CIM Specialist Award | AI Marketing

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


Pricing package: £690 ex VAT / £809 inc VAT | Offers available for existing nesma learners and organisation sponsors


Level 6 | BA (hons) degree | 9/10 SQA


6 Weeks


  • Virtual

Next Start Date

W/C 15th April 2024
Contact Client Support for more details.

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 April 2024, for more info please contact

Learning Options

The CIM Specialist Awards are taught over 6 weeks with a total of 3 x 3 hour daytime or 6 x 1.5 hour daytime or evening teaching sessions. 1 per week via Teams per award. We are also pleased to offer a one-day boot camp (Newcastle based) for this qualification.

Our virtual teaching option is live and interactive so you get tutor support from our industry experts, peer support from your course colleagues, have your questions answered in real time, and build a community network.

For more information please contact: +44 (0) 7734 222 254 or

Need help deciding which course is right for you?
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