Strategic Marketing Meets AI

Programme details

Overview

How AI enhances strategic decisions: Data, models, and human expertise are combined to create well-founded, future-proof marketing strategies—with clear options and target paths.

Learning Objectives / Benefits

Use AI to perform situational analysis based on classic models
Refine personas, segmentation & positioning
Develop & evaluate strategic options
Safely apply strategic prompting (quality through clarity)

Content / Modules

What is strategy—and what is it not?
Strategic analysis with AI (classic models)
Goal definition, segmentation with personas & positioning
Development of well-founded options & target paths
Strategic prompting: from clear input to better output
Practical workshop & transfer to the corporate context

Target Audience

Advanced, marketing, business development, executives

Format & Duration

1 day, in-person or online

Practical Component & Methodology

Practical workshop with a specific use case, transfer exercises to the corporate context

Prerequisites

Basic knowledge of marketing is an advantage

Discover our Comprehensive Training Portfolio

Our AI Training Programme

Compact AI Introduction: Fundamentals, Capabilities & Applications

A compact introduction to the world of Artificial Intelligence – from fundamental concepts and key technologies to practical applications.

Understand Generative AI: AI Models, Use Cases & Limitations

In-depth insight into the functionality and capabilities of Generative AI – including text, image, and audio generators, quality criteria, and application limitations.

AI Technologies & Agentic AI: Overview & Trends

A compact introduction to the world of Artificial Intelligence: from its basic functionality and an overview of relevant AI technologies to an explanation of the forward-looking concept of Agentic AI.

AI in the Enterprise: Starting Points & Quick Wins

A practical guide to identifying and implementing AI quick-win projects - from tool scouting to the first pilot.

AI Vision & Strategy

From technology to implementation: After an introduction to how AI works, relevant technologies, and the concept of Agentic AI, participants will learn to systematically identify AI potential within their company, analyze processes, and develop a practical implementation roadmap—together with stakeholders and employees.

Identifying AI Potential

From technology to a target vision: An introduction to how AI works, an overview of relevant technologies, and the concept of Agentic AI. Building on this, we will develop a structured process to create a company-specific AI vision and define a holistic AI strategy with clear fields of action and

Prompt Engineering Essentials

A comprehensive training for developing impactful prompts to effectively control AI tools like ChatGPT, Gemini, Copilot, or Midjourney.

Content Generation & Data Management

A practical training session on creating creative text content, processing and enriching tables and data, and optimizing workflows—including targeted automation in Office applications.

Visual & Audio GenAI

Creative use of AI for image, video, and audio content—with a focus on legally compliant and impactful results.

Code Assist & Data Tasks

Efficient use of AI to support programming, debugging, and data analysis.

Foundations for Responsible AI Use

An introduction to the responsible use of AI: risks, liability, bias, documentation, and Human-in-the-Loop—including the fundamentals of AI quality management. The legal aspects of using AI in business will be taught by our partners from the law firm Artana.

EU AI Act in Practice

Practical implementation of the EU AI Act: system classification, obligations, technical/organizational measures, and a roadmap for corporate compliance. The legal requirements and implementation guidelines are provided by our partners from the law firm Artana.

Strategic Marketing Meets AI

How AI enhances strategic decisions: Data, models, and human expertise are combined to create well-founded, future-proof marketing strategies—with clear options and target paths.

Operational Marketing Meets AI

Effectively using AI along the entire customer journey: recognizing behavioral patterns, prioritizing relevant touchpoints, and creating personalized experiences from the first interaction to the loyalty phase.

Sales Meets AI

Targeted use of generative AI in sales: lead research, proposal and pitch creation, meeting notes, and follow-up automation—with a focus on efficiency and customer relevance.

Business Development Meets AI

Strategic use of generative AI in business development: market and competitor analysis, partner scouting, business case development, and pitch material creation.

HR, Learning & Development Meets AI

Practical AI applications for HR and Learning: job advertisements, interview guides, learning modules, and guidelines for responsible use.

Law & Compliance Meets AI

Legal and compliance fundamentals for AI in departments: copyright, data protection, AI-specific risks, as well as practical templates and checklists. The legal aspects are taught by our partners from the law firm Artana.