Students will:
- Write prompts that include clear purpose, context, personas, and constraints.
- Write concise, focused prompts for maximum clarity.
- Ask AI tools to iterate on their responses when initial outputs are not satisfactory.
- Use prompt chaining and continuous conversations to build on outputs and maintain continuity.
- Understand the risks and sources of inaccurate responses from AI tools.
- Use simple verification strategies to ensure responses are accurate.
- Identify when inputting information into AI is risky (e.g. sensitive data proprietary information).
- Understand your company or institution’s AI usage policies.
Course Outline:
Lesson 1: Course Introduction
This lesson orients you to the learning path ahead and explains how the CompCert assessment proves your skills to employers. You will also set personal learning targets and complete the pre-assessment that tailors the rest of your experience.
Lesson 2: Market and Audience Insight Foundations
Great campaigns rest on solid research rather than guesswork. In this module you will learn to merge competitor reports, customer feedback, and industry data into clear market insights, refine audience segments and ICPs, and surface high-value keywords and topic clusters. By grounding all later content in evidence, you will position your brand where customers are already searching and minimize wasted spend.
Lesson 3: Content Ideation and Copywriting
Creative ideas matter, but they must be backed by data and delivered at speed. This module guides you from brainstorming campaign concepts and identifying whitespace to building content calendars and drafting on-brand copy. You will also learn to repurpose long-form assets into multiple formats while keeping voice consistent.
Lesson 4: Visual Media and Personalization
Engaging visuals and tailored experiences capture audience attention. In this module you will learn how to generate branded images, videos, and audio with AI tools and then plan data-driven personalization that maps content blocks to audience segments for scalable relevance.
Lesson 5: Campaigns and Analytics
Automation succeeds when guided by clear strategy and meaningful insights. In this module you will learn how to design multi-step nurture workflows with AI guidance and turn raw marketing data into dashboards and executive summaries that support fast decisions.
Lesson 6: Discoverability and Engagement
Great content must be found and shared across channels. In this module you will learn how to apply AI tools to optimize pages for search, repurpose multimedia for social platforms, and schedule posts that sustain engagement.
Lesson 7: Optimizing and Governing AI Usage
Scaling AI in marketing requires efficient workflows and clear governance. In this module you will learn how to create prompt libraries and continuous projects for consistent output and apply checklists for citation, fact-checking, and privacy to safeguard brand reputation.
