1/2 day course 
Supporting material 
Private Course Credits
Select the pre-paid training investment that’s right for you and help your money stretch a little further with our course credits.
This half-day session will equip you with the knowledge, skills and a plan for embracing GenAI in your day-to-day marketing efforts.
GenAI is going to affect most roles in business. However, as marketers, you don’t just face the consumer. Your focus is to reach out to them, which means that the way you’ll incorporate GenAI into your everyday tasks is unique.
Our half-day course lays out the intricacies of GenAI technology, and focuses on real-world use-cases applicable to marketers across the globe.
Our GenAI for Marketers: Fundamentals course is available at our training centre in The Shard, London or via virtual classroom. We also offer private training at a location of your choice across the UK, globally or online.
If you want to plan out your opportunities and risks with our guidance, we recommend you take our full-day GenAI Bootcamp session, which pulls together the fundamentals from this course and combines them with an action planning workshop. Alternatively, you can start with this session, and follow up with our dedicated GenAI for Marketers: Lab session.
Course overview
Who should attend:
This course is ideal for SMB owners, senior marketing professionals, and senior business leaders, such as those working in sales.
What you'll learn:
By the end of this course, you will be able to:
- Explain how GenAI is impacting marketing
- Recognise what other competitors in your industry are doing with GenAI
- List the available GenAI tools that can be used by marketers at present
- Identify the risks in using GenAI
- Interpret how marketing roles are evolving with GenAI
- Describe how different GenAI models work
- Describe the value of self created models
- Describe the different operating models
Course agenda
- What does GenAI mean, what makes it unique within AI, and how does it impact marketing?
- What's changed in the industry as a result
- GenAI maturity and complexity of tasks
- Understanding my consumers using GenAI
- Creative conformity and protecting your brand
- Bias and intellectual property
- Data protection
- How roles are evolving with GenAI
- The skills marketers will need going forward, becoming better pilots
- Cross department collaboration
- Connecting machine learning, deep learning and Generative AI
- Open source vs. proprietary models
- GenAI model types
- Inhousing and hybrid models
- How do we assess the best operating model
- Asset production
- Personalization
- User experience
- Insights and idea generation
Next Steps:
Consider taking the following courses to further your GenAI knowledge: