This course follows an applied, project-based learning approach that emphasises experimentation, critical thinking, and real-world relevance. Instruction balances conceptual grounding with immediate practical application, enabling students to test tools, evaluate outcomes, and refine their work through iteration.

Each session combines instructor-led discussion, demonstrations, and case-based examples with hands-on exercises. Students actively use accessible AI tools to complete marketing tasks while developing an understanding of how and why AI systems generate outputs. Emphasis is placed on human judgement, strategic intent, and responsible use, rather than treating AI as a black-box solution.

At the beginning of the course, students select a brand, product, start-up concept, or organisation. Throughout the module, they progressively apply AI tools across research, content creation, campaign planning, optimisation, and strategic analysis. These activities culminate in the development of an AI-enhanced Digital Marketing Playbook, integrating learning across sessions and reflecting professional marketing workflows.