Overview

Did you know that generative AI is changing the landscape of marketing? Generative AI is revolutionizing how we create and personalize marketing campaigns. This short course was created to help marketing professionals and business leaders understand the basics of generative AI and its potential in marketing. By completing this course, you'll be able to identify strategic opportunities for implementing AI in your marketing efforts, use basic AI tools to create engaging content and develop plans to integrate AI into your existing marketing workflows for improved efficiency and innovation. By the end of this 3-hour course, you will be able to: LO1: Evaluate the capabilities and applications of generative AI to identify strategic opportunities in various marketing contexts. LO2: Apply basic generative AI tools to create simple marketing content and personalize strategies. LO3: Analyze the potential impact of generative AI on existing marketing workflows to develop integration plans that enhance productivity and innovation. This course is unique because it provides a beginner-friendly introduction to generative AI in marketing with practical examples and hands-on experience using popular AI tools. You'll learn not just the "what" and "why" of AI in marketing, but also the "how" to implement it in your day-to-day operations.

Syllabus

Introduction

This module provides an introduction to the course and its syllabus, laying the foundation for your learning journey. The introductory video offers insights into the skills and knowledge you will gain, while the course overview outlines key components and core values to deepen your understanding of the concepts.

Fundamentals of Generative AI in Marketing

In this foundational lesson, you will explore the core concepts of generative AI and its transformative potential in marketing. You'll learn about the different types of generative AI relevant to marketing, such as text and image generation, and discover their current applications in the field. Through engaging examples and case studies, you'll gain insights into how these AI-powered tools are reshaping marketing strategies and workflows. By the end of the lesson, you'll be able to recognize opportunities for implementing generative AI in various marketing contexts and understand its potential benefits and limitations. This lesson sets the stage for more hands-on exploration in subsequent modules.

Applying Generative AI Tools in Marketing

In this practical lesson, you will dive into the hands-on application of generative AI tools in marketing contexts. You'll explore popular AI platforms and software used by marketers today, learning how to leverage them for content creation, personalization, and campaign optimization. Through step-by-step demonstrations and real-world examples, you'll gain experience in using AI to generate marketing copy, create visual content, and develop personalized customer experiences. You'll also learn how to evaluate the output of these tools and refine them to align with brand voice and marketing objectives. By the end of this lesson, you'll be able to confidently use basic generative AI tools to enhance your marketing efforts and understand how to integrate them into your existing workflows. This lesson builds on the foundational knowledge from the previous module, providing you with practical skills to start implementing generative AI in your marketing strategies.

Integrating Generative AI in Marketing Strategies

In this final lesson, you'll explore how to strategically incorporate generative AI into your overall marketing approach. You'll learn how AI can transform marketing workflows, enhance decision-making processes, and drive innovation across various marketing functions. Through case studies and expert insights, we'll examine best practices for implementing AI in areas such as campaign optimization, customer segmentation, and predictive analytics. We'll also address the potential challenges and ethical considerations of AI adoption in marketing, including data privacy and transparency. By the end of this lesson, you'll be equipped to develop a roadmap for integrating generative AI into your marketing strategies, balancing innovation with responsible implementation. This lesson will help you position your organization to leverage the full potential of AI in the evolving marketing landscape.