Harnessing AI in Marketing and Communication

2,717 enrolled on this course

4 weeks
2 hours per week
Digital certificate when eligible
Introductory level

Find out more about how to join this course

Harness the potential of artificial intelligence

Artificial intelligence (AI) has the power to transform our approach to marketing and communication. With its help, marketers can rapidly produce original text and visual content, while automating processes and enhancing efficiency.

On this four-week course from the University of Adelaide, you’ll learn how you can harness AI for your marketing and communication. From brainstorming ideas to crafting compelling content, you’ll discover how developments in AI are transforming the industry.

Practise using AI for content creation

While many businesses see boosting visibility as the primary goal of marketing, success cannot be achieved without targeted and impactful content. In Weeks 2 and 3 of the course you’ll learn how to use AI to generate impactful text- and visual-based content.

Through practical exercises and real-world examples, you’ll learn how to develop content that resonates with your target audience, increases engagement, and drives meaningful results.

Discover how AI can contribute to measurement, analysis, and planning

Moving beyond content creation, the fourth and final week of the course will look at marketing processes more generally. You’ll learn about the role chatbots and AI data tools can play in measurement, analysis, and planning within marketing and communication.

You’ll review some existing examples of AI-driven processes, while also discussing potential future developments in the industry.

By the end of the course, you’ll be prepared to take on the future of AI in marketing and communication.

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Skip to 0 minutes and 6 seconds Are you struggling to keep up with the rapid evolution of AI in the workplace? Don’t let AI remain a mystery. Join this course to learn about AI in marketing and communication. Imagine knowing how to harness the power of artificial intelligence to create captivating marketing content that resonates with your audience. In this course, we’ll demystify AI and equip you with the approach you need to use the platforms that are here and will arrive. We’ll help position you to know what to do with AI, not just have your favorite platform or software to help you create compelling content or measure, analyse and plan with AI.

Skip to 0 minutes and 41 seconds We’ll look beyond the toy to the tool you can use and come up with a range of ideas for you to implement in your marketing and communication program right now. You’ll gain a comprehensive understanding of its applications in marketing and communication and go beyond the bells and whistles of whatever is newest on the market. Enroll now to discover the keys to knowing what the AI revolution can do for you and shape the future of your marketing with confidence.

Syllabus

Week 1
What you need to know about AI
- Getting started
  This activity includes all the information you will need to get started in this course.
- Introduction to Week 1
  Let's take a look ahead to see what we'll be covering this week.
- What you need to know about AI?
  Find out the fundamentals of what AI is and how it can apply to your context, as well as learn about the history of AI so you can better understand its current potential applications.
- The challenges and impact of AI
  Find out about the challenges of AI and how to approach them.
- The opportunities for marketing and communication professionals
  Explore key platforms and the opportunities they offer to decide what is most appropriate to your context.
- How to approach to the mechanics of AI
  Prompts are central to AI. Find out how to write effective prompts to get the most out of your interaction with AI.
- Assessment
  What is your understanding of the history of AI adoption? How can AI can be a practical tool for marketing and communication? Can you outline a strategic approach to AI implementation? Take this test to check your knowledge.
- Bringing it all together
  Let's reflect on what we've covered this week and take a look at what's coming up next.
Week 2
Using AI for text-based content
- Introduction to Week 2
  Let's take a look ahead to what we'll be covering this week.
- How to approach AI for text
  Get started using prompts for text-based content.
- Using AI for external text-based content
  Explore the range of platforms where text-based AI content can be used effectively.
- Using AI for internal text-based content
  Find out how to use AI effectively to create internal text-based content such as emails and newsletters.
- Assessment
  Can you describe the role of AI in enhancing text-based content for marketing and communication? Do you know how AI can be used in a diversity of ways to create different content types? Take this test to check your knowledge.
- Bringing it all together
  Let's reflect on what we've covered this week and take a look at what's coming up next.
Week 3
Using AI for visual-based content
- Introduction to Week 3
  Let's take a look ahead to what we'll be covering this week.
- How to approach AI for visuals
  Find out how to use AI effectively to generate and enhance images.
- Visual-based elements
  Visual-based elements are used across a range of digital marketing and communication platforms. Find out how to prompt AI effectively to prepare these.
- Video and audio content based elements
  Find out how to make the most of video and audio marketing and communication opportunities by using AI.
- Assessment
  Can you describe some practical applications of AI in enhancing visual and video content? Do you know how AI can be used effectively and integrated into various aspects of marketing? Take this test to find out?
- Bringing it all together
  Let's reflect on what we've covered this week and take a look at what's coming up next.
Week 4
Using AI for measurement, analysis and planning
- Introduction to Week 4
  Let's take a look ahead to what we'll be covering this week.
- How to approach AI for measurement and analysis
  Find out how AI can help with measurement and analysis.
- How to use AI for processes and planning
  Find out how to automate you marketing processes using AI. Learn more about chatbots and how AI can assist with marketing and communication in the field of productivity and personal assistants.
- The future of AI, marketing and communication
  Consider the future and how you can prepare for what is coming in AI.
- Assessment
  Can you describe how AI can be used to enhance data analytics and measurement? Do you know how to stay informed about the rapidly changing field of AI and its future applications in marketing. Test your knowledge now.
- Bringing it all together
  Let's reflect on what we've covered this week and take a look at what's coming up next.
- What's next?
  Congratulations on reaching the end of the course. Let's reflect on what we've covered over the past weeks and look at ways for you to carry on learning!

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

Available now

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

Identify AI's challenges, opportunities, and potential limitations within marketing and communication.
Describe ways of utilising AI effectively for text-based content such as by optimising your approach, engaging in meaningful interactions with prompts, and seamlessly translating AI suggestions into actionable marketing and communication strategies.
Experiment with enhancing visual-based content by employing a practical approach, leveraging interactive prompts, and seamlessly incorporating AI-generated suggestions.
Evaluate AI prompts and assess how effective they will be in various contexts, transforming suggestions into actionable insights that drive informed decision-making.

Who is the course for?

This is an introductory course aimed both at professionals just starting out in marketing roles and at learners with no prior knowledge of marketing.

Building on two other courses offered by the University of Adelaide (‘Marketing Essentials’ and ‘Developing your Marketing Strategy’), it will be a useful continuation for learners who have completed these.

Who will you learn with?

David Rawlings

David Rawlings is a marketing professional with 30 years' in industry. His delivery and teaching style is engaging and accessible, backed by years of workshops, webinars, presentations and lectures.

Who developed the course?

The University of Adelaide

The University of Adelaide is a world-class teaching and research institution. They are committed to developing quality students and lifelong learners who are recognised for their skills, creativity, global outlook and ability to succeed.

World ranking
Top 110Source: QS World University Rankings 2023


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Ways to learn

Choose the best way to learn for you!

Subscribe & save

$244.99 for one year

Automatically renews

Develop skills to further your career

Access to this course
Access to 1,000+ courses
Learn at your own pace
Discuss your learning in comments
Tests to boost your learning
Digital certificate when you're eligible

Cancel for free anytime

Buy this course

$134/one-off payment

Fulfill your current learning need

Access to this course
Learn at your own pace
Discuss your learning in comments
Tests to boost your learning
Printed and digital certificate when you’re eligible

Continue & Upgrade

Limited access

Free

Sample the course materials

Access expires 19 Feb 2024

Find out more about certificates, Unlimited or buying a course (Upgrades)

Sale price available until 4 March 2024 at 23:59 (UTC). T&Cs apply.

Find out more about certificates, Unlimited or buying a course (Upgrades)

Sale price available until 4 March 2024 at 23:59 (UTC). T&Cs apply.

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