CERT X505 - AI for Marketing Strategy, Content, and Search
Description
Build a portfolio-ready marketing strategy, content plan and search framework by leveraging AI as a strategic partner.Outline
Over six weeks, learners will apply AI tools to core marketing activities, including audience research, customer journey mapping, brand positioning, messaging strategy, content planning, campaign development and search visibility. Building on existing prompting, workflow, responsible use and tool-evaluation skills, participants will learn how to use AI as a strategic and creative partner while maintaining human oversight, brand alignment, accessibility and responsible marketing practices.
Through hands-on exercises, peer collaboration, and real-world scenarios, learners will build an AI-assisted marketing strategy and content system for actual implementation. They will also examine how AI is changing content discovery and search behavior, and how marketers can adapt their content for visibility across digital channels. By the end of the course, learners will have a portfolio-ready strategy, content and search plan.
We recommend taking AI for Productivity first if you do not have experience using AI tools and prompting.
Course Outcomes
By the end of this course, participants will be able to:
- apply AI tools to develop audience insights, customer journeys, positioning and marketing strategies.
- create AI-assisted messaging frameworks, content pillars and campaign concepts aligned with audience needs, brand voice and business goals.
- draft, evaluate and refine digital marketing content using AI while applying human judgment, accessibility, fact-checking and responsible practices.
- evaluate changes in search behavior and content discovery and apply SEO, AI search visibility and emerging AEO/GEO practices to improve digital marketing content.
- produce a portfolio-ready AI-assisted marketing strategy, content plan and search visibility framework for a real or sample organization.
Course Format
This six-week course blends elements of asynchronous and synchronous components to provide learners with flexibility in project work, while also having face-to-face time with instructors and fellow learners via Zoom.
Each week, learners will:
- attend one 90-minute Zoom, during which students will participate in discussions and workshop their project with the instructor and peers
- complete three to four hours of assignments or project work
Learners will be graded based on completion of assessed assignments/projects.
Testimonials
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Applies Toward the Following:
- AI for Marketing Professionals Certificate : Required Courses