Training course · Microsoft 365 Copilot · Marketing

Microsoft 365 Copilot for Marketing Teams

Use Microsoft 365 Copilot and Copilot Chat in Word, Excel, PowerPoint, Outlook and Teams productively, securely and in line with permissions.

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 Microsoft 365 Copilot with the everyday processes of Marketing. Participants work on realistic scenarios and leave with prompts, workflows and checklists they can use straight away.

Microsoft 365 Copilot brings AI right into the applications where your daily work happens: Word, Excel, PowerPoint, Outlook and Teams. What sets it apart from publicly available chatbots is its grounding in your organisation's data via Microsoft Graph – Copilot can draw on the emails, meetings, chats and documents you already have access to. In this practical day you learn to use that connection deliberately: drafting content from existing files, summarising inboxes and long threads, following up on meetings and generating presentations from Word documents.

You also learn how the licensed Copilot differs from Copilot Chat, when web-grounded and when work-grounded answers make sense, and how to use both prebuilt and your own agents. A central topic is the permission model: Copilot only surfaces what you are allowed to see, so sharing settings in SharePoint, OneDrive and Teams directly determine the quality and security of results. You leave with tested prompts for every Office application and a clear understanding of responsible use within your tenant.

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 use Copilot in Word, Excel, PowerPoint, Outlook and Teams for your recurring tasks.
  • You write prompts that draw on existing files, emails and meetings as context.
  • You distinguish between Microsoft 365 Copilot and Copilot Chat and choose the right mode.
  • You use prebuilt agents and create a simple agent of your own for your team.
  • 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 Copilot fundamentals and Microsoft Graph
  • Microsoft 365 Copilot and Copilot Chat: capabilities and licensing
  • Grounding in organisational data through Microsoft Graph
  • Switching between web and work context and referencing specific files
  • Prompt structure with goal, context, source and expectations
Module 2 Word and PowerPoint
  • Drafting from existing documents, notes and emails
  • Rewriting, shortening, adjusting tone and summarising text
  • Generating presentations from Word documents or outlines
  • Refining slides, adding speaker notes and sharpening key messages
Module 3 Excel and data analysis
  • Querying tables, spotting trends and highlighting outliers
  • Getting suggestions for formulas, calculated columns and conditional formatting
  • Creating charts and pivot analyses from natural language
  • Sanity-checking results and ensuring data quality
Module 4 Outlook, Teams and agents
  • Summarising long email threads and drafting replies
  • Summarising Teams meetings and extracting action items and open questions
  • Using Copilot Pages and Notebooks for collaborative work
  • Using prebuilt agents and creating your own with Agent Builder
Module 5 Permissions, data protection and governance
  • The permission model: Copilot only shows what you can access
  • Identifying oversharing in SharePoint, OneDrive and Teams
  • Sensitivity labels, data boundaries and GDPR considerations
  • Usage policies, team adoption and measuring impact
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 everyday use of Word, Excel, PowerPoint, Outlook and Teams; no prior AI knowledge is required. You work in marketing or at an agency and understand the basics of campaign planning and digital channels.

Technical requirements

A laptop with access to Microsoft 365 via your work account; a Microsoft 365 Copilot licence is ideal for all exercises, while Copilot Chat covers part of the content.

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.

  • Tue, 24 November 2026 Online Request
  • Wed, 9 December 2026 Berlin Request
  • Wed, 16 December 2026 Online Request
  • Tue, 19 January 2027 Stuttgart Request
  • Wed, 3 February 2027 Online Request
  • Fri, 12 February 2027 Hanover Request

Frequently asked questions

What is the difference between Microsoft 365 Copilot and Copilot Chat?

Copilot Chat is available to many work accounts without an additional licence and answers mainly from web content and uploaded files. The licensed Microsoft 365 Copilot also reaches your emails, meetings and documents through Microsoft Graph and is built directly into Word, Excel, PowerPoint, Outlook and Teams.

Can Copilot see my colleagues' confidential files?

Copilot respects existing permissions and only surfaces content you can already access yourself. Problems arise when files are shared too broadly – with the entire organisation, for instance. In the course you learn how to spot such oversharing and how to fix it properly together with your IT team.

Do I need prompting experience for this course?

No. We start with the fundamentals of good prompts and practise them directly in the Office applications. What matters is that you are comfortable using Word, Excel, PowerPoint, Outlook and Teams day to day. Everything else – from referencing files to working with agents – we build up step by step through realistic tasks.

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 “Microsoft 365 Copilot 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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