Top Three Course Takeaways
- AI amplifies human judgment, but it requires informed leadership. Its value in marketing comes not from tool adoption alone, but from marketers understanding its capabilities and limitations, applying ethical oversight, and retaining strategic judgment across creative, analytical, and agentic work.
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Prompting and planning are critical for repeatable value. Effective prompting transforms AI from a novelty into a disciplined capability, while outcome-driven planning (SMART goals, contextual alignment, scaling processes) ensures that AI experiments become compounding strategic assets rather than ad hoc efforts.
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Marketing leadership shapes responsible, sustainable AI adoption. Success depends on human factors, mindset, trust, governance, and adaptability. Marketers act as AI change leaders: selecting context-appropriate tools, managing ethical and operational tradeoffs, embedding AI into workflows, and maintaining lifelong AI literacy to guide their organizations responsibly as the landscape evolves.
Course Topics
- What is AI?
- Exploring Generative AI: The Art of Prompting
- The AI Solutions Landscape
- Choosing the Right AI Tool for the Job
- Implementing AI in Marketing and Business
- Building Your AI Plan
- Finalizing Your AI Plan
WORKLOAD: (8-10 hours per week)
This course examines the transformative role of artificial intelligence in the workplace. As early adopters and AI champions, marketing professionals are at the forefront of innovation, driving strategic advancements for their organizations and clients. Through this course, marketers will learn how to harness the power of artificial intelligence, gaining the skills and insights needed to stay ahead in their careers.
Course Learning Outcomes:
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Identify how generative AI enhances marketing functions and tasks.
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Recognize the AI landscape, determine how to best choose tools and solutions, and learn ways to stay current on emerging technologies.
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Create a strategic vision for leveraging AI to enhance organizational performance and achieve better outcomes.
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Evaluate AI solutions for marketing practices across various organization types (agency, corporate, and small-medium business/non-profit) and identify the most suitable option for each.
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Demonstrate the use and implementation of AI tools and solutions to enhance integrated marketing practices.
