Estimated duration: 60 hours (self-paced)

Includes structured lessons, applied activities, quizzes, and videos, 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

28 Chapters · 257 Lessons

    1. Introduction to the Course Free preview
    2. (Included in full purchase)

      Welcome to This Course - Podcast

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      Lesson 1.1 - Intro

    2. 1.1.1 Introduction to This Unit Free preview
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      1.1.2 Why This Unit Matters

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      1.1.3 How AI Has Transformed the Marketing Landscape

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      1.1.4 The Sales Funnel and Customer Journey as Foundations

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      1.1.5 Real World Case Study

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      1.1.6 Core Concepts Before Designing AI-Driven Strategies

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      1.1.7 How AI Interprets Customer Behaviour

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      1.1.8 Formative Activity

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      1.1.9 The Changing Role of the Modern Marketer

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      1.1.10 Practical Application Task

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      1.1.11 Building the Foundation for Later Lessons

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      1.1.12 Reflection Task

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      Learn More

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      Lesson Complete — What Comes Next

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      Lesson 1.1 - Lecture

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      Lesson 1 - Slides

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      Lesson 1.2 - Intro

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      1.2.1 Introduction to Business Objectives in Digital Marketing

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      1.2.2 Understanding Common Business Objectives

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      1.2.3 Real-World Study Scenario

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      1.2.4 How AI Supports Each Business Objective

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      1.2.5 Traditional vs AI-Driven Marketing

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      1.2.6 Formative Activity

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      1.2.7 Writing AI-Enhanced SMART Goals

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      1.2.8 The Strategic AI Framework

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      1.2.9 Practical Application

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      1.2.10 Key Takeaways from Lesson 1.2

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      1.2.11 Reflection Task

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      Learn More

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      Lesson Complete — What Comes Next

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      Lesson 1.2 - Lecture

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      Activate Prior Knowledge

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      Lesson 1.3 - Intro

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      1.3.1 The AI Marketing Tool Landscape

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      1.3.2 The 5-Criteria AI Tool Evaluation Framework

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      1.3.3 Mapping AI Tools to Marketing Functions

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      1.3.4 Prompt Engineering Fundamentals

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      1.3.5 Real-World Case Scenario

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      1.3.6 Formative Activity

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      1.3.7 Building a Coherent AI Tool Stack

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      1.3.8 Make, Buy or Partner: The AI Decision Framework

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      1.3.9 Practical Application

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      1.3.10 Reflection Task

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      1.3.11 Summary of the Key Insights

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      Lesson Complete - What Comes Next

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      Learn More

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      Lesson 1.3 - Lecture

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      1.4.1 Introduction to AI-Based Marketing Goals

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      1.4.2 From SMART Goals to a 3-Tier Goal Architecture

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      1.4.3 The AI KPI Framework: Leading vs Lagging Indicators

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      1.4.4 The 4-Category AI KPI Model

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      1.4.5 Setting KPIs by Marketing Function

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      1.4.6 Real-World Case Scenario

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      1.4.7 Formative Activity

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      1.4.8 Measurement Cadence & Reporting Rhythms

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      1.4.9 The 5 Goal-Setting Pitfalls to Avoid

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      1.4.10 Practical Application

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      1.4.11 Reflection Task

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      1.4.12 Summary of Key Insights

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      Lesson complete - What Comes Next

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      Learn More

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      Lesson 1.4 - Lecture

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      Activate Prior Knowledge

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      1.5.1 Introduction

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      1.5.2 Australian Privacy Principles & AI Marketing

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      1.5.3 AI Bias: The Hidden Risk in Your Marketing Stack

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      1.5.4 Real-World Case Scenario

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      1.5.5 Formative Activity

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      1.5.6 Transparency, Disclosure & AI Content Labelling

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      1.5.7 Practical Application

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      1.5.8 Building a Responsible AI Marketing Framework

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      1.5.9 Reflection

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      Lesson Complete — What's Next

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      Learn More

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      Lesson 1 - Flashcards

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      Lesson 1 - Quiz

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      Lesson 1 - Glossary

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      Activate Prior Knowledge

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      Lesson 2 - Intro

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      2.1.1 What AI-Driven Consumer Behaviour Analysis Means

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      2.1.2 How AI Identifies Patterns in Consumer Behaviour

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      2.1.3 Six Insight Types

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      2.1.4 How AI Behaviour Analysis Shapes Marketing

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      2.1.5 Real-World Case Scenario

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      2.1.6 Formative Activity

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      2.1.7 Practical Application

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      2.1.8 Reflection Task

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      2.1.9 HubSpot Breeze AI Tutorial

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      Lesson Complete — What's Next

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      Learn More

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      Lesson 2.1 - Lecture

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      Lesson 2 - Slides

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      Activate Prior Knowledge

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      2.2.1 Introduction

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      2.2.2 How AI Builds Personas

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      2.2.3 Dynamic Personas

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      2.2.4 Real-World Case Scenario

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      2.2.5 Formative Activity

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      2.2.6 Practical Application

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      2.2.7 Reflection Task

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      Lesson Complete - What's Next

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      Learn More

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      Lesson 2.2 - Lecture

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      Activate Prior Knowledge

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      2.3.1 Introduction

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      2.3.2 Types of Predictive Models Used in Marketing

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      2.3.3 Where Predictive Analytics Works in Marketing

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      2.3.4 Real-World Case Scenario

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      2.3.5 Formative Activity

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      2.3.6 Practical Application

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      2.3.7 Reflection Task

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      Lesson Complete - What's Next

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      Learn More

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      Lesson 2.3 - Lecture

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      Activate Your Prior Knowledge

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      2.4.1 Introduction

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      2.4.2 The Insights AI Gives Marketers

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      2.4.3 Connecting Business Objectives to Marketing Goals

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      2.4.4 Real-World Case Scenario

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      2.4.5 Formative Activity

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      2.4.6 Practical Application

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      2.4.7 Reflection Task

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      Lesson Complete - What's Next

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      Lesson 2 - Flashcards

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      Lesson 2 - Quiz

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      Lesson 2 - Glossary

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      Lesson 3 - Intro

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      Activate Prior Knowledge

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      3.1.1 Introduction

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      3.1.2 How AI Reinvents Segmentation

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      3.1.3 The Segmentation Framework Marketers Use

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      3.1.4 Pattern Detection and the Living Segment

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      3.1.5 Real-World Case Scenario

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      3.1.6 Why This Matters for Personalisation

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      3.1.7 Practical Application

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      3.1.8 Formative Activity

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      3.1.9 Reflection Task

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      3.1.10 MarTech Tutorial on Segmentation using GenAI

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      Lesson Complete - What's Next

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      Lesson 3 - Slides

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      Lesson 3.1 - Lecture

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      3.2.1 Introduction

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      3.2.2 The Personalisation Spectrum

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      3.2.3 Four AI-Powered Personalisation Strategies

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      3.2.4 Dynamic Content — What Changes, How, and Why

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      3.2.5 Personalisation Strategy Across Four Segments Using a Real-World Case Scenario

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      3.2.6 Formative Activity

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      3.2.7 Practical Application

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      3.2.8 Reflection Task

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      Lesson Complete - What's Next

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      Learn More

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      Lesson 3.2 - lecture

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      Activate Prior Knowledge

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      3.3.1 Introduction

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      3.3.2 How to Evaluate an AI Marketing Tool

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      3.3.3 Five Key Tools for Segmentation and Personalisation

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      3.3.4 Real-World Case Scenario

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      3.3.5 Formative Activity

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      3.3.6 Practical Application

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      3.3.7 Reflection Task

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      Lesson Complete - What's Next

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      Learn More

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      Lesson 3.3 - Lecture

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      Activate Prior Knowledge

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      3.4.1 Introduction

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      3.4.2 Real-Time Optimisation Using AI-Generated Segmentation Insights

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      3.4.3 How AI Optimises Each Stage of the Journey

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      3.4.4 Real-World Case Scenario

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      3.4.5 Formative Activity

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      3.4.6 Practical Application

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      3.4.7 Reflection Task

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      Lesson Complete - What's Next

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      Lesson 3 - Quiz

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      Lesson 3 - Glossary

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      Lesson 4 - Intro

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      Activate Prior Knowledge

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      4.1.1 The AI Content Creation Workflow

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      4.1.2 Seven Elements Every AI Campaign Brief Must Include

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      4.1.3 Five Content Types and How AI Generates Each

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      4.1.4 Real-World Case Scenario

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      4.1.5 Formative Activity

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      4.1.6 Practical Application

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      4.1.7 Reflection Task

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      4.1.8 Claude + Canva Tutorial

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      Lesson Complete - What's Next

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      Learn More

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      Lesson 4 - Slides

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      Lesson 4.1 - Lecture

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      Activate Prior Knowledge

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      4.2.1 The Three Asset Types AI Can Produce

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      4.2.2 AI Tool Deep-Dives: What Each Tool Does Best

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      4.2.3 Prompting for Brand-Consistent Assets

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      4.2.4 Real-World Case Scenario

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      4.2.5 Formative Activity

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      4.2.6 Practical Application

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      4.2.7 Reflection Task

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      Lesson Complete - What's Next

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      Learn More

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      Lesson 4.2 - Lecture

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      Activate Prior Knowledge

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      4.3.1 The Five Channels of a Multichannel Campaign

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      4.3.2 Klaviyo Tutorial For Beginners

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      4.3.3 How AI Automation Flows Work

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      4.3.4 AI A/B Testing: What to Test and How to Read the Results

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      4.3.5 Real-World Case Scenario

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      4.3.6 Formative Activity

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      Learn More

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      Lesson 4.3 - Lecture

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      Lesson 4 - Flashcards

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      Lesson 4 - Quiz

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      Lesson 4 - Glossary

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      Lesson 5 - Intro

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      5.1.1 Introduction

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      5.1.2 Core Marketing KPIs - The Essential Metrics

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      5.1.3 The Marketing Funnel KPI Framework

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      5.1.4 AI-Powered Analytics Tools

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      5.1.5 Real-World Case Scenario

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      5.1.6 Formative Activity

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      5.1.7 Practical Application

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      5.1.8 Reflection Task

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      5.1.9 How to Analyse Email Campaign Data in Klaviyo

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      Lesson Complete - What's Next

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      Learn More

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      Lesson 5 - Slides

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      Lesson 5.1 - Lecture

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      5.2.1 Introduction

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      5.2.2 The AI-Powered Continuous Improvement Loop

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      5.2.3 Identifying Areas for Improvement

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      5.2.4 AI Optimisation Techniques for Enhanced ROI

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      5.2.5 Real-World Case Scenario

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      5.2.6 Formative Activity

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      5.2.7 Practical Application

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      5.2.8 Reflection Task

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      Lesson Complete - What's Next

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      Learn More

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      Lesson 5.2 - Lecture

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      5.3.1 Introduction

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      5.3.2 The Six Core Ethical Risks in AI Marketing

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      5.3.3 Australia's AI Ethics Framework for Marketers

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      5.3.4 Building a Continuous Improvement Practice

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      5.3.5 Real-World Case Scenario

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      5.3.6 Formative Activity— Ethics and Compliance

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      5.3.7 Practical Application

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      5.3.8 Reflection Task

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      You Have Completed the Course!

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      Lesson 5.3 - Lecture

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      Lesson 5 - Flashcards

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      Lesson 5 - Quiz

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      Lesson 5 - Glossary

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      How to Use the Business Primer Prompt

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      Business Primer - File To Download

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      How to Use the MASTER Prompt File

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      MASTER Prompt - file to download

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      Final Project

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

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