Role-Based Programme
RB0561

Microsoft Copilot Studio for Marketing

Build AI Agents for Campaigns, Customer Engagement & Marketing Workflows

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Duration
8 Hours
Level
Basic
Delivery
Instructor-Led
Format
Workshop

Programme Objectives

  • Build foundational proficiency in designing Microsoft Copilot Studio agents for practical marketing scenarios.
  • Create agents grounded in approved brand, product, campaign, FAQ, and marketing knowledge.
  • Apply generative orchestration, topics, tools, connectors, and agent flows to support customer and marketing workflows.
  • Develop controlled agent experiences for campaign enquiries, product discovery, lead interaction, content requests, and follow-up.
  • Apply testing, analytics, customer-data protection, brand governance, approvals, and human oversight to marketing agents.

Tools covered

Microsoft Copilot StudioGenerative OrchestrationKnowledge SourcesSharePointDataverseTopicsTools & ConnectorsAgent FlowsEvent TriggersCustomer Engagement HandoffEvaluationAnalytics

Who should attend

  • Marketing Managers
  • Digital Marketing Professionals
  • Campaign Managers
  • Product Marketing Professionals
  • Content Marketing Professionals
  • Brand Managers
  • Growth Marketing Professionals
  • Demand Generation Professionals
  • Marketing Operations Professionals
  • Customer Marketing Professionals
  • Marketing Communications Professionals
  • Marketing Transformation Professionals

Prerequisites & Participant Readiness

  • Basic understanding of marketing and campaign workflows
  • Familiarity with customer journeys, campaigns, products, or digital channels
  • Basic awareness of generative AI concepts
  • Familiarity with Microsoft 365 or Power Platform is helpful
  • No coding expertise required
  • Access to Microsoft Copilot Studio is recommended for hands-on activities

TOC Modules

Concepts
  • Understanding agents, instructions, knowledge, topics, tools, and workflows
  • Identifying marketing applications across campaigns, engagement, content, and customer interaction
  • Differentiating conversational assistance from workflow automation
  • Understanding where marketer judgement remains essential
Practical activities
  • Exploring a sample marketing agent
  • Defining agent purpose, audience, and boundaries
  • Mapping customer and marketer needs to agent capabilities
  • Building Marketing Need → Agent Capability → Business Outcome workflow

Scenarios

Campaign & Product Discovery Agent

Campaign Visitor → Copilot Studio → Approved Product / Campaign Knowledge → Needs Capture → Generative Orchestration → Recommended Information → Human Follow-Up

Participants build an agent that responds to campaign enquiries, helps visitors locate relevant approved information, captures useful context, and routes qualified follow-up to the appropriate team.

Marketing Event Follow-Up Workflow

Registration / Marketing Event → Event Trigger → Customer Context → Agent Flow → Approved Follow-Up → Engagement Response → Marketing Review

Participants design a controlled workflow that reacts to a marketing event, coordinates follow-up activity, and keeps customer-facing communication within approved marketing rules.

## Current Capability Reference

Microsoft's current **generative orchestration** uses an LLM-driven planning layer to interpret user intent, decompose complex requests, and dynamically select relevant knowledge, topics, tools, child agents, and triggers while operating within configured guardrails.

Copilot Studio currently supports enterprise knowledge from sources including **SharePoint, Dataverse, websites, uploaded content, Azure AI Search, real-time connectors, and other external systems**, making it possible to ground marketing agents in approved product, campaign, and brand information.

Current **agent flows** provide deterministic automation for repeatable processes and can be triggered manually, on a schedule, by other agents, or by business events. They can incorporate AI actions, human approval, control structures, and Microsoft, third-party, or custom connectors.

Copilot Studio also supports **event triggers**, allowing an agent with generative orchestration enabled to react automatically to events originating from connected external systems. This can support controlled campaign-response or follow-up workflows when appropriate governance is applied.

For customer-facing experiences, Copilot Studio agents can provide self-service based on company websites, uploaded files, and knowledge sources, with contextual handoff to supported customer-engagement systems when human assistance is required.

Copilot Studio's current **agent evaluation** capabilities provide structured and repeatable testing of agent quality, including assessment of overall response quality, meaning comparison, keyword matching, and expected tool usage.

At enterprise level, Microsoft provides **Power Platform data policies, data-loss-prevention controls, publishing controls, encryption options, and network controls** for governing Copilot Studio agents and their access to organizational information.

**Marketing Principle:** Copilot Studio should support **customer engagement, approved information retrieval, campaign interaction, workflow routing, follow-up, and marketing operations**. Campaign strategy, audience targeting, pricing, promotional claims, consent decisions, sensitive customer actions, and final external communications should remain under appropriate human ownership.

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