Duration 2 Days – 14 hrs.
Overview
Artificial Intelligence is transforming how organizations create marketing campaigns, engage consumers, support sales activities, analyze market information, and make data-driven decisions.
This practical two-day course equips sales and marketing professionals with core AI skills in prompt engineering, campaign creation, consumer engagement, content development, and sales and marketing analytics. Participants will learn how to use Generative AI and Creative AI tools to produce business-ready outputs through demonstrations, guided exercises, and hands-on activities.
The course also provides a focused discussion on AI safety, security, and ethical governance to help participants use AI responsibly while protecting confidential, customer, and organizational information.
Objectives
- Understand the fundamentals of Artificial Intelligence, Generative AI, and Creative AI.
- Write effective prompts for common sales and marketing activities.
- Use AI to support account research, sales preparation, and customer communication.
- Develop AI-assisted marketing campaigns and promotional content.
- Create consumer engagement and social media materials using AI.
- Apply Creative AI to produce campaign visuals, presentations, and digital assets.
- Use AI to analyze consumer feedback, market trends, campaign results, and sales data.
- Interpret AI-generated insights and convert them into practical recommendations.
- Recognize important AI safety, security, privacy, and ethical considerations.
- Apply human review and responsible AI practices when using AI-generated outputs.
Target Audience
- Sales Executives and Representatives
- Key Account Managers
- Marketing and Brand Managers
- Product Managers
- Trade Marketing Teams
- Digital Marketing Teams
- Business Development Teams
- Customer Development Teams
- Consumer Insights and Research Teams
- E-Commerce Teams
- Customer Experience Teams
- Marketing Analysts
Prerequisites
- Basic understanding of sales, marketing, branding, or customer engagement
- Familiarity with digital communication and productivity tools
- Basic computer and internet skills
- No previous AI experience required
Course Outline
Day 1: Prompting, Sales Productivity, and Campaign Creation
Module 1: Introduction to AI for Sales and Marketing
- Understanding Artificial Intelligence and Generative AI
- Traditional AI versus Generative AI
- Introduction to Creative AI
- How AI is transforming sales and marketing
- Practical AI applications across the customer journey
- Capabilities and limitations of AI tools
- Identifying appropriate AI use cases
Practical Activity: Participants identify sales and marketing tasks that can be supported by AI.
Module 2: Prompt Engineering for Sales and Marketing Professionals
- Fundamentals of prompt engineering
- Anatomy of an effective prompt
- Defining the role, objective, context, audience, and output
- Writing clear instructions and constraints
- Role-based and context-based prompting
- Using examples to improve AI responses
- Prompt refinement and iterative prompting
- Evaluating and validating AI-generated outputs
- Reusable prompt templates for sales and marketing
Hands-On Exercises:
- Creating product descriptions and promotional messages
- Drafting customer and retail-partner communications
- Generating sales presentation content
- Adapting messages for different consumer segments
- Improving weak or inaccurate AI-generated content
Module 3: Generative AI for Sales Productivity and Customer Engagement
- Customer and account research
- Customer and market profiling
- Sales preparation and call planning
- Creating meeting briefs and discussion guides
- Developing customer engagement messages
- Drafting sales emails, proposals, and follow-up communications
- Creating sales presentations and talking points
- Summarizing meeting notes and identifying action items
- AI-assisted sales reporting
Hands-On Exercise: Participants develop an AI-assisted account brief, customer communication, and sales presentation outline.
Module 4: AI-Powered Marketing Campaign Creation
- Defining campaign objectives and target audiences
- Developing customer or consumer personas
- Generating campaign concepts and creative directions
- Creating campaign themes, taglines, and key messages
- Producing advertising and promotional copy
- Developing email and digital marketing content
- Creating product launch and promotional campaigns
- Personalizing content for different audiences and channels
- Maintaining brand voice and consistency
- Reviewing and improving AI-generated campaign content
Campaign Workshop: Participants create an AI-assisted marketing campaign that includes:
- Campaign objective
- Target audience
- Value proposition
- Key campaign message
- Promotional copy
- Customer engagement content
- Suggested campaign channels
- Call to action
Day 2: Creative AI, Consumer Engagement, and Analytics
Module 5: Creative AI for Campaign and Brand Content
- Introduction to AI-assisted visual content creation
- Generating campaign visual concepts
- Creating promotional and product-showcase materials
- AI-assisted presentation design
- Developing visual content for digital channels
- Writing effective prompts for image-generation tools
- Maintaining brand consistency
- Reviewing visual content for quality and suitability
- Copyright and intellectual property considerations
Hands-On Exercise: Participants create campaign visuals, presentation concepts, or promotional digital assets using Creative AI.
Module 6: AI for Social Media and Consumer Engagement
- AI-assisted social media planning
- Developing content themes and content pillars
- Creating social media posts for different platforms
- Building an AI-assisted content calendar
- Personalizing content for different consumer groups
- Creating responses to common customer inquiries
- Supporting community and consumer engagement
- Analyzing reviews, comments, and consumer feedback
- Improving engagement through AI-assisted content optimization
- Maintaining an appropriate and consistent brand voice
Hands-On Exercise: Participants develop a short AI-powered social media and consumer engagement campaign.
Module 7: AI-Powered Consumer Insights and Market Intelligence
- Using AI for market and consumer research
- Identifying consumer needs and preferences
- Summarizing market trends and industry information
- Conducting AI-assisted competitor analysis
- Analyzing customer reviews and feedback
- Introduction to sentiment analysis
- Identifying patterns, themes, and emerging concerns
- Validating AI-generated research and insights
- Translating insights into sales and marketing recommendations
Practical Exercise: Participants analyze sample market or consumer information and develop actionable recommendations.
Module 8: AI for Sales and Marketing Analytics
- Preparing data for AI-assisted analysis
- Asking effective analytical questions
- Analyzing campaign performance
- Monitoring marketing and sales KPIs
- Evaluating promotion effectiveness
- Identifying trends, patterns, and performance gaps
- AI-assisted sales forecasting
- Consumer journey analysis
- Generating charts, summaries, and executive reports
- Turning analytical findings into business recommendations
- Recognizing the limitations of AI-generated analysis
Practical Exercise: Participants use AI to analyze sample sales or marketing data and prepare an executive summary containing key findings, recommendations, and next actions.
Module 9: AI Safety, Security, and Ethical AI Governance
- Protecting confidential, customer, and organizational information
- Data privacy and data leakage risks
- Appropriate and inappropriate information for public AI tools
- AI hallucinations and inaccurate outputs
- Human validation and oversight
- Bias and fairness in AI-generated content
- Transparency and responsible disclosure
- Intellectual property and copyright considerations
- Ethical use of AI in consumer communication and marketing
- Accountability for AI-generated outputs
- Basic organizational AI usage guidelines
Facilitated Discussion: Participants discuss practical AI risks, responsible-use scenarios, and appropriate safeguards for everyday sales and marketing activities.
Integrated Capstone Activity: AI-Powered Sales and Marketing Campaign
Participants work individually or in teams to develop an AI-assisted campaign incorporating:
- Target consumer profile
- Campaign objective and strategy
- Prompting approach
- Core message and promotional content
- Consumer engagement materials
- Creative visual concept
- Channel recommendations
- Performance indicators
- AI-assisted analytics approach
- Appropriate AI safety and governance controls
Each team presents its campaign and receives feedback and recommendations from the facilitator.
