Digital Marketing with AI (eLearning) EN

Stay relevant in the era of AI and Data driven marketing with our Digital Marketing course.

Marketing is changing rapidly due to AI, data, and intelligent algorithms. Concepts such as AI Agents, First-Party Data, Generative AI, Prompt Engineering, and changes in search algorithms — from SEO to GEO — have completely transformed the way companies understand and reach customers.

For marketing professionals, it is essential to understand and apply these developments so they can operate effectively in a “zero-click” world without traditional cookies, but with AI Agents, Skill Prompting, and stricter rules for data use.

In this e-learning, you will learn how to use AI and data in a smart, practical, and ethically responsible way to improve digital marketing strategies, deepen customer insights, and optimise campaigns. We have had more than 600 participants in this popular training.

This e-learning has been specifically developed for marketing and communication specialists, including:

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• Digital marketers, content managers, and social media managers.
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• Marketing analysts and CRM specialists.
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• Growth and product managers looking to leverage AI for customer insights and conversion.
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• Marketing and communication managers aiming to develop data-driven strategies.
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• Professionals responsible for customer journeys, marketing automation, and digital campaigns. 
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This programme is focused on marketing professionals who want to learn practical AI skills, applicable not only to high-level strategy but also to concrete actions such as SEO/GEO, copywriting, segmentation, and predicting customer behavior.

In this e-learning, you will discover how marketing is being reshaped by AI and data, and how you can leverage these tools to become more customer-centric and results-oriented.

Learning Objectives:

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• Understand the essential role of data, data science, and AI in modern marketing.
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• Deepen customer insights using AI and first-party data.
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• Build practical AI models for customer behavior analysis, segmentation, and conversion.
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• Optimize SEO/GEO and copywriting with GPT models, including mastering prompt engineering.
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• Perform churn prediction and conversion rate optimization (CRO) through data analysis.
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• Create smart segmentations and conduct persona analysis using clustering techniques.
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• Apply behavioral forecasting with AI, including motivators, conversion, churn, and patterns.
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• Design Smart Agents for customer interaction and insight, tailored to your marketing context.
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• Apply growth hacking to search algorithms and digital channels (GEO).
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• Identify and integrate new regulations, ethical dilemmas, and risks into your marketing strategies. 
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This e-learning serves as a fully independent training course. It also provides the necessary preparation for the blended Digital Marketing Foundation classroom sessions, where you will further practice and apply these skills in interactive cases.

This learning path consists of:  

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• an eLearning consisting of a series of multi-media micro-learnings
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• access to our AI playground in which you build your first AI models and can practice prompting 
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• quizzes to test your knowledge 
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• support via our AI 'learning buddy' to experience an Agent helping you 
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• examples of advanced agents including our EU AI Act Buddy  
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After this e-learning, participants can further specialise in:

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• Generative AI Essentials – for prompting
  
  
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• Generative AI Foundation – for GPTs and smart AI agents for content and customer interaction
  
  
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• Growth – for data-driven business strategies and customer intelligence
  
  
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• AI Ethics and the EU AI Act
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The e-learning also serves as a springboard for blended learning programmes, such as the classroom-based Digital Marketing Foundation sessions, where knowledge is applied directly in practice through cases, discussions, and expert guidance.

The e-learning can be started directly after purchase.

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• The importance of data, data science, and AI in marketing
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• Applying basic skills in data analysis and AI for marketing purposes
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• Using first-party data and AI for digital marketing * Building your first AI models for marketing analysis
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• Optimizing SEO/GEO and copywriting using ChatGPT / GPT-4 and prompt engineering
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• Churn prediction and conversion rate optimization (CRO)
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• Segmentation with clustering and analysis per segment for personas/ICP (Ideal Customer Profile)
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• Behavioral forecasting with AI: motivators, conversion, churn, and patterns
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• Advanced use of AI explained * Designing Smart Agents for customer interaction and marketing insights
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• Growth hacking of search algorithms
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• New regulations, ethical dilemmas, and risks
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• Developing your own data- and AI-supported marketing strategy
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