Business fields · Marketing

AI training for Marketing Teams

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.

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

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.

All 16 courses for Marketing Teams

AI for business (13)

Vibe & agentic coding (3)

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.

Prerequisites

You work in marketing or at an agency and understand the basics of campaign planning and digital channels.

Frequently asked questions

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.

Request without obligation

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Total €949 plus VAT