AI Strategy and Marketing Leadership

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

14 weeks, 1 hour a week
Sessions

Self-Paced
Level

Beginner
Subtitles

Pashto, English, Farsi

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Overview

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This course prepares learners for leadership-oriented product marketing responsibilities by combining strategic marketing planning, AI-powered analysis, project management, and executive communication. Learners will explore how AI tools can support strategic decision-making, workflow automation, and competitive analysis within modern marketing organizations. Learners will use social listening and AI-driven market analysis tools to identify content gaps, monitor competitors, and evaluate industry trends. The course also focuses on project management skills including budgeting, scheduling, stakeholder coordination, and risk mitigation. In addition, learners will practice data storytelling techniques to communicate strategic recommendations and campaign performance insights to executive stakeholders. By the end of this course, learners will be able to manage complex marketing initiatives, apply AI strategically within marketing workflows, and present data-informed recommendations that support business growth. Tools explored include Brandwatch, collaboration and project management platforms, presentation software, strategic planning frameworks, and AI-assisted research workflows.

Syllabus

Analyze AI SEO & Conquer Competitors: Spotting Gaps with Social Listening

Most SEO strategies focus on what a brand wants to say rather than what audiences are actually asking. Social listening closes that gap by surfacing emerging conversations, unmet questions, and underserved topics before competitors act on them. This module introduces social listening as a structured SEO input — not a passive monitoring activity — and focuses on translating raw audience signals into identifiable content gaps. Learners work through a hands-on lab that moves from raw data to actionable insight, and explore the strategic distinction between informational and transactional gaps and which drives greater SEO impact. By the end of this module, you will be able to use social listening data to identify content gaps and prioritize emerging audience needs that represent real SEO opportunity.

Analyze AI SEO & Conquer Competitors: Turning Competitor Insights into Strategy

Knowing what competitors rank for is only useful if you can determine where they are vulnerable and what it would take to close the gap. This module moves beyond observation into structured competitive analysis, teaching learners to build a keyword competitor matrix, run a keyword gap analysis, and translate findings into prioritized counter-strategies. The step-by-step matrix walkthrough and case challenge labs ensure that learners practice both the analytical and the decision-making dimensions of the work — including how to choose the right SEO battles when resources and timelines are constrained. By the end of this module, you will be able to conduct a competitive keyword analysis, build a structured competitor matrix, and design counter-strategies that translate gaps into measurable SEO outcomes.

Project Planning: Building a Solid Project Plan

Most project failures are not execution problems — they are planning problems that surface too late to fix. This module establishes the foundational skills for building a project plan that holds up under real-world pressure: breaking work into tasks, mapping dependencies, estimating time accurately, and building buffers that reflect genuine risk rather than wishful thinking. Learners examine the structural reasons projects fail without planning, then move directly into a hands-on activity to design a task-based schedule and budget. The focus throughout is on creating plans that teams can actually follow, not documents that look complete but collapse at the first complication. By the end of this module, you will be able to apply project scheduling principles to develop a realistic, task-based timeline with dependencies and buffers that support on-time delivery.

Project Planning: Delivering, Tracking, and Improving

A project plan only creates value if it remains a living management tool through delivery. This module focuses on the practices that keep projects on track after kickoff — stand-ups, retrospectives, performance dashboards, and the five key metrics that reveal whether a project is truly on schedule and within budget. Learners build a project performance dashboard in a hands-on lab, then practice running a retrospective and documenting improvements — two activities that close the loop between current delivery and stronger planning on the next project. The dialogue on over-budget scenarios grounds the learning in the judgment calls managers face when reality diverges from the plan. By the end of this module, you will be able to evaluate project outcomes by tracking schedule, budget, and communication performance, and use retrospective findings to drive meaningful improvements on future work.

Analyze Marketing: Marketing Concepts & Value Propositions

Learners will master foundational marketing concepts by defining target audiences with precision and creating compelling value propositions that communicate concrete, differentiated benefits to customers.

Analyze Marketing: SWOT Analysis Framework

Learners will master the SWOT analysis framework by systematically categorizing internal strengths and weaknesses alongside external opportunities and threats to create strategic business insights for decision-making.

Collaborative Document Sharing: Default User Roles & Permission Levels

Learners will master the foundational knowledge of user permission structures in collaborative platforms, enabling them to identify and understand different access levels essential for secure document sharing in digital marketing environments.

Collaborative Document Sharing: Document Sharing & Access Verification

Learners will master practical document sharing workflows and verification processes, ensuring reliable delivery and appropriate access confirmation in professional digital marketing environments.

Data Storytelling for Engaging Presentations: Data Presentation Frameworks

Learners will master structured narrative frameworks like SCQA to transform Google Analytics data into compelling visual stories that drive strategic alignment and business outcomes.

Data Storytelling for Engaging Presentations: Feedback Integration & Improvement

Learners will systematically analyze audience feedback to strengthen data presentation effectiveness, implementing iterative improvement cycles that balance subjective preferences with actionable insights.

GenAI Module: Strategic AI Integration in Product Marketing

Explore how generative AI can enhance product marketing by accelerating competitive research, trend analysis, and strategic decision-making. In this module, you will learn how to build structured AI agents for competitive intelligence, evaluate AI-generated insights critically, and use AI-powered red-teaming techniques to stress-test positioning and uncover strategic vulnerabilities. Through practical application, you will develop the skills to combine AI-driven analysis with human judgment to create stronger, more resilient marketing strategies.

Project Module: Strategic GTM Capstone and Stakeholder Brief

Bring together the key concepts from the course by creating a comprehensive go-to-market (GTM) portfolio for a new market entry. In this project-based module, you will analyze market trends, develop strategic OKRs, build an operational launch roadmap, identify competitive opportunities through social listening insights, and synthesize your recommendations into an executive-ready presentation. By integrating strategy, execution planning, and stakeholder communication, you will demonstrate your ability to develop and present a cohesive GTM strategy.

Launching Your Product Marketing Career: Brand: Position Your PMM Experience

Learn how to transform your project work into a narrative that resonates with recruiters. This module focuses on resume optimization for PMM roles and building a "GTM Portfolio" that showcases your strategic thinking and AI-enhanced productivity.

Launching Your Product Marketing Career: Interviews: Master GTM Case Studies

The PMM interview is famously case-heavy. This module prepares you to handle high-stakes questions about launch strategy, pricing, and data analysis under pressure using the "First Principles" approach.