AI IN MARKETING

Get oriented, meet your instructor, and see exactly how the course is structured. You'll leave with a clear understanding of the assignments, capstone project, and the skills you'll build along the way.

• Instructor intro
• Course structure
• Assignments & course project overview

Build your AI marketing toolkit from day one. Set up the platforms, workflows, and workspace you'll use throughout the course so you're ready to create, not troubleshoot.

• Intro to platforms: Claude, Gemini, HeyGen, Higgsfield, ElevenLabs, and more
• Workspace configuration for marketing workflows
• Activity: Setting up working accounts

Assignment #1: Prompting
Pick a problem to solve for your capstone project. Then pick 3-5 different prompts to come up with a framework or approach to address your problem.

Turn AI into your creative production team. Learn how to generate ads, visuals, videos, and voiceovers at scale without sacrificing quality or brand consistency.

• Adapting images & visual concepts for different platforms
• Prompting for AI video creation
• Activity: Creating content with a workflow

Assignment #2: Gen AI Content
Create one finished ad, images, video, and voiceover for your capstone project — the current state and the future state. Summarise the problem you are trying to solve.

Create more content without creating more work. Learn how to uncover content opportunities, generate high-performing assets, and repurpose a single idea across multiple channels and formats.

• Multi-GPT workflow for SEO pre-discovery
• Finding top keywords, competitor domains & traffic share
• Analysing content & generating materials across formats
• Activity: Repurposing a blog post

Transform clicks into customers. Learn how to generate, test, and optimise ads and landing pages that drive action and improve conversion performance.

• Understanding & applying the BASIC UX framework
• Drafting test variants & hypotheses
• Persuasive selling format & refining success metrics
• Activity: Analysing website UX

Keep customers engaged long after the first purchase. Use AI to create personalised retention campaigns that strengthen loyalty and increase customer lifetime value.

• Exploring retention frameworks
• Crafting win-back & reactivation campaigns
• Activity: Building a three-email sequence

Move beyond assumptions and build customer insights grounded in real data. Learn how to uncover motivations, behaviours, and sentiment that lead to smarter marketing decisions.

• Analysing customer data & sentiment
• Building detailed profiles based on data
• Activity: Creating a finished persona document

Assignment #3: Market Analysis
Utilising some of the agents or GPT's you have built, perform a SWOT industry analysis. Gain insights on top ranking keywords, UX best practices, competitive best practices, etc.

Turn marketing goals into an execution-ready content engine. Build a strategic content plan complete with topics, formats, and publishing schedules your team can immediately implement.

• Translating strategy into an actionable 30-day plan
• Aligning topics & formats with publishing cadences
• Activity: Mapping out a 30-day calendar

Scale your social presence without scaling your workload. Learn how to generate, manage, and schedule high-quality content across platforms using AI-powered workflows.

• Optimising social media posting & management tools
• Scaling visual & text asset creation
• Activity: Building & scheduling posts

Create email campaigns that nurture leads and drive action. Learn how to use AI to craft personalised sequences, outreach campaigns, and revenue-generating customer journeys.

• Drafting effective nurture flows for marketing
• Applying AI to bottom-funnel pages & sales outreach
• Activity: Building an outreach email & nurture sequence

Assignment #4: Convert & Retain
Create a NotebookLM or GoogleVids presentation on best conversion and retention practices, using at least one GenAI image that you used from a reference material.

Spend less time building reports and more time making decisions. Learn how to use AI to analyse performance, uncover opportunities, and communicate insights that influence strategy.

• Automating data analysis workflows
• Extracting actionable insights from complex campaign data
• Activity: Formulating evidence-based recommendations

Connect AI tools into intelligent workflows that automate repetitive marketing tasks. Design systems that can brief, execute, and optimise campaigns while keeping humans in control of strategy.

• Demystifying AI agents & connecting multi-tool workflows
• Final project presentation: AI-driven sales or marketing strategy
• Integrating AI into your organisation
• Activity: Running a campaign brief & presenting your capstone

Assignment #5: Networking & Feedback
Arrange a meeting with other course participants and present your strategies to each other. Give and receive feedback.

Position yourself as an AI-powered marketer ready for what's next. Refine your personal brand, strengthen your resume, and learn how to stand out in competitive hiring processes.

• Crafting a standout resume for big tech
• Conquering big tech interviews
• Activity: LinkedIn profile, resume, & headline rewrite

[Optional] Assignment #6: Integrating AI into Your Organisation
Create an end-to-end AI integration plan for your company. Include workflows, timelines, tools, prompts, metrics, etc.

Capstone Project: Marketing Operation
By the end of the course, you will have built a content engine, a paid advertising workflow, an email nurture sequence, a customer persona, a 30-day content calendar, a social media posting system, and a performance reporting setup, all using AI.