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.

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

22 Chapters · 226 Lessons

  1. 1

    How This Unit Works

    1. (Included in full purchase)

      Introduction to the Unit

  2. 2

    Lesson 1.1 – Welcome to This Unit

    1. (Included in full purchase)

      Lesson 1.1 – Welcome to This Unit

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      Lesson 1.1 - Intro

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      1.1.1 Introduction to This Unit

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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

    16. (Included in full purchase)

      Lesson Complete — What Comes Next

  3. 3

    Lesson 1.2 – AI, Business Objectives and Strategic Foundations

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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

    14. (Included in full purchase)

      Lesson Complete — What Comes Next

  4. 4

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

    1. (Included in full purchase)

      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

    15. (Included in full purchase)

      Learn More

  5. 5

    Lesson 1.4 – Defining AI-Based Marketing Goals

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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

    14. (Included in full purchase)

      Learn More

  6. 6

    Lesson 1.5 – Building a Strategic AI Framework for Digital Marketing

    1. (Included in full purchase)

      Activate Prior Knowledge

    2. (Included in full purchase)

      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

    12. (Included in full purchase)

      Learn More

    13. (Included in full purchase)

      Lesson 1 - Quiz

  7. 7

    Lesson 2.1 – Understanding Consumer Data & Behavioural Insights

    1. (Included in full purchase)

      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

    12. (Included in full purchase)

      Lesson Complete — What's Next

    13. (Included in full purchase)

      Learn More

  8. 8

    Lesson 2.2 – Using AI to Build Customer Personas

    1. (Included in full purchase)

      Activate Prior Knowledge

    2. (Included in full purchase)

      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

    10. (Included in full purchase)

      Learn More

  9. 9

    Lesson 2.3 – Predictive Analytics in Marketing Decision-Making

    1. (Included in full purchase)

      Activate Prior Knowledge

    2. (Included in full purchase)

      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

    9. (Included in full purchase)

      Lesson Complete - What's Next

    10. (Included in full purchase)

      Learn More

  10. 10

    Lesson 2.4 – Mapping Business Objectives to Marketing Goals

    1. (Included in full purchase)

      Activate Your Prior Knowledge

    2. (Included in full purchase)

      2.4.1 Introduction

    3. (Included in full purchase)

      2.4.2 The Insights AI Gives Marketers

    4. (Included in full purchase)

      2.4.3 Connecting Business Objectives to Marketing Goals

    5. (Included in full purchase)

      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

    9. (Included in full purchase)

      Lesson Complete - What's Next

    10. (Included in full purchase)

      Lesson 2 - Quiz

  11. 11

    Lesson 3.1 – AI for Behavioural and Psychographic Segmentation

    1. (Included in full purchase)

      Lesson 3 - Intro

    2. (Included in full purchase)

      Activate Prior Knowledge

    3. (Included in full purchase)

      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

  12. 12

    Lesson 3.2 – Personalisation Strategies and Dynamic Content

    1. (Included in full purchase)

      3.2.1 Introduction

    2. (Included in full purchase)

      3.2.2 The Personalisation Spectrum

    3. (Included in full purchase)

      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

    9. (Included in full purchase)

      Lesson Complete - What's Next

    10. (Included in full purchase)

      Learn More

  13. 13

    Lesson 3.3 – AI Tools for Segmentation and Personalisation

    1. (Included in full purchase)

      Activate Prior Knowledge

    2. (Included in full purchase)

      3.3.1 Introduction

    3. (Included in full purchase)

      3.3.2 How to Evaluate an AI Marketing Tool

    4. (Included in full purchase)

      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

    8. (Included in full purchase)

      3.3.7 Reflection Task

    9. (Included in full purchase)

      Lesson Complete - What's Next

    10. (Included in full purchase)

      Learn More

  14. 14

    Lesson 3.4 – The AI-Enhanced Customer Journey

    1. (Included in full purchase)

      Activate Prior Knowledge

    2. (Included in full purchase)

      3.4.1 Introduction

    3. (Included in full purchase)

      3.4.2 Real-Time Optimisation Using AI-Generated Segmentation Insights

    4. (Included in full purchase)

      3.4.3 How AI Optimises Each Stage of the Journey

    5. (Included in full purchase)

      3.4.4 Real-World Case Scenario

    6. (Included in full purchase)

      3.4.5 Formative Activity

    7. (Included in full purchase)

      3.4.6 Practical Application

    8. (Included in full purchase)

      3.4.7 Reflection Task

    9. (Included in full purchase)

      Lesson 3 - Quiz

    10. (Included in full purchase)

      Lesson Complete - What's Next

  15. 15

    Lesson 4.1 – AI-Driven Content Strategy

    1. (Included in full purchase)

      Lesson 4 - Intro

    2. (Included in full purchase)

      Activate Prior Knowledge

    3. (Included in full purchase)

      4.1.1 The AI Content Creation Workflow

    4. (Included in full purchase)

      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

    7. (Included in full purchase)

      4.1.5 Formative Activity

    8. (Included in full purchase)

      4.1.6 Practical Application

    9. (Included in full purchase)

      4.1.7 Reflection Task

    10. (Included in full purchase)

      4.1.8 Claude + Canva Tutorial

    11. (Included in full purchase)

      Lesson Complete - What's Next

    12. (Included in full purchase)

      Learn More

  16. 16

    Lesson 4.2 - Creating Marketing Assets with AI Tools

    1. (Included in full purchase)

      Activate Prior Knowledge

    2. (Included in full purchase)

      4.2.1 The Three Asset Types AI Can Produce

    3. (Included in full purchase)

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

    4. (Included in full purchase)

      4.2.3 Prompting for Brand-Consistent Assets

    5. (Included in full purchase)

      4.2.4 Real-World Case Scenario

    6. (Included in full purchase)

      4.2.5 Formative Activity

    7. (Included in full purchase)

      4.2.6 Practical Application

    8. (Included in full purchase)

      4.2.7 Reflection Task

    9. (Included in full purchase)

      Lesson Complete - What's Next

    10. (Included in full purchase)

      Learn More

  17. 17

    Lesson 4.3 - Campaign Automation and Multichannel Execution

    1. (Included in full purchase)

      Activate Prior Knowledge

    2. (Included in full purchase)

      4.3.1 The Five Channels of a Multichannel Campaign

    3. (Included in full purchase)

      4.3.2 Klaviyo Tutorial For Beginners

    4. (Included in full purchase)

      4.3.3 How AI Automation Flows Work

    5. (Included in full purchase)

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

    6. (Included in full purchase)

      4.3.5 Real-World Case Scenario

    7. (Included in full purchase)

      4.3.6 Formative Activity

    8. (Included in full purchase)

      Learn More

    9. (Included in full purchase)

      Lesson 4 - Quiz

  18. 18

    Lesson 5.1 – Performance Measurement and KPI Analysis

    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 Core Marketing KPIs - The Essential Metrics

    4. (Included in full purchase)

      5.1.3 The Marketing Funnel KPI Framework

    5. (Included in full purchase)

      5.1.4 AI-Powered Analytics Tools

    6. (Included in full purchase)

      5.1.5 Real-World Case Scenario

    7. (Included in full purchase)

      5.1.6 Formative Activity

    8. (Included in full purchase)

      5.1.7 Practical Application

    9. (Included in full purchase)

      5.1.8 Reflection Task

    10. (Included in full purchase)

      5.1.9 How to Analyse Email Campaign Data in Klaviyo

    11. (Included in full purchase)

      Lesson Complete - What's Next

    12. (Included in full purchase)

      Learn More

  19. 19

    Lesson 5.2 – AI-Driven Strategy Refinement

    1. (Included in full purchase)

      5.2.1 Introduction

    2. (Included in full purchase)

      5.2.2 The AI-Powered Continuous Improvement Loop

    3. (Included in full purchase)

      5.2.3 Identifying Areas for Improvement

    4. (Included in full purchase)

      5.2.4 AI Optimisation Techniques for Enhanced ROI

    5. (Included in full purchase)

      5.2.5 Real-World Case Scenario

    6. (Included in full purchase)

      5.2.6 Formative Activity

    7. (Included in full purchase)

      5.2.7 Practical Application

    8. (Included in full purchase)

      5.2.8 Reflection Task

    9. (Included in full purchase)

      Lesson Complete - What's Next

    10. (Included in full purchase)

      Learn More

  20. 20

    Lesson 5.3 – Ethical Considerations and Continuous Improvement

    1. (Included in full purchase)

      5.3.1 Introduction

    2. (Included in full purchase)

      5.3.2 The Six Core Ethical Risks in AI Marketing

    3. (Included in full purchase)

      5.3.3 Australia's AI Ethics Framework for Marketers

    4. (Included in full purchase)

      5.3.4 Building a Continuous Improvement Practice

    5. (Included in full purchase)

      5.3.5 Real-World Case Scenario

    6. (Included in full purchase)

      5.3.6 Formative Activity— Ethics and Compliance

    7. (Included in full purchase)

      5.3.7 Practical Application

    8. (Included in full purchase)

      5.3.8 Reflection Task

    9. (Included in full purchase)

      You Have Completed the Course!

    10. (Included in full purchase)

      Lesson 5 - Quiz

  21. 21

    Business Primer Prompt

    1. (Included in full purchase)

      How to Use the Business Primer Prompt

    2. (Included in full purchase)

      Business Primer - File To Download

  22. 22

    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

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