GenAI for Marketers: Fundamentals

GenAI is great, but what exactly is it? And how does it impact your marketing efforts? In this half-day course we’ll cover everything you need to consider before taking the step towards integration.

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1/2 day course
Supporting material
Private
Private
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

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.

This GenAI for Marketers: Fundamentals course is available as a private training session that can be delivered via Virtual Classroom, or at a location of your choice in South Africa.

If you want to plan out your opportunities and risks with our guidance, we recommend you take our full-day GenAI for Marketers 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 Marketing GenAI readiness workshop.

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
  • Recognize 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

Explore GenAI and its marketing applications
  • 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
Get inspired by what’s out there already
  • GenAI maturity and complexity of tasks
  • Understanding my consumers using GenAI
Opportunities and risks
  • Creative conformity and protecting your brand
  • Bias and intellectual property
  • Data protection
Roles and skills, how to stay ahead of GenAI
  • How roles are evolving with GenAI
  • The skills marketers will need going forward, becoming better pilots
  • Cross department collaboration
GenAI models and operating models
  • 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
What brands have achieved with their models
  • Asset production
  • Personalization
  • User experience
  • Insights and idea generation

Next Steps:

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