CIM Specialist Award | 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