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Marketing, Strategy and Digital Operations

Learn how to build customer-centric, insight-driven, and operationally agile organizations using intelligent marketing and business tools. This track covers CRM automation, customer journey orchestration, generative campaign design, brand intelligence, and performance analytics. Students work with platforms such as HubSpot, Jasper, Salesforce Einstein, and Braze to master the art and science of adaptive brand engagement, strategic foresight, and productivity automation.

MARKETING, STRATEGY AND DIGITAL OPERATIONS

Course Series

Explore our course series designed to help you build foundational and intermediate knowledge across key topics. Each course offers curated content tailored to different learning goals.

INTRODUCTORY COURSES

4 courses

  • Why take this course?

    This course introduces learners to Agentic AI - systems that go beyond passive response generation and instead act autonomously toward goals. In contrast to traditional AI tools, agentic systems can plan, make decisions, use external tools, and even reflect on their actions. Designed for learners who have already explored Generative AI, this course bridges the gap between using AI and designing AI-driven workflows that simulate autonomous behavior.
    Through hands-on projects and real-world examples, students will gain foundational knowledge in multi-step reasoning, task decomposition, tool integration, and memory - the building blocks of agentic systems. This course sets the stage for future industry-specific tracks in business, education, finance, and more.

    AI is evolving — and it's learning to take initiative. This course explores the next frontier: Agentic AI. Unlike basic chatbots or assistants, agentic systems can plan, act, and adapt to achieve goals. You’ll learn how these intelligent agents work, how to design them, and how they use tools, memory, and multi-step reasoning to function independently. Perfect for professionals, technologists, or innovators who want to go beyond using AI and start building with it. This course lays the foundation for advanced, industry-specific agentic AI training.

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: What is Agentic AI?

      • Definitions: Agents vs Assistants vs Tools

      • Agent architecture: Perception → Reasoning → Action

      • Task completion vs goal pursuit

      • Key frameworks: Auto-GPT, BabyAGI, LangChain agents, CrewAI

      • Demos: How agents differ from GenAI tools

      Session 2: Planning and Reasoning in Agents

      • Multi-step reasoning: from LLMs to planning agents

      • Task decomposition and sub-goal generation

      • Prompt-chaining vs autonomous reasoning

      • Case study: An AI that plans a marketing campaign or writes code

    • Session 3: Tool Use and Integration

      • Toolformer and beyond: how agents call APIs, search, use calculators

      • The agent “toolbelt”: defining and assigning tools

      • LLM + plugin architectures (LangChain, OpenAI functions, HuggingFace agents)

      • Hands-on: Design a simple agent to perform web search + summarize

      Session 4: Memory and Context

      • Short-term vs long-term memory in agents

      • Retrieval-augmented generation (RAG) and vector databases

      • Embeddings 101 and memory stores (Pinecone, FAISS)

      • Use case: AI assistant with persistent memory of a client or task

    • Session 5: Reflection and Self-Correction

      • Agentic loops and thinking steps (e.g., ReAct framework)

      • Iterative reasoning, retry logic, and error handling

      • Critic and planner roles in multi-agent systems

      • Use case: Agents that debug or revise their own outputs

      Session 6: Multi-Agent Collaboration

      • Autonomous teams: CrewAI, AutoGen, LangGraph

      • Roles and personas in agentic systems

      • Inter-agent communication

      • Use case: Agent team executes a content pipeline or workflow

    • Session 7: Limitations, Ethics, and Failure Modes

      • Over-reliance and hallucination in agentic behavior

      • Security, misuse, and safety concerns

      • Prompt injections, tool misuse, data privacy

      • Design principles for safe, bounded autonomy

      • What current agentic systems can’t do (yet)

      Session 8: Capstone Workshop — Design Your Own Agent

      • Choose a goal or workflow (e.g., research assistant, business analyst, personal concierge)

      • Define tools, memory, goals, roles

      • Create a prompt-based or low-code agent prototype

      • Demo and feedback: peer review + instructor insights

  • Why take this course?

    This hands-on, beginner-friendly course introduces learners to the fast-evolving field of prompt engineering - the art and science of communicating effectively with Generative AI. In just 24 hours, participants will learn how to craft prompts that produce better, more accurate, and more useful outputs from tools like ChatGPT, Claude, DALL-E, and others. Through real-world examples, interactive exercises, and guided experimentation, learners will gain practical skills to unlock the full potential of AI in creative, professional, and technical contexts.


    No technical or programming background is required - just curiosity and a willingness to experiment!

    Generative AI is powerful—if you know how to ask the right questions. This course teaches you how to speak the language of AI through effective prompt engineering. Over four weeks, you'll learn how to design, refine, and experiment with prompts to unlock smarter, more accurate, and more creative responses from GenAI tools like ChatGPT, Claude, and Midjourney. From writing and coding to design and customer service, prompt engineering is the skill that puts AI to work for you. Perfect for professionals, creators, educators, and anyone curious about working better with AI.

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: What is Generative AI? A Beginner’s Map

      • What is GenAI? Definitions and context

      • Evolution: From early AI to Generative AI

      • Examples in action: ChatGPT, DALL·E, Midjourney, GitHub Copilot, etc.

      • Real-world applications (business, education, art, software, etc.)

      • What GenAI can do today

      Session 2: How Generative AI Works — The Basics (No Math!)

      • What is a model? What is "training"?

      • Overview of LLMs, diffusion models, GANs, VAEs

      • Why GenAI seems smart (but isn’t conscious)

      • Tokens, prompts, hallucinations explained

      • Limitations of current models and where they break

    • Session 3: Exploring Text-Based GenAI (LLMs like ChatGPT, Claude, Gemini)

      • How LLMs generate language

      • Prompting basics: getting what you want

      • Use cases: summarization, writing, planning, coding

      • Prompt engineering basics and best practices

      • Limitations and risks of text-based GenAI

      Session 4: GenAI for Images, Audio, and Video

      • Overview of image generation tools (DALL·E, Midjourney, Stable Diffusion)

      • Basics of how image GenAI works (diffusion explained simply)

      • Intro to audio and music GenAI (e.g., Suno, ElevenLabs)

      • Video GenAI (e.g., Runway, Sora—emerging tools)

      • Demos and ethical considerations (deepfakes, misuse, bias)

    • Session 5: Real-World Use Cases and Tools

      • Business use: marketing, productivity, customer service

      • Education use: tutoring, writing support, personalized learning

      • Design, art, and creative content

      • GenAI in software development and automation

      • Demo of multi-modal GenAI tools (text+image, text+code)

      Session 6: What GenAI Can’t Do (Yet)

      • Understanding hallucination and misinformation

      • Reasoning, logic, and factual gaps

      • Biases and fairness in GenAI

      • Creativity vs replication: is GenAI truly creative?

      • The future: AGI vs narrow GenAI

    • Session 7: Ethics, Risks, and Responsible Use

      • Copyright and IP issues

      • Deepfakes, misinformation, and manipulation

      • AI safety and alignment challenges

      • Open vs closed-source models

      • Regulatory trends (Canada, EU, US, etc.)

      Session 8: Hands-On Workshop: Build Your Own GenAI Workflow

      • Choose a use case (content creation, customer response, design, etc.)

      • Hands-on with GenAI tools (text, image, audio)

      • Crafting effective prompts and refining results

      • Wrapping up: GenAI literacy for everyday use

      • Final Q&A and resources for continued learning

  • Why take this course?

    This 24-hour introductory course is designed for absolute beginners who want to understand Generative AI (GenAI) and how it is transforming industries. Through 8 engaging sessions, participants will explore how GenAI works, what it's good at (and what it isn't), and how to begin using GenAI tools in real-world scenarios. You’ll gain foundational knowledge of the technologies behind GenAI, including large language models (LLMs), image generation, and audio synthesis. We'll also discuss the risks,
    ethical concerns, and current limitations to using GenAI responsibly. By the end of the course, learners will be confident in using popular GenAI tools, understanding how they work under the hood, and recognizing their potential and boundaries in various applications.


    No prior technical knowledge is required.

    Unlock the power of Generative AI in just four weeks. This hands-on, beginner-friendly course will take you from zero to confident user by exploring how GenAI tools like ChatGPT, DALL·E, and others work—and how they’re being used across industries. Learn what GenAI can (and can’t) do, experiment with leading tools, and understand the ethical, legal, and societal implications of this rapidly evolving technology. Whether you're a business professional, educator, artist, or curious learner, this course offers practical skills and critical insights to help you navigate and apply GenAI effectively.

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: What is Generative AI? A Beginner’s Map

      • What is GenAI? Definitions and context

      • Evolution: From early AI to Generative AI

      • Examples in action: ChatGPT, DALL·E, Midjourney, GitHub Copilot, etc.

      • Real-world applications (business, education, art, software, etc.)

      • What GenAI can do today

      Session 2: How Generative AI Works — The Basics (No Math!)

      • What is a model? What is "training"?

      • Overview of LLMs, diffusion models, GANs, VAEs

      • Why GenAI seems smart (but isn’t conscious)

      • Tokens, prompts, hallucinations explained

      • Limitations of current models and where they break

    • Session 3: Exploring Text-Based GenAI (LLMs like ChatGPT, Claude, Gemini)

      • How LLMs generate language

      • Prompting basics: getting what you want

      • Use cases: summarization, writing, planning, coding

      • Prompt engineering basics and best practices

      • Limitations and risks of text-based GenAI

      Session 4: GenAI for Images, Audio, and Video

      • Overview of image generation tools (DALL·E, Midjourney, Stable Diffusion)

      • Basics of how image GenAI works (diffusion explained simply)

      • Intro to audio and music GenAI (e.g., Suno, ElevenLabs)

      • Video GenAI (e.g., Runway, Sora—emerging tools)

      • Demos and ethical considerations (deepfakes, misuse, bias)

    • Session 5: Real-World Use Cases and Tools

      • Business use: marketing, productivity, customer service

      • Education use: tutoring, writing support, personalized learning

      • Design, art, and creative content

      • GenAI in software development and automation

      • Demo of multi-modal GenAI tools (text+image, text+code)

      Session 6: What GenAI Can’t Do (Yet)

      • Understanding hallucination and misinformation

      • Reasoning, logic, and factual gaps

      • Biases and fairness in GenAI

      • Creativity vs replication: is GenAI truly creative?

      • The future: AGI vs narrow GenAI

    • Session 7: Ethics, Risks, and Responsible Use

      • Copyright and IP issues

      • Deepfakes, misinformation, and manipulation

      • AI safety and alignment challenges

      • Open vs closed-source models

      • Regulatory trends (Canada, EU, US, etc.)

      Session 8: Hands-On Workshop: Build Your Own GenAI Workflow

      • Choose a use case (content creation, customer response, design, etc.)

      • Hands-on with GenAI tools (text, image, audio)

      • Crafting effective prompts and refining results

      • Wrapping up: GenAI literacy for everyday use

      • Final Q&A and resources for continued learning

  • Why take this course?

    This 24-hour introductory course offers a hands-on, non-technical introduction to the most impactful AI tools available today. Designed for curious beginners from any background, the course showcases real-world applications of AI in writing, image creation, productivity, communication, data analysis, and more. Through guided demos and hands-on practice, learners will discover how to use AI tools to boost creativity, improve efficiency, and solve everyday problems - no programming required. By the end of the course, participants will understand the capabilities, limitations, and best uses of today’s most promising AI tools, and feel empowered to start using them in their personal and professional lives.

    AI is no longer just for coders and data scientists—it’s for everyone. This beginner-friendly course introduces you to today’s most powerful and accessible AI tools, from ChatGPT to Canva AI, and shows you how to use them to write faster, design smarter, automate tasks, create content, and more. Learn by doing through real-world demos and hands-on challenges as you build your own custom AI toolkit. Whether you're a professional, student, entrepreneur, or just curious, this course will show you what’s possible when AI works with you.

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: Welcome to the AI Tool Ecosystem

      • What are AI tools and why are they everywhere now?

      • Categories of AI tools: text, images, audio, video, productivity, etc.

      • Core concepts: Generative AI, automation, personalization

      • Intro to foundational tools: ChatGPT, DALL·E, Grammarly, Notion AI

      • Hands-on: Try your first AI-assisted task

      Session 2: Text-Based Tools and Assistants

      • ChatGPT, Claude, Gemini: what they can do and how they differ

      • Writing support: GrammarlyGO, Jasper, Notion AI

      • Email, reports, summarization, translation, and rewriting

      • Hands-on: Crafting prompts and workflows for writing tasks 

    • Session 3: Visual AI: From Images to Design

      • Image generators: DALL·E, Canva AI, Adobe Firefly

      • Design help: Layout suggestions, branding ideas, social media content

      • Practical uses: marketing, personal branding, storytelling

      • Hands-on: Create custom visuals with AI

      Session 4: Audio, Video, and Voice AI Tools

      • Voice AI: ElevenLabs, Descript

      • Music generation: Suno AI, Soundraw

      • Video tools: Synthesia, Runway, Pictory

      • Use cases: explainer videos, training, podcasts, voiceovers

      • Hands-on: Generate a short video or podcast clip

    • Session 5: AI Tools for Productivity & Automation

      • Notion AI, Microsoft Copilot, Google Duet, Superhuman

      • Meeting transcription: Otter.ai, Fireflies

      • Scheduling, brainstorming, note-taking, content planning

      • Hands-on: Build a personal productivity stack with AI

      Session 6: AI for Data and Research

      • Tools: ChatGPT (with data plugins), Perplexity AI, Browse AI

      • AI search and research assistants

      • Visualizing data with AI: ChatGPT + charts, Power BI integrations

      • Hands-on: Use AI to analyze or summarize a dataset or research topic

    • Session 7: Responsible Use and Tool Comparison

      • AI hallucination and fact-checking

      • Privacy, data ownership, copyright

      • Free vs paid tools: what’s worth it?

      • Tool longevity and choosing sustainable platforms

      • Hands-on: Compare tool results for the same task

      Session 8: Build Your Own AI Toolkit (Capstone Workshop)

      • Pick your domain: business, education, content creation, etc.

      • Identify useful tools for your goals

      • Build a repeatable AI-powered workflow

      • Final showcase: present your personalized AI toolkit

APPLIED 
COURSES

7 courses

  • Why take this course?

    This 24-hour course introduces students to the AI-powered tools transforming how businesses approach marketing, customer engagement, strategy, and digital operations. Covering the full spectrum from customer analytics and campaign automation to strategic decision-making and performance optimization, the course prepares participants to leverage intelligent platforms without needing a background in marketing or operations.

    Today’s most successful marketers and strategists don’t guess—they automate, analyze, and personalize using intelligent tools. In this course, you’ll learn how to orchestrate customer journeys, optimize strategy in real-time, and run high-performing digital operations with tools that think and learn alongside you.

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: Modern Marketing Meets Intelligent Automation

      • Overview of digital marketing workflows

      • AI's role in personalizing campaigns and managing customer touchpoints

      • Tools: HubSpot, ActiveCampaign, Jasper AI, Persado

      • Hands-on: Use a tool to personalize an email and social media campaign

      Session 2: AI-Driven Customer Insights and Analytics

      • Segmenting and predicting customer behavior

      • Tools: Salesforce Einstein, Amplitude, Segment, Google Analytics 4

      • Hands-on: Build a dashboard with actionable user segments

    • Session 3: Campaign Optimization and Testing at Scale

      • A/B testing and multivariate testing with AI tools

      • Predictive lead scoring and conversion funnels

      • Tools: Adobe Sensei, Optimizely, Mailchimp AI

      • Hands-on: Create an A/B test for a landing page using AI suggestions

      Session 4: Conversational Interfaces and Chat Marketing

      • AI chatbots for lead generation and customer support

      • Tools: Intercom, Drift, ManyChat, ChatGPT APIs

      • Hands-on: Design a conversational flow to engage new leads

    • Session 5: Strategy Design with Intelligent Planning Tools

      • AI for market trend analysis and SWOT planning

      • Tools: Crayon, Crystalknows, Lucidchart AI

      • Hands-on: Create a strategy canvas using AI-derived competitor data

      Session 6: Automating Digital Operations and Workflow Orchestration

      • AI for streamlining internal communications and project delivery

      • Tools: Notion AI, ClickUp AI, Trello Automation, Zapier

      • Hands-on: Build a workflow for managing a product launch or campaign

    • Session 7: Metrics that Matter – KPIs and Real-Time Optimization

      • Identifying and acting on performance signals

      • Connecting marketing data with business outcomes

      • Tools: Domo, Tableau, Looker, Supermetrics

      Session 8: Capstone Workshop – Full Funnel Optimization Project

      • Design and automate a marketing funnel with analytics integration

      • Present performance strategy with real-time optimization features

  • Why take this course?

    This 24-hour course explores how marketing and strategy professionals use intelligent systems to monitor competitors, track brand reputation, and uncover market shifts in real time. Students will gain hands-on experience with platforms that turn unstructured data into actionable insights for positioning, planning, and brand management. This course prepares participants to adopt a proactive, insight-driven approach to strategic decision-making.

    Today’s most effective strategies are powered by insight. In this course, discover how leading brands track competitors, monitor sentiment, and spot emerging trends using real-time intelligence. Learn to build a living strategy that adapts as fast as your market moves.

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: Intelligence in Modern Brand Strategy

      • Strategic foresight and brand relevance in a dynamic world

      • Shifting from static plans to living strategies

      • Tools: Signal AI, Similarweb, Crayon

      Session 2: Real-Time Competitive Monitoring

      • Competitor benchmarking and product intelligence

      • Share-of-voice, messaging trends, and pricing strategies

      • Hands-on: Build a competitor intelligence dashboard

    • Session 3: Brand Sentiment and Reputation Monitoring

      • Social listening, PR analysis, and consumer perception

      • Tools: Brandwatch, Talkwalker, Meltwater

      • Hands-on: Monitor and report on real-time sentiment for a sample brand

      Session 4: Trend Detection and Early Signal Analysis

      • Market forecasting with news, web, and social data

      • From weak signals to actionable strategy pivots

      • Tools: Signal AI, Exploding Topics, Google Trends

      • Hands-on: Identify and justify a trend-backed product opportunity

    • Session 5: Narrative and Content Intelligence

      • Understanding what themes dominate public discourse

      • Analyzing competitor storytelling and brand narratives

      • Hands-on: Deconstruct a brand narrative across multiple media

      Session 6: Brand Health and Long-Term Positioning

      • Measuring brand equity using intelligent metrics

      • Tools: YouGov BrandIndex, Brandwatch, Survata

      • Hands-on: Conduct a brand health assessment

    • Session 7: Strategy Integration and Real-Time Adaptation

      • Linking intelligence insights to campaign, product, and executive strategy

      • Building strategic alert systems and action dashboards

      Session 8: Capstone Workshop – Insight to Action

      • Design a brand intelligence strategy for a case business

      • Present dashboard, monitoring plan, and key actions for strategic foresight

  • Why take this course?

    This 24-hour course dives into how intelligent systems are used to personalize user experiences and predict customer behavior in real time. Students will explore the algorithms, data flows, and campaign strategies behind targeted advertising, dynamic content delivery, and individualized product recommendations. Learners will get hands-on with tools that map microsegments, adjust messaging, and deliver high-impact marketing with minimal manual effort.

    Today’s most effective marketers don’t just segment—they personalize at scale. Learn how data-driven targeting engines predict customer needs, fine-tune content, and deliver 1:1 brand experiences across digital touchpoints.

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: The Logic of Personalization Systems

      • Rules-based vs. machine learning-based targeting

      • Real-time segmentation and customer profiles

      • Tools: Dynamic Yield, Adobe Target, Segment

      Session 2: Predictive Modeling and Buyer Intent

      • Conversion scoring and product recommendation algorithms

      • Behavioral triggers and AI-fueled timing

      • Hands-on: Configure a personalization model for an ecommerce demo

    • Session 3: Dynamic Content Delivery

      • Building adaptive landing pages and product feeds

      • Real-time creative testing and content swapping

      • Tools: Mutiny, Optimove, Google Optimize

      • Hands-on: Design dynamic copy for different buyer personas

      Session 4: Customer Journey Optimization

      • Multi-touch personalization across web, mobile, email, and ads

      • Mapping trigger points and channel orchestration

      • Tools: MoEngage, Braze, Blueshift

      • Hands-on: Create a personalized multi-step customer journey

    • Session 5: A/B Testing, Multivariate Testing, and Personalization Metrics

      • Understanding personalization KPIs: lift, CTR, time on site, conversions

      • Test strategies for complex audience segments

      • Hands-on: Design a test-and-optimize experiment

      Session 6: Ethical Targeting and Data Transparency

      • Bias, fairness, and transparency in personalization

      • Privacy compliance (GDPR, CCPA)

      • First-party vs. third-party data use

    • Session 7: Personalized Commerce and Subscription Models

      • AI in subscription commerce and DTC brands

      • Tools: Rebuy, Shopify Magic, Amazon Personalize

      • Hands-on: Design a dynamic offer or renewal experience

      Session 8: Capstone Workshop – Personalized Experience Blueprint

      • Build a working personalization and targeting plan for a case brand

      • Present journey, triggers, dynamic assets, and testing plan

  • Why take this course?

    This 24-hour course teaches students how to design and automate seamless customer experiences across platforms and touchpoints. By using journey orchestration engines, students will learn to create reactive, personalized paths triggered by behavior, intent, or channel engagement. Learners will gain practical skills in automating communications, optimizing timing, and delivering contextual messaging.

    Your customer experience is your competitive edge. Learn how leading brands automate journey flows across email, mobile, web, and more. Design adaptive, behavior-triggered campaigns that drive conversions and deepen customer relationships.

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: Mapping the Multi-Touch Customer Journey

      • Key phases and trigger points across B2C and B2B journeys

      • Experience design and customer journey mapping frameworks

      • Tools: Adobe Journey Optimizer, Insider

      Session 2: Orchestration Logic and Rules-Based Flows

      • Event-based triggers, if-then logic, and response flows

      • Segment creation and personalization branches

      • Hands-on: Build a journey with at least 3 decision points

    • Session 3: Channel Strategy and Timing Optimization

      • Selecting the right channels (email, SMS, app push, in-app)

      • AI-assisted timing and message delivery windows

      • Tools: MoEngage, Iterable, Klaviyo

      • Hands-on: Design a campaign that chooses the optimal channel per stage

      Session 4: Behavioral and Intent-Based Automation

      • Browsing, purchase, and engagement signals

      • Cross-device behavior tracking and funneling

      • Hands-on: Create a behavioral automation flow for cart abandonment or content re-engagement

    • Session 5: Personalization and Dynamic Content

      • Injecting product, location, and persona data into journey flows

      • Hands-on: Create conditional content within a flow using personalization tokens

      Session 6: Analytics and Journey Optimization

      • Measuring journey effectiveness (drop-offs, dwell time, ROI)

      • A/B testing and real-time refinement

      • Tools: Blueshift, Braze, Mixpanel

      • Hands-on: Analyze and optimize an underperforming journey

    • Session 7: Journey Scaling and Lifecycle Campaigns

      • Scaling automated journeys for loyalty, onboarding, and retention

      • Integrating lifecycle touchpoints into broader strategies

      Session 8: Capstone Workshop – Customer Journey Buildout

      • Design a fully orchestrated journey for a sample brand

      • Include personalization, automation triggers, optimization plan

  • Why take this course?

    This 24-hour course guides students through the strategic and technical aspects of designing, launching, and optimizing marketing campaigns using generative content platforms. Participants will explore the end-to-end process of ideating campaigns, generating multimedia assets, maintaining brand integrity, and automating multichannel deployment. The course emphasizes prompt-based creation, iteration, and performance feedback loops.

    Design smarter, faster, and more impactful campaigns with the power of generative platforms. From visuals to ad copy, this course shows you how to use AI tools to bring big ideas to life while staying on-brand and on-strategy

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: Introduction to Generative Campaign Platforms

      • Overview of campaign development workflows enhanced by generative AI

      • Text-to-image, text-to-video, and text-to-copy systems

      • Tools: Jasper, Copy.ai, Midjourney, Adobe Firefly

      Session 2: Campaign Planning and Messaging Architecture

      • Structuring campaign narratives: audience, CTA, tone, medium

      • Prompt engineering for branding and tone consistency

      • Hands-on: Draft a campaign outline using AI-generated concepts

    • Session 3: Visual Content Generation and Asset Strategy

      • Sourcing, editing, and validating generative images and videos

      • Image constraints, brand overlays, and legal/ethical guardrails

      • Hands-on: Produce a visual content package for a campaign segment

      Session 4: Copywriting Across Channels

      • Email subject lines, ad banners, landing page messaging

      • Personalization and multilingual variations

      • Hands-on: Generate and localize cross-platform copy

    • Session 5: Multichannel Coordination and Asset Assembly

      • Packaging campaigns for web, social, print, and dynamic media

      • Automation platforms: Canva, HubSpot, Lumen5

      • Hands-on: Build a full creative suite for campaign deployment

      ​Session 6: Iteration and Optimization Through Feedback

      • A/B testing strategies and feedback loop integration

      • Refining messaging and visual identity based on performance data

      • Hands-on: Use performance simulations to improve campaign outputs

    • Session 7: Governance, Guardrails, and Creative Risk Management

      • Ethical AI content use and hallucination prevention

      • Brand protection strategies and internal review workflows

      Session 8: Capstone Workshop – Generative Campaign Lab

      • Build and present a complete campaign using generative content tools

      • Include branding brief, assets, messaging, and platform-ready exports

  • Why take this course?

    This 24-hour course focuses on how intelligent systems and AI-enhanced CRM tools can manage and optimize the entire customer lifecycle—from acquisition to loyalty and reactivation. Students will explore CRM configuration, customer scoring, lifecycle segmentation, churn modeling, and the orchestration of retention strategies. Emphasis will be placed on data-driven decision-making and real-time personalization at scale.

    The modern CRM does more than store data—it learns, predicts, and adapts. Discover how AI-augmented CRMs help brands optimize every touchpoint across the customer lifecycle. From smarter onboarding to win-back campaigns, this course shows how data turns into loyalty.

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: Introduction to Intelligent CRM Systems

      • Evolution of CRM: from static databases to dynamic systems

      • Features of modern CRMs (CDPs, AI plug-ins, lifecycle engines)

      • Tools: Salesforce Einstein, HubSpot, Freshmarketer

      Session 2: Customer Segmentation and Lifecycle Stages

      • Building journey-based personas (new, active, loyal, at-risk, churned)

      • Predictive segmentation with clustering and scoring models

      • Hands-on: Create lifecycle stages and map KPIs for each

    • Session 3: Customer Scoring and Churn Prediction

      • LTV (lifetime value), churn likelihood, and recency/frequency modeling

      • Tools: Dynamics 365 AI, SAP Emarsys, Pega CDH

      • Hands-on: Build a churn risk dashboard and scoring matrix

      Session 4: Campaign Triggers and Event-Driven Engagement

      • Auto-responses based on CRM flags (anniversary, upgrade, risk alert)

      • Real-time CRM rules and integrations with comms channels

      • Hands-on: Launch a trigger-based loyalty campaign

    • Session 5: Lifecycle Campaign Design

      • Win-back, upsell, onboarding, and loyalty strategy

      • Sequencing and frequency optimization

      • Tools: Klaviyo, MoEngage, ActiveCampaign

      • Hands-on: Design a re-engagement funnel for inactive users

      Session 6: Feedback Loops and Continuous Optimization

      • Using customer data to refine targeting and cadence

      • Incorporating surveys, ratings, and intent signals

      • Hands-on: Use CRM data to trigger a service recovery sequence

    • Session 7: Metrics and CRM Performance Dashboards

      • CRM KPIs: CLV, retention rate, CAC, NPS, repeat rate

      • Building role-specific dashboards for support, sales, and marketing

      Session 8: Capstone Workshop – Lifecycle Campaign Deployment

      • Use an AI-powered CRM to design and launch a full-cycle campaign

      • Include personas, triggers, scoring, and dashboards

  • Why take this course?

    This 24-hour course empowers students to use AI-driven tools and process intelligence platforms to streamline internal operations, reduce waste, and increase organizational agility. From automated workflows to operational dashboards and root-cause analysis, learners will explore how intelligent systems elevate decision-making and boost productivity across departments.

    Smarter operations start with better insights. Learn to unlock bottlenecks, automate redundant work, and monitor real-time performance using AI-enhanced tools. This course shows how leading organizations drive efficiency at scale.

    What will you receive upon completion?

    Certificate of Completion, and Badge to use across Professional Platforms

    What will you learn each week?

    • Session 1: Understanding Operations Intelligence

      • Defining operations intelligence and its role in digital transformation

      • Types of workflows: structured vs. adaptive

      • Tools: Microsoft Power Platform, Kissflow, Pipefy

      Session 2: Workflow Mapping and Process Discovery

      • Visualizing business processes and mapping current-state workflows

      • AI-assisted process mining and bottleneck detection

      • Hands-on: Create a workflow map and identify process gaps

    • Session 3: Automation Tools and Integration Frameworks

      • Robotic Process Automation (RPA) vs. intelligent automation

      • APIs, webhooks, and cross-platform orchestration

      • Tools: UiPath, Zapier, Make

      • Hands-on: Automate a multi-system task across departments

      Session 4: Intelligent Routing and Task Prioritization

      • Dynamic workflows that respond to SLAs, urgency, and context

      • Task queues, intelligent routing, and escalation protocols

      • Tools: Tonkean, ServiceNow, Jira Automation

      • Hands-on: Configure a ticket triage and resolution flow

    • Session 5: Real-Time Monitoring and Operational Dashboards

      • KPIs for operations: throughput, cycle time, backlog, resolution rates

      • Real-time alerting and adaptive decisioning

      • Tools: Tableau, Power BI, Sisense

      • Hands-on: Build a live dashboard for an internal process

      Session 6: Root Cause Analysis and Continuous Improvement

      • Analyzing delays and failure points

      • Applying Lean and Six Sigma techniques with AI support

      • Hands-on: Conduct a root cause analysis and propose automation changes

    • Session 7: Scaling and Governing Automated Workflows

      • Workflow governance, compliance, and versioning

      • Managing change at scale and cross-team coordination

      Session 8: Capstone Workshop – Operational Excellence Blueprint

      • Design and prototype a workflow optimization strategy for a selected process

      • Include KPIs, tools, automations, and performance monitoring plan

ARTS, MEDIA, & ENTERTAINMENT

Course Registration

Ready to take the next step? Browse our available and upcoming courses below and secure your spot today. Don’t miss out—enroll now to unlock new opportunities!

COURSE NAME
COURSE DURATION
COURSE FEE
REGISTRATION

Foundations of Agentic AI: Building Intelligent, Goal-Directed Systems

Month Year - Month Year

Session / Time

$xxxx

Registration Opens Month Year

Prompt Engineering for Beginners: Mastering the Language of AI

Month Year - Month Year

Session / Time

$xxxx

Registration Opens Month Year

Introduction to Generative AI

Month Year - Month Year

Session / Time

$xxxx

Registration Opens Month Year

Introduction to AI Tools: Exploring What’s Possible

Month Year - Month Year

Session / Time

$xxxx

Registration Opens Month Year
MARKETING, STRATEGY AND DIGITAL OPERATIONS

Experential Learning

By completing a Conifer 2C course, students gain exclusive access to upcoming charrettes, research projects, and pilot placement opportunities - bridging learning with real-world innovation.

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Charrette

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Research Project

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Pilot Placement

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