SMU Academy Training

What it is

I’m one of the lead trainers on the Advanced Certificate in Generative AI for Digital Marketing Specialist at SMU Academy, Singapore Management University’s continuing education arm. The programme is delivered in partnership with Tribe Academy.

What the programme covers

A 320-hour professional certification across four modules and 12 units, run over 14 weeks:

• Digital Marketing Fundamentals — SEO, content strategy, social media, email marketing, lead generation
• Generative AI for Content and Analytics — AI tools for content creation, SEO optimisation, data analysis with ChatGPT, Claude, and other tools
• AI for Personalisation and Social Media — Customer journey mapping, campaign execution, AI-powered scheduling and performance tracking
• Email, Landing Pages and Capstone — Email automation, landing page optimisation, and a final integrated marketing strategy project

Students work through a mix of async e-learning, live Zoom sessions, in-person workshops, and hands-on assessments.

My role

I teach the AI-focused units: content generation, data analytics for marketing, social media campaigns with AI, and landing page optimisation. The approach is hands-on. Students use real tools on real data, not toy examples. By the final capstone, every participant has built a complete AI-enhanced marketing strategy.

Why it matters

Most AI training teaches prompting. I teach building. The difference is that students leave with something real, not just a certificate. This approach carries directly into my independent Claude Code workshops.

Projects like CheckHowMuch.sg and SeeWhatIf, which I built with Claude Code, serve as real-world case studies in the training.