The course is divided into four modules you'll work your way through over the learning period. Each module includes specific learning objectives, educational content across a range of media, activities to apply what you've learnt, plus a 'temperature check' survey to make sure you're getting what you need as a learner.
Module 1: GenAI basics
Understand and identify what GenAI is, how it works, its creative limits, and how you can best use prompt engineering in your work.
Module 2: GenAI use in digital marketing
Explore the impact that GenAI is having on digital marketing, and how you can best utilise AI tools for marketing effectively and efficiently.
Module 3: Ethical and appropriate use of GenAI
Explore the appropriate and ethical use of GenAI for digital marketing, including plagiarism; accuracy and confirmation bias; laziness; and lack of oversight.
Module 4: Take it to work
Put your learning into action, and complete a digital marketing task more efficiently or effectively by strategically using GenAI tools for marketing.
Assessments
All assessments are self-assessments, mostly short quizzes with instant feedback to help check your understanding. To complete the course, you’ll simply need to work through all learning modules and complete the self-assessment activities. There are no formal grades for this course.
