Duration 3 days – 21 hrs
Overview
This three-day training program introduces marketing professionals to the foundational and practical aspects of Generative AI. Participants will learn to create AI-driven marketing content, perform basic data analysis, and design a small-scale campaign with a final project—all using free or low-cost tools like ChatGPT and Orange Data Mining.
Objectives
- Understand key concepts of Generative AI and how it applies to marketing.
- Use ChatGPT to generate and refine marketing copy (social posts, email templates, blog ideas).
- Perform basic data analysis in Orange Data Mining for customer segmentation or campaign insights.
- Implement simple AI-driven personalization and automation in marketing workflows.
- Design and present a mini-AI-powered marketing campaign as a final project.
Audience
- Marketing Coordinators, Specialists, and Managers
- Content Creators, Social Media Managers, and Copywriters
- Anyone responsible for digital campaigns, email marketing, or marketing analytics
- No prior coding or advanced AI experience is required—just a basic understanding of marketing principles.
Prerequisites
- A laptop with internet access
- Familiarity with general marketing concepts (audiences, campaigns, funnels)
- (Optional) Basic familiarity with Excel/CSV data handling is helpful for Orange
Course Content
Day 1: Generative AI Foundations & Content Creation
Introduction to Generative AI in Marketing
- Definitions: What is Generative AI and why it matters for marketers
- Overview of free/affordable AI tools (e.g., ChatGPT, free trials for image generation)
Ethical & Practical Considerations
- Avoiding AI bias, respecting content ownership, and ensuring brand consistency
- Data privacy and compliance basics
Hands-On with ChatGPT
- Accessing and navigating ChatGPT’s interface
- Crafting prompts for blog outlines, social media copy, and email subject lines
- Refining AI-generated content for tone, accuracy, and brand voice
Workshop: Generating Marketing Content
- Activity: Each participant creates a short social media post and an email draft promoting a fictional product using ChatGPT
- Peer review in small groups to tweak prompts for better results
Day 2: Data Analysis, Personalization & Automation
Introduction to Orange Data Mining
- Installation and interface overview
- Importing a simple CSV with marketing or customer data (e.g., email engagement rates)
Basic Data Exploration & Segmentation
- Visualizing data (e.g., funnel drop-off points, open rates)
- Creating simple customer segments (e.g., highly engaged vs. low engagement) using Orange’s drag-and-drop widgets
AI-Driven Personalization & Automation
- Brainstorming ways to personalize campaigns (headlines, product recommendations)
- Integrating AI-generated messages (from ChatGPT) into automated marketing workflows (e.g., email drip campaigns)
Workshop: Personalization & Simple Analytics
- Activity: Use Orange to segment a sample dataset into audience groups
- Activity: Generate a personalized email or landing page copy for each segment with ChatGPT
- Discussion on connecting these steps with existing marketing tools (MailChimp, HubSpot, etc.)
Day 3: Final Project Design, Presentations & Wrap-Up
Final Project Brief
- Objective: Develop a mini AI-powered marketing campaign for a hypothetical product or service.
Components:
- Short promotional content (social post or ad copy) generated by ChatGPT
- Basic segmentation or forecasting using Orange (e.g., which segment is most likely to convert)
Outline of an automated workflow (how you’d send personalized emails or messages)
Project Work Session
- Participants work individually or in small teams
Steps:
- Choose a fictional product or use a provided scenario
- Generate targeted copy for at least two audience segments
- Visualize or analyze sample data in Orange to guide your campaign strategy
- Draft a short plan describing how you’d automate and personalize the campaign
Presentations & Peer Review
- Each group presents their AI-powered marketing campaign (5–10 minutes)
- Peers and instructor provide feedback and suggestions
Wrap-Up & Next Steps
- Recap of major takeaways: prompt engineering basics, data visualization best practices, ethical usage
- Additional resources for continued learning (Orange tutorials, marketing automation guides, advanced AI tools)
- Final Q&A and course conclusion
