Campaign Foundations & AI-Enhanced Planning

О курсе

In this course, you’ll learn how to turn scattered marketing inputs into a clear, measurable social media campaign plan, using generative AI to speed up the work without losing strategy or control. You’ll start by organizing the right assets (like brand guidelines, buyer personas, and product sheets), then translate them into SMART goals that are specific, measurable, achievable, relevant, and time-bound. Next, you’ll use AI to build customer personas that guide messaging, tone, imagery, and platform choices. You’ll also create a company persona (your brand voice, values, and style rules) so AI-generated drafts stay consistent and on-brand. Finally, you’ll bring everything together by prompting AI to assemble a one-page campaign brief with scope, deliverables, cadence, budget allocation, KPI benchmarks, and reporting frequency. To strengthen your plan, you’ll run an AI quality-assurance pass to flag gaps, conflicts, and risks; then refine your brief based on practical mitigation steps. The graded assignment gives you a realistic scenario (an eco-friendly clothing brand) where you’ll gather assets, define goals, build personas, draft a campaign brief, and reflect on both the benefits and limits of AI.

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Andrew Brooks

Director of Marketing and Communications