Curriculum

• Introduction to human-centricity in the AI era: principles, ethics, and the role of empathy and trust

• Overview of how AI is transforming marketing, business, and the workforce

• The importance of aligning AI with human creativity, decision-making, and organizational values

• Key AI technologies and tools reshaping marketing and automation

• Real-world examples of human-centric AI driving business growth and transformation

• How AI is adopted and applied differently across global regions: EU, US, and Asia/Southeast Asia

• In-depth market analysis: using AI for international market research, segmentation, and strategy development

• Understanding cultural, economic, and regulatory factors influencing AI-powered marketing

• Case studies: Successful AI-driven marketing campaigns tailored to local market needs

• Workshop: Leveraging AI tools to analyze, compare, and adapt marketing strategies for different international markets

3.1 Agentic AI and Workflow Automation Across the Marketing Lifecycle 

• Overview of Foundational AI Tools, Techniques, and Use Cases

  • Introduction to key AI tools and agentic AI concepts relevant to marketing, sales, and CRM.

  • Survey of practical AI use cases at each stage of the marketing lifecycle, from awareness to loyalty.

• Developing Effective Marketing Strategies and Aligning AI Tools

  • Learn how to develop marketing strategies that are tightly aligned with business objectives and customer needs.

  • Understand how to identify key marketing use cases, including content creation, lead generation, personalization, campaign management, and customer engagement, and match them with the most effective AI tools and techniques for each scenario.

  • Explore frameworks for evaluating which AI solutions best fit specific strategic goals, ensuring technology adoption is purposeful and delivers measurable value.

• 3.2 Optimising the Customer Interaction Cycle with Agentic AI

  • Learn how agentic AI and workflow automation can map, optimize, and personalize every stage of the customer journey.

  • Explore integration strategies for seamless workflows across marketing, sales, and CRM systems.

  • Examine how agentic AI automates routine tasks, adapts to context, and enables marketers to focus on high-value, creative, and strategic work.

  • Real-world examples: AI-driven optimization in content creation, advertising, lead generation, conversion, and customer engagement.

• Designing AI-Powered Automated Workflows

  • Step-by-agenticocess for designing AI-powered workflows for the full marketing lifecycle.

  • Identify automation opportunities and define where human oversight is most valuable.

• Prompt Engineering for Marketing Automation

  • Prompt engineering: crafting effective prompts for AI platforms to automate and optimize content creation, campaign management, segmentation, and customer engagement.

  • Hands-on practice: Use leading AI tools to design prompts for each stage: research, content generation, lead management, campaign automation, personalization, and CRM engagement.

• Workshop & Practical Application

  • Hands-on Collaborative Exercise: Design an end-to-end AI-powered marketing workflow using agentic AI, prompt engineering, and selected AI tools, from audience discovery and content generation to engagement and loyalty building.

  • Analysis & Optimization: Analyze and refine workflow designs, ensuring alignment with human-centric principles and business objectives.

  • Interactive group discussion: Share insights, solutions, and challenges encountered during the workflow design process. Exchange best practices for applying agentic AI and prompt engineering in diverse marketing contexts.

• Master the art of transforming analytics and business insights into powerful, human-centered marketing stories using AI.

• Learn frameworks for integrating AI-powered storytelling with data and insights, developing your ability to influence leadership, stakeholders, and your audience.

• Explore leading AI tools for data visualization, insight generation, and creative content production across formats (text, images, video, audio).

• Workshop: Build a data-driven story for a marketing campaign, using storytelling with data and insights to engage your audience: from leadership and stakeholders to your brand and product audience.

• Design and implement AI-powered flywheel frameworks for content strategy, leveraging continuous data analysis, content creation, distribution, and feedback loops to drive ongoing growth and engagement.

• Apply AI to create hyper-personalized content strategies, using segmentation, targeting, and dynamic content to deliver relevant experiences at every touchpoint.

• Use AI analytics to track content performance, refine strategies, and fuel the flywheel, ensuring your content adapts and improves over time.

• Case studies: Examine successful marketing flywheels where AI-driven personalization and data insights led to measurable business growth.

• Workshop: Develop a personalized, AI-driven content flywheel for your brand, mapping out how data, insights, and automation power each stage of the customer journey, and share best practices for maintaining authenticity, brand voice, and ethical standards in AI-generated content.

• Human-centricity in creative and deisgn

• How AI is transforming the creative process—from design concept to execution

• Key tools for AI tools in design, generating images, videos, and design assets 

• How to brief and collaborate with AI as your creative co-pilot

• Best practices for maintaining brand consistency with AI-generated content

• Real-world case studies of AI-enhanced design in marketing campaigns

• Ethical considerations and creative ownership in AI-generated design

• Collaborative Use Case Development

• Real-world marketing challenges, questions, and requests.

• Learning how to identify, scope, and define high-impact AI and agentic AI use cases tailored to your organizational needs.

• Explore examples of agentic AI in action: how autonomous, goal-oriented AI augments human roles and delivers value in marketing workflows.

• Aligning AI Tools and Techniques

• Match each use case with the most effective AI tools, platforms, and techniques, ensuring technology choices are driven by strategic objectives and practical needs. 

• Discuss integration best practices for seamless adoption within existing marketing, sales, or workflows.

• Defining Success: KPIs and ROI Measurement

• Establish clear KPIs for key AI-powered marketing use cases, ensuring alignment with business goals and human-centric outcomes.

• Introduce ROI measurement frameworks tailored to agentic AI solutions

• Use data-driven approaches and AI analytics to monitor progress and optimize performance.

• Roadmap Development and Action Planning

• Creating a step-by-step implementation roadmap for their selected AI use cases, including timelines, milestones, and resource planning.

• Learning the importance of human oversight, ethical considerations, and continuous collaboration between humans and AI throughout deployment.

• Capstone workshop: Build, present, and review AI use case, KPI/ROI framework, and implementation roadmap, gathering feedback for refinement.