Generative AI for Digital Marketing Specialization Course Syllabus

Overview: This specialization is designed for digital marketing professionals seeking to harness generative AI for real-world campaign execution. Through hands-on labs and practical projects, learners will gain job-ready skills in content creation, SEO, advertising, and personalization using AI tools. The course spans approximately 41 hours of content and activities, structured across six modules. Each module blends foundational concepts with applied exercises, enabling immediate use of generative AI in marketing workflows—no prior AI experience required.

Module 1: Generative AI: Introduction and Applications

Estimated time: 7 hours

• Distinguish generative vs. discriminative AI
• Explore real-world use cases of generative AI in marketing
• Understand foundation models and their role in content generation
• Practice basic prompt-based content generation

Module 2: Generative AI: Prompt Engineering Basics

Estimated time: 9 hours

• Learn core concepts of prompt engineering
• Apply chain-of-thought prompting techniques
• Use tree-of-thought patterns for complex outputs
• Improve language model responses using structured prompts

Module 3: Generative AI: Accelerate Your Digital Marketing Career

Estimated time: 15 hours

• Generate audience-oriented marketing content with AI
• Create compelling ad copy using prompt templates
• Optimize SEO through AI-driven keyword research
• Develop personalized email marketing campaigns

Module 4: AI for Audience Segmentation and Content Strategy

Estimated time: 5 hours

• Leverage AI to identify and segment target audiences
• Generate tailored content for different customer personas
• Align AI-generated content with brand voice and goals

Module 5: Enhancing E-commerce and Customer Experience

Estimated time: 5 hours

• Use generative AI to improve product descriptions
• Personalize shopping experiences using AI insights
• Automate customer engagement workflows

Module 6: Final Project

Estimated time: 10 hours

• Design a full digital marketing campaign using generative AI
• Create social media posts, ad creatives, and email sequences
• Present a strategy integrating SEO, personalization, and audience targeting

Prerequisites

• Familiarity with basic digital marketing concepts
• No prior AI or coding experience required
• Access to generative AI tools used in the course (e.g., IBM-branded platforms)

What You'll Be Able to Do After

• Apply generative AI to create high-impact marketing content
• Engineer effective prompts for diverse marketing use cases
• Develop SEO-optimized and audience-targeted campaigns
• Personalize email and e-commerce experiences using AI
• Build complete digital marketing assets powered by AI