Campaign Foundations & AI-Enhanced Planning

Overview

In this course, you’ll learn how to turn scattered marketing inputs into a clear, measurable social media campaign plan, using generative AI to speed up the work without losing strategy or control. You’ll start by organizing the right assets (like brand guidelines, buyer personas, and product sheets), then translate them into SMART goals that are specific, measurable, achievable, relevant, and time-bound. Next, you’ll use AI to build customer personas that guide messaging, tone, imagery, and platform choices. You’ll also create a company persona (your brand voice, values, and style rules) so AI-generated drafts stay consistent and on-brand. Finally, you’ll bring everything together by prompting AI to assemble a one-page campaign brief with scope, deliverables, cadence, budget allocation, KPI benchmarks, and reporting frequency. To strengthen your plan, you’ll run an AI quality-assurance pass to flag gaps, conflicts, and risks; then refine your brief based on practical mitigation steps. The graded assignment gives you a realistic scenario (an eco-friendly clothing brand) where you’ll gather assets, define goals, build personas, draft a campaign brief, and reflect on both the benefits and limits of AI.

Syllabus

Getting Started

In this module, you’ll explore the strategic groundwork needed to build an effective marketing campaign. You’ll organize key assets, define campaign goals, develop personas, and use AI to help shape a clear campaign brief. You’ll also examine how AI can support planning, identify gaps, and strengthen your campaign strategy before execution.

Campaign Foundations & AI-Enhanced Planning

In this module, you’ll use AI to build the strategic foundation for an effective marketing campaign. You’ll start by turning raw marketing inputs—such as brand guidelines, audience information, and product details—into SMART goals and measurable outcomes. You’ll then use AI to create customer personas that sharpen audience targeting and a company persona that keeps your messaging consistent and on brand. Finally, you’ll bring these elements together in a campaign brief and use AI to review your plan for risks, gaps, and areas for improvement before moving into execution.

Applying What You've Learned

In this module, you’ll reflect on how AI can support campaign planning and strategy development through a guided dialogue and a graded assignment. You’ll apply what you’ve learned about goals, personas, and campaign briefs to shape an AI-powered campaign strategy.