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- AI Marketing: Hands-On Use of AI Tools in Marketing
AI Marketing: Hands-On Use of AI Tools in Marketing
Σύγκριση
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Short Overview
In the era of Generative AI, the role of the marketer is undergoing a radical transformation. This program offers a completely practical and forward-thinking education in the use of Artificial Intelligence tools throughout the entire Marketing cycle. The program's objective is the automation of time-consuming processes (e.g., content creation, data analysis), the maximization of efficiency, and the use of AI to achieve hyper-personalization and improve Customer Experience (CX). The aim of the program is for trainees to understand and leverage the challenges and opportunities presented by Artificial Intelligence in the field of offline and online marketing.
Through hands-on labs, trainees will learn to apply specific tools:
- Strategically: To accelerate market research and formulate AI-assisted Marketing Offline and Online Roadmaps.
- Practically (Prompting): To generate on-brand text, image, and multimedia material, mastering the highly sought-after skill of Prompt Engineering.
- Automation & CX: To design AI-driven offline and online customer journeys and create Custom AI Agents (Chatbots) for specific tasks, demonstrating the value of automation
The educational process utilizes the internet and does not require the physical presence of the trainees. The educational material and knowledge certification procedures are provided via the e-learning platform of the Athens University of Economics and Business.
The program is designed to facilitate participants from all over Greece. Trainees can attend the program from their computer or other device from wherever they are and at the time that is convenient to them. In this way, they receive training without having to neglect their existing commitments.
Learning Goals
- Understand basic principles of Machine Learning, Generative AI, and LLMs, and the difference between Generative vs Predictive AI.
- Comprehend the human role (Human-in-the-Loop) and ethical/legal boundaries of AI in Marketing.
- Recognize when AI is appropriate or not for Marketing tasks.
- Know major AI platforms, their capabilities, and core functionalities.
- Apply Prompt Engineering techniques (Chain-of-Thought, Role-playing) for effective task execution and goal setting.
- Use AI for market research, competitor analysis, persona creation, strategic planning, and pricing.
- Create high-quality on-brand content (text, image, video) offline and online.
- Optimize SEO using AI tools.
- Map customer journeys and improve CX through automation and personalization.
- Apply AI in digital platforms (Google Ads, Meta Ads) for targeting and ad optimization.
- Analyze large datasets and extract actionable insights.
- Make strategic decisions based on AI-generated data.
- Evaluate the value and ROI of AI marketing tools.
- Visualize data effectively for reporting.
- Build an AI Marketing Portfolio with tangible outcomes, boosting employability and competitiveness.
Program Value
In the era of Generative AI, the role of the marketer is undergoing a radical transformation. This program offers a completely practical and forward-thinking education in the use of Artificial Intelligence tools throughout the entire Marketing cycle. The program's objective is the automation of time-consuming processes (e.g., content creation, data analysis), the maximization of efficiency, and the use of AI to achieve hyper-personalization and improve Customer Experience (CX). The aim of the program is for trainees to understand and leverage the challenges and opportunities presented by Artificial Intelligence in the field of offline and online marketing.
Through hands-on labs, trainees will learn to apply specific tools:
- Strategically: To accelerate market research and formulate AI-assisted Marketing Offline and Online Roadmaps.
- Practically (Prompting): To generate on-brand text, image, and multimedia material, mastering the highly sought-after skill of Prompt Engineering.
- Automation & CX: To design AI-driven offline and online customer journeys and create Custom AI Agents (Chatbots) for specific tasks, demonstrating the value of automation.
The educational process utilizes the internet and does not require the physical presence of the trainees. The educational material and knowledge certification procedures are provided via the e-learning platform of the Athens University of Economics and Business.
The program is designed to facilitate participants from all over Greece. Trainees can attend the program from their computer or other device from wherever they are and at the time that is convenient to them. In this way, they receive training without having to neglect their existing commitments.
Teaching Material
The educational material will be made available to trainees per thematic unit. Ancillary to the smooth conduct of the educational process, necessary announcements, the timetable, and the study guide for each unit, among other things, will be posted on the dedicated platform.
The educational material for each thematic unit will consist of the following elements:
- Slides from the respective lecture, which will be enriched with supplementary explanatory notes, to achieve a higher degree of material comprehension by the trainee
- Bibliographical resources consisting of books, relevant scientific studies, and electronic sources
- Case studies
- Multiple-choice tests for self-assessment of the trainee's progress
Section Organization
The “AI Marketing: Hands-On Use of Artificial Intelligence Tools in Marketing” program is structured around 8 Thematic Units, following the logical flow of the full offline and online marketing cycle (Strategy–Execution–Automation–Measurement–Reporting). It offers a holistic and practical learning experience, enabling learners to transform theoretical knowledge into measurable professional competence.
The structure unfolds in four sequential phases:
- Foundation and Strategy (Units 1–2): Introduction to AI foundations, ethics, the Human-in-the-Loop concept, and familiarization with key AI platforms, their capabilities, interfaces, and core functionalities.
- Practical Execution and Strategic Planning (Units 3–4): Development of prompting skills, AI-assisted goal setting, market and competitor research, persona and Ideal Customer Profile creation, as well as the design of offline and online marketing strategies, new product development, and pricing.
- Transformation and Automation (Units 5–6): Production of high-quality text, visual and multimedia content, transformation of offline and online customer journey and experience (CJ/CX), personalization, automation, and advertising campaign optimization.
- Data Analysis and Reporting (Units 7–8): AI-driven performance analysis, analytics, reporting, ROI measurement, data visualization, AI Marketing Portfolio creation, and strategic proof development.
The program concludes with an overview of the key trends shaping the future of AI Marketing, ensuring continuous alignment with evolving consumer behavior, regulatory developments, and technological advancements. Each unit builds upon the previous one, leading to a comprehensive, practical, and measurable professional outcome.
Teaching Language
Greek
Application deadline: 13/05/2026
Program start: 20/05/2026
Program completion: 19/07/2026
Scientific area
Way to follow
ECTS units: 1.5
Hours of asynchronous training: 16
Includes training hours (indicative) using an asynchronous distance learning (eLearning) platform.
Includes training hours (indicative) using an asynchronous distance learning (eLearning) platform.
Additional hours of employment: 29
Additional hours of work are included (indicative) and may include individual study, writing assignments, participation in field visits, participation in exams, etc.
Additional hours of work are included (indicative) and may include individual study, writing assignments, participation in field visits, participation in exams, etc.
Total hours: 45
The total hours include hours of synchronous and asynchronous training, as well as additional hours of employment.
The total hours include hours of synchronous and asynchronous training, as well as additional hours of employment.
Weeks of training: 8
Weeks in which activities of any kind are planned are included.
Weeks in which activities of any kind are planned are included.
Vocational Education and Training Certificate
Trainees who successfully complete the program are granted a Vocational Education and Training Certificate of the Center for Education and Lifelong Learning of the Athens University of Economics and Business, which is accompanied by a Supplement to the Certificate, detailing the subject of the program, the thematic units attended by the trainee , as well as the training methodology followed.
Target Audience
The program is targeted to three key categories of audience who wish to convert technological change into a competitive advantage. First, young people, students, and higher education graduates who are seeking practical skills in AI Marketing (e.g., Prompt Engineering) to significantly boost their competitiveness in the job market. Second, Marketing professionals (executives, managers, freelancers) who understand the importance of developments in technology and Artificial Intelligence and wish to acquire the strategic knowledge to use AI as a tool for upgrading and automation, transitioning into more strategic roles (Human-in-the-Loop). Third, entrepreneurs who want to integrate AI into their marketing, sales, and customer experience (CX) departments. Integrating AI into Marketing can offer a substantial "out-of-the-box" competitive advantage, particularly for these three audience categories.
Prerequisite Knowledge
Candidates should submit a short curriculum vitae.
The following criteria will be used during the selection of trainees:
- High School or University grade
- Professional experience in Marketing
- Prospects for utilizing the program in the context of the candidates’ work
- Prospects for utilizing the program by the candidates themselves, as a tool for further advancement in their professional career
Scientific Coordinator
Program Tutors
Cost
ELEARNING: 400€
Trainees are informed of the installment amounts and related deadlines via email upon their acceptance into the program.
ΕΠΙΚΟΙΝΩΝΙΑ
Κεφαλληνίας 45, 11257, Αθήνα
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dummysecretariat@diaviou.aueb.gr
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dummy210 8203 913
Ειδικά για τα Δια Ζώσης Προγράμματα:
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dummydiazosis@diaviou.aueb.gr
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dummy210 8203 916, 912, 914
Ειδικά για τα eLearning Προγράμματα:
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dummyelearning@diaviou.aueb.gr
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dummy+30 210 8203 753
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