience Manager—enabling advanced segmentation, automation, and hyper-local personalization. Through integrated SEO, SEM, and account-based experience (ABX) strategies, he drives stronger engagement and pipeline performance.
Tommy is also known for building strategic partnerships and localised go-to-market frameworks across diverse markets, working with global and regional stakeholders to navigate regulatory and market complexities. As a cross-functional leader, he collaborates across sales, product, and marketing teams to deliver cohesive regional strategies and operational transformation, particularly in regulated industries.
Beyond his corporate role, Tommy serves as an Adjunct Professor at NTU, a Fellow at the Nanyang Centre for Marketing Technology, and an EXCO member of SGTech’s Cyber Security Chapter, contributing actively to thought leadership in digital transformation and cyber resilience.
Nick Goh
Nick is a strategic marketing leader, consultant, and trainer with over 30 years of experience spanning brand strategy, digital transformation, and AI-enabled marketing. He has led initiatives for global organisations including Cisco, Microsoft, Prudential, Red Hat, and the Singapore International Foundation.
As CEO of INSPIRO Consulting, he works with corporates and institutions to build practical capabilities in marketing, digital strategy, and AI adoption, and has delivered programmes for AAMS, Singapore Business Federation, SMU Academy, and SUTD Academy.
He holds an MSc in Marketing (Distinction) from King’s College London, is currently pursuing a PhD in Marketing, and is a Fellow of the Chartered Institute of Marketing (CIM), UK.
Dr Valerie Lee
Valerie is a technopreneur and digital growth strategist specializing in innovation, systems thinking, and digital capability building. Her work spans AI technology, marketing, sustainability, and innovation strategy, enabling organizations to view transformation holistically, enhance operational resilience, and unlock long-term value in a rapidly evolving landscape.
As a strategic advisor, she collaborates closely with leading universities and SkillsFuture programs to guide SMEs through digital transformation, leveraging Agentic AI and AI agents to drive future-ready growth. Valerie bridges academia and industry by researching a critical frontier: The consumer psychology governing novel tech adoption. Sifting through the vital intersection of innovation theory and market reality, her doctoral research pioneers a new AI-Human collaborative methodology for thematic analysis. Through this approach, she isolates the exact commercialization enablers required to systematically neutralize market resistance and unlock predictable consumer adoption for cutting-edge advancements.
A passionate advocate for continuous learning, Valerie is a certified Specialist Adult Educator (SkillsFuture TAEPP Level 3, ACLP, and DDDLP) and a dedicated contributor to Singapore’s national reskilling efforts. In this capacity, she designs and delivers masterclasses in AI-driven digital marketing and growth strategy. Recognized for her leadership and impact within the tech ecosystem, Valerie was named an SG Women in Tech Honoree.