Data Fundamentals for Marketeers Course
The foundation course for marketeers who want to work smarter with AI. Understand what AI is, how large language models work, and how to apply generative AI and your marketing data in your daily work.
- Duration
- 3 weeks (24 hours)
- Time per week
- 8 hours
Who this is for
This fits you if
- Marketeers, content, growth and campaign managers who want to put AI to work in their daily job.
- Marketing professionals who work with data and AI teams and want to speak their language.
Another option may suit you better if
- You do not work in marketing and want a general foundation in AI. Take a look at AI Fundamentals Course instead.
- You already work with large language models and prompts. Take a look at Prompt Engineering Course instead.
- You want a solid foundation in data and statistics rather than AI. Take a look at Data Fundamentals Course instead.
Not sure? Plan a free study advice call
Prerequisites
- No prior AI or data experience needed.
- Basic familiarity with marketing channels and campaigns.
What you'll learn
- Understand what AI is, how the main model types work, and how they are used in marketing.
- Understand where your marketing data comes from and what it takes to make it useful for AI.
- Understand generative AI and LLMs, and write effective prompts for marketing tasks.
- Write a practical, well-founded AI project proposal for a marketing challenge.
What you'll learn, module by module
-
1
Foundations of AI & Data in Marketing
Key AI and data terminology, supervised versus unsupervised learning, the top 5 AI models, how AI is applied in marketing (segmentation, personalisation, forecasting), and where marketing data comes from (CRM, web analytics, ad platforms, email tools).
-
2
Generative AI, LLMs & Prompting for Marketeers
How large language models work, their capabilities and limits (hallucination, knowledge cutoff, bias), prompting fundamentals, and practical marketing use cases for content creation, campaign ideas, summarising customer feedback and analysing results.
-
3
Final Assignment
Identify an AI opportunity in your own marketing work; frame the problem, define the data you need, design an AI-assisted solution, and present a well-founded project proposal including AI-specific risks.
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
Patrick Pisani
Data Analytics and Business Intelligence
Patrick is a data analyst with experience across finance, tech, and government, including forecasting models at Just Eat Takeaway.com. He teaches data and AI fundamentals courses.
First live sessions
These are the dates of each group's first live session with the teacher. You don't have to wait for them: as soon as you register, you get access to the learning materials and can start with the self-study.
-
Soonest
2026-11-12
None of these dates work for you? Let us know and we'll think along with you.
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
Most affordable per person 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 →