Build hands-on generative AI (GenAI) skills to future-proof your digital marketing career! This specialization from IBM is specifically designed to give marketing managers, content creators, freelance writers, bloggers, startup founders, and small-business owners the highly sought-after, hands-on skills to harness GenAI effectively in just four weeks. No prior AI experience required.
As you learn, you’ll master the core concepts of GenAI, along with prompt engineering techniques that create high-quality, audience-focused content efficiently. You’ll explore how to use GenAI tools for automating content creation, blogs, ad copy, and social posts, and for optimizing audience segmentation, keyword research,SEO, and digital advertising. You’ll also learn how AI can personalize e-commerce and email marketing experiences for better engagement.
You’ll then dive into Generative Engine Optimization (GEO), to understand how AI-powered engines like AI Overviews, Copilot, Perplexity, and ChatGPT interpret and cite content. Plus, you’ll get hands-on designing AI-friendly formats, structuring entity-driven content, and measuring visibility using emerging GEO metrics.
If you’re keen to future-proof your digital marketing career with GenAI and GEO skills businesses need, enroll today!
Übungsprojekt
Through hands-on labs and projects, you’ll gain practical, job-ready skills in applying GenAI tools to real-world digital marketing scenarios. Skills you’ll practice include crafting effective prompts, optimizing marketing campaigns, enhancing digital advertising and e-commerce, improving SEO and GEO, and personalizing email marketing
Example projects include:
Generate Text Using Generative AI
Generating Text, Images, and Code
Naive Prompting and the Persona Pattern
The Chain-of-Thought Approach in Prompt Engineering
•The Tree-of-Thought Approach in Prompt Engineering
Creating Ad Copy with Generative AI
Creating AI-Generated Visuals
Optimize SEO with Generative AI
Personalizing Content with AI
Generating Personalized Product Recommendations
Generating Email Subject Lines and Email Content
Mapping Keywords, Entities, and AI Queries
Restructuring Content for AI-Friendly Formats (FAQs, Lists, and Summaries)
Analyzing GEO Metrics and AI Search Visibility
