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MODULE 1: MINDSET & STRATEGY
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Week 1: The State of AI in Marketing – From Hype to Strategy
Start the course with a clear view of how AI is reshaping marketing. Understand the current landscape of Generative AI — what it is, where we are, and what it means for creative professionals. You’ll explore real-world examples, the 5 stages of AI maturity (from Chatbots to Organizations), and begin mapping your own “AI skill radar.”
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Week 2: Prompting Is Dead – Long Live Context Engineering
Move beyond traditional prompt writing and learn how to design contexts, not just commands. Discover the frameworks that can set you off on a good path for building strategic and creative conversations with AI. This week you’ll learn to turn vague ideas into precise collaborations, crafting AI outputs that reflect your brand voice, tone, and strategic intent.
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MODULE 2: CREATIVITY & TOOLS
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Week 3: AI as a Creative Partner – Exploration and Evaluation Modes
Learn how to co-create with AI. Use deep research techniques, generative image and video tools for ideation, campaign development, and storytelling — and learn when to switch between Exploration Mode (to go wide and generate ideas) and Evaluation Mode (to refine, edit, and critique). You’ll also discuss what truly human creativity means in an AI-saturated world.
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Week 4: Realness, Ethics & Brand Integrity
In an era of synthetic media, how do brands stay real and still stand out? This week focuses on realness — creating content that is ethically honest, emotionally convincing, and visually authentic. Explore bias, transparency, and brand safety in AI-generated work. Learn to evaluate AI outputs through a new “Reality Lens”.
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MODULE 3: EXPERIMENTATION & IMPLEMENTATION
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Week 5: Research & Market Insight with AI Agents
Discover how AI can accelerate strategic insight and market research. Use AI to simulate consumer feedback, analyze brand perception, and summarize trend reports. Learn how to build intelligent workflows for insights — combining qualitative storytelling and quantitative data through AI-driven tools.
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Week 6: Designing Your AI Marketing Stack
Build your own ecosystem of AI tools and workflows. Explore how to connect research, ideation, content generation, and distribution in a seamless process. You’ll learn how to select the right tools (Copilot, NotebookLM, Runway, Claude, etc.), integrate them efficiently, and maintain brand consistency across the AI stack.
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Week 7: AI Search, Agents & the Future Customer Journey
Understand how AI is transforming brand visibility. From AI search to autonomous customer agents, explore how discovery, decision-making, and brand loyalty are evolving. Learn strategies for optimizing your marketing in a world where algorithms, not humans become your first audience.
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Week 8: Capstone Project – The AI Campaign Sprint
Bring it all together in a practical project that combines creativity, strategy, and ethics. You’ll design and present a mini-campaign using AI from brief to concept to execution. The week concludes with presentations, peer feedback, and reflections on how you’ll continue developing as an AI-native marketing leader.
