This course contains the use of artificial intelligence.

Stop treating AI as a collection of disconnected tools. This course shows you how to turn strategy, customer data, predictive analytics, CRM journeys, automated testing, campaign optimization, and governance into one accountable marketing decision system.

You will follow Northstar Retail Group, a fictional omnichannel retailer facing rising media spend, declining contribution margin, inconsistent data, and a missed holiday forecast. Across 30 motion-driven lessons you will diagnose the system, build its measurement and data foundation, interpret forecasts and customer scores, orchestrate personalization, run credible experiments, control campaign automation, and deliver a 90-day transformation plan.

What you will be able to do

• Select the right AI capability for a marketing decision, and prioritize use cases by value, readiness, feasibility, risk, and decision impact.
• Create an AI-ready data, identity, consent, event, and CRM feedback design that survives an audit.
• Interpret forecasts, propensity, churn, lead quality, CLV, lift, thresholds, and model drift without a data-science background.
• Build governed segments, next-best actions, content workflows, and CRM journeys with suppression rules.
• Design A/B tests, holdouts, incrementality studies, guardrails, and stopping rules that force a business decision.
• Steer automated bidding, creative, audiences, placements, and budgets with real business constraints.
• Operate a human-AI marketing control room with roles, service levels, monitoring, and responsible-AI governance.
• Present a measurable 90-day roadmap, an operating scorecard, and an executive business case.

What is included

Seven section quizzes, four practical assignments, two guided labs, a final capstone, a 30-question practice exam, complete worked Northstar solutions, and a resource pack with more than 30 reusable templates you can copy straight into your own organization.

Who this course is for

Marketing managers, growth leads, CRM and lifecycle teams, marketing-operations professionals, performance marketers, analysts, product marketers, agencies, consultants, entrepreneurs, business owners, and career switchers who are accountable for marketing investment and its results.

No programming, statistics, data-science background, paid platform account, or API key is required. If you can read a simple performance report, you can complete this course.