Course Overview
This Specialist Award from CIM develops the knowledge of Artificial Intelligence (AI) and develops skills to enable a strategic approach to its use in marketing.
It covers three key areas: the first area develops knowledge in the application of AI within marketing, including key concepts and benefits. The second covers the impact of AI within the wider organizational environment and ethical considerations; the final area explores how to create an effective plan to respond to AI developments.
There are currently four specialist digital awards you can choose from.
AI Marketing
Aims of the module
As AI technology continues to advance at a rapid pace, this Specialist Award will enable you to respond effectively to developments and understand their application to marketing. It provides strategic insights into the impact of AI within the business environment and the resources required to implement AI technologies. You will gain the knowledge and skills to create a suitable plan to respond to AI developments.
Module structure
Identify the application of AI within marketing
- Machine learning (e.g. supervised and unsupervised, deep learning)
- 4Vs (volume, velocity, variety, veracity), types of data, structured, unstructured, metadata
- Managing resources, and capabilities, enhancing customer journey touchpoints, competitive advantage, and insights
Evaluate the impact of AI within the business environment
- Technology Acceptance Model, Diffusion of Innovation, strategic alignment with the brand, personalisation experience
- Ethics and governance (e.g. FATE), corporate digital responsibility, data protection, and privacy
- Communication, collaboration, data governance/management, cross-functional teams, using existing email tools to automate responses
Create a plan to determine a response to AI
- E-commerce plugins, chatbots, chat tools, content curation tools, recommendation engines, social media analytics, predictive analytics, programmatic advertising, personalisation, sentiment analysis
- Marketing planning framework, gap analysis, marketing challenges and objectives, customer journey stages, personas, content, positive and negative implications, resource, KPI’s and metrics, testing, engagement with internal and external stakeholders, accuracy
- Emerging opportunities, positive and negative indicators, ethical AI, regulation, technology governance, enhanced personalisation, predictive analytics, automation and process optimisation risks, defining metrics
Assessment Method
The assessment methodology for the CIM Level 6 Specialist Awards is via onscreen Multiple Choice Test (MCT).
Entry Requirements
For marketing managers and marketers working in operational and supervisory roles, who are looking to progress their strategic and management skills. You can choose between two qualifications to suit your individual career path. Equivalent level to an undergraduate degree.
You’ll need to have a minimum of two years’ experience working in the industry at an operational level or a relevant Level 4 qualification to study the Diploma in Professional Marketing.
If English is not your first language, you will also need to provide evidence of achieving one of the following English Language qualifications within the last two years: IELTS Academic Module with an overall score of 6.5 (each component pass mark must be 6.0 or above) or Cambridge Certificate of Advanced English grade B or above. CIM will consider other equivalent alternatives.
Course Dates
Our next virtual cohort will start September 2024, for more info please contact lydia.hart@nesma.co.uk.