About this course
AI Marketing Lab is a practical course for marketing professionals, entrepreneurs, managers, and individuals who want to use artificial intelligence in their daily work. The course starts with the basics of Generative AI and ChatGPT, continues with strategy, content, advertising, SEO, and data analysis, and concludes with automations and building an AI-driven workflow system. The goal is not just to learn how to use a single tool, but to understand where AI delivers real value, how to control the quality of outputs, and how it can be integrated into existing marketing processes.
Audience profile
Anyone aspiring a Marketing or Digital Marketing Career.
At course completion
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Use ChatGPT and other Generative AI tools with greater clarity and control
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Build effective prompts for real-world marketing scenarios
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Apply AI in research, strategy, and planning
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Create and improve content, advertising, and creative materials
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Leverage AI for SEO, website optimization, and performance analysis
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Understand how marketing automation and AI Agents work
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Build an AI workflow system that adapts to your business or team
Price
300 Euro / 30.000 ALL
AI Marketing Lab (10 Sessions)
Session 1: Introduction to AI and Generative AI
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What is Artificial Intelligence and where is it used in marketing today
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The difference between AI, Machine Learning, and Generative AI
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How models like ChatGPT work in principle
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Introduction to ChatGPT, Claude, Gemini, and other marketing tools
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What AI does well and where caution is needed
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Errors, hallucinations, privacy, and information verification
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Concrete examples from a marketing professional’s daily work
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Practical Exercise: Using ChatGPT for a real marketing task
Session 2: Prompting for Marketing
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How to build a clear and useful prompt
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The role of context, objective, format, and constraints
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How results change when modifying communication with AI
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Prompting with examples and result iteration
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How to maintain a brand’s tone of voice and style
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How to create reusable prompts for the team
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Most common prompting mistakes
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Practical Exercise: Creating a Marketing Prompt Library
Session 3: AI for Strategy and Market Research
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Using AI for market research and understanding
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Competitor and positioning analysis
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Identifying trends, opportunities, and risks
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Creating and improving Buyer Personas
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Customer Journey and identifying key touchpoints
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SWOT and other strategic analyses with AI assistance
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Value Proposition and core brand messaging
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Practical Exercise: Developing a mini-strategy for a brand
Session 4: Content Marketing with AI
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How AI can be used in content planning
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Defining content pillars according to brand objectives
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Generating ideas for social media, blogs, and newsletters
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Creating a content calendar
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Headlines, hooks, captions, and calls to action
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Adapting an idea across different formats and channels
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Preserving brand voice and identity
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Avoiding generic, automated-looking content
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Practical Exercise: Creating a 30-day content plan
Session 5: Copywriting and Advertising with AI
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Using AI for copywriting without losing clarity and brand identity
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Practical frameworks like AIDA and PAS
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Creating advertising angles for a product or service
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Meta Ads, Google Ads, and LinkedIn Ads
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Creating variants for A/B testing
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Pain points, benefits, offers, and calls to action
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Copy for landing pages and email marketing
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Analyzing and improving existing ads with AI
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Practical Exercise: Creating a mini-campaign with multiple ad variants
Session 6: Images, Video, and Creative Marketing with AI
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How Generative AI is used to create visual materials
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Basic principles of image prompting
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Creating visual concepts for social media and ads
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Product visuals and product presentations
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Moodboards and creative concept development
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AI for video, scripts, and storyboards
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Voiceovers and other creative tools
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Copyright, ethical use, and practical limitations
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Practical Exercise: Creating a visual concept for a campaign
Session 7: SEO and Website Marketing with AI
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How AI can assist with keyword research
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Search intent and topic organization
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Content briefs and article structures
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Meta titles, meta descriptions, and FAQs
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Using AI for existing website optimization
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Internal linking and content structure improvement
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Landing pages and Conversion Rate Optimization (CRO)
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Changes brought by AI Search to user search behavior
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Practical Exercise: Optimizing a landing page or article
Session 8: Data Analysis and Performance Marketing
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Using AI to understand marketing reports faster
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Analyzing Excel and CSV data with AI assistance
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Reading key KPIs like CTR, CPC, CPA, ROAS, and Conversion Rate
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Campaign performance analysis
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Identifying trends and data anomalies
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Creating reports and executive summaries
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Moving from reporting to concrete recommendations
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Controlling the accuracy of AI-generated analyses
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Practical Exercise: Analyzing a marketing dataset and extracting recommendations
Session 9: AI Agents and Marketing Automation
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The difference between chatbots, automations, and AI agents
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What AI Agents are and how they are used in workflows
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Identifying processes worth automating
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Lead generation and lead qualification
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Email workflows and follow-ups
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CRM automation
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Content workflows and customer support
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Introduction to tools like Zapier and Make
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Human-in-the-loop and automation process control
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Practical Exercise: Designing a marketing workflow from lead to follow-up
Session 10: Building an AI Marketing System
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Connecting all course topics into a unified workflow system
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Choosing tools based on real business needs
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Organizing prompts, templates, and workflows
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Brand guidelines for AI usage
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Standardizing repetitive processes
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Quality control and result verification
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Privacy, data protection, and responsible usage
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Measuring time saved and performance impact
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How the marketing professional’s role changes in an AI-driven environment
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Final Project: Presenting an AI Marketing Plan for a real or hypothetical brand
Final Project
At the end of the course, each participant will prepare an AI Marketing Plan for a real or hypothetical brand. The project will integrate research, strategy, content, advertising, creative, SEO, performance analysis, prompts, and an automation proposal into a single cohesive body of work.
Digital Marketing career.
The length of this course is 20 hours. This course is held in the evenings twice a week from 2 hours each session. Course is taught in Albanian or English language. All training materials are distributed online.
The time is divided between explaining concepts, live demonstrations, practical exercises, and discussing concrete case studies. The structure can be adapted according to the group’s skill level and the topic of the day.
