ONLINE AI FOR MARKETING PROGRAM

AI is no longer a future trend, it’s today’s competitive edge. This 6-half-day online course is designed to help marketers understand, evaluate, and use AI across the entire marketing campaign process. From planning and content creation to customer experience and performance measurement, this hands-on, strategy-driven program will equip you with the confidence to make AI work for your brand and your team.

Explore real tools, real workflows, and real use cases guided by a practical framework and grounded in the marketing funnel. Whether you’re just starting out with AI or looking to scale your team’s capabilities, this program will help you bridge the gap between experimentation and execution.

SCHEDULE: May 09, 16, 23, 30, Jun 06, 20

 DURATION: 08:00-12:00 GMT+8

 FORMAT: 100% Live & Online

PROGRAM OBJECTIVE
By the end of the 6-day program, the participants should be able to analyze their organization’s AI marketing maturity and craft an AI for marketing transformation or adoption action plan for their team or organization.

RECOMMENDED FOR

  • CRM and customer experience teams aiming to automate and personalize engagement.
  • Media planners and performance marketers seeking smarter targeting and optimization.
  • Digital marketing professionals looking to understand and apply AI in their workflows and campaigns.
  • Marketing managers and organizational leaders who want to drive AI adoption within the organization.
  • Professionals who have a firm grasp of digital marketing and wants to stay relevant and competitive in the evolving marketing landscape.

CERTIFICATE ELIGIBLE
For those who will enroll in the With CDM Certification option, you can earn a CDM Certificate after finishing the program and passing the qualifying exam. All program attendees will receive a Certificate of Participation.

SUMMER MEGA SALE: GET 40% OFF UNTIL APRIL 20
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SUMMER MEGA SALE – 40% OFF UNTIL APRIL 20

ENDS 11:59 AM TOMORROW: FREE MASTERCLASS WITH EVERY ENROLLMENT
AI FOR SOCIAL MEDIA (GENERATIVE AI PROMPTING METHODS) – FEB 21, 2026

30% OFF EARLY BIRD DISCOUNT UNTIL APRIL 15!

25% OFF LIMITED SLOTS- BATCH 3!

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    Looking to upskill 10+ key talents? We can tailor-fit this program based on your requirements. Schedule a free meeting with Ian of CDM to learn more.

    Program details

    AI FOR MODERN MARKETING: THRIVING IN THE AGE OF AI

    I. Review of Core AI Concepts

    • What is AI and how does it work?
    • What are language models?
    • What are the different types of functions of AI?
    • Why should I use AI?

    II. Introduction to the Campaign Framework

    • Ideation
    • Experimentation
    • Execution
    • Evaluation

    III. Finding AI’s Place in the Campaign Lifecycle

    • Value
    • Risk

    IV. Assessing Organizational Readiness

    AI FOR IDEATION: DISCOVERING OPPORTUNITIES AND SHAPING STRATEGY

    I. Introduction of the (4) Focus Areas for Ideation using AI

    • Market client assessment
    • Customer research
    • Data driven insights
    • Audience strategy

    II. Application of Design Thinking to Campaign Strategy

    III. AI-Enabled Creative Direction and Idea Validation

    AI FOR EXPERIMENTATION: TEST, PREDICT, AND OPTIMIZE CAMPAIGNS FASTER

    I. BML Framework (Build-Measure-Learn)

    • How the framework is applied in a marketing context
    • Strategies and Approaches

    II. Focus Areas of Experimentation with AI

    • A/B Testing Recommendations
    • Predictive Scoring
    • Audience Reaction Modelling

    III. AI Powered Experimentation (Other Approaches)

    • Generative AI as the creative engine
    • Integration and application of the BML framework

    AI FOR EXECUTION: CONTENT, ENGAGEMENT, MEDIA, AND AUTOMATION

    I. Execution with AI

    • Consumer engagement
    • Content and creative generation
    • Personalization and email automation
    • Chat bots and social media automation
    • Media planning and automation

    II. Strategies to shift from Manual Execution to Orchestration Roles

    • Defining roles in execution (AI vs Human intervention)
    • Orchestrating systems not channels

    III. Exploring AI’s Influence on Key Execution Segments

    AI FOR EVALUATION: DECISION INTELLIGIENCE AND OPTIMIZATION

    I. The Impact of AI on Evaluation

    • Limitation of traditional campaign reporting (A discussion on why closed loop learning systems are better)
    • Defining anomaly detection and predictive insight generation
    • Basics of Human-in-the-loop (HITL)

    II. Core Functions of an AI-Driven Ecosystem

    • Qualification (evaluation)
    • Audience (segmentation)
    • Content (generation)
    • Insight (analytics)
    • Data engineering (infrastructure)
    • Experimentation (testing)
    • Journey (flow)
    • Recommendation (advisory)
    • Optimization (performance)
    • Workflow (coordination)
    • Case study example: Adobe Orchestrator

    III. Linking AI Operations to Business Outcomes

    OPERATIONALIZING AI IN MARKETING: TEAMS, WORKFLOWS, GOVERNANCE, AND TOOLS

    I. Introduction to the PPPT Framework

    • People
    • Policies
    • Processes
    • Technology

    II. Prompt Engineering: Understanding the CRAFT Framework

    • Defining the CRAFT framework
    • Operationalizing generative AI (explanation of techniques and demo)
    • Operationalizing Agentic AI (explanation of techniques and demo)

    III. Governance, Ethics and Risk Management

    • Stakeholder management and learning to communicate value to leadership
    • Policies and compliance

    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 a Certificate of Participation at the end of the program after full attendance
    • Get a CDM Certificate for applicable programs after passing a qualifying exam
    • 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!

    Get Certified by CDM
    At the end of your online classes, you will receive access to take the Certification Exam. Pass this to earn and get your official digital CDM Certification. If you didn’t apply for Certification, a Certificate of Participation will be sent to you. Showcase your certifications by linking or uploading them in LinkedIn!

    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.

    Amir Tohid is the Founder & Managing Director of Station T Inc., a digital marketing agency and Co-Founder & Managing Partner of Analytics Effect, a boutique digital analytics consultancy.

    A seasoned digital marketing specialist, Amir has led campaigns and growth initiatives for brands in FMCG, Banking & Finance, Education, Hospitality, Retail, Non-Profit, and Entertainment. He is also featured in How To Win Clients Business by Doug Fletcher, an Amazon bestselling guide for consulting and professional services.

    A passionate advocate of digital transformation and continuous learning, Amir is a regular speaker at academic institutions, professional associations, and major industry conferences. He has spoken at the Philippines’ first Content Marketing Conference, the Analytics Conference by Marketing-Interactive, DMCON, and Google Business Group BizFest. In 2025, he was the guest speaker at Digital Marketing Mastery: Turning Traffic into Conversions for the Philippine Young Entrepreneurs Association (PYEA), and a featured speaker at the Philippine Marketing Association National Marketing Conference 2025. That same year, he led a regional training for MSMEs across 10 ASEAN countries on Creative Content for Social Media & eCommerce under the ASEAN Soar Together program of the ASEAN Foundation.

    Amir has served as a judge at MarkProf national marketing competition. He was also a juror for the DMAP Boomerang Awards and the 4As Agency of the Year Philippines. In March 2026, he will speak at ADFEST in Pattaya, where he will share insights on the rise of Asia’s first Gaming x Marketing Content Hub and the growing convergence of gaming, marketing, and content innovation in the region.
    A former Dean at SISFU, Amir currently teaches marketing at Enderun Colleges and SPaCE at De La Salle–College of Saint Benilde. He holds an MBA in Multimedia Marketing and a background in civil engineering, bringing a rare blend of analytical rigor and innovative strategy to his work.

    Amir Tohid

    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

    Before joining the Global Creative Solutions Leadership Team at Shell, Ethel worked as Head of Strategy, Analytics and Experience Design at NuWorks Interactive Labs, the Philippines' biggest local independent digital agency. Prior to that, she was Brand Strategist for over a decade, with 12 years in Brand, Creative and Digital Strategy with Saatchi & Saatchi, McCann Worldgroup, Lowe Singapore, and BBDO Guerrero; and 3 years in Brand Management, Marketing Planning and Effectiveness, and eCommerce Acceleration at Diageo Philippines. She is also a WARC Opinion contributor, a senior lecturer at the MBA Program of the University of the Philippines, and an executive MBA candidate at Steinbeis University - School of Creative Leadership in Berlin.

    Ethel Sanchez

    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

    Shayne has been in the media industry for more than 16 years, having spent her advertising agency journey with Starcom, Carat, UM, Mediacom, iProspect, Havas Media-Ortega, and now as the Managing Director of IXM Hakuhdo.

    She brings with her rich experiences from traditional media to digital, from media planning and buying to business development and performance marketing. True to her media craft, Shayne has brought home recognitions locally and regionally – three of which include Campaign Asia Digital Agency of the Year Award 2017, '40 under 40' individuals in APAC, and one of the Women to Watch also by Campaign Asia in 2016 and 2020 respectively.

    Shayne Madamba

    DATES:

    • BATCH 4: May 09, 16, 23, 30, Jun 06, 20
    • BATCH 5: Jul 04, 11, 18, 25, Aug 01, 08
    • BATCH 6: Aug 22, 29, Sep 05, 12, 19, 26
    • BATCH 7: Oct 17, 24, Nov 07, 14, 21, 28

    TIME

    • 08:00 – 12:00 Philippine Time (PHT) (UTC +8) /
    • 18:00 – 12:00 Singapore Time (SGT) (UTC +8) /
    • 07:00 – 11:00 Indonesia Time (WIB) (UTC +7) /
    • 07:00 – 11:00 Vietnam Time (ICT) (UTC +7) /
    • 06:30 – 10:30 Myanmar Time (MMT) (UTC +6:30)

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