AI-Powered Marketing Mastery

Learning Objective:Familiarise learners with Copilot’s core functionalities, from setup to generating text and basic visuals. Understand how generative AI works within Microsoft 365, including the basics of the Visual Creator.

• Welcome & Programme Overview
• • Introduce Copilot’s potential for marketing professionals in the Microsoft 365 ecosystem.
  • Provide success stories or mini-case studies of AI-driven marketing wins.
• Foundations of Generative AI
• • A high-level introduction to Large Language Models (LLMs) and how they power Copilot.
  • A brief overview of image generation technology underpinning the Visual Creator.
• Copilot Pro Setup and Configuration
• • Step-by-step activation and configuration within Word, Excel, PowerPoint, Outlook, and OneDrive.
  • Overview of recommended default settings and customisation for marketing workflows.
• AI-Powered Content Creation and Ideation (Text)
• • Content Drafting in Word and Copilot Chat: Social media captions, emailers, blog post outlines.
  • Content Transformation: Rewriting, expanding, summarising, and adjusting tone for different platforms/audiences.
  • Ideation with Copilot Chat: Generating content ideas, brainstorming angles, and defeating writer’s block.
• Introduction to Visual Creator
• • How it Works: The basics of AI image generation and its application in digital marketing.
  • Prompt Engineering 101:
  • • Descriptive keywords specify art style (e.g., photorealistic, minimalist) and aspect ratio.
    • Examples:
    • • "An image of a simple gold trophy with confetti to recognise a job well done."
      • "A minimal bar graph with colourful rising bars and an up arrow to show business growth."
      • "A hyper-realistic image of a modern workspace with colourful furniture and a moss wall in mid-morning light."
    • Good vs. bad prompts
    • A handy cheat sheet of prompt modifiers and style guides.
• Hands-on Practice
• • Visual Creator Exercises: Generate images for social media posts and blog headers.
  • Refining Outputs: Experiment with prompt variations and glean tips for obtaining better results.

Learning Objective:Employ Copilot to plan, schedule, and manage digital marketing campaigns. Perform AI-powered SEO keyword research and craft optimised content.

• Introduction to AI-Enhanced Campaign Management
• • Identify key marketing workflows that can be streamlined via Copilot.
  • Discuss real-world examples: how marketing teams use AI to handle multi-channel campaigns.
• Streamlined Campaign Planning
• • Campaign Outlines in Word: Develop objectives, audience segments, messaging frameworks, and channel selection.
  • Timeline & Budget Creation in Excel: Gantt charts (created by modifying stacked bar charts), budgets, and resource allocation.
  • Social Media Calendar Management: Automate social media calendar generation with Copilot in Word/Excel.
  • • Brainstorm visual content ideas using Copilot Chat + Visual Creator.
• AI in SEO
• • The current state of AI in SEO how search engine algorithms are evolving.
  • Keyword Research with Copilot Chat:
  • • Identifying long-tail keywords, trending topics, and user intent analysis.
  • SEO-Optimised Content in Word:
  • • Generate outlines and drafts tailored to target keywords.
    • Use Copilot to tweak phrasing, ensure spelling, improve readability, and match SEO best practices.
• Hands-on Application
• • Learners build a mini-campaign plan around a hypothetical product/service.
  • Identify top keywords, draft an SEO-friendly blog intro, and plan basic visuals.

Learning Objective:Harness Copilot in Excel, Word, and PowerPoint to analyse marketing data, create compelling visualisations, and generate insightful reports.

• Data Analysis for Marketing (Excel)
• • Cleaning & Organisation: Use Copilot to assist in tidying datasets and removing duplicates.
  • Generating Formulas and KPIs: Ask Copilot to craft formulas and measure performance (e.g., CTR, CPC, ROI).
  • Pivot Tables & Charts: Automate creation of pivot tables, charts, and custom dashboards.
  • Actionable Insights: Summarise large datasets using Copilot’s recommendations.
• Creating Data-Driven Presentations (PowerPoint)
• • Storytelling with Data: Convert insights into compelling narratives.
  • Design Suggestions: Use Copilot for slide design that aligns with brand guidelines.
  • Visualisation Integration: Pull charts directly from Excel into PowerPoint with Copilot’s help.
• Visual Storytelling with Visual Creator
• • Build custom images or illustrations that highlight data or represent abstract marketing concepts.
  • Combine text-based slides with AI-generated visuals to enhance audience engagement.
• Automated Reporting (Word)
• • Report Templates: Use Copilot to build standard marketing report templates.
  • Summaries & Recommendations: Generate intelligent commentary on marketing performance for stakeholders.
• Hands-on Application
• • Interpret a sample set of campaign performance data, create a short slide deck with visuals, and generate a summary report in Word.

Learning Objective:Use Copilot across OneDrive, Word, Excel, and Outlook to enhance marketing operations, automate mundane tasks, and strengthen email marketing strategies.

• Efficient File Management & Collaboration (OneDrive)
• • Summarising lengthy documents, quickly comparing versions, and managing folders.
  • Facilitating collaborative editing of marketing assets (press releases, blog posts, creative briefs) with Copilot’s assistance.
• Automating Marketing Tasks (Word & Excel)
• • Templates in Word: Generate press release templates, blog outlines, or brand guidelines.
  • Task Automation in Excel: Light data entry, lead tracking, and routine calculations.
• Email Marketing with Copilot (Outlook)
• • Drafting & Personalisation: Use Copilot to generate message sequences based on customer journey stages, ensuring consistent tone.
  • Scheduling & Management: Copilot is used to set up email campaigns and auto-responses.
  • Performance Analysis: Integrate Copilot with analytics to get performance feedback on open rates, CTRs, etc.
• Hands-on Exercises
• • Create an automated marketing workflow for a fictional brand, including file storage, email sequences, and data entry tasks.

Learning Objective:Prepare learners for AI-powered roles in digital marketing, build a strong portfolio (including visual assets), and hone interview skills.

• Market Research with Copilot Chat
• • Explore high-demand digital marketing roles, skill requirements, and salary benchmarks.
  • Special emphasis on the market context and AI driving new job titles.
• Portfolio Building
• • Project Idea Generation: Brainstorm portfolio pieces highlighting AI-driven marketing and Visual Creator outputs.
  • Documentation & Organisation: Use Word (with Copilot) and OneDrive to showcase project notes, briefs, and final assets.
  • Branding Your Portfolio: Ensure visual consistency using AI-generated images tailored to your personal brand.
  • Portfolio Platforms: Briefly discuss platforms like LinkedIn, personal websites, Behance (for visual work), or dedicated portfolio website builders.
• CV and Cover Letter Crafting (Word)
• • Demonstrate Copilot’s ability to adapt tone and emphasise your AI/marketing expertise.
  • Encourage grammar, style, and format checks
• Interview Preparation (Copilot Chat)
• • Practise typical digital marketing interview questions, including those on AI ethics, LLM limitations, and the strategic use of Copilot.
  • Get feedback on responses, refine communication style, and practise scenario-based queries (e.g., “How did you handle an AI-driven campaign?”).