Loading...

Course Description

Generative AI has transformed marketing forever. Beyond creating content, marketers can now analyze data, model scenarios, and tackle complex problems. This course prepares marketing professionals to drive impact by leveraging these capabilities while being grounded in their limitations.

Starting with the fundamentals of the technology, students will work through real-life marketing challenges with GenAI as your copilot. Despite the seismic shift in how marketers execute, the fundamentals of good marketing remain unchanged. This course is about marketing as much as it is about AI and will bring strategic marketing topics into focus.

Course Outline

Session 1 — Generative AI Foundations for Marketers
  • Introduction to AI, Machine Learning, Deep Learning, and Generative AI
  • How Large Language Models (LLMs) work
  • Prompt engineering and other techniques to improve LLM Performance
  • Working with AI as a Marketer
  • Overview of AI tools and platforms including AI Browsers
Session 2 — Market Research and Consumer Insight
  • Analyze a market and competitors
  • Build customer segments using behavioral and descriptor data
  • Develop positioning map
  • Derive personas
Session 3 — Product Design and Campaign Strategy
  • Design a product that meets consumer preferences
  • Conduct keyword research
  • Build creative and media plan including optimal channel mix
Session 4 — Optimization
  • Measure marketing impact through ROI and attribution modeling
  • Optimize a paid search campaign
  • Optimize landing pages and creative
  • Analyze competitor ads
Session 5 — Marketing Agents with Claude Code
  • Using AI platforms via command-line interface instead of browser and desktop apps
  • Assemble an AI-powered marketing team using local AI agents that perform marketing activities such as content generation, SEO, campaign analysis, and data analysis

Notes

  • This is an intensive, hands-on course. Participants should plan to spend 5+ hours a week on reading and assignments.
  • AI capabilities are evolving rapidly – session topics are subject to change.
  • AI tools/capabilities used in the course may require a paid subscription or incur costs.

Applies Towards the Following Certificates

Loading...

Enroll Now - Select a Section

Section Title
Applied Generative AI for Marketers
Section Schedule
Mar 26, 2026 to Apr 18, 2026
Type
Live Sessions
Days
Th
Time
6:30PM to 9:30PM
Dates
Mar 26, 2026 to Apr 16, 2026
Type
Live Sessions
Days
Sa
Time
9:00AM to 12:00PM
Dates
Apr 18, 2026
Schedule and Location
View Details
Contact Hours
15.0
Location
Delivery Options
Live Online  
Course Fee(s)
Registration Fee non-credit $599.00
CEUs
1.5 CEUs
Instructors

Section Notes

Students will interact with instructors and other students through Zoom and SMU's Learning Management System (Canvas). To maximize classroom instruction and your learning experience, we encourage the use of video and audio devices during the Zoom meeting, if available.

Students will receive individualized communication with further instructions to help you prepare for class.

Required fields are indicated by .