AI and Digital Marketing

About

The aim of this course is to familiarize students with the specifics, strategies, and tactics of marketing in today’s AI-driven internet environment. A key focus of the course is on how Artificial Intelligence (AI) and Generative AI (Gen AI) are transforming various aspects of digital marketing. The structure is designed to guide individuals through the critical steps involved in crafting an AI-optimized online marketing strategy and digital presence. The course consists of lectures that will cover a range of topics theoretically, and seminars that will provide hands-on experience, helping students develop a practical skill set.

From the outset, students will delve into AI-enhanced online marketing strategies and AI-powered market research, emphasizing how data-driven decision-making is reshaping marketing. Key foundational topics will follow, including keyword analysis, SEO, online advertising, and PPC, each explored through the lens of AI advancements. As students master keyword discovery, they will also learn how to leverage AI in content creation and distribution, particularly in areas like content marketing strategy and AI-assisted copywriting.

The course will also explore marketing tools that have evolved alongside ICT developments, with a strong emphasis on AI integration in email marketing, social media marketing, mobile and video marketing, and user experience (UX) design. Throughout, students will gain a strategic understanding of how AI and Gen AI are driving the future of digital marketing.

This programme is designed as a part of our Intensive 2 Week Summer School, where multiple courses from a wide variety of Masaryk University study programmes and departments will be offered. These courses will be arranged in an intensive and dynamic form, each working day there will be an academic session. In the afternoon and evenings students come together from across disciplines to enjoy everything Brno has to offer! 

Enroll now and transform your marketing game!

Course leader

Dušan Mladenović

Target group

This course is targeted for bachelor, master and PhD students. Basic knowledge of management and marketing functions is desired as it would help to understand the digital marketing tactics better.

Course aim

In the end of the course, students will be able to:

- Understand Digital Marketing Fundamentals and Market Research. Gain a foundational understanding of digital marketing principles, online market research techniques, and how they contribute to business strategy and competitiveness.
- Implement SEO, Keywords Analysis, and PPC Strategies. Analyze and optimize content through keyword research and SEO, while effectively planning, launching, and measuring pay-per-click (PPC) advertising campaigns.
- Develop and Execute Content and Social Media Strategies. Create, distribute, and manage content marketing strategies, including copywriting and social media tactics, to engage audiences and support brand objectives across digital platforms.
- Use Various Digital Marketing Tools and Channels. Utilize various digital marketing tools, including email marketing, mobile marketing, generative AI, and other emerging technologies to enhance campaign efficiency and customer engagement.
- Apply Practical Skills and Industry Insights for Online Competitiveness. Integrate practical skills and insights from industry experts to craft and implement digital marketing strategies that capitalize on online opportunities and drive business growth.
- Leverage Generative AI for Marketing Innovation
- Explore and apply generative AI tools and techniques to enhance content creation, personalization, and market analysis, understanding their impact on improving digital marketing strategies.

Fee info

The cost breakdowns as follows: Tuition fees; Accommodation in Brno (12-26 July); Breakfast; Orientation; Daily cultural and social activities including welcome and farewell receptions; Saturday trip to one of the local Czech UNESCO sites; 24/7 support. Students should budget an additional €200-500 depending on their spending habits for food (lunch, dinner) and other expenses. Public transport ticket is in additional costs.