aPPLIED AI FOR SALES & MARKETING PROGRAM

AI is no longer optional—it’s a competitive advantage.

Designed for organizations looking to operationalize AI in marketing, this program helps teams apply AI across planning, content, customer experience, and performance—driving efficiency, consistency, and measurable impact.

This 3 half-day, expert-led online program uses real tools, workflows, and use cases grounded in the marketing funnel to help teams move from experimentation to execution and scale AI capabilities across the organization.

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    PROGRAM OBJECTIVE
    By the end of the 3-day program, participating teams will be able to assess their organization’s AI marketing maturity and develop a practical AI adoption or transformation action plan aligned with business objectives, team capabilities, and operational priorities.

    RECOMMENDED FOR

    • Organizations with CRM and customer experience teams looking to automate and personalize engagement at scale.
    • Businesses with media planning and performance marketing teams seeking smarter targeting, optimization, and efficiency through AI.
    • Companies with digital marketing teams aiming to embed AI into everyday workflows and campaign execution.
    • Marketing leaders and cross-functional teams responsible for driving AI adoption and change management within the organization.
    • Organizations investing in future-ready capabilities to remain competitive in an AI-driven marketing landscape

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    Modular Upgrades: Flexible Learning for Teams

    Lighter live sessions combined with self-paced modules designed by our instructional designers and subject matter experts, giving your teams the flexibility to learn without disrupting business operations.

    Upgraded Course Content: Driving Business-Relevant Insights

    The program now includes updated best practices, case studies, and strategic frameworks, with a focus on how emerging technologies like AI are shaping digital marketing strategy and driving measurable business impact.

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    Program details

    DAY 1 | MARKETING IN THE AGE OF AI

    I. The New Rules of Marketing in the AI Era

    • How AI Has Transformed Marketing Practice and Creativity
    • Definition of AI and Its Practical Scope in Marketing
    • Distinction Between AI, Machine Learning (ML), and Generative AI
    • AI Maturity Framework for Marketing Functions
    • Shifts in Customer Expectations and Marketer Capabilities

    II. Design Thinking Principles for AI Strategy

    • Human-Centered Design: Grounding AI Initiatives in Real Human Needs
    • Aligning Empathy and Experimentation in AI Strategy
    • Case Examples: AI-Enabled Campaigns Built from Human Insight

    DAY 2 | CAMPAIGN PLANNING WITH A: IDEATION TO ACTIVATION

    I. Ideation and Validation

    • How AI Supports Audience Research, Trend Analysis, and Creative Brainstorming
    • Mini Demo: Using Gemini/ChatGPT/Perplexity for Idea Generation and Audience Insights
    • Learner Activity: AI-Assisted Concept Validation
    • Shifts in Customer Expectations and Marketer Capabilities

    II. Campaign Activation

    • Automating Content Creation, Channel Planning, and Targeting
    • Case Examples of AI-Driven Activation Campaigns
    • Demo: Building Prompt Workflows for Copy, Visuals, and Distribution

    III. Campaign Evaluation

    • Using AI for Analytics, Attribution Modeling, and Sentiment Analysis
    • Example Workflow: Combining AI Dashboards + Human Interpretation
    • Learner Activity: Generate Insights from Sample Campaign Data

    IV. Macro Perspective: Benefits and Features of AI Tools

    • Comparative Overview of AI Platforms Used in Marketing (ChatGPT, Gemini, Julius, Perplexity, etc.)
    • Matching Tool Features with Marketing Functions

    DAY 3 | OPTIMIZING & SCALING WITH AI

    I. Walkthrough: Integrating AI in Each Campaign Step

    • Live SME-Led Walkthrough of AI Workflows for Ideation, Validation, Activation, and Evaluation
    • Demo + Guided Reflection on What to Adapt for Your Own Context

    II. Assessing and Selecting AI Tools

    • Assessment Criteria for Marketing-Ready AI Tools (Accuracy, Reliability, Privacy, Scalability)
    • Identifying Common Traps (e.g., Over-Automation, Bias, Hallucination)
    • Learner Exercise: Peer Assessment of Two AI Tools

    III. Best Practices & Guardrails in Using AI

    • CRAFT Framework for Prompting (Clarity, Role, Action, Format, Tone)
    • Types of AI Agents: Assistants, Co-Creators, Analyzers, and Optimizers
    • Ethical Use and Organizational Guardrails
    • Aligning Outputs with Brand Safety and Data Policies

    IV. AI Transformation & Adoption Planning

    • Building an AI Adoption Roadmap for Marketing Teams
    • Integrating Training, Governance, and Experimentation Loops

    Rate Inclusions

    • 24 total hours of online learning sessions (lectures and collaborative activities)
    • Access to the Student Learning Portal with a library of supplementary content
    • Get to network will other participants and consult with Subject Matter Experts

    Get Immersed Online
    Unlike your regular recorded webinar and online class, CDM online classes are expert-led and live by leveraging on the Zoom platform and our Student Portal that connects our Students with our Subject Matter Experts (SMEs).

    Wherever you are, be involved and connect with SMEs and other learners, ask questions, and interact on class activities. The CDM Support Team will also be there to make sure everyone is engaged, moderate the class, and support you on Q&A, and other challenges.

    Collaborative Learning
    We designed our classes to strike a balance between theory (30%) and practice (70%) by featuring more individual and collaborative activities for a richer learning experience. A good mix of learning tools and apps will be used including Thinkific, Kahoot, Mentimeter, and Google Jamboard, to name a few.

    In the activities, you will be asked to solve real business and marketing cases so you can sharpen your analytics and strategic skills. Work with your learning teams through virtual breakout rooms.

    Never Stop Learning
    Get additional learning content and go through asynchronous (self-paced) case studies and reflection activities in between sessions via our Student Portal to boost your upskilling!

    Our programs are conducted by Subject Matter Experts (SMEs) who are industry experts and thought leaders in their respective fields. CDM boasts a 200+ SME network as partners who provide ongoing feedback on our program design.

    Your class will be taught and facilitated by a mix of SMEs coming from this line up.

    Roki is a seasoned marketer and communicator. For the last 16 years, he has held brand management and IMC positions, at both local and global levels, for FMCG brands such as Splash Corporation and Coca-Cola. He also served as the Corporate Brand Management and Sustainability Director for Globe Telecom, managing their reputation and trustability initiatives across different stakeholders and platforms.

    After 11 years as a client, Roki went agency-side to raise the bar of strategic thinking as Connections and Integration Director with Publicis Media. He joined Dentsu in 2019 to help build strategic integrated communications and research capabilities across the media and creative service lines. Just recently, he was elevated as Head of Data in the Philippines to help accelerate agency value for clients through data-driven and tech-enabled solutions for clients.

    Roki Ferrer

    Louise “Moochie” De Guzman is a dynamic business leader known for her ability to scale organizations by blending systems thinking with cutting-edge technology. With a track record of driving growth from startups to multimillion-dollar ventures, Moochie currently serves as the Co-Founder and Chief Product Officer for AI Ventures Accelerator, Ltd. (AIVA).

    Her career spans leadership roles in project management, product development, marketing, business strategy, and business development. As a project manager, she has delivered multimillion-dollar initiatives ranging from data warehousing to IT infrastructure. As a marketer, she has worked on campaigns for major brands including Smart Communications, Lazada, Coca-Cola, NeoZep, Kkday, and more.

    Moochie is known for her ability to grow high-performing revenue teams, turn bold ideas into actionable strategies, and communicate fluently across tech, marketing, and executive functions. She's passionate about digitally transforming businesses, scaling startups, and solving tough growth challenges through unconventional yet highly effective methods.

    Her expertise spans E-Commerce, MarTech, travel and telecom technology, and small business automation, with deep skills in product strategy, UX, analytics, and team leadership.

    Driven by continuous learning and real-world execution, Moochie also mentors aspiring professionals and leaders—reinforcing her belief that the best way to learn is to teach.

    Louise De Guzman

    Have questions?

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