Courses

AI for Marketing Professionals

  • AI strategy & best practices for Gen AI tools
  • Build you own GPT & agentic workflow
  • Context engineering & co-creation with AI
A composition with a pen, a notebook, a cup of coffee, and an international award. The picture represents tools and ideas related to the Ai for Marketing Professionals online course at Berghs School of Communication

This course equips marketing professionals to think, create, and lead with AI — from strategy to execution. You’ll explore how generative AI is reshaping creativity, customer journeys, and brand integrity, while mastering context engineering, co-creation techniques, and AI-driven research. Through hands-on experimentation, tool-stack design, and agent building, you’ll develop both strategic mindset and practical workflows to build authentic, future-ready marketing in an era of synthetic media.

Format
Online
Location
Online
Fee
28 500 SEK (excl. VAT)
35 625 SEK (incl. VAT)
Apply by
Monday 24 November
Start
Thursday 5 March 2026
End
Thursday 23 April 2026

See more info about times and dates

This online course is conducted over 8 weeks. Participants should plan for a weekly workload of about 8-10 hours. The course structure includes weekly evening classes, discussions, practical project work, feedback, and readings. The course is designed to be manageable alongside a full-time job, offering flexibility and convenience for marketing professionals.

MODULE 1: MINDSET & STRATEGY

Week 1:  The State of AI in Marketing – From Hype to Strategy

Start the course with a clear view of how AI is reshaping marketing. Understand the current landscape of Generative AI — what it is, where we are, and what it means for creative professionals. You’ll explore real-world examples, the 5 stages of AI maturity (from Chatbots to Organizations), and begin mapping your own “AI skill radar.”

Week 2: Prompting Is Dead – Long Live Context Engineering

Move beyond traditional prompt writing and learn how to design contexts, not just commands. Discover the frameworks that can set you off on a good path for building strategic and creative conversations with AI. This week you’ll learn to turn vague ideas into precise collaborations, crafting AI outputs that reflect your brand voice, tone, and strategic intent.

MODULE 2: CREATIVITY & TOOLS

Week 3: AI as a Creative Partner – Exploration and Evaluation Modes

Learn how to co-create with AI. Use deep research techniques, generative image and video tools for ideation, campaign development, and storytelling — and learn when to switch between Exploration Mode (to go wide and generate ideas) and Evaluation Mode (to refine, edit, and critique). You’ll also discuss what truly human creativity means in an AI-saturated world.

Week 4: Realness, Ethics & Brand Integrity

In an era of synthetic media, how do brands stay real and still stand out? This week focuses on realness — creating content that is ethically honest, emotionally convincing, and visually authentic. Explore bias, transparency, and brand safety in AI-generated work. Learn to evaluate AI outputs through a new “Reality Lens”

MODULE 3: EXPERIMENTATION & IMPLEMENTATION

Week 5: Research & Market Insight with AI Agents

Discover how AI can accelerate strategic insight and market research. Use AI to simulate consumer feedback, analyze brand perception, and summarize trend reports. Learn how to build intelligent workflows for insights — combining qualitative storytelling and quantitative data through AI-driven tools.

Week 6: Designing Your AI Marketing Stack

Build your own ecosystem of AI tools and workflows. Explore how to connect research, ideation, content generation, and distribution in a seamless process. You’ll learn how to select the right tools (Copilot, NotebookLM, Runway, Claude, etc.), integrate them efficiently, and maintain brand consistency across the AI stack.

Week 7: AI Search, Agents & the Future Customer Journey

Understand how AI is transforming brand visibility. From AI search to autonomous customer agents, explore how discovery, decision-making, and brand loyalty are evolving. Learn strategies for optimizing your marketing in a world where algorithms,  not humans become your first audience.

Week 8: Capstone Project – The AI Campaign Sprint

Bring it all together in a practical project that combines creativity, strategy, and ethics. You’ll design and present a mini-campaign using AI from brief to concept to execution. The week concludes with presentations, peer feedback, and reflections on how you’ll continue developing as an AI-native marketing leader.

This course is for anyone who works in marketing communications - in a strategic or operative role -  and wants to step up their game with generative AI. We require a minimum of 3 years of work experience in marketing-related jobs, an active ChatGPT Plus account and/or a Midjourney account, and a good level of English to prompt well. You might have taken a short AI course before, perhaps you know the basics, and you want to dig much deeper. After taking this course, you will be able to use generative AI efficiently for your daily marketing and communication tasks with a refined level of output.

To attend the course you need an active ChatGPT Plus or ChatGPT Teams account. You also need a Midjourney account. If you do not want to open one, you can do some of the visual work with Image Generation within ChatGPT. The total cost of these accounts is around 35 USD/month and it is not included in the course fee.

Subject
AI
Level
Professional
Format
Online
Language
English
Location
Online
Fee
28 500 SEK (excl. VAT)
35 625 SEK (incl. VAT)
Apply by
Monday 24 November
Start
Thursday 5 March 2026
End
Thursday 23 April 2026
Commitment
10 hours per week
Course Dates

The course starts on Thursday, March 5th at 18:00 CET via Google Meet. Subsequent lectures will take place weekly on Thursdays at 18:00 CET via Google Meet.

Do I need any prior knowledge?

We require a minimum of 3 years of work experience in marketing-related jobs, an active ChatGPT Plus account and/or a Midjourney account, and a good level of English to prompt well.

Course fee

Fee excl. VAT
28 500 SEK

Fee incl. VAT
35 625 SEK

Local VAT may apply, read more . The currency converter offers an estimate. Final amounts may differ.

Additional Information

By clicking "REGISTER" on this page, you take your first step towards enrolling in the course. At this point, there are no financial commitments. If your profile and experience align with the course requirements, you will receive an enrollment offer. Only after accepting your place will you be asked to provide invoicing details. Invoices are issued once the minimum number of participants have been enrolled and the course is confirmed to run.

FAQ

You’ll find answers to the most frequently asked questions here.

Course Director

A grayscale image of Nina Amjadi as she smiled at the camera.

Nina Amjadi

Nina Amjadi is a seasoned brand and marketing professional with a deep passion for technology and innovation. An entrepreneur leading an AI tech startup and an experienced AI educator, she brings hands-on expertise from the forefront of the industry. Nina is a recognized expert in the field of AI and also serves as Program Director for Berghs’ AI-focused Content Engineering program, a future-focused education that equips the next generation of communicators with the skills to integrate AI and technical solutions into communication strategies and workflows across organizations.

Testimonials

“If you're a marketer trying to stay ahead of the curve, I'd highly recommend it. You'll come away with practical skills you can use straight away. There's so much value in taking a course that can give you the latest AI updates, taught by an expert in the field.”

Chris Wood
Senior Product Marketing Manager
Tink
Chris Wood, portrait picture, smiling.

“If you’re already dabbling with AI, or even just thinking about it, take the course. It’ll give you tools, structure, and just enough space to experiment and figure out your own way of working.”

Jheri Malm
Digital Growth Marketing Manager
Klimato
Cropped portrait of Jheri Malm who studied AI for Marketing Professionals

“The course is perfect for anyone who wants both practical tools and a strategic understanding of how AI can make a difference. I gained concrete tools, and valuable insights into various platforms.”

Yvonne Boe
Coach, mentor, and speaker
Yvonne Boe & AI for Marketing Professionals

Questions about the course?


Contact us if you have any questions!

Porträtt bild av Andrea Kjelin

International Coordinator

Andrea Kjellin