Exemple de folosire a AI-ului în marketing. Ce suport și ce competențe aduc noile module digitale specializate lansate de Chartered Institute of Marketing? Kalust Manukyan - Oxford College of Marketing

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Oxford Professional Education Ltd
An AI Empowered New
Marketing Year
20th January 2024

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Best practices in using AI for marketing
Content
Personalization
Data Analytics
Content
Generation
Media Buying Chatbots
Automated
Email Marketing
Campaigns
Forecasting
Sales
Improving
Customer
Experience
SEO

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AI marketing across the customer journey
Source: Chaffey (2023) 15 Applications of Artificial Intelligence in Marketing: https://www.davechaffey.com/digital-
marketing-glossary/artificial-intelligence-for-marketing/

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AI marketing tools landscape

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The Evolution of AI

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Example: EasyJet using AI in advertising

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New
Level 6
Specialist
Awards!
The CIM have introduced 5 NEW Specialist
Digital Awards:
• The Specialist Digital Award in AI Marketing
• The Specialist Digital Award in Content Strategy
• The Specialist Digital Award in Ecommerce
• The Specialist Digital Award in SEO and Paid Search Management
• The Specialist Digital Award in Social Media Management
The awards are designed for those in marketing management roles
who wish to enhance their strategic understanding of digital
disciplines.
The individual Specialist Awards can be completed in as little as 6
weeks!

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The Specialist Digital Award in AI Marketing
This Specialist Award develops the knowledge on Artificial
Intelligence (AI) and to develop skills to enable a strategic
approach to its use in marketing. It covers three key areas:
• the first area develops knowledge in the application of
AI within marketing, including key concepts and
benefits,
• the second are covers the impact of AI within the
wider organisational environment and ethical
considerations;
• the final area explores how to create an effective plan
to respond to AI developments.
This is a Level 6 qualification, best suited to marketing
managers or those in operational or supervisory roles.

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The Specialist Digital Award in Ecommerce
This Specialist Award develops the skills and knowledge to
enable strategic decision-making for ecommerce. It covers
three key areas:
• the first area develops skills for the preparation of a
business case for an ecommerce proposition,
• the second area covers best practice in ecommerce to
enable a successful website;
• the final area develops skills in building an effective
inbound marketing strategy to support ecommerce.
The Specialist Digital Award is a Level 6 qualification, aimed
at marketing managers or those in supervisory or
operational roles.

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Specialist
Awards
Study
Options
Distance Learning
Start anytime
Virtual Classes

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How you will be Assessed
Assessment
The CIM Level 6 Specialist Awards are assessed via onscreen Multiple Choice Test (MCT). The MCT will
utilise a variety of Multiple Choice Question (MCQ) Types allowing for the assessment of higher order
thinking and different levels of cognitive demand.
When are results issued?
Results will be issued within 12 weeks of assessment sitting/submission. Results are made available to
learners via e-mail and online via MyCIM portal. Certificates will be issued for each Specialist Award
achieved.
Grading
• Distinction (D) (80%+) 40-50 Marks
• Merit (M) (70-79%) 35-39 Marks
• Pass (P) (60-69%) 30-34 Marks
• Fail (F) (0-59%) 0-29 Marks