AI Essentials for Marketing Course
A 24-hour course for marketers and communications professionals on the responsible use of AI in campaigns, content and research, closing with an assessed final case.
- Duration
- 3 weeks (24 hours)
- Time per week
- 8 hours
Who this is for
This fits you if
- Marketers, content and communications professionals, and agency staff.
Another option may suit you better if
[To be defined]
Prerequisites
- No technical background required.
What you'll learn
- Explain in general terms how large language models work, and name their structural error types.
- Judge which tasks in a campaign lend themselves to AI support, and justify that choice.
- Turn a marketing brief into a reproducible instruction and verify the output systematically.
- Test your own use of AI against brand guidelines, copyright, the GDPR and the AI Act.
What you'll learn, module by module
-
1
How the technology works
What a large language model does, and the error types that follow from the way it is built.
-
2
AI in the marketing process
Which tasks lend themselves to it across content, research and campaign work, and how to write a brief a colleague can repeat.
-
3
Where the line is
Brand guidelines, copyright and likeness, the GDPR, and the AI Act including the transparency rules for generated content.
-
4
Final case
You apply the material to your own campaigns and are assessed against a rubric, with written feedback.
What a week looks like
The course runs for 3 weeks, and every week looks like this.
8 hours per week
5 hours
Self-study
Course material and exercises on our learning platform, whenever suits you.
1 hour
Live with your teacher
A fixed moment every week, online or at Science Park. Small group, so you get to participate.
2 hours
On your own work
Do the assignment on your own data and your own situation. No exercise files.
Teacher for this course
Hanan ElNaghy
AI Literacy, AI Ethics, Machine Learning, Computer Vision, Deep Learning, Business Intelligence, Digital Heritage
Hanan ElNaghy is a Blended Learning Lecturer at Amsterdam Data Academy, where she teaches AI Literacy, AI Ethics and Machine Learning to professionals who want to understand and apply AI responsibly and ethically in their work. She is also an Assistant Professor at The American University in Cairo, teaching across the School of Sciences and Engineering and the Onsi Sawiris School of Business. She holds a PhD in Computer Vision from the University of Amsterdam, where her research on 3D digital heritage was part of the EU Horizon 2020 GRAVITATE project, and her work has been published in leading international journals and conferences. With over 18 years of experience across academia, research and industry, Hanan brings academic depth and applied, real-world insights to every learning environment.
Choose your format
The content, the teacher and the certificate are the same in all three formats. What differs is the focus and the planning, and that's reflected in the price.
With your team
A proposal made for your organisation, from four participants.
- From four participants
- Built around your own cases
- On location or remote
- Subsidy often possible
In a group
The usual way: you share the teacher with a few others and follow a fixed schedule.
- Fixed start date, fixed schedule
- Small group of fellow students
- Shared teacher
Individual
For anyone who prefers to work at their own pace.
- Start whenever you want
- Your own pace and planning
- Teacher just for you
- Personal guidance
Every course counts: your certificate states it is part of our programme at NLQF Level 6, comparable to bachelor level. What NLQF Level 6 means →
Flexible payment
Payment options
Through your employer, with a voucher or in instalments: there's usually a way that works. Not sure which fits you? We're happy to think it through with you, free and without obligation.
Option 1
Through your employer
We can invoice your employer directly, with 30 days to pay. If it helps, we'll give you a training plan to discuss internally.
Option 2
With a government contribution
A UWV training voucher or a municipal voucher can cover (part of) the cost. We're on the approved lists, CRKBO-registered, and glad to help with the application.
Training with colleagues? Your employer may be able to use the SLIM subsidy; we're happy to do the application together.
Option 3
Paying yourself
Pay the full amount at once, or spread it: 3 or 5 instalments at no extra cost, or an interest-free loan through TechMeUp. You choose when you register.
Officially classified
NLQF Level 6, comparable to bachelor level
Every course and bootcamp is part of our Applied AI & Data Science programme, classified by NCP NLQF at NLQF Level 6, comparable to bachelor level. Your certificate states it, so employers know what your training is worth.
What NLQF Level 6 means →