Make the most of AI for Marketing

Gain the critical skills to enable a strategic approach to AI use in marketing!


As AI technology continues to advance at a rapid pace, this Specialist Award will enable you to respond effectively to developments and understand their application to marketing. It provides strategic insights to the impact of AI within the business environment and the resources required to implement AI technologies. You will gain the knowledge and skills to create a suitable plan to respond to AI developments.

Purpose Statement

This Specialist Award develops the knowledge on Artificial Intelligence (AI) and to develop skills to enable a strategic approach to its use in marketing. It covers three key areas: the first area develops knowledge in the application of AI within marketing, including key concepts and benefits, the second are covers the impact of AI within the wider organisational environment and ethical considerations; the final area explores how to create an effective plan to respond to AI developments.

What will you learn?

This Specialist Award develops the knowledge and skills on Artificial Intelligence (AI) in order to enable a strategic approach to its use in marketing.

It covers three key areas:

  • Identify the application of AI within marketing

-Define key concepts of AI
-Explain how data contributes to AI
-Analyse the benefits of AI

  • Evaluate the impact of AI within business environment

-Interpret customer acceptance and adoption of AI
-Asses the implication of ethical AI
-Define the skills required to implement AI

  • Create a plan to determine the utilization of AI in marketing activities

-Recommend tools to apply AI in the marketing function
-Develop a project plan for implementing AI in current marketing strategy, including metrics for measuring its success.

Who should complete a Specialist Award?

Developed for marketing managers in operational and supervisory roles looking to progress their strategic and management skills. Particularly suited to those in specialist roles.


The CIM Level 6 Specialist Awards are assessed via onscreen Multiple Choice Test (MCT). The MCT will utilise a variety of Multiple Choice Question (MCQ) Types allowing for the assessment of higher order thinking and different levels of cognitive demand.

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Completion time:

6 weeks, 90 hours of learning

Complementary Courses

Instruments and indicative content

  • Machine learning ( e.g. supervised and unsupervised, deep learning)

  • 4V-s ( volume, velocity, variety, veracity), types of data, structured, unstructured, metadata)

  • Managing resources, capabilities, enhancing customer journeys, touchpoints, competitive advantage and insights

  • Technology Acceptance Model, strategic alignment with the brand, personalization experience

  • Ethics and governance (e.g. FATE), corporate digital responsibility, data protection and privacy

  • Communication, collaboration, data governance/management, cross functional teams, using existing email tools to automate responses

  • Ecommerce plugins, chatbots, chat tools, content optimization tools, recommendation engines, social media analytics

  • Marketing planning frameworks, gap analysis, marketing challenges and objectives customer journey stages, personas, content, positive and negative implications, resource, KPIs and metrics, testing, engagement with external and internal stakeholders, accuracy

  • Emerging opportunities, positive and negative indicators, ethical AI, regulation, technology governance, enhanced personalization, predictive analytics, automation and process optimization.

Download the full syllabus


Course Start Dates

The CIM Specialist Digital Award in Ecommerce can be competed in as little as 6 weeks.

Virtual Afternoons: 6 online live sessions starting 15th of July from 16:30 to 18:30, Romanian time.
Virtual Evenings: 6 online live sessions starting 15th of July from 20:30 to 22:30, Romanian time.


 Virtual Classes

From 700£ + VAT with 9 months of support

Key Steps

Specialist Awards have been developed to provide you with an in-depth understanding and expertise in focused areas of Digital marketing through time-efficient, assessed learning. Allowing you to tailor your knowledge and credentials to suit your current and aspirational career goals without such a significant time or financial commitment.

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What do the alumni say?

Absolvent Institutul de Marketing Veronica Bogdacenco

The training has been a key milestone in my professional life: the first step towards a reputed international marketing certification and a marketing job abroad.

Veronica Bogdacenco, Lead Product Manager Growth & Discovery at Tide