About Course
Generative AI now enables product marketers to work faster across the whole product lifecycle, from customer research and competitive analysis to go-to-market execution and campaign optimisation. Professionals who can apply it with strategic intent are opening up new roles in finance and fintech, retail and e-commerce, consumer brands, tech and SaaS, and travel and hospitality.
This programme is a four-month SkillsFuture Career Transition Programme (SCTP) for mid-career professionals who want to move into product marketing or build generative AI into their workflows in a structured way. It is structured around four core modules*:
- Foundations of Generative AI and Prompt Engineering for Product Marketing: responsible, consistent use of AI through reusable prompt frameworks and brand AI guidelines.
- Product Positioning and Strategy Using Generative AI: buyer personas, customer journeys, competitor research and go-to-market strategy.
- Creative Asset Development and Campaign Execution with Generative AI: brand-aligned copy, creative assets and integrated multi-channel campaigns.
- Marketing Analytics and Campaign Optimisation with Generative AI: AI-assisted performance analysis, a LinkedIn profile for product marketing roles and a capstone AI-driven product launch plan.
Learning is delivered over four months through a blend of classroom sessions at SIT Punggol Campus and online, self-paced learning, with hands-on projects and guided practice throughout.
*The modules of this programme are currently pending SWDA approval and may be subject to adjustments.
Skills you’ll gain
Digital Marketing
Artificial Intelligence
Career Growth and Transition
Who Should Attend
This course is suitable for:
- Marketing executives and managers looking to upskill in AI-enabled product marketing
- Brand managers and communications professionals seeking to integrate generative AI into their campaign and content workflows
- Digital marketing and growth marketing practitioners who want to apply AI tools more strategically across the product marketing lifecycle
- Product managers and business development professionals looking to develop stronger go-to-market and positioning capabilities
- Business owners and entrepreneurs who manage their own marketing and product launches
- Mid-career professionals and career switchers seeking to transition into product marketing roles
Minimum Entry Requirements
- Minimum Polytechnic Diploma or equivalent, or at least 3 years of relevant work experience
- Strong written and spoken English skills
- Basic competence in using digital tools (e.g. Zoom, Excel)
- Basic data analytic skills for business improvement
Assumed Prior Knowledge
- Prior marketing, sales or commercial experience or qualifications is advantageous
Learning Outcomes
Module 1: Foundations of Generative AI and Prompt Engineering for Product Marketing
- Develop a structured prompt framework to build reusable prompt libraries, brand AI guidelines and go-to-market canvases for consistent, responsible use of generative AI
- Evaluate appropriate uses of generative AI in different marketing contexts, weighing ethical, legal and brand risks including bias, hallucinations and misuse
- Apply techniques to reduce hallucinations and improve factual accuracy and brand alignment in AI-generated outputs
Module 2: Product Positioning and Strategy Using Generative AI
- Generate buyer personas and customer journeys using generative AI tools to synthesise customer insights and competitor research
- Conduct AI-assisted keyword and market research to plan SEO content
- Develop differentiated product positioning and a structured go-to-market strategy from market, competitor and customer insights
Module 3: Creative Asset Development and Campaign Execution with Generative AI
- Produce brand-aligned creative assets including image, video and sound using generative AI tools
- Develop integrated multi-channel campaigns that align creative assets, copy and targeting strategy
- Build a campaign-ready content package for deployment across selected channels
Module 4: Marketing Analytics and Campaign Optimisation with Generative AI
- Analyse campaign performance data using AI-assisted tools to clean, summarise and visualise results and identify optimisation opportunities
- Generate AI-assisted performance summaries and campaign narratives from structured and unstructured data
- Build an optimised LinkedIn profile and interview-ready career narrative for product marketing roles
- Design an AI-driven product launch plan and go-to-market strategy as a capstone project
Teaching Team
David Setiawan
Founder, Anteaq
View profile
Course Details
Schedule
| Course Run | DateS | Topics and Delivery |
|---|---|---|
| Apr - Jul 2027 (Tentative) | TBC | In-person classroom facilitated sessions |
| Online, Self-paced Learning | ||
| In-person assessment |
Learning Hours
Total: 360 hours
- Synchronous Learning: 141 hours
- Online, Self-paced Learning: 210 hours
- Assessment: 9 hours
Certificate and Assessment
A Certificate of Attainment will be issued to participants who
- Attend at least 75% of the course
- Undertake and pass non-credit bearing assessment during the course
Participants who meet the attendance requirement but do not pass the assessment will receive a Certificate of Participation.
Fee Structure
The full fee for this course is S$19,620.00.
| Funding Category | Eligible Funding | Course Fees Payable After Funding |
|---|---|---|
| Singapore Citizen (Below 40) | 70% | S$5,886.00 |
| Singapore Citizen (Above 40) Funded under SkillsFuture Mid-Career Enhanced Subsidy (MCES) | 90% | S$2,286.00 |
| Singapore Citizen who meets the additional course fee funding support criteria* | 95% | S$1,386.00 |
| Singapore PR / LTVP+ Holder | 70% | S$5,886.00 |
| Non-Singapore Citizen | Not Eligible | S$19,620.00 |
Note:
- All fees above include GST. GST applies to individuals and Singapore-registered companies.
Additional Course Fee Funding Support Criteria
To be eligible for 95% additional course fee funding support, applicants must be a Singapore Citizen and meet one of the following criteria:
- Long-term unemployed individual (unemployed for six months or more); or
- Person with disabilities; or
- Individual in need of financial assistance – ComCare Short-to-Medium Term Assistance (SMTA) recipient or Workfare Income Supplement (WIS) recipient. Additionally, they should not have received any other funding from government sources in respect of the actual grant disbursed for the programme
SkillsFuture Credit
Learners may use their SkillsFuture Credit and Additional SkillsFuture Credit (S$4,000 Mid-Career Support) to further offset out-of-pocket course fees.
SkillsFuture Mid-Career Training Allowance
Singapore Citizens, aged 40 and above, are eligible for Training Allowance amount of 50% of your average income over the latest available 12-month period, capped at $3,000 per month. Use the calculator to tabulate your Training Allowance.
Frequently Asked Questions
About This Programme
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Do I need prior marketing experience to join this programme?
No. The programme is designed for mid-career professionals who want to move into marketing or build on existing marketing knowledge with generative AI, CRM and campaign strategy expertise. Learners should have foundational business knowledge, good English proficiency and a willingness to work with digital tools.
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Will I have access to generative AI tools such as ChatGPT during the programme?
Yes. The programme includes guided use of free or trial versions of selected generative AI, creative, analytics and workflow tools where available. Learners are welcome to bring their own subscriptions if they already have them. All tools are web-based unless otherwise stated.
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Does the programme only teach prompt engineering?
No. Prompt engineering is included, and the programme also covers AI-ready customer data foundations, answer engine optimisation, content bifurcation, agentic workflow design, multimedia campaign concepting, brand governance and capstone implementation planning.
SCTP at SITLEARN
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Who is eligible for SCTP?
The SCTP is open to all Singapore Citizens and Permanent Residents, particularly mid-career individuals looking to transition to new sectors or job roles. Both employed and unemployed individuals are eligible.
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What is the duration of a SCTP at SITLEARN?
The duration of a SCTP at SITLEARN typically ranges from four to six months, depending on the specific programme and its requirements.
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Will the programme lead to job placements for me?
While our SCTP provides career advisory and employment facilitation services to help you in your job search, it does not guarantee job placements. You are encouraged to be proactive and open to job opportunities available.
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Will I need to have certain minimum academic qualifications to sign up for the SCTP?
Minimum academic qualifications may be required for some SCTPs. You will be assessed by our SITLEARN admission and review committee on your suitability for our programme prior to enrolment.
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Can I take up another course under the SCTP if I have not managed to find a job after completing a course?
Yes, you can take up another SCTP if you have not managed to find a job after completing a course. However, your suitability for the new course will be assessed by SITLEARN admission and review committee.
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Do I need to pay the full amount of course fees first then receive SWDA Funding after?
No, you do not need to pay the full amount of course fees upfront. Different tier of SWDA Funding is applied directly to the course fees, reducing the amount you need to pay out-of-pocket.
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Can I use my SkillsFuture Credit and additional SkillsFuture Credit (Mid-Career Support) to offset the out-of-pocket course fees payable?
Yes, you can use your SkillsFuture Credit and additional SkillsFuture Credit (Mid-Career Support) to offset the out-of-pocket course fees payable for SCTP.
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Can I attend 2 SCTP programmes concurrently?
Enrolment into two (2) SCTP programmes currently at SITLEARN is disallowed.
This is due to a high likelihood of schedule clashes, which could impact your ability to meet the attendance and assessment requirements of a programme.
A failure in meeting these requirements could result in you becoming ineligible for funding.
We strongly encourage learners to attend all lessons and complete assessments to fully benefit from the programme.
Learners with multiple career path interests are encouraged to allow at least six months between completing one SCTP and starting another, so as to dedicate focus time for job search post-programme.
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Can I re-attend the same SCTP programme that I have completed previously?
No. You cannot re-attend the same SCTP programme you have completed previously.
Course Funding Support From the Skills and Workforce Development Agency (SWDA)
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How do I know if I qualify for SWDA course fees support?
Singapore Citizens, Permanent Residents and LTVP+ holders are eligible for SkillsFuture Course Fees Funding Support on SWDA supported courses.
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If I fail the programme or drop out, what will happen to the funding I’ve received?
If you fail the programme or drop out without a valid reason, you may be required to refund the course fee subsidy you received. Trainees are encouraged to complete all modules and pass the assessments to fully benefit from the programme and retain the funding support.
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What if I turn 40 years old in the middle of the programme?
If you turn 40 years old during the programme, you will become eligible for the Mid-Career Enhanced Subsidy from the month you turn 40. This subsidy can cover up to 90% of programme fees.
SkillsFuture Mid-Career Training Allowance (TA)
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Who is eligible for SkillsFuture Mid-Career Training Allowance?
Singapore Citizens aged 40 years old and above are eligible for SkillsFuture Mid-Career Training Allowance when they enrol into full-time TA Eligible SCTPs.
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When do I apply for SkillsFuture Mid-Career Training Allowance?
You can submit your Training Allowance application up to three (3) months before the programme start date.
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Can I be employed and still be eligible for the SkillsFuture Mid-Career Training Allowance when enrolling into a full-time SCTP?
You can be employed and still apply for the Training Allowance for an eligible full-time training programme. Individuals must meet the full-time training intensity and programme requirements each month in order to receive the monthly payout.
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How do I know how many months of SkillsFuture Mid-Career Training Allowance payout I will receive for the application?
The maximum eligible period in the application refers to the maximum number of months you can receive for the Training Allowance. The actual number of months you will receive for the Training Allowance depends on the actual course duration and fulfilment of the training requirements each month.
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How is my monthly TA computed?
For full-time TA, it is computed based on 50% of your average earned monthly income from the latest available 12 months of income data from Government records (E.g. CPF Board, IRAS) before the course start date. A minimum of $300 and maximum of $3,000 per month in training allowance will be disbursed by SkillsFuture over the programme duration.
For part-time TA, it is disbursed at a flat rate of $300 per month by SkillsFuture over the programme duration.
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What if my course has been deferred or cancelled?
Your TA application will be cancelled, and you will need to re-submit a TA application where your SCTP enrolment will be treated as a new SCTP enrolment.
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What are the programme requirements I need to fulfil in order to receive the monthly training allowances?
You will need to fulfil a minimum of 75% attendance of trainer led sessions for each of the training month of the programme.
Please also note that only one source of Training Allowance can be active at any given time.
Career Guidance and Preparation, Built Around You
Career pivots aren't easy – but you don't have to navigate one alone.
Whether you're upskilling into a new field, transitioning between industries, or exploring a completely different career path, our career guidance and preparation team is invested in your success and here to help.
This support is available for up to 6 months from the end of the programme, helping you transition into a new role or career path.
How we support your career transition journey:
- Discover your direction – Identify skills, strengths, and opportunities that fit your goals.
- Build your plan – Get personalised and practical strategies to navigate your transition with confidence.
- Get career-ready – Sharpen your resume, interview skills, and job search approach to turn learning into real opportunities.
About SITLEARN
SITLEARN is the lifelong learning division of the Singapore Institute of Technology, Singapore's first University of Applied Learning. SITLEARN is dedicated to providing high-quality, industry-relevant training and education to professionals and mid-career individuals. Through its innovative Applied Learning approach, SITLEARN equips learners with practical skills and knowledge that are directly applicable in the workplace, helping them stay competitive in the evolving job market.
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