Harnessing AI in Marketing and Communication

Harness the potential of artificial intelligence

Artificial intelligence (AI) has the power to transform our approach to marketing and communication. With its help, marketers can rapidly produce original text and visual content, while automating processes and enhancing efficiency.

On this four-week course from the University of Adelaide, you’ll learn how you can harness AI for your marketing and communication. From brainstorming ideas to crafting compelling content, you’ll discover how developments in AI are transforming the industry.

Practise using AI for content creation

While many businesses see boosting visibility as the primary goal of marketing, success cannot be achieved without targeted and impactful content. In Weeks 2 and 3 of the course you’ll learn how to use AI to generate impactful text- and visual-based content.

Through practical exercises and real-world examples, you’ll learn how to develop content that resonates with your target audience, increases engagement, and drives meaningful results.

Discover how AI can contribute to measurement, analysis, and planning

Moving beyond content creation, the fourth and final week of the course will look at marketing processes more generally. You’ll learn about the role chatbots and AI data tools can play in measurement, analysis, and planning within marketing and communication.

You’ll review some existing examples of AI-driven processes, while also discussing potential future developments in the industry.

By the end of the course, you’ll be prepared to take on the future of AI in marketing and communication.

This is an introductory course aimed both at professionals just starting out in marketing roles and at learners with no prior knowledge of marketing.

Building on two other courses offered by the University of Adelaide (‘Marketing Essentials’ and ‘Developing your Marketing Strategy’), it will be a useful continuation for learners who have completed these.

• What you need to know about AI
• Getting started
• Introduction to Week 1
• What you need to know about AI?
• The challenges and impact of AI
• The opportunities for marketing and communication professionals
• How to approach to the mechanics of AI
• Assessment
• Bringing it all together
• Using AI for text-based content
• Introduction to Week 2
• How to approach AI for text
• Using AI for external text-based content
• Using AI for internal text-based content
• Assessment
• Bringing it all together
• Using AI for visual-based content
• Introduction to Week 3
• How to approach AI for visuals
• Visual-based elements
• Video and audio content based elements
• Assessment
• Bringing it all together
• Using AI for measurement, analysis and planning
• Introduction to Week 4
• How to approach AI for measurement and analysis
• How to use AI for processes and planning
• The future of AI, marketing and communication
• Assessment
• Bringing it all together
• What's next?