Training course · Claude Code · Marketing

Claude Code for Marketing Teams

Agentic coding with Claude Code in the terminal and IDE: CLAUDE.md, subagents, hooks, MCP, CI pipelines and secure permissions.

Duration
2 days (14 hrs)
Format
Online or on-site
Language
German or English
Participants
open dates or exclusive for your team
Certificate
Certificate of attendance

Overview

This course connects Claude Code with the everyday processes of Marketing. Participants work on realistic scenarios and leave with prompts, workflows and checklists they can use straight away.

Claude Code is not only for professional developers. Business users with no programming background can use it to analyse data, clean up Excel and CSV files, generate reports or build small internal tools, all in plain language. You describe what should happen, and Claude Code writes and runs the necessary scripts itself. This course variant shows you how to put these capabilities to work in your daily job without needing to understand code, and how to check the results reliably before anyone relies on them.

You will work through realistic office scenarios: merging exports from several systems, producing analyses with charts, generating documents and mail merges automatically, or turning repetitive file chores into a single command. Working safely is a central theme: which data may be processed, how you stay in control of approvals, and when to involve your IT department. The result is a set of useful helpers that take load off your team while remaining transparent and easy to hand over.

Marketing teams now cover more channels, audiences and formats than ever, often on the same budget. Generative AI is fundamentally changing the work: AI assistants support market research, persona development and positioning, draft campaign concepts, landing page copy and ad variants and analyse campaign data. AI agents and automation take over routines such as adapting content for different channels, reporting or enriching leads. The value does not come from mass production but from faster testing, better personalisation and more time for strategy and creativity. Clear brand guidelines as the foundation for prompts, careful handling of customer data and editorial review keep content accurate, legally sound and on brand.

The course is delivered live – either online in a virtual classroom or on-site in our training rooms in Munich, Salzburg, Berlin, Augsburg, Hanover, Bremen, Stuttgart and Kaiserslautern. We can also run it exclusively for your team.

Who is this course for?

  • Marketing managers and heads of marketing
  • Performance and digital marketing specialists
  • Product and brand managers
  • Marketing operations and CRM owners
  • Agency staff

Typical challenges we address

  • Delivering a consistent brand message across many channels and formats
  • Testing campaigns quickly and drawing meaningful conclusions
  • Sharpening target groups and personas with data
  • Organising content production and approvals with limited resources

What you will be able to do

  • You commission data analyses and file tasks from Claude Code in plain language.
  • You clean and combine Excel and CSV data and check the results for plausibility.
  • You automate recurring document and reporting tasks with reusable instructions.
  • You have small internal helper tools built and refine them step by step.
  • Use AI for audience analysis, campaign concepts and copy variants within your brand guidelines.
  • Analyse campaign data with AI support and make well-founded decisions.
  • Automate marketing routines in a privacy-compliant way with clear approval steps.

Course outline

Day 1

Module 1 Getting started without coding skills
  • What a coding agent is and what it is allowed to do on your computer
  • Launching Claude Code and setting up a protected working folder
  • Describing tasks in everyday language: goal, input files, expected result
  • Understanding approval prompts and consciously accepting or declining them
Module 2 Analysing data in Excel and CSV files
  • Cleaning exports: duplicates, date formats, missing values
  • Combining several tables and calculating key figures
  • Producing charts and summaries as Excel files or images
  • Sanity-checking results with spot checks and cross-calculations
Module 3 Automating documents and routine tasks
  • Generating reports, minutes and mail merges from templates and data
  • Renaming, sorting and converting files automatically
  • Saving recurring procedures as reusable instructions
  • Writing a simple team guide in CLAUDE.md
Module 4 Building small scripts and internal tools
  • From idea to working helper: stating requirements clearly
  • Having simple input forms or local web interfaces created
  • Improving step by step: describing problems instead of debugging yourself
  • Documenting results so colleagues can use them

Day 2

Module 5 Working safely and responsibly
  • Handling personal and confidential data correctly
  • Limiting permissions and working only in approved folders
  • Recognising limits: when a tool should be handed over to IT
  • Coordinating with IT, data protection and business owners
Module 6 Hands-on project: your own solution for Marketing
  • Briefing generator – A web app that collects goals, audience and budget via a form and produces a structured campaign brief for agencies or internal teams.
  • UTM and campaign manager – An internal tool that generates UTM parameters according to fixed naming conventions, documents campaigns and provides consistent links for every channel.
  • Brand voice checker – A small app that checks copy against brand guidelines, flags banned terms and suggests rewording in the desired tone of voice.
Module 7 Data protection, quality & transfer to daily work
  • Marketing use of AI must comply with the GDPR and ePrivacy rules on tracking, consent and personalisation; customer data belongs only in approved tools. Unfair competition law applies to advertising claims, copyright and trademark law to generated content, and the EU AI Act's transparency duties to AI-generated media.
  • Ground rules for safe AI use in your team
  • Checking results: facts, sources, tests and the four-eyes principle
  • Personal action plan for the next 30 days
  • Open questions, outlook and resources for further learning

Practical scenarios from your field

Audiences and personas

An AI assistant condenses market studies, customer feedback and sales notes into personas with needs, objections and buying criteria, then derives key messages and value propositions for campaigns.

Campaign concepts

From the brief, goals and budget, AI develops several campaign ideas with a central idea, channel mix, messages and KPIs, which the team evaluates, combines and refines.

Ad and copy variants

AI creates variants of headlines, ad copy, subject lines and calls to action within brand guidelines and prepares A/B tests whose results are then analysed.

Campaign reporting analysis

Exports from ad platforms, web analytics and CRM are combined, anomalies explained and recommendations drafted, so reporting meetings can focus on decisions rather than data gathering.

Competitor monitoring

AI summarises publicly available information on competitors, such as website messaging, product launches and pricing communication, and highlights differences from your own positioning.

Marketing automation

Workflows enrich new leads, segment contacts, draft personalised nurture emails and notify sales as soon as a lead meets defined qualification criteria.

Possible hands-on projects

Briefing generator

A web app that collects goals, audience and budget via a form and produces a structured campaign brief for agencies or internal teams.

UTM and campaign manager

An internal tool that generates UTM parameters according to fixed naming conventions, documents campaigns and provides consistent links for every channel.

Brand voice checker

A small app that checks copy against brand guidelines, flags banned terms and suggests rewording in the desired tone of voice.

Prerequisites

No programming knowledge is needed; confident use of Excel, files and folders on your own computer is sufficient. You work in marketing or at an agency and understand the basics of campaign planning and digital channels.

Technical requirements

Your own laptop with admin rights, Git, a Node.js runtime and an up-to-date editor; a Claude subscription or Anthropic API access is required for the exercises.

Data protection & compliance

Marketing use of AI must comply with the GDPR and ePrivacy rules on tracking, consent and personalisation; customer data belongs only in approved tools. Unfair competition law applies to advertising claims, copyright and trademark law to generated content, and the EU AI Act's transparency duties to AI-generated media.

Suggested dates

All dates are suggestions – your preferred date is always possible.

  • Wed, 25 November 2026 – Thu, 26 November 2026 Online Request
  • Wed, 9 December 2026 – Thu, 10 December 2026 Salzburg Request
  • Wed, 16 December 2026 – Thu, 17 December 2026 Online Request
  • Mon, 18 January 2027 – Tue, 19 January 2027 Bremen Request
  • Mon, 25 January 2027 – Tue, 26 January 2027 Online Request
  • Wed, 3 February 2027 – Thu, 4 February 2027 Augsburg Request

Frequently asked questions

How is Claude Code different from traditional code completion?

Code completion suggests the next few lines, whereas Claude Code acts as an agent that handles whole tasks: it searches the repository, plans changes across several files, runs tests and commands, and corrects itself based on the results. You define the goal and review the outcome instead of steering every single line yourself.

Is Claude Code secure enough for enterprise use?

By default, Claude Code asks for approval before editing files or running commands. Permission rules, sandboxing, managed settings and hooks let you define precisely what the agent may do. During the course you learn to configure these mechanisms to match your security and data protection requirements and to assess risks such as prompt injection.

Does Claude Code work with my language and tech stack?

Yes. Claude Code is language-agnostic because it works with files, terminal commands and your existing build and test tooling. Whether you use Python, Java, TypeScript, Go, SAP-related code or infrastructure as code, what matters most is a well-written CLAUDE.md describing your commands and conventions. Each course variant adds the relevant domain focus.

How do we keep AI-generated content on brand?

Start with well-documented brand guidelines covering tone of voice, sample copy and banned terms, and provide them as context to AI assistants. Combined with reusable prompt templates and editorial approval, this produces consistent copy. In the course we build such templates together for your channels.

Who owns the rights to AI-generated content?

Purely machine-generated content is generally not protected by copyright in many jurisdictions, including Germany, whereas works substantially shaped by people can be. You also need to check that outputs do not infringe third-party rights such as trademarks or well-known imagery. We discuss practical rules for approval and labelling.

How much does “Claude Code for Marketing Teams” cost?

The course costs a flat €949 plus VAT per participant – whether online or on-site. This includes 2 training day(s) with a live trainer, course materials, a lab environment and a certificate of attendance.

Can I suggest my own date?

Yes. Our suggested dates are just a guide. In the request form you can always describe your preferred date or period in free text – we check availability and confirm within one working day.

Is the course online or on-site?

Both are possible: live online in a virtual classroom or on-site in Munich, Salzburg, Berlin, Augsburg, Hanover, Bremen, Stuttgart or Kaiserslautern. We can also run the course exclusively for your team.

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