Programme outline
Learning objectives
By the end of the course, participants will be able to:
- Articulate the strategic imperative for Artificial Intelligence (AI) adoption in sales and marketing functions and calculate potential Return on Investment (ROI) for AI initiatives.
- Apply AI-augmented Design Thinking to define high-value customer problems and generate innovative, actionable solutions.
- Master structured prompting to produce consistent, on-brand marketing campaigns that drive engagement and conversion.
- Generate high-converting ad copy and headlines using AI-driven persuasion frameworks such as Attention, Interest, Desire, and Action (AIDA) and Problem, Agitate, and Solution (PAS).
- Analyse sales data (CSV, Excel, PDF) using AI tools like Claude to create interactive dashboards, forecasts, and actionable insights.
- Deploy AI-generated content ethically, monitoring campaign performance while mitigating risks such as bias, copyright infringement, and inconsistent messaging.
Day 1
- Module 1: The AI Leader’s Mandate: Strategy, ROI, and Human-Centred Design
- Module 2: Strategic Prompting for Campaign Ideation & Creative Consistency
- Module 3: Marketing Reinvented: Psychology Meets AI Precision
- Module 4: Ad Copy & Creative Psychology on Autopilot
Day 2
- Module 5: The AI Creative Studio for Visuals & Creating a Brand Reputation
- Module 6: The AI Sales Analyst: Claude Dashboarding & Reporting
- Module 7: AI Governance and Ethical Deployment
- Assessment
Assessment
- Online quiz