AI IN MARKETING

Step into the course with a warm introduction. Meet your instructor, get oriented on materials, and gain clarity on the journey ahead, including the final project.

• Meet your instructor
• Housekeeping rules
• The course structure
• Final project overview

Discover the landscape of AI in marketing and explore the tools transforming the industry. Learn what’s possible and how AI can power creativity, personalization, and strategic decision-making.

• Defining key AI terms
• Major AI platforms overview
• AI-driven personalization
• Applying AI to marketing challenges
• Case study: General Mills, Morgan Stanley, KOSAS, Gong.io, Humane 

Master the single most important skill in AI marketing: crafting prompts that deliver results. Transform vague requests into precise instructions for maximum impact.

• GenAI as a creative partner
• Effective prompting principles
• Refining vague requests 
• Using AI for initial campaign ideas
• Case Study: CRISP framework
• Workshop: Using Gemini, ChatGPT, and Claude to practice prompting

Assignment #1: The Business and Marketing Challenge
Define a business, marketing problem, and SMART campaign goals for an AI-powered strategy.

Learn to uncover deep audience insights and analyze competitors using AI. Translate data into actionable intelligence to inform strategic decisions.

• Validating AI insights with real-world data
• Bias in AI-generated research
• Tools overview
• Case Studies: Indie Worldwide, Olipop, Found
• Lab: Test if AI-generated topics match real search behavior and social conversations

Connect AI tools into automated workflows and harness AI as your digital workforce to streamline marketing operations.

• Automating repetitive marketing tasks
• Workflows to capture and qualify leads
• AI agents as "digital employees"
• Designing automated, personalized email sequences
• Demo: Using Zapier to build a simple workflow

Assignment #2: AI-Driven Research & Strategy
Produce competitive and market analysis, audience personas, and a high-level content strategy informed by AI tools.

Turn insights into creative output. Learn to use AI for copy, visuals, and multi-channel campaigns while maintaining a consistent brand voice.

• Using AI to create diverse content
• AI-Powered creative brief
• Repurposing content for different channels
• Crafting social media and email copy
• Specialist tools & breakouts 
• Workshop A: The Content Multiplier 
• Workshop B: The Campaign Visuals Workshop 

Build a growth engine using AI to identify, acquire, and retain high-value customers. Learn to act on predictive signals instead of just tracking ROAS.

• The AI growth engine
• AI-powered predicted LTV
• LTV-based targeting & bidding
• AI for proactive retention signals
• Handoff to hyper-personalization

Turn data into automated 1:1 experiences. Learn frameworks for dynamic messaging and personalized journeys across email and web.

• Beyond first names 
• The core workflow
• Specialist tools: Email & website
• Workshop 1: The automated email journey 
• Workshop 2: The website personalization architect

Assignment #4: The Growth Engine & Personalization Strategy
Define acquisition and retention segments and apply hyper-personalization rules to drive measurable results.

Transform how you approach measurement. Learn to unify data, detect signals, and generate insights that drive smarter, AI-powered marketing decisions.

• The new measurement mindset
• AI for instant analysis
• Demo: Automated anomaly detection
• Demo: Taming unstructured data
• The future state: Predictive & prescriptive AI 
• Case Study: The Indie Worldwide
• AI for executive reporting 
• Lab: "Insight in 600 Seconds"

Understand the critical legal and privacy considerations in AI marketing. Learn to navigate risks while building responsible campaigns.

• Guest speaker
• Data privacy
• Information handling, theory & tactics
• Legal considerations

Assignment #5: Implementation & Evaluation
Define KPIs, evaluate ethical risks, and reflect on the human role in AI-driven marketing.

Master the frameworks for ethical AI marketing. Learn to identify risks, implement safeguards, and maintain credibility and trust in your campaigns.

• The 3 horsemen of AI risk
• From "Can we?" to "Should we?"
• Core risks & cautionary tales 
• Workshop A: The Bias in the Machine
• Workshop B: The Content Credibility Crisis

Showcase your skills and creativity. Present AI-driven campaigns, receive feedback, and explore the evolving future of AI in marketing.

• Course wrap-up
• Final project presentations 
• Peer and instructor feedback