Role-Based Programme
RB1203

AI for Marketing

Advanced Customer Intelligence, Campaign Innovation & Marketing Transformation

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Duration
32 Hours
Level
Advanced
Delivery
Instructor-Led
Format
Capability Development

Programme Objectives

  • Develop advanced capability to apply AI across the complete marketing lifecycle, from research and strategy to campaign execution, customer engagement, analytics, and optimisation.
  • Use AI-assisted research to understand markets, customers, competitors, trends, brand perception, and emerging growth opportunities.
  • Apply AI to segmentation, positioning, content, digital campaigns, social media, paid advertising, CRM, personalisation, and lifecycle marketing.
  • Use AI-assisted analytics to improve campaign effectiveness, customer acquisition, conversion, retention, marketing productivity, and ROI.
  • Build an integrated and responsible AI-enabled Marketing operating model with strong governance, brand control, privacy, validation, and human oversight.

Tools covered

Generative AI AssistantsAI Search & Deep ResearchCustomer & Market IntelligenceBrand IntelligenceContent GenerationSEO & Search IntelligenceSocial Media IntelligencePaid Media AnalysisCRM & Lifecycle IntelligenceMarketing AnalyticsCampaign OptimisationWorkflow AutomationAI AgentsDecision-Support Tools

Who should attend

  • Marketing Managers
  • Senior Marketing Managers
  • Digital Marketing Professionals
  • Brand Managers
  • Product Marketing Professionals
  • Content Marketing Professionals
  • Performance Marketing Professionals
  • Social Media Professionals
  • CRM & Lifecycle Marketing Professionals
  • Marketing Operations Professionals
  • Market Research & Consumer Insights Professionals
  • Marketing Communications Professionals
  • Growth Marketing Professionals
  • Marketing Analysts
  • Marketing Leaders Responsible for AI-Driven Growth

Prerequisites & Participant Readiness

  • Experience in marketing, digital marketing, brand, content, product marketing, campaigns, CRM, or marketing analytics
  • Familiarity with customer journeys, campaigns, digital channels, segmentation, and marketing performance
  • Basic awareness of Generative AI and common business applications
  • Comfort working with customer, market, campaign, and performance information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, multimodal AI, automation, and AI agents
  • Exploring AI applications across strategy, research, content, campaigns, CRM, and analytics
  • Distinguishing AI-assisted marketing from traditional automation
  • Understanding hallucinations, copyright, privacy, bias, and human accountability
Practical activities
  • Mapping AI opportunities across the Marketing lifecycle
  • Identifying activities suitable for augmentation, automation, or continued human ownership
  • Creating an AI opportunity map for the marketing function

Scenarios

New Market Opportunity to Integrated Marketing Strategy

Market Intelligence → Customer Segmentation → Positioning → Content Strategy → Digital Campaigns → Paid Media → CRM Journey → Analytics → Optimisation

Participants use AI to develop a complete marketing strategy for a new market opportunity, combining customer intelligence, brand positioning, multi-channel execution, lifecycle marketing, and performance measurement.

Underperforming Marketing Function to AI-Enabled Growth Model

Marketing Data → Funnel Analysis → Campaign Performance → Customer Insights → Process Gaps → AI Opportunities → Automation → Governance → Growth Roadmap

Participants use AI to diagnose an underperforming marketing function, identify customer, campaign, process, and data gaps, and create a measurable AI-enabled marketing transformation roadmap.

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