Special Fall Pricing: Regularly $900 is now 50% off—$450. Enroll here.
Introduction:
This course will put you in the top tier of Generative AI users. This is what comes after prompt engineering. This is a unique offering that leverages Generative AI for creativity and innovation in marketing and your career.
From the start, computers have made people more accurate and more efficient. Now, with Generative AI (GenAI), computers can make your marketing team more inventive, resourceful and productive in terms of creative ideas, marketing plans, research and strategy. That means you can expect them to develop more and better campaign management, digital marketing strategies, creative ideation, testing theories, and proposals and think them through with more rigor. The result?
We have all been amazed by GenAI’s ability to perform many marketing tasks and generate content. But the most powerful new computational capability lies not in simply cranking out blog posts and automating the mundane, but in unlocking creative potential.
In this course marketing expert Jim Sterne covers GenAI’s unprecedented capacity for augmenting brainstorming, critical thinking, and overall creativity. This new type of computing is different from all the computers we’ve used since the abacus. This tool can be used for strategy and imagination instead of the traditional memory and calculation (databases and spreadsheets).
This interactive course emphasizes the shift from rote work productivity to creativity. You learn how to unlock the potential of Large Language Models (LLMs) as a powerful innovation engine, guiding participants through the intricacies of leveraging AI for generating innovative ideas and solutions. You will work with frameworks and templates that can be applied to any creative or strategic challenge.
How can the imaginative powers of generative AI – used for ideation and brainstorming rather than just content creation – unlock new levels of ideation and innovation, and drive more successful marketing outcomes? That depends on the focus of your job. You’ll learn how these AI-assisted brainstorming techniques can be applied across the board, no matter if you are responsible for:
Description:
In Module 1, we will review the foundational concepts of LLMs because understanding how they work leads to appreciating how they can be leveraged. We will address what GenAI systems are good at and what they are not good at (yet). You will explore techniques for effective brainstorming, including setting the right prompts and using AI-generated content as a springboard to creative marketing innovation. Advanced strategies for creative problem-solving will be outlined, and by the end, you will be equipped with the knowledge and tools to leverage LLMs to transform your critical thinking and creative processes.
We will be using Chat GPT 4. You will need to have a paid account.
Key Takeaways
Description:
In Module 2, we review your homework from Module 1—the application of your new creative powers to three creative/problem-solving challenges you face. We’ll share and critique your efforts and discoveries and share personal best practices. The emphasis is on experimentation and learning in a collaborative setting. This hands-on session mixes show-and-tell, experimentation, and adding to a collective workbook for future reference. This is a wholly interactive, hands-on session so you will not just learn but get a feel for the power of collaborating with generative AI. You will start to apply what you learn to your job during this module. Use it for your own marketing projects, whether that is a marketing plan, creative brainstorming, research, campaign, or strategy document.
Key Takeaways
In this class you’ll learn:
How to Convince Your Boss Why You Should Take this Workshop
1. Describe the Benefits
Ask your boss if they want you to be better at weighing pros and cons, considering alternatives, and anticipating unintended consequences. Ask them if recognizing biases and limitations, embracing diverse sources of information, and out-of-the-box problem-solving would benefit the company. Ask them which of the following they would like you to focus on the most:
2. Pick Their Favorite Key Performance Indicator
Whether your boss is focused on raising revenue, lowering costs, or some other major KPI, explain how this course can boost your ability to help them achieve their departmental goals – and their bonus.
3. List the Ways Better Ideas can be Quantified
4. Promise to Teach Colleagues
This is a brand-new way to use computers and you can be the one to bring your new-found superpowers to the rest of the company.
5. Plant the Seeds of Category Disruption
Generative AI is a new tool that can be used in new ways. Those ways might even include disrupting whole industries. Your company could be one of the ones that comes out ahead.
The Presentations
Download Material
All PPT slides
“Artificial Intelligence for Marketing: Practical Applications” by Jim Sterne (2017) (PDF)
Who is the course for?
This course is for anyone who wants to be in the top tier of Generative AI users .
The Presenter
Consultant, Speaker
Jim Sterne focuses his forty-five years in sales and marketing on using technology for marketing. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990’s, founded a conference and a professional association around digital analytics in the 2000’s, and has lately been advising companies on the adoption of generative AI. His talent lies in clearly explaining how the latest technology works, and how it can be put to use for marketing and business. He has written twelve books on Internet advertising, marketing and customer service including the humorous Devil’s Data Dictionary and his latest, Artificial Intelligence for Marketing: Practical Applications. Sterne has consulted to some of the world’s largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford. Sterne founded the continuously running Marketing Analytics Summit in 2002 and spent 20 years with the Digital Analytics Association as cofounder and Board Chair Emeritus. He was named one of the 50 most influential people in digital marketing by one of the UK’s premier interactive marketing magazines and was included in a list of the Top 25 Hot Speakers by the National Speakers Association. Sterne is on the Advisory Board of a variety of startups and has served on the Boards of his local library foundation and the Better Business Bureau.
The information provided was top notch. In an ever changing world of technology, the information provided was definitely cutting edge
Very informational & the instructor is great.
Module 1: Effective Brainstorming and Creative Problem Solving Using AI.
Wednesday, Oct 9, 2024
from 12:00 p.m. to 2:00 p.m. PDT.
Module 2: The Application of Your New Creative Powers.
Wednesday, Oct 30, 2024
from 12:00 p.m. to 2:00 p.m. PDT.