1. Foundations of AI-driven marketing - Start here to understand how marketing is changing and what AI technologies make this transformation possible.
Module 2 · Marketing 6.0 - You will learn how marketing evolves toward intelligent, immersive, and human-centered systems, and how the role of the marketer changes in Marketing 6.0.

Module 3 · Machine learning & deep learning for marketing - You will understand how machine learning and deep learning work, how models are developed, and why these technologies matter for marketing.

Module 4 · Generative AI in marketing: You will learn what generative AI is, how it works, how it is used in marketing, and how to design better prompts.

Module 5 · Data for AI in marketing: You will learn what data means in the AI context, what makes a dataset useful, and how preprocessing supports AI-based marketing analysis.

Module 7 · Creative work with AI (1) You will explore creativity, idea generation, and practical human–AI collaboration in creative marketing work.

Module 8 · Creative work with AI (2): You will examine what research says about AI and creativity, including augmentation, replacement, paradoxes, and changing human roles.

Module 9 · Building critical skills for the AI age: You will learn what critical thinking is, which cognitive skills support it, and how to question AI through prompts, data, and judgment.

3. Critical & Responsible AI: Critical thinking, synthetic personas, competencies, and security.

Module 10 · Critical thinking when using AI in marketing: You will learn where AI can mislead marketers, including analytical pitfalls, weak reasoning, ethical risks, and decision-making errors.

Module 11 · Creating and testing synthetic personas with AI: You will create, enrich, and test synthetic personas based on customer data and evaluate their usefulness for marketing thinking.

Module 12 · Critical evaluation of synthetic personas: You will learn how to detect hallucinations, check grounding, recognize AI sycophancy, and turn AI into a critical reviewer.

Module 13 · Competencies to work with AI in marketing: You will explore AI marketing competencies, assess your own level, and create a personal development plan.

Module 14 · Security: You will learn how AI changes digital threats, including phishing, deepfakes, data leaks, prompt injection, and password security.

Module 15 · Sales and marketing synergy: You will learn how AI supports the sales funnel, CRM systems, lead management, conversion analysis, and marketing–sales alignment.

Module 16 · Additional: Building AI agents with Claude Code: You will build reusable Claude Code skills and subagents, organize them with progressive disclosure, and test them against a baseline.