Certificate: AI Marketing Course

Become a strategic AI marketing operator

with Parry Malm

2025 Dates announced soon

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Overview

Unlock the future of marketing with this comprehensive AI Marketing course designed to equip you with the skills to thrive in the AI era. Over three immersive sessions, you’ll gain deep insights into the fundamentals of AI and learn how to leverage its potential to elevate your strategic AI marketing skills.

Dates
2025 Dates Announced Soon
Instructor
Parry Malm
Duration
9 hours
Price
£995 (GBP) / $1200 (USD)

Module 1: Fundamentals of AI

  • AI is coming for marketing jobs
  • The evolution of AI Marketing
  • Complex AI made simple

Module 2: AI Marketing Decoded

  • To AI, or not to AI…that is the question
  • Knowledge workers vs AI knowledge workers
  • Uncover the power skills to thrive in an AI era
    • Mental agility
    • Speak AI (prompt): the limitations and logic of effective AI briefing
    • Beyond the Prompt: look under the hood and understand the fundamental mechanics of AI. Exploring inputs, process, reasoning and outputs

Module 3: Becoming a Strategic Marketer and Operator with AI

  • Moving from power skills to the AI-enabled marketer
  • The AI-enabled marketer in action - The art of AI marketing
    • Strategic thinking and planning
    • Ways of working
    • Habits

Module 4: Diagnosing your AI Marketing Capabilities – People, Process & Technology

  • Audit your/teams’ role(s) and ways of working
  • Understand what needs automation vs AI, co-pilots vs agents, AI vs humans vs cyborgs
  • Learn how to identify where you can use AI to optimise, augment, or replace existing tasks, processes, and objectives
  • Benefits and limitations of different data sets and tools
  • Review your tools and data sets

Module 5: AI Marketing in Action – Execution, Channels and Tools

  • Brief overview of the AI tools landscape
  • AI marketing application: channels, workflows, tools and the customer experience
    • GenAI for Marketing
    • AI Activation
    • AI Content Operations
    • AI Analytics & Insight
    • AI Productivity, Workflows & Ops

Module 6: Problems and solutions

  • Framework: Problem, outcome, use case, initiative, evaluate, pitch
  • Explore marketing use cases solved with AI initiatives
  • An AI framework for identifying AI marketing use cases and identifying and evaluating AI initiatives to solve them
  • Effective measurement of marketing AI initiatives connected to departmental and business goals

Learning Outcomes

  1. Speak to AI like a native (communicating beyond prompting)
  2. Development of your strategic AI marketing thinking
  3. Comprehension of the fundamentals of AI mechanics and its limitations
  4. Understand and audit the threat levels of AI to your role and marketing functions
  5. Adopt new day to day AI ways of working in marketing
  6. Strategically map AI Marketing initiatives (Framework: Problem, outcome, use case, initiative, evaluate, pitch)
  7. Become a AI-enabled marketer
  8. Identify, evaluate, communicate and measure AI use cases
  9. Shift your perspective and unlock the possibilities of AI in marketing

Tools & Resources

Take home a series of tools and templates to apply your knowledge on the job and drive forward your AI-enabled marketing efforts.

  • AI marketing canvas
  • AI glossary of terms
  • Next best action (NBA) design template
  • AI agent task design
  • AI Marketing Initiatives template

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Learning Design

12 hours

 

Completion Badge

 

Tools & Resources

 

Slack Community

 

Live, Instructor-led

 

Fully Online

 

Interactive

 

£995 (GBP)

 

Parry Malm
Instructor: Parry Malm

Parry is a self-proclaimed digital anarchist, although according to the Metropolitan Police, he’s just an anarchist. When not busy teaching wayward youths the error of their ways through the magic of interpretive dance… he is… well… either unemployed, or semi-retired. He’s just not quite sure which.

In 2015, he founded a company called Phrasee, which was an AI company that generated and optimised… wait for it… email subject lines… for big brands to get more opens and clicks. Pretty niche, right? It'd probably never work, right? Hard pass, right? Well, if you think that, then you're probably like the 99% of VCs he met. But 1% disagreed - and they all made a load of money as a result. Remember 2015: people could barely spell AI, let alone believe it could write not just like a human, but better than a human. This needed a story. A hell of a story. And a hell of a delivery of that story. And that’s what he and his team did. Along the way he was named the Tech Entrepreneur of the Year in 2016, won the CB Insights Demo Day in 2017, and was even invited to speak to the UK Parliament in 2018 about AI (before it was cool obv).

<narrator> "Well now, if you think Parry was just gonna coast through life, you’d be as wrong as a possum at a dog show. Life sure came at him faster than a jackrabbit on a hot griddle, and let me tell ya, things got real interestinreal quick..." </narrator>

What started as a mega niche tech became an absolute juggernaut... and was bought for >$100m by a global private equity consortium in 2022. Now known as Jacquard, Parry sits on the board as a non-exec director.

Other than that, he’s advising an AI coaching business, an AI fantasy football business, an AI training business, and most importantly cruises his kids to school on his sick ecargo bike (the single best purchase he has ever made, so he tells me).

(Editor’s note: Parry wrote this himself, and decided to use the 3rd person because it gives him an enormously satisfying sense of unearned grandiosity).

 

Carlos Doughty

Instructor: Carlos Doughty

Carlos Doughty is the Founder and CEO of LXA, having bootstrapped the business from his sofa into a globally leading education company in tech, growth marketing, martech, and marketing operations. He has built a community of over 100,000 enthusiasts in tech, marketing, martech, ad tech, and salestech.

With rich experience in digital transformation programs ranging from CRM and MAP to CDP, he possesses deep knowledge and expertise in running tech and marketing initiatives.

Carlos has consulted on projects for various enterprises and startups across industries, working with prominent brands such as HSBC, Euromoney, JP Morgan, and Freshfields. His global experience spans delivering projects in cities like London, New York, Beijing, Hangzhou, and Singapore.

A regular keynote speaker at marketing and tech events worldwide, he brings nearly two decades of experience in growth, marketing, and technology. He is also the host of the #MarketingBookClub, where he has interviewed notable figures such as Seth Godin and Scott Galloway. In recognition of his contributions, Carlos was named MarTech Business Leader of the Year in the UK.

Frequently Asked Questions

Download the course brochure

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Who we've trained

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Who should enrol?

Generalist

  • Marketing
  • Branding
  • Technology
  • Operations
  • Programme & Project
  • Career Movers






Example job titles: Marketing manager, operations manager, BDMs, etc.

Leaders

  • Marketing
  • Branding
  • Data & Analytics
  • Digital
  • Transformation
  • Technology
  • Growth





Example job titles: Heads & directors of marketing, GMs, MDs, Heads & directors of digital, etc

Technical

  • eCommerce
  • Digital
  • Marketing Operations 
  • Marketing Automation & Tech
  • Agency MDs / Consultants
  • CRM / CDP / Data / Email
  • Digital marketing
  • ABM / Demand Generation
  • Transformation / Innovation
  • Strategists


Example job titles: CRM manager, marketing operations manager, sales operations manager, etc.

Why LXA?

Decades of Experience

Our team and network of instructional designers, SMEs, content operations managers, and learning experience design specialists each have decades of experience.

Crafting over 500 learning experiences for our 50k+ community means our team is well-placed to design and deliver your learning content. 

Uniquely Informed

With an annual event series that gains us access to hundreds of global thought leaders, interviews and surveys with over two thousand enterprise CMOs each year, and an expansive network of practitioner course instructors, our access to knowledge and expertise is unmatched.

Fast, Fresh Content

Our proprietary AI enabled production capabilities ensure we can quickly create and update content as the marketing landscape, buyer behaviours and market changes evolve.

Plus, we offer live workshop options to provide to the minute updated training.

Personalised Learning Design

With our unique approach to learning design, we can expertly craft learning paths and experiences that match cohort learning levels, experience, role focus, and training needs.

From entry level, to intermediate through to specialist and advanced, content is curated with the end-user in mind.

Marketing Enablement Focussed

We don't just help you upskill and reskill your team. We focus on learning design of materials and experiences that connect to your marketing operating model, stack and ways of working. Learning becomes a catalyst to enable the broader marketing strategy and framework. Our learning supports your marketing enablement effectiveness.

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