Applied AI for Marketing programme
Programme overview
2 Days
Intensive applied
learning
Hands-on
Real-world marketing exercises
8 Modules
Across the marketing lifecycle
Workplace-ready
Reusable tools and AI workflows
What will you learn
By the end of the programme, you will be equipped to apply AI confidently and responsibly across the marketing lifecycle - enhancing creativity, personalisation, and campaign performance while protecting brand integrity and customer trust.
Who should attend?
- Marketing managers and specialists
- Digital marketing professionals
- Social media managers and content creators
- Brand and communications professionals
- Campaign managers and marketing coordinators
- Customer experience and engagement teams
- Sales and commercial professionals supporting marketing activities
- Business professionals exploring AI applications in marketing
- Entrepreneurs and business owners seeking to enhance marketing effectiveness
- Anyone looking to leverage AI to improve marketing performance and productivity
Pre-requisites
- No technical or programming experience required
- Basic understanding of marketing concepts and processes recommended
- Experience working with marketing campaigns, content or customer engagement is beneficial
- Familiarity with common workplace productivity tools is useful
- Participants should bring a laptop for hands-on exercises
- A willingness to explore and apply AI tools in real-world marketing scenarios
Delivery format
- Hybrid – face-to-face + live stream
- 2-day instructor-led programme
- Interactive workshops and guided demonstrations
- Hands-on AI exercises and prompt-engineering practice
- Real-world marketing use cases and scenarios
- Individual and group activities
- Campaign ideation and content-creation exercises
- AI-assisted research and analytics activities
- Marketing performance analysis exercises
- Action-planning activities to support workplace application
Programme structure
Explore the eight modules designed to build practical capability in AI-powered marketing, from understanding generative AI and developing effective prompts to creating campaigns, generating content, analysing performance and building a practical AI adoption roadmap.
Module 1: AI in the Modern Marketing Function
What you'll explore:
- Understanding how generative AI is changing marketing work
- Mapping AI opportunities across the marketing lifecycle
- Exploring use cases in research, content, campaigns and analytics
- Understanding the opportunities and limitations of AI-generated marketing
- Identifying where human creativity and judgement remain essential
Module 2: Prompting for Marketing Professionals
What you'll explore:
- Defining audience, objective and channel before prompting
- Providing brand, product and campaign context
- Specifying tone, message and format requirements
- Using examples and constraints to improve consistency
- Iteratively improving creative and analytical outputs
Module 3: AI-Powered Market & Customer Research
What you'll explore:
- Structuring market and competitor research
- Developing customer and audience insights
- Synthesising trends and market information
- Creating and refining customer personas
- Challenging research conclusions and identifying information gaps
Module 4: Campaign Strategy & AI-Assisted Ideation
What you'll explore:
- Turning marketing objectives into campaign concepts
- Generating and evaluating campaign ideas
- Developing messaging pillars and value propositions
- Adapting concepts for different channels and audiences
- Using human judgement to select and refine AI-generated ideas
Module 5: AI-Enabled Content Creation & Repurposing
What you'll explore:
- Developing content concepts and first drafts
- Creating channel-specific versions of core messages
- Repurposing long-form content into multiple formats
- Maintaining brand tone and messaging consistency
- Reviewing AI-generated content for originality, accuracy and relevance
Module 6: Personalisation, Customer Journeys & Engagement
What you'll explore:
- Developing messaging for different audience segments
- Supporting personalised campaign concepts
- Mapping AI opportunities across customer journeys
- Generating variations for testing and experimentation
- Balancing personalisation with privacy and responsible use
Module 7: Marketing Performance & AI-Assisted Analytics
What you'll explore:
- Structuring campaign-performance analysis
- Identifying patterns and performance drivers
- Generating hypotheses for optimisation
- Converting results into management-ready insights
- Validating AI-generated interpretations against source data
Module 8: Building the Marketing AI Roadmap
What you'll explore:
- Identifying high-value marketing AI use cases
- Prioritising opportunities based on value and feasibility
- Assessing process, data and capability readiness
- Defining marketing AI success measures
- Developing a practical 30-day marketing AI action plan
Looking to upskill your teams?
CERTIFICATE OF COMPLETION
Get recognised for your learning
Complete the course and earn a PwC Academy Certificate of Completion to showcase your professional development.
A tangible recognition of your commitment to continued professional development.
Schedule
- Applied AI for MarketingApplied AI for Marketing-Dubai
1200
USD
City
Connect with our team
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-
Dhisha Viswanathan
Programme Advisor - Digital Programme
