What you'll learn
This course shows marketers how to use generative AI confidently, safely and effectively across everyday marketing work.
It focuses on real marketing processes, real tasks, and real outputs. It is practical, hands-on, and designed for immediate application.
By the end of the course, you will be able to:
- Use AI safely and responsibly in line with UK and EU regulation
- Reduce time spent on repetitive planning and content tasks
- Generate clearer insight to inform marketing decisions
- Improve the quality and consistency of marketing outputs
- Build simple AI agents to support scale and measurement
You will move from ad-hoc or experimental AI use to confident, purposeful application, without jargon or technical complexity.
Course Structure
AI for Marketing is delivered as a live, half-day session with a bonus hackathon to follow. It mirrors the marketing cycle: context and insight first, then planning and delivery, then measurement and optimisation.
For those who need it, there is a half-hour optional tech check one week before the main session to cover tool access and setup.
Pre-Module:
Tech check
The optional tech check ensures you can access the right tools and start the course confident that everything will work as it should.
Module 1:
Insight with AI
This module focuses on using AI to strengthen marketing insight before decisions are made.
You will learn how to:
- Use AI to gather and synthesise customer, category and competitor insight
- Apply Deep Research and Agent Mode to reduce insight workload
- Turn messy inputs into clear, usable insight
- Sense-check assumptions and spot gaps or tensions
- Prepare insight that can feed directly into planning
The emphasis is on better thinking, not faster output.
Module 2:
Planning and delivery at scale
This module focuses on turning insight into action across marketing planning and execution.
You will learn how to:
- Use structured prompting to support marketing planning
- Create repeatable content workflows form plan to delivery
- Improve consistency across content and campaigns
- Optimise written content for both people and AI systems
- Integrate visual creation tools safely and effectively
You will practise live using your own marketing use cases, not abstract examples.
Module 3:
Attribution and agents
This module introduces AI-powered analysis and agents in a practical, grounded way.
You will learn:
- How AI can support marketing measurement and attribution
- How to build simple analytics and insight agents
- How to turn performance data into clear recommendations
- How to test scenarios and understand impact
- Best practice for governance, transparency and data handling
The focus is actionable insight, not dashboards for the sake of it.
Q&A
The session ends with open discussion and practical troubleshooting.
You can:
- Ask questions specific to your marketing context
- Sense-check use cases and approaches
- Leave with clear next steps for applying AI in your role
Bonus hackathon (2 Jul)
This session consolidates learning and turns skills into confident, repeatable marketing practice. No new tools are introduced.
During the session, you will:
- Refine marketing content and workflows
- Translate strategic intent into clear prompts
- Identify quick wins and low-effort improvements
- Learn from how others apply AI in different marketing contexts
By the end of the workshop, you’ll leave with:
- At least one high-value marketing use case ready to apply immediately
- Improved prompts, tools and workflows tailored to your work
- Greater confidence using AI independently to improve your marketing outcomes
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