Key Highlights
• The "AI in Digital Marketing" lecture (PDF deck)
• Outline of planned AI modules for Emory’s Digital Marketing Certificate
• Reflection on how AI will reshape learning
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Outline of planned AI modules for fall 2025 – Emory’s Digital Marketing Certificate
I created and teach Emory's Digital Marketing: Build and Launch Better Multichannel Campaigns Certificate, which I evolved from our earlier versions dating back to 2012 when a colleague and I founded the original program. I am now growing the new program to include two new breakthrough modules on how AI is being used in digital marketing.
Outline of changes
Certificate Rename: Digital Marketing: Campaign Planning Using AI
Why This Name? At its heart, this remains a multichannel campaign planning program. The existing name, Digital Marketing: Build and Launch Better Multichannel Campaigns, very much still defines what makes the program powerful. It’s workflow is even more aligned now with real-world experiences researching, planning, developing, launching, then running a live campaign using a real client capstone practicum. So the new name: Digital Marketing: Campaign Planning Using AI keeps what’s best of the existing program’s brand, shortens it a bit, and adds in this exciting AI feature. The program's Digital Badge will also be updated to reflect the new name and will likely include an AI graphic addition.
The Two New AI Modules:
The AI sections, "Using AI in Digital Marketing," situated in weeks 8 and 9 of the program courses and prior to Final Capstone, serves two roles:
1. It adds a new, significant, and bold area of study for the certificate; and
2. It can act as a standalone workshop, where additional students may attend and interact with the content without having access to the rest of the program but work within the Canvas LMS.
1. It adds a new, significant, and bold area of study for the certificate; and
2. It can act as a standalone workshop, where additional students may attend and interact with the content without having access to the rest of the program but work within the Canvas LMS.
This two-week section flows seamlessly with the rest of the program for certificate students and has no project assignments. It does include discussion assignments, which will add interest for the certificate students as they interact with the workshop students. As throughout the program, there is a quiz at the end of each week, and so for the workshop students upon successful completion they can be awarded a “Using AI in Digital Marketing” digital workshop badge.
Unique Section Workshop:
The Phase II section on this addition (page 7) alludes to this idea. Within the Digital Marketing Certificate cohort, weeks 8 and 9 now complete the Module work prior to Final Capstone. These two final weeks in the track are able to stand alone without consequence to the certificate students and serve as a unique section for the workshop: "Using AI in Digital Marketing."
This proposes that workshop students can:
1. begin on week 8 and conclude their work after the end of week 9;
2. successfully complete all work and quizzes related to these two weeks;
3. interact with the full compliment of students in the cohort
4. then receive a digital badge for this workshop.
1. begin on week 8 and conclude their work after the end of week 9;
2. successfully complete all work and quizzes related to these two weeks;
3. interact with the full compliment of students in the cohort
4. then receive a digital badge for this workshop.
How this works:
Within a cohort there are two modules that are sectioned off in the Canvas LMS only for workshop students. So, certificate students cannot see these two workshop modules, and workshop students cannot see the certificate material. However, they essentially appear the same, sharing discussion assignments so they can all benefit by that new collection of students, and complete the quizzes. The design of weeks 8 and 9 for certificate students looks the same, so during the live class on screen the instructor’s environment looks just like that of both sets of students.
Using AI in Digital Marketing I and II Detail:
This new AI section will seamlessly work to round-out the certificate’s third Module, Campaign Execution and Management. The lesson plan for the AI section includes:
Week 8 -
Focus: Using AI in Digital Marketing I
Outcome: Understanding How AI Supports Marketing Tasks
Lecture: “How is AI Used in Marketing, Including Ethics and Privacy Issues”
Focus: Using AI in Digital Marketing I
Outcome: Understanding How AI Supports Marketing Tasks
Lecture: “How is AI Used in Marketing, Including Ethics and Privacy Issues”
Opening lecture covers:
1. Core AI concepts like machine learning, natural language processing, and computer vision in a summation of big picture theory.
2. Common skills used in AI-driven digital marketing
3. How having these skills positively impact a career
4. Pros and cons of AI in digital marketing practice
3. Ethical considerations and data privacy
>> Discussion Assignment follows lecture.
2. Common skills used in AI-driven digital marketing
3. How having these skills positively impact a career
4. Pros and cons of AI in digital marketing practice
3. Ethical considerations and data privacy
>> Discussion Assignment follows lecture.
New Self-Study Assignments:
1. How is AI used in digital marketing?
2. Examples of AI in digital marketing
(visual examples with recent brand case studies)
3. How to use AI in digital marketing:
- Content and image creation
- Customer segmentations
- Customer service and support
- SEO/keyword research and content optimization
- PPC/ad targeting and analysis
- Data and predictive analytics
- Email marketing
- Personalized campaigns
>> Quiz follows.
1. How is AI used in digital marketing?
2. Examples of AI in digital marketing
(visual examples with recent brand case studies)
3. How to use AI in digital marketing:
- Content and image creation
- Customer segmentations
- Customer service and support
- SEO/keyword research and content optimization
- PPC/ad targeting and analysis
- Data and predictive analytics
- Email marketing
- Personalized campaigns
>> Quiz follows.
Week 9 -
Focus: Using AI in Digital Marketing II
Outcome: Experience with the Primary AI Apps Used by Marketers
Lecture: “Automation and AI in Digital Marketing”
Focus: Using AI in Digital Marketing II
Outcome: Experience with the Primary AI Apps Used by Marketers
Lecture: “Automation and AI in Digital Marketing”
Opening lecture covers:
1. Automation in digital marketing (use of software to perform routine marketing tasks). This enables real-time data analysis, personalized customer targeting/content, dynamic campaign adjustments, chatbots and VAs, programmatic advertising, and predictive insights.
2. Illustrating examples such as dynamic email marketing, social media listening and responding, recommendation engines based on user behavior, real-time ad optimization.
>> Discussion Assignment follows lecture.
1. Automation in digital marketing (use of software to perform routine marketing tasks). This enables real-time data analysis, personalized customer targeting/content, dynamic campaign adjustments, chatbots and VAs, programmatic advertising, and predictive insights.
2. Illustrating examples such as dynamic email marketing, social media listening and responding, recommendation engines based on user behavior, real-time ad optimization.
>> Discussion Assignment follows lecture.
New Self-Study Assignments:
1. AI app demos, explanations, and guided practice for:
- automation for marketing workflows
- AI-based marketing customer data platform
- enhancing lead generation and customer interaction
- improving customer experiences in real-time
- on-page optimization
- AI writing assistance
- Generative AI, to convert natural language prompts to images
- NLP interactive customer experience, response on social
- social media management
- predictive email campaigning
- data visualization for analysis/insights
>> Quiz follows.
1. AI app demos, explanations, and guided practice for:
- automation for marketing workflows
- AI-based marketing customer data platform
- enhancing lead generation and customer interaction
- improving customer experiences in real-time
- on-page optimization
- AI writing assistance
- Generative AI, to convert natural language prompts to images
- NLP interactive customer experience, response on social
- social media management
- predictive email campaigning
- data visualization for analysis/insights
>> Quiz follows.
