This course equips marketing professionals with foundational knowledge and practical skills to integrate generative AI into daily workflows effectively and responsibly. Students will learn core concepts, strengths, and limitations of generative AI; assess appropriate vs. inappropriate use cases; and apply privacy, compliance, and brand-risk considerations. Emphasis is placed on translating marketing goals into clear AI task briefs and writing effective prompts to generate and iteratively refine first-draft marketing copy (e.g., emails, social posts, ad copy). The course also introduces advanced techniques, including building multi-step AI workflows to create structured, multi-channel campaign plans and using AI to analyze simple data for audience segmentation and insights. Finally, students will practice repurposing and optimizing existing assets, producing variations for A/B testing, and evaluating and revising AI outputs to meet compliance requirements and brand voice standards before publication.
