AI Marketing Course: What You'll Learn
Generative AI and Machine Learning are transforming digital marketing, with artificial intelligence expected to boost corporate profits by up to $4.4 trillion annually — especially in marketing and sales — according to a study by McKinsey. Organizations that equip their marketing leaders with the skills to creatively adopt AI technologies will gain a significant competitive edge.
This program empowers participants to lead AI-driven marketing transformations, positioning them as forward-thinking leaders capable of driving change. They will develop the ability to strategically leverage cutting-edge AI tools for marketing — such as hyper-personalization, predictive insights, and content automation — to enhance customer engagement, drive revenue, and build long-term market share.
Focusing on both B2B and B2C customer journeys, participants will be equipped with the skills to implement AI strategies that optimize customer relationships and develop a competitive advantage. Through dynamic audience targeting, content generation at scale, and advanced predictive marketing techniques, participants will learn to not only transform their organization’s marketing efforts but also lead their teams with vision and impact in a rapidly evolving landscape.
You will be immersed in hands-on case studies and interactive exercises that actively guide you to design AI-powered marketing campaigns using real-world data and tools. By gaining practical experience in AI-based customer segmentation, personalization, and campaign optimization, participants return to work equipped with actionable, innovative strategies that drive measurable growth and maximize marketing impact.
Program Benefits
- Improve digital marketing outcomes by applying AI strategies across all customer touchpoints to segment audiences, optimize conversions, and improve customer engagement.
- Predict trending topics, identify high-performing content, and automate social media using AI-based algorithms and analytics to improve brand engagement and support campaign efficiencies.
- Integrate AI tools into existing marketing technologies (CRM, CMS, and analytics platforms), improving efficiency, automating tasks like ad placement and content generation, and increasing overall campaign ROI. Identify the right AI technologies that align with their specific organizational needs.
- Lead digital transformation initiatives based on AI for marketing, enabling greater company growth, revenue, and market share.
Participants will return to their office with a Certificate of Completion from the Harvard Division of Continuing Education, further validating their expertise.
Topics Covered
- Learn how to use machine learning algorithms to dynamically segment customer audiences based on behavioral, demographic, and psychographic data for precision-targeted campaigns.
- Explore how to implement hyper-personalized customer journeys across multiple touchpoints.
- Delve into machine learning techniques to predict customer lifetime value, churn, and product affinities.
- Discover tools that automate the creation of high-quality digital marketing content tailored to audience segments, from blog posts to ads.
- Utilize AI to run continuous, automated multivariate tests on content, layouts, and messaging.
- Implement AI tools to identify the most relevant influencers for a brand by analyzing engagement metrics, audience demographics, and content performance.
- Integrate generative AI with existing marketing technology stacks, including CRM, CMS, and analytics platforms.
- Deploy AI content tools to optimize keyword strategies, automate content creation for SEO, and generate predictive insights to boost organic traffic.
Who Should Enroll
This program is designed for mid- to senior-level marketing professionals with 5-10 years of experience in all marketing roles. While no prior experience with AI tools is required, a solid understanding of foundational marketing principles is recommended to fully engage with the course content and discussions.
October Schedule
Day 1
- AI and Hyper-Personalization
- Creating Better Customer Relationships and Building Conversions
- Content with Gen AI
- AI in Search: SEO and New AI Tools
Day 2
- AI-Driven Dynamic Audience Segmentation
- Influencer and community engagement
- A/B Testing for Content, Personalization, and Improved Customer Conversions
- Advanced Predictive Analytics in Marketing
- Integrating Gen AI into MarTech
Instructor
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Christina Inge
Christina is the founder of Thoughtlight, a Boston-based digital media agency serving mission-driven organizations, where she works to harness the power of digital media to serve communities, causes, and businesses. She is a highly rated instructor at the Harvard Division of Continuing Education where she won the Fussa Award for Teaching Excellence.