Generative AI for Advertising and Integrated Marketing Communication

"i. Introduction This course develops a rigorous understanding of the AI-enabled advertising and integrated marketing communications (IMC) mix—including generative-AI creative development and testing, dynamic creative optimisation, programmatic media planning and buying, search and social governed by recommender algorithms, influencer/content ecosystems, and the orchestration of owned–earned–paid channels. Emphasis is on managing these elements as a cohesive, data-driven programme that implements and sustains brand, product, and service strategy in an AI-dominated environment, with attention to governance, transparency, bias, privacy, and measurement (incrementality, lift, and MMM).Course Objective: The course introduces contemporary advertising concepts—alternative marketing, digital advertising, and influencer marketing—through an AI-enabled lens. Participants develop a foundational grasp of marketing-communication frameworks and learn how integrated, data-driven IMC tools (across paid, owned, and earned media) influence and align the overall marketing strategy for brands, products, and services "

Instructor-led sessions connecting AI-enabled marketing frameworks, tools, and governance with real decision-making.

Real-world campaign cases to evaluate strategy–IMC alignment, creative effectiveness, and responsible AI use.

Practical exercises including creative briefs, ad variations, A/B testing, audience mapping, and campaign design.

Team-based development of a complete IMC plan—from objectives and audience to creative, media, and measurement.

Leaders responsible for driving brand strategy, IMC planning, and digital transformation initiatives.

Managers handling campaigns, media planning, content, and customer engagement across channels.

Professionals focused on building brand narratives, managing agencies, and ensuring consistent messaging.

Individuals looking to transition into AI-enabled marketing and integrated communication roles.

Instructor-led sessions connecting AI-enabled marketing frameworks, tools, and governance with real decision-making.

Real-world campaign cases to evaluate strategy–IMC alignment, creative effectiveness, and responsible AI use.

Practical exercises including creative briefs, ad variations, A/B testing, audience mapping, and campaign design.

Team-based development of a complete IMC plan—from objectives and audience to creative, media, and measurement.