Applied Generative AI in Marketing

Junior to mid-level marketing and sales professionals who have not had sufficient work training with Generative AI. Professionals who need to understand application of Generative AI to stay competitive.

• Digital Marketing Specialists – Individuals seeking to enhance their technical skills and leverage AI to improve content, campaigns, and customer engagement.
• Content Creators and Social Media Managers – Professionals looking to streamline content generation, improve brand voice consistency, and boost engagement with AI tools.
• Marketing Analysts and Strategists – Those who want to apply AI-driven insights for better market analysis, campaign optimization, and strategic planning.
• E-commerce and SEO Managers – Specialists interested in using AI to create SEO-optimized content and manage paid search campaigns efficiently.
• Entrepreneurs and Business Owners – Especially those in small to mid-sized businesses looking to scale their marketing efforts with the support of AI-driven solutions.

• Hands-On Skill Building: Learn through practical exercises tailored to real-world marketing challenges.
• Comprehensive AI Applications: Gain knowledge in using AI for a variety of marketing functions, from website content to paid search.
• Strategic Thinking with AI: Develop the ability to analyze and apply AI-driven insights to strengthen marketing strategies.
• AI-Enhanced Creativity: Develop innovative marketing solutions, incorporating AI for competitive differentiation and customer engagement.
• Career-Ready Skills: Acquire up-to-date skills relevant to the evolving digital marketing landscape.

Week 1: SWOT Analysis Using Generative AI+       

Generating Website Content with AI

• Introduction to SWOT analysis
• Using AI to conduct market research and competitive analysis
• Differentiation strategies using AI insights
• Best practices for website content generation
• Using AI to create engaging and SEO-optimized web pages
• Ensuring consistency and brand voice with AI-generated content

Specific Use Case:

• Performing a SWOT analysis for a specific industry or company using AI tools
• Creating a full set of website pages for a new product launch

Hands-On Exercise:

• Students will use AI to gather data, identify strengths, weaknesses, opportunities, and threats, and generate a comprehensive SWOT report.
• Students will use AI to generate homepage, about us, product pages, and blog content, optimizing for SEO and user engagement.

Week 2: Social Media and Display Advertising with AI

• Crafting social media posts and display ads using AI
• Scheduling and managing social media content with AI
• Measuring and optimizing ad performance with AI analytics

Specific Use Case:

• Designing a social media campaign and display ads for a promotional event

Hands-On Exercise:

• Students will create a series of social media posts and display ads, using AI to optimize content for different platforms and measure performance.

Week 3: Blog Writing and Idea Generation with AI

• Using AI to brainstorm blog ideas and topics
• Writing compelling blog posts with AI assistance
• Enhancing blog posts with AI-generated visuals and summaries

Specific Use Case:

• Developing a content calendar and writing blog posts for a company blog

Hands-On Exercise:

• Students will use AI to generate a list of blog topics, create outlines, write posts, and enhance them with AI-generated images and summaries.

Week 4: Paid Search and AI-Driven Campaigns

• Creating and managing paid search campaigns with AI
• Using AI for keyword research and ad copy generation
• Analyzing and optimizing campaign performance with AI

Specific Use Case:

• Running a paid search campaign for a specific product or service

Hands-On Exercise:

• Students will use AI tools to create and manage a paid search campaign, from keyword selection to ad copy creation and performance analysis.

Week 5: Project Presentation

• Develop a comprehensive AI-driven marketing strategy for a hypothetical or real company, incorporating all the functions learned in the course.
• Present the strategy in a final presentation, report, or video, showcasing the application of techniques learned throughout the course.

Are there course materials?

Participants will need a Paid Version of Chat GPT and possibly one other Gen AI tool.

What is the class size?

Class size will be limited to 22 students.

What is the difference between a certificate and a certification?

A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.

MacKenzie Roebuck-Walsh is an accomplished leader in technology and artificial intelligence with 15+ years of experience driving digital transformation, scaling operations, and leading high-performing teams across AI, Fintech, EdTech, and communications sectors.

In addition to her corporate role as Sales Executive at Databricks—where she focuses on AI-driven growth and go-to-market strategy—MacKenzie is an engaging educator and thought leader in AI, innovation, and leadership. She has shared her expertise as a TEDx speaker, AI panelist at industry events, and podcast guest discussing the future of work and the human side of AI.

At DePaul University, MacKenzie teaches certificate courses in artificial intelligence that blend practical industry insights with cutting-edge applications, equipping professionals with the skills to lead confidently in an AI-augmented world. Her teaching emphasizes both the technological foundations and the human competencies needed to thrive alongside AI.