Estimated duration: 60 hours (self-paced)

Includes structured lessons, applied activities and quizzes, plus a final applied project. On successful completion, you’ll receive a certificate of completion aligned with real-world professional standards.

By the end of this course, you will be able to confidently:

Design intelligent marketing strategies that drive real business outcomes

You’ll learn how to connect artificial intelligence (AI) directly to business and marketing objectives. This includes designing AI-driven strategies, forecasting customer intent and churn, analysing consumer behaviour with predictive analytics, and using AI for competitive analysis and industry benchmarking—so every decision is data-led and commercially grounded.

Personalise, automate, and optimise the entire customer journey with AI

You’ll master how to use AI to build behavioural and psychographic segmentation, develop dynamic customer personas, implement recommendation systems, and personalise experiences at scale. You’ll also learn how to automate email, social media, and paid campaigns, and optimise performance in real time using AI-generated insights.

Execute, evaluate, and improve AI-powered campaigns responsibly

You’ll gain the skills to create marketing content with AI while protecting brand integrity, run AI-powered A/B testing, monitor campaign performance continuously, and improve marketing ROI using predictive insights—while applying ethical judgement, transparency, and human oversight in all AI-assisted decisions.

WHO THIS COURSE IS FOR

If you want to stay competitive in an AI-driven digital landscape, this course will show you how to combine marketing strategy with powerful artificial intelligence tools. This course is ideal if: • You want to design smarter marketing strategies using AI • You work in digital marketing or business strategy • You want to integrate AI into your marketing workflow

About AI Digital Academy

Looking to revolutionise your marketing education? AI Digital Academy offers the nationally ASQA-recognised 11394NAT Diploma of Artificial Intelligence (AI) in Marketing. Our comprehensive courses will empower you to deliver cutting-edge education and stay at the forefront of marketing trends. 

Curriculum

23 Chapters · 210 Lessons

  1. 1

    Lesson 1.1 – Welcome to This Unit

    1. (Included in full purchase)

      Lesson 1.1 – Welcome to This Unit

    2. (Included in full purchase)

      Lesson 1.1

    3. (Included in full purchase)

      1.1.1 Introduction to This Unit

    4. (Included in full purchase)

      1.1.2 Why This Unit Matters

    5. (Included in full purchase)

      1.1.3 How AI Has Transformed the Marketing Landscape

    6. (Included in full purchase)

      1.1.4 The Sales Funnel and Customer Journey as Foundations

    7. (Included in full purchase)

      1.1.5 Core Concepts Before Designing AI-Driven Strategies

    8. (Included in full purchase)

      1.1.6 How AI Interprets Customer Behaviour

    9. (Included in full purchase)

      1.1.7 The Changing Role of the Modern Marketer

    10. (Included in full purchase)

      1.1.8 Building the Foundation for Later Lessons

    11. (Included in full purchase)

      1.1.9 Reflection Task

  2. 2

    Lesson 1.2 – AI, Business Objectives and Strategic Foundations

    1. (Included in full purchase)

      Lesson 1.2

    2. (Included in full purchase)

      1.2.1 Introduction to Business Objectives in Digital Marketing

    3. (Included in full purchase)

      1.2.2 Understanding Common Business Objectives

    4. (Included in full purchase)

      1.2.3 Linking Business Objectives to Marketing Objectives

    5. (Included in full purchase)

      1.2.4 How AI Supports Business and Marketing Objectives

    6. (Included in full purchase)

      1.2.5 A Framework for Connecting Business Objectives to AI Opportunities

    7. (Included in full purchase)

      1.2.6 Real Examples of AI Supporting Business Objectives

    8. (Included in full purchase)

      1.2.7 The Role of Data in Connecting AI to Business Strategy

    9. (Included in full purchase)

      1.2.8 Understanding Organisational Readiness for AI

    10. (Included in full purchase)

      1.2.9 Limitations and Risks when linking AI to Business Objectives

    11. (Included in full purchase)

      1.2.10 Summary of Key Learning Points

    12. (Included in full purchase)

      1.2.11 Reflection Task

  3. 3

    Lesson 1.3 – Selecting and Evaluating AI Tools for Data-Driven Marketing Insights

    1. (Included in full purchase)

      Lesson 1.3

    2. (Included in full purchase)

      1.3.1 Introduction to AI Tools in Modern Marketing

    3. (Included in full purchase)

      1.3.2 Why AI Tools Matter for Data-Driven Insights

    4. (Included in full purchase)

      1.3.3 Key Categories of AI Tools in Marketing

    5. (Included in full purchase)

      1.3.4 The Importance of Matching the Tool to the Objective

    6. (Included in full purchase)

      1.3.5 The 6 Criteria for Evaluating AI Tools

    7. (Included in full purchase)

      1.3.6 Analysing an AI Tool: A Step-by-Step Example

    8. (Included in full purchase)

      1.3.7 Understanding Data as the Foundation for AI Tools

    9. (Included in full purchase)

      1.3.8 Risks and Limitations When Selecting AI Tools

    10. (Included in full purchase)

      1.3.9 Summary of Key Learning Points

    11. (Included in full purchase)

      1.3.10 Reflection Task

  4. 4

    Lesson 1.4 – Defining AI-Based Marketing Goals

    1. (Included in full purchase)

      1.4.1 Introduction to AI-Based Marketing Goals

    2. (Included in full purchase)

      1.4.2 The Difference Between Traditional and AI-Based Goals

    3. (Included in full purchase)

      1.4.3 Why AI-Based Goals Are Important

    4. (Included in full purchase)

      1.4.4 The Three Core Types of AI-Based Goals

    5. (Included in full purchase)

      1.4.5 A 5-Step Framework for Defining AI-Based Marketing Goals

    6. (Included in full purchase)

      1.4.6 Detailed Examples of AI-Based Marketing Goals

    7. (Included in full purchase)

      1.4.7 Common Mistakes When Setting AI-Based Marketing Goals

    8. (Included in full purchase)

      1.4.8 How AI-Based Goals Connect to the Customer Journey

    9. (Included in full purchase)

      1.4.9 Summary of Key Learning Points

    10. (Included in full purchase)

      1.4.10 Reflection Task

  5. 5

    Lesson 1.5 – Building a Strategic AI Framework for Digital Marketing

    1. (Included in full purchase)

      1.5.1 Introduction

    2. (Included in full purchase)

      1.5.2 Why a Framework Matters

    3. (Included in full purchase)

      1.5.3 Step 1: Start With the Business Objective

    4. (Included in full purchase)

      1.5.4 Step 2: Translate the Business Objective Into a Marketing Objective

    5. (Included in full purchase)

      1.5.5 Step 3: Identify Where AI Can Add Value

    6. (Included in full purchase)

      1.5.6 Step 4: Select Tools and Ensure Data Alignment

    7. (Included in full purchase)

      1.5.7 Step 5: Map AI Activities to the Customer Journey

    8. (Included in full purchase)

      1.5.8 Step 6: Define How Success Will Be Measured

    9. (Included in full purchase)

      1.5.9 Putting It All Together: A Practical Example

    10. (Included in full purchase)

      1.5.10 Summary

    11. (Included in full purchase)

      1.5.11 Reflection

    12. (Included in full purchase)

      Lesson 1 - Quiz

  6. 6

    Lesson 2.1 – AI-Driven Consumer Behaviour Analysis

    1. (Included in full purchase)

      2.1.1 Introduction

    2. (Included in full purchase)

      2.1.2 What AI-Driven Behaviour Analysis Means

    3. (Included in full purchase)

      2.1.3 How AI Identifies Patterns in Consumer Behaviour

    4. (Included in full purchase)

      2.1.4 Types of Insights AI Can Reveal

    5. (Included in full purchase)

      2.1.5 Practical Applications in Digital Marketing

    6. (Included in full purchase)

      2.1.6 Real-World Example

    7. (Included in full purchase)

      2.1.7 Ethical and Responsible Use

    8. (Included in full purchase)

      2.1.8 Summary of Lesson

    9. (Included in full purchase)

      2.1.9 Reflection Task

    10. (Included in full purchase)

      Lesson 2 - Intro

  7. 7

    Lesson 2.2 – Predictive Analytics for Forecasting Consumer Needs and Behaviours

    1. (Included in full purchase)

      2.2.1 Introduction

    2. (Included in full purchase)

      2.2.2 What Predictive Analytics Is

    3. (Included in full purchase)

      2.2.3 How Predictive Models Work

    4. (Included in full purchase)

      2.2.4 Why Predictive Analytics Matters in Marketing

    5. (Included in full purchase)

      2.2.5 Types of Predictive Models Used in Marketing

    6. (Included in full purchase)

      2.2.6 Realistic Applications of Predictive Analytics

    7. (Included in full purchase)

      2.2.7 The Data Required for Predictive Analytics

    8. (Included in full purchase)

      2.2.8 Challenges and Limitations

    9. (Included in full purchase)

      2.2.9 Summary of Lesson 2.2

    10. (Included in full purchase)

      2.2.10 Reflection Task

  8. 8

    Lesson 2.3 – AI-Powered Competitive Analysis and Industry Benchmarking

    1. (Included in full purchase)

      2.3.1 Introduction

    2. (Included in full purchase)

      2.3.2 What AI-Powered Competitive Analysis Means

    3. (Included in full purchase)

      2.3.3 Why AI Is Essential for Competitive Benchmarking

    4. (Included in full purchase)

      2.3.4 What AI Tools Analyse in Competitive Research

    5. (Included in full purchase)

      2.3.5 Examples of Common AI-Powered Competitive Analysis Tools

    6. (Included in full purchase)

      2.3.6 How AI Benchmarks Industry Trends

    7. (Included in full purchase)

      2.3.7 Practical Examples of AI Competitive Analysis in Action

    8. (Included in full purchase)

      2.3.8 Interpreting Insights for Strategic Action

    9. (Included in full purchase)

      2.3.9 Summary of Lesson 2.3

    10. (Included in full purchase)

      2.3.10 Reflection Task

  9. 9

    Lesson 2.4 – Interpreting AI-Generated Insights to Refine and Adapt Marketing Strategies

    1. (Included in full purchase)

      2.4.1 Introduction

    2. (Included in full purchase)

      2.4.2 What “Interpretation” Means in Marketing

    3. (Included in full purchase)

      2.4.3 Types of AI Insights Marketers Commonly Interpret

    4. (Included in full purchase)

      2.4.4 Turning Insights Into Strategic Action

    5. (Included in full purchase)

      2.4.5 Practical Examples of Interpreting AI Insights

    6. (Included in full purchase)

      2.4.6 Avoiding Misinterpretation of Insights

    7. (Included in full purchase)

      2.4.7 The Balance Between AI Insight and Human Judgment

    8. (Included in full purchase)

      2.4.8 Summary of Lesson 2.4

    9. (Included in full purchase)

      2.4.9 Reflection Task

    10. (Included in full purchase)

      End of Lesson 2 Summary

    11. (Included in full purchase)

      Lesson 2 - Quiz

  10. 10

    Lesson 3.1 – AI for Behavioural and Psychographic Segmentation

    1. (Included in full purchase)

      Lesson 3 - Intro

    2. (Included in full purchase)

      3.1.1 Introduction

    3. (Included in full purchase)

      3.1.2 How AI Reinvents Segmentation

    4. (Included in full purchase)

      3.1.3 Behavioural Segmentation in Action

    5. (Included in full purchase)

      3.1.4 Understanding Psychographics Through AI

    6. (Included in full purchase)

      3.1.5 How AI Builds the Segments

    7. (Included in full purchase)

      3.1.6 Why This Matters for Personalisation

    8. (Included in full purchase)

      3.1.7 Example: A Fitness Brand Using AI Segmentation

    9. (Included in full purchase)

      3.1.8 Summary

    10. (Included in full purchase)

      3.1.9 Reflection Task

  11. 11

    Lesson 3.2 – AI-Driven Dynamic Customer Personas

    1. (Included in full purchase)

      3.2.1 Introduction

    2. (Included in full purchase)

      3.2.2 What Makes a Persona “Dynamic”?

    3. (Included in full purchase)

      3.2.3 How AI Builds Dynamic Personas

    4. (Included in full purchase)

      3.2.4 Why AI Personas Are More Accurate

    5. (Included in full purchase)

      3.2.5 What an AI Persona Looks Like

    6. (Included in full purchase)

      3.2.6 How Marketers Use Dynamic Personas

    7. (Included in full purchase)

      3.2.7 Example: A Travel Brand Using AI Personas

    8. (Included in full purchase)

      3.2.8 Ethical Notes

    9. (Included in full purchase)

      3.2.9 Summary of Lesson 3.2

    10. (Included in full purchase)

      3.2.10 Reflection Task

  12. 12

    Lesson 3.3 – AI-Powered Recommendation Systems for Personalisation

    1. (Included in full purchase)

      3.3.1 Introduction

    2. (Included in full purchase)

      3.3.2 What Recommendation Systems Do

    3. (Included in full purchase)

      3.3.3 How AI Learns What to Recommend

    4. (Included in full purchase)

      3.3.4 Why Recommendation Systems Matter for Personalisation

    5. (Included in full purchase)

      3.3.5 Real-World Examples

    6. (Included in full purchase)

      3.3.6 Implementing Recommendation Systems in Marketing

    7. (Included in full purchase)

      3.3.7 Example Scenario: A Clothing Brand Using Recommendations

    8. (Included in full purchase)

      3.3.8 Challenges and Best Practices

    9. (Included in full purchase)

      3.3.9 Summary of Lesson 3.3

    10. (Included in full purchase)

      3.3.10 Reflection Task

  13. 13

    Lesson 3.4 – Real-Time Campaign Optimisation with AI Segmentation Insights

    1. (Included in full purchase)

      3.4.1 Introduction

    2. (Included in full purchase)

      3.4.2 How Real-Time Optimisation Works

    3. (Included in full purchase)

      3.4.3 Why Segmentation Insights Are Key

    4. (Included in full purchase)

      3.4.4 What Elements AI Can Optimise in Real Time

    5. (Included in full purchase)

      3.4.5 Example: A Real-Time Optimised Email Campaign

    6. (Included in full purchase)

      3.4.6 Example: E-Commerce Retargeting Campaign

    7. (Included in full purchase)

      3.4.7 Why Human Oversight Is Still Essential

    8. (Included in full purchase)

      3.4.8 Benefits of Real-Time AI Optimisation

    9. (Included in full purchase)

      3.4.9 Summary of Lesson 3.4

    10. (Included in full purchase)

      3.4.10 Reflection Task

    11. (Included in full purchase)

      Lesson 3 - Quiz

  14. 14

    Lesson 4.1 – Creating Marketing Materials with AI-Generated Content Tools

    1. (Included in full purchase)

      Lesson 4 - Intro

    2. (Included in full purchase)

      4.1.1 Introduction

    3. (Included in full purchase)

      4.1.2 How AI Supports Creative Work

    4. (Included in full purchase)

      4.1.3 Examples of AI Tools Used in Marketing

    5. (Included in full purchase)

      4.1.4 What Makes AI Content Effective?

    6. (Included in full purchase)

      4.1.5 Using AI to Develop Marketing Materials (Practical Flow)

    7. (Included in full purchase)

      4.1.6 Real-World Example

    8. (Included in full purchase)

      4.1.7 Ethical and Legal Considerations

    9. (Included in full purchase)

      4.1.8 Summary of Lesson 4.1

    10. (Included in full purchase)

      4.1.9 Reflection Task

  15. 15

    Lesson 4.2 - AI Driven Campaign Automation for Email, Social Media and Paid Advertising

    1. (Included in full purchase)

      4.2.1 Introduction

    2. (Included in full purchase)

      4.2.2 What AI Driven Campaign Automation Means

    3. (Included in full purchase)

      4.2.3 How AI Supports Email Automation

    4. (Included in full purchase)

      4.2.4 AI Automation for Social Media

    5. (Included in full purchase)

      4.2.5 AI Automation in Paid Advertising

    6. (Included in full purchase)

      4.2.6 What Makes AI Automation Effective

    7. (Included in full purchase)

      4.2.7 Example: A Fully Automated Multi Channel Campaign

    8. (Included in full purchase)

      4.2.8 Ethical and Practical Considerations

    9. (Included in full purchase)

      4.2.9 Summary of Lesson 4.2

    10. (Included in full purchase)

      4.2.10 Reflection Task

  16. 16

    Lesson 4.3 - AI for A/B Testing and Real Time Performance Analysis

    1. (Included in full purchase)

      4.3.1 Introduction

    2. (Included in full purchase)

      4.3.2 How AI Enhances A/B Testing

    3. (Included in full purchase)

      4.3.3 What AI Looks For During a Test

    4. (Included in full purchase)

      4.3.4 Real Time Optimisation in Action

    5. (Included in full purchase)

      4.3.5 Why This Matters for Marketers

    6. (Included in full purchase)

      4.3.6 Example: AI Optimising a Streaming Ad Campaign

    7. (Included in full purchase)

      4.3.7 Ethics and Human Oversight

    8. (Included in full purchase)

      4.3.8 Summary of Lesson 4.3

    9. (Included in full purchase)

      4.3.9 Reflection Task

  17. 17

    Lesson 4.4 - Monitoring AI Assisted Campaign Performance and Adjusting with Predictive Insights

    1. (Included in full purchase)

      4.4.1 Introduction

    2. (Included in full purchase)

      4.4.2 What AI Monitors During a Campaign

    3. (Included in full purchase)

      4.4.3 Using Predictive Insights to Guide Adjustments

    4. (Included in full purchase)

      4.4.4 How Adjustments Are Made

    5. (Included in full purchase)

      4.4.5 Example: Predictive Adjustments in a Fitness Campaign

    6. (Included in full purchase)

      4.4.6 Why Predictive Monitoring Matters

    7. (Included in full purchase)

      4.4.7 Ethics and Human Oversight

    8. (Included in full purchase)

      4.4.8 Summary of Lesson 4.4

    9. (Included in full purchase)

      4.4.9 Reflection Task

    10. (Included in full purchase)

      Lesson 4 - Quiz

    11. (Included in full purchase)

      End of Section 4 Summary - AI in Content Creation and Campaign Execution

  18. 18

    Lesson 5.1 – Analysing the Effectiveness of AI Powered Marketing Strategies

    1. (Included in full purchase)

      Lesson 5 - Intro

    2. (Included in full purchase)

      5.1.1 Introduction

    3. (Included in full purchase)

      5.1.2 What Makes AI Campaign Evaluation Different

    4. (Included in full purchase)

      5.1.3 Key Metrics for Evaluating AI Marketing Strategies

    5. (Included in full purchase)

      5.1.4 Using AI Tools for Performance Evaluation

    6. (Included in full purchase)

      5.1.5 Example: Evaluating an AI Powered Email Campaign

    7. (Included in full purchase)

      5.1.6 Why Evaluation Matters

    8. (Included in full purchase)

      5.1.7 Summary of Lesson 5.1

    9. (Included in full purchase)

      5.1.8 Reflection Task

  19. 19

    Lesson 5.2 – Identifying Areas for Improvement with AI-Driven Insights

    1. (Included in full purchase)

      5.2.1 Introduction

    2. (Included in full purchase)

      5.2.2 Why AI is Effective for Identifying Improvement Areas

    3. (Included in full purchase)

      5.2.3 Types of AI Insights That Reveal Improvement Opportunities

    4. (Included in full purchase)

      5.2.4 Using AI Dashboards and Predictive Models

    5. (Included in full purchase)

      5.2.5 Example: AI Identifying Improvements in a Paid Ads Campaign

    6. (Included in full purchase)

      5.2.6 The Role of Human Interpretation

    7. (Included in full purchase)

      5.2.7 Summary of Lesson 5.2

    8. (Included in full purchase)

      5.2.8 Reflection Task

  20. 20

    Lesson 5.3 – Using AI-Powered Optimisation Techniques to Improve Marketing ROI

    1. (Included in full purchase)

      5.3.1 Introduction

    2. (Included in full purchase)

      5.3.2 How AI Optimises for Better ROI

    3. (Included in full purchase)

      5.3.3 Predictive Optimisation Techniques

    4. (Included in full purchase)

      5.3.4 Channel and Budget Optimisation

    5. (Included in full purchase)

      5.3.5 Creative and Message Optimisation

    6. (Included in full purchase)

      5.3.6 Example: Boosting ROI for an Online Course Launch

    7. (Included in full purchase)

      5.3.7 Why AI Improves ROI More Than Manual Optimisation

    8. (Included in full purchase)

      5.3.8 Summary of Lesson 5.3

    9. (Included in full purchase)

      5.3.9 Reflection Task

    10. (Included in full purchase)

      Lesson 5 - Quiz

  21. 21

    Final Project

    1. (Included in full purchase)

      Final Project

  22. 22

    Business Primer prompt

    1. (Included in full purchase)

      How to Use the Business Primer Prompt

    2. (Included in full purchase)

      Business Primer Prompt - File to download

  23. 23

    Master Prompt

    1. (Included in full purchase)

      How to Use the MASTER Prompt File

    2. (Included in full purchase)

      Master Prompt - File to download

Student Testimonials

Hear from professionals who have applied AI-driven strategies with confidence after completing this course.

”
This course completely changed how I approach marketing strategy. It goes beyond tools and shows you how to think strategically with artificial intelligence (AI), from customer behaviour and forecasting to real-time optimisation. Practical, clear, and immediately applicable.
Laura M.

Sydney, Australia

”
I finally understand how to use AI properly in marketing, not just experiment with it. The frameworks, real-world examples, and final project helped me design a full AI-driven strategy with confidence. One of the most practical courses I’ve taken.
Maria C.

Rome, Italy

Ready to Transform Your Marketing Education?

Most AI courses teach tools. This course teaches decision-making, systems thinking, and strategic application.

$797.00

Enrol Now