Planning & Optimising Marketing Campaigns Using AI

Course Overview

Artificial intelligence is fundamentally reshaping how marketing campaigns are conceived, built, and measured. From generative content tools to agentic research systems, AI is no longer a future consideration, it is a present competitive advantage. Yet many marketing professionals lack the structured knowledge and practical confidence to harness its full potential.

This intensive four-day course provides a comprehensive, end-to-end framework for integrating AI into every stage of the campaign lifecycle. Participants will move beyond theory and into practice, working with leading AI platforms to conduct audience research, generate creative assets, automate recurring workflows, optimise performance, and measure ROI with precision.

What You Will Gain

• Explain the evolution of AI in marketing and identify the most relevant applications across the campaign lifecycle
• Evaluate and select the most appropriate AI platforms - including ChatGPT, Claude, Gemini, Grok, Manus AI, and Perplexity - based on task, team and organisational context
• Apply prompt engineering techniques to generate high-quality outputs and build reusable systems of prompts for consistent campaign execution
• Design and execute AI-enabled marketing campaigns across multiple channels, incorporating segmentation, targeting, and personalisation
  
  

Why This Course Is For You

This course equips you with the practical AI skills and strategic frameworks to plan, execute, and optimise high-impact marketing campaigns - faster, smarter, and at scale.

• Gain hands-on experience and select appropriate AI tools for given marketing objectives, team capabilities, and governance requirements
• Learn to automate time-consuming recurring marketing tasks and redirect your energy toward strategy and creativity
• Master prompt engineering to extract maximum value from AI - including building systems of prompts for consistent, repeatable results

This Course Is Ideal For

This course is designed for marketing professionals who want to move from AI curiosity to AI competency - applying practical tools and strategic thinking to deliver smarter, faster, and more impactful campaigns.

• Marketing Managers and Campaign Managers
• Digital Marketing Specialists and Strategists
• Brand Managers and Content Managers
• Media Planners and Paid Media Specialists
• CRM Managers and Marketing Automation Specialists

Certification Requirements

You must meet two criteria to be eligible for an Informa Connect Academy Certificate of Completion:

• Satisfactory attendance: You must attend all sessions of the course. If, for any reason, you miss more than two hours of the course sessions, you will not be eligible to sit the course assessment
• Successful completion of the course assessment: Assessment for this course is based on a Capstone Project completed on the final day. Working individually or in small groups, participants develop and present a complete AI-powered marketing campaign plan that integrates the tools, frameworks, and strategies covered throughout the programme

If you do not meet these criteria, you will receive an Informa Connect Academy Certificate of Attendance. If you have not attended all of the course, the certificate will clearly state the number of hours you attended.

Delivered by Etien

Etien is a consultant, trainer, and keynote speaker specialising in artificial intelligence, digital marketing, and personal branding, with extensive experience delivering high-impact programmes forprofessionals across Europe, the Middle East, and beyond.

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