Weekly online
Each four-month module includes 14 interactive two-hour classes and one reading week, following an optional full-day London masterclass. Read selected material, practise between sessions and bring your questions back to the group.
Professional learning · Marketing
AI in Marketing.
Choose useful AI applications and turn them into a credible marketing plan.
AI creates new possibilities for marketing work, but useful adoption starts with a customer or business problem. This course helps you evaluate where AI can support insight, content, personalisation and customer experience, and where professional judgement remains essential. You will practise specifying a task, evaluating an output and designing a workflow with clear ownership. The proposed KBC project builds towards a bounded pilot with success measures, data requirements and human review. The aim is a decision you can explain to colleagues: what the application should achieve, what evidence would justify expansion and what would require it to change.
Weekly route4 months
Live online2 hours a week
Module startsOctober · February · June
Learning structure1 module
The professional challenge
Make the next decision with more confidence.
Your team has tried several AI tools, but speed improvements are difficult to verify and the quality of outputs varies. Colleagues want wider adoption. You need to select one valuable use case, protect the organisation’s information and reputation, and demonstrate whether the proposed workflow improves a meaningful business outcome.
Who will benefit
For marketing professionals, business owners and customer-facing managers exploring AI in everyday work or planning a team pilot. It suits learners who want to evaluate tools and workflows without becoming programmers. You should be comfortable discussing marketing objectives, customer information and the quality of material produced for an audience.
What you take back to work
Practical capability, built through learning.
- Assess an AI marketing use case against a defined business problem.
- Specify inputs, quality standards and human review for a workflow.
- Evaluate benefits, data needs and risks before recommending a pilot.
- Build a pilot plan with ownership, success measures and review criteria.
Inside the course
A connected learning journey.
KBC proposes 14 sessions across four months: two for use-case selection, three for task and data design, three for practical output evaluation, three for trust and implementation, and three for pilot development and review. This is a KBC application sequence, separate from the recommended books’ published chapter order.
01Start with a marketing problem
Identify a task where delay, inconsistency or limited capacity affects customer value. Compare an AI-supported approach with the current process and other feasible improvements. Learners define the expected benefit before discussing tools, then test whether enough reliable information is available. The exercise encourages a practical choice of scope, with clear boundaries around the pilot.
Apply it at work: Create a shortlist of use cases and justify one priority.
02Understand the task and information flow
Distinguish generative AI from predictive applications and recommendation systems. Trace what information a proposed application receives, produces and passes to other people. Learners practise writing a clear task specification, identifying sensitive inputs and checking whether the proposed system can meet the quality standard required in its intended setting.
Apply it at work: Draw a workflow showing inputs, outputs and review responsibilities.
03Create and evaluate marketing outputs
Develop a structured brief for an AI-assisted task such as drafting alternatives, summarising permitted feedback or adapting material for an audience. Evaluate outputs for accuracy, relevance, tone and usefulness rather than fluency alone. Learners compare versions against a rubric, document corrections and consider whether time saved in production creates extra work in checking.
Apply it at work: Produce an evaluated set of outputs with a human review rubric.
04Protect trust through accountable use
Consider how personalisation, brand consistency, information handling and customer expectations affect a proposed workflow. Learners identify decisions that require professional review, escalation or specialist advice. A case discussion explores a persuasive but unsupported claim and an inappropriate use of customer information. The objective is to assign practical controls and ownership before a pilot reaches customers.
Apply it at work: Write a short operating protocol for the selected marketing workflow.
05Make the pilot commercially testable
Build a pilot with a baseline, limited scope and a timetable for review. Compare quality, effort and relevant customer or campaign outcomes against the existing approach. Learners consider training and adoption costs as well as tool costs, then decide what evidence would support continuation, revision or stopping. Findings must be communicated without promising a predetermined return.
Apply it at work: Present a pilot business case with success and stopping criteria.
Learn around your working life
Time to understand. Space to apply.
Online or in a city near you
Face-to-face delivery can be arranged in London, Maidstone, Manchester, Birmingham, Leeds and Liverpool. Your course offer confirms the venue and teaching dates.
A London masterclass to start your module
Meet your tutors and fellow professionals at an optional full-day London event. KBC covers the event, agreed transportation, refreshments and an open buffet dinner. Confirm arrangements with the team before booking travel.
Support between sessions
Return to class recordings and learning resources, bring questions to your tutor and use free one-to-one tutoring and coaching support. Your course plan sets out the guided reading and practice needed alongside live teaching.
Your route to recognition
Know what the assessment involves.
Proposed KBC applied assessment: submit an AI marketing pilot proposal and a small, documented demonstration using suitable information. Explain the business problem, selected workflow, evaluation rubric, review responsibilities and measures of success. Include examples of outputs you rejected or corrected to demonstrate judgement. A short presentation should address commercial value and implementation questions. This suggested task assesses your reasoning and responsible application; the approved KBC brief should confirm permitted tools and any requirements for declaring AI assistance.
Your written offer records the award or course completion requirements, any examination fees included, and the relevant eligibility checks.
The professional knowledge behind the course
Explore the books and standards.
The learning themes above bring together the relevant guide, syllabus and workplace practice. KBC’s teaching sequence connects these ideas through discussion and application.
- AI Strategy for Sales and Marketing: Connecting Marketing, Sales and Customer Experience — Katie King ↗Kogan Page · 2nd edition; 3 November 2025
Recommended reading: customer problems, personalisation, brand protection, human collaboration and ethical adoption.
- Digital Marketing — Dave Chaffey and Fiona Ellis-Chadwick ↗Pearson · 8th edition; 2022 print/eBook edition
Recommended reading: marketplace analysis, relationships, digital customer experience and performance evaluation. Contents verified; catalogue also lists later subscription dates.
Your investment
Get a course offer that fits your route.
Request the standalone fee for your chosen format, including the teaching, reading materials, assessment and membership arrangements relevant to this course.
Standalone professional development is self-funded or employer-funded. The agreed course offer explains any available support and the costs included.
Your questions, answered.
Do I need coding experience?
No. The proposed course focuses on marketing decisions, practical workflows and evaluating outputs.
Will I learn one particular tool?
Activities can use suitable tools, but the core methods are intended to remain useful when products change.
Can AI complete the assessment for me?
Your analysis and judgement must be your own. Follow the approved assessment brief on permitted assistance and disclosure.
What would this help you achieve?
Talk to KBC about your experience, your goals and the right learning route for you.