Training course · Claude · Marketing

Claude for Marketing Teams

Claude as an AI assistant for knowledge work: projects, Artifacts, long documents, analysis and precise writing for teams.

Duration
1 day (7 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 with the everyday processes of Marketing. Participants work on realistic scenarios and leave with prompts, workflows and checklists they can use straight away.

Anthropic's Claude has become a go-to AI assistant for demanding knowledge work: it handles very long documents, reasons transparently and writes in a measured, easily steerable style. In this practical day you learn to exploit these strengths systematically. You analyse lengthy reports, contracts or policies, compare several sources and extract key findings with references to the exact passages. With Projects you store background knowledge and working instructions permanently, so Claude knows your terminology, templates and quality standards and you no longer start from scratch with every request.

We also show how to use Artifacts to produce standalone deliverables – structured documents, tables, charts or small interactive tools – and share them with your team. You analyse files with the built-in analysis capability, use research and connectors to company data, and put Claude to work as a critical reviewer of your own writing. A dedicated session covers Team and Enterprise plans, access management and data protection. By the end you have tested project set-ups and prompt patterns that you can apply straight away in your own function.

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 write precise, structured instructions that let Claude handle complex tasks reliably.
  • You analyse long and multiple documents and obtain referenced, verifiable summaries.
  • You set up Projects with a knowledge base and style rules and share them with your team.
  • You use Artifacts and the analysis capability to produce usable documents, tables and evaluations.
  • 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

Module 1 Understanding and directing Claude
  • Model family, strengths and limitations compared with other assistants
  • Clear instructions with context, examples and the desired output format
  • Structured input using sections and tags for complex tasks
  • Extended thinking and step-by-step approaches for demanding questions
Module 2 Analysing long documents
  • Uploading and querying large PDFs, reports and contract sets
  • Comparing multiple documents and surfacing contradictions
  • Summaries with references to specific passages
  • Deriving checklists and review grids from policies and guidelines
Module 3 Projects and knowledge base
  • Creating Projects with knowledge documents and persistent instructions
  • Storing style and terminology rules for consistent results
  • Sharing Projects with the team and developing them together
  • Making good use of connectors to drives and business applications
Module 4 Artifacts, analysis and writing
  • Creating Artifacts for documents, tables, charts and interactive tools
  • Analysing files and spreadsheets with the built-in analysis capability
  • Drafting, shortening, rewording and tailoring text to audiences
  • Using Claude as a critical reviewer of arguments and gaps
Module 5 Team use, data protection and quality
  • Team and Enterprise plans: administration, roles and sharing
  • Handling confidential and personal data in line with GDPR
  • Checking output: verifying facts, figures and quotations
  • Defining internal guidelines and reusable prompt patterns
Module 6 Practice lab: Marketing
  • Audiences and personas
  • Campaign concepts
  • Ad and copy variants
  • Campaign reporting analysis
  • Competitor monitoring
  • Marketing automation
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.

Prerequisites

Confident use of office applications and a web browser; prior AI experience is helpful but not required. Your own non-confidential documents are welcome as practice material. You work in marketing or at an agency and understand the basics of campaign planning and digital channels.

Technical requirements

A laptop with an up-to-date browser or the Claude desktop app and a Claude account; we recommend Pro, Team or Enterprise access for Projects and larger files.

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 Online Request
  • Fri, 11 December 2026 Berlin Request
  • Tue, 15 December 2026 Online Request
  • Wed, 13 January 2027 Stuttgart Request
  • Mon, 18 January 2027 Online Request
  • Mon, 1 February 2027 Hanover Request

Frequently asked questions

How does Claude differ from ChatGPT in everyday work?

Both are capable general-purpose assistants. Claude particularly stands out with very long documents, careful reasoning and an easily steerable writing style, while Projects and Artifacts support structured work. Which tool fits better depends on your tasks, integrations and company policies – the course gives you criteria for an informed assessment.

What are Artifacts and why would I use them?

Artifacts are standalone deliverables that Claude creates in a separate panel next to the chat – a document, a table, a chart or a small interactive tool, for example. They can be revised in a targeted way, downloaded and shared. A conversation therefore produces ready-to-use results rather than scattered fragments of text.

Is my data used to train Claude?

On Team and Enterprise plans, business content is not used for model training as a matter of principle. For individual accounts this depends on settings you should review yourself. Regardless of the plan, GDPR and internal confidentiality rules apply. In the course we walk through the relevant settings and the questions to ask.

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 for Marketing Teams” cost?

The course costs a flat €949 plus VAT per participant – whether online or on-site. This includes 1 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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