Generative AI for Growth Marketing Specialization Course Syllabus

Overview: This specialization is designed for marketers looking to harness generative AI for end-to-end growth campaign development. Over approximately 25 hours, learners progress from foundational AI concepts to hands-on strategy and execution. Each course combines theory, real-world tools, and practical labs, culminating in a portfolio-ready AI-driven marketing campaign. No prior technical experience is required, but familiarity with marketing fundamentals is recommended.

Module 1: Generative AI: Introduction and Applications

Estimated time: 7 hours

• Describe generative AI and how it differs from discriminative AI
• Identify real-world marketing use cases for generative AI
• Explore common generative models for text, image, audio, and video generation
• Use tools like ChatGPT, DALL·E, and IBM Watsonx for content creation

Module 2: Generative AI: Prompt Engineering Basics

Estimated time: 9 hours

• Explain core concepts of prompt engineering
• Apply best practices to guide AI models toward desired outputs
• Use patterns like interview, chain-of-thought, and tree-of-thought prompting
• Improve reliability and quality of AI-generated responses

Module 3: Grow with AI: Your AI-Driven Growth Marketing Strategy

Estimated time: 9 hours

• Develop an AI-powered growth marketing strategy aligned with business goals
• Apply AI tools across customer segmentation, content generation, and automation
• Optimize marketing performance using AI-powered data insights and dashboards
• Design campaigns that enhance customer engagement and boost ROI

Module 4: AI in the Customer Journey

Estimated time: 6 hours

• Map AI applications to each stage of the customer journey
• Create personalized content using ChatGPT and Gemini
• Generate visual assets with DALL·E and Copilot
• Automate outreach and follow-up with AI assistants

Module 5: Campaign Execution and Optimization

Estimated time: 7 hours

• Build a full marketing campaign using generative AI tools
• Integrate AI into A/B testing and performance tracking
• Analyze campaign data with AI-powered dashboards
• Iterate and optimize based on real-time insights

Module 6: Final Project

Estimated time: 10 hours

• Design a complete AI-powered marketing campaign from strategy to execution
• Generate personalized content and visuals using multiple AI platforms
• Present performance optimization plan with AI-driven analytics

Prerequisites

• No prior AI or technical knowledge required
• Familiarity with basic marketing concepts recommended
• Access to generative AI platforms used in the course (e.g., ChatGPT, DALL·E)

What You'll Be Able to Do After

• Develop AI-enhanced marketing strategies tailored to customer behavior
• Use generative AI tools to create personalized content and visuals
• Analyze and optimize marketing performance with AI-powered insights
• Design end-to-end AI-driven marketing campaigns
• Apply prompt engineering techniques to improve AI output quality