Role-Based Programme
RB1202

AI for Marketing

Customer Intelligence, Content Innovation & Campaign Performance

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities across market research, customer insights, content, digital marketing, campaigns, CRM, and marketing analytics.
  • Apply AI to understand markets, competitors, audiences, consumer behaviour, trends, and emerging marketing opportunities.
  • Use AI to improve positioning, messaging, content development, personalisation, campaign planning, and customer engagement.
  • Analyse marketing and customer data to identify performance gaps, growth opportunities, conversion issues, and optimisation priorities.
  • Apply responsible AI practices related to privacy, copyright, brand safety, bias, factual accuracy, customer data, and human oversight.

Tools covered

Generative AI AssistantsAI Search & ResearchCustomer Insight AnalysisMarket IntelligenceContent GenerationSEO SupportSocial Media IntelligenceCampaign PlanningPersonalisation SupportMarketing AnalyticsCRM & Lifecycle AnalysisPresentation Tools

Who should attend

  • Marketing Managers
  • Marketing Executives
  • Digital Marketing Professionals
  • Brand Managers
  • Product Marketing Professionals
  • Content Marketing Professionals
  • Performance Marketing Professionals
  • Social Media Professionals
  • CRM & Lifecycle Marketing Professionals
  • Market Research Professionals
  • Campaign Managers
  • Growth Marketing Professionals
  • Marketing Operations Professionals
  • Marketing Analysts
  • Marketing Communication Professionals

Prerequisites & Participant Readiness

  • Experience in marketing, digital marketing, branding, content, customer engagement, or campaign management
  • Familiarity with customers, campaigns, marketing channels, and basic marketing metrics
  • Basic familiarity with Generative AI tools is recommended
  • Ability to interpret customer, campaign, and marketing-performance information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, multimodal AI, and AI assistants
  • Exploring AI applications across research, content, campaigns, CRM, and analytics
  • Understanding how AI differs from traditional marketing automation and analytics
  • Recognising hallucinations, bias, generic outputs, and AI limitations
Practical activities
  • Mapping the end-to-end marketing lifecycle to AI opportunities
  • Identifying high-value and low-value marketing use cases
  • Comparing traditional and AI-assisted marketing workflows

Scenarios

Market Opportunity to Integrated Marketing Campaign

Market Research → Customer Segmentation → Positioning → Messaging → Content Strategy → Channel Planning → Campaign Development → Launch Plan

Participants use AI to convert a market opportunity into an integrated marketing campaign covering customer insights, messaging, content, digital channels, and campaign execution.

Marketing Performance to Growth Optimisation Strategy

Campaign Data → Customer Journey → Channel Performance → Content Analysis → Conversion Gaps → Personalisation Opportunities → Optimisation Actions → Growth Plan

Participants use AI to analyse a simulated marketing portfolio, identify performance and customer-journey gaps, and develop a structured optimisation strategy focused on engagement, conversion, retention, and growth.

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