Executive Certification in AI for Marketing

A Message from the Dean of Academics

“AI is rewriting how marketing creates value — from content and personalization to media and measurement. This certification equips senior marketers to build an AI marketing strategy with judgement, govern it responsibly, and implement it at enterprise scale.”

— Office of the Dean of Academics, Rusel School of Business & Technology, UK

A three-month executive certification for senior marketers - twelve live sessions that build an enterprise AI marketing strategy from landscape and generative AI through activation, analytics, governance and full-scale implementation.

At a Glance

Programme Snapshot

Everything a senior leader needs to know before enrolling — format, pedagogy, investment, and the capabilities you will walk away with.

Duration

3 Months · Modular Part-Time

Delivery Mode

Live Virtual + In-Person Intensives

Schedule

12 sessions · 3 hrs each · modular rhythm

Contact Hours

36 hrs instruction + assessment

Pedagogy

Practitioner masterclass · applied AI labs

Faculty

Marketing, martech & AI practitioners

Investment

GBP 1,200 per participant

Award

RSBT–CPD Executive Certification

What You Will Master

Six Core Capabilities

U

Understand

the landscape - separate real AI capability from hype across the marketing funnel.

S

Strategise

the future - build an AI marketing strategy and prioritised roadmap tied to growth.

A

Activate

the channels - deploy AI across content, personalization, media and conversation.

A

Analyse

the evidence - use data, attribution and predictive analytics to drive marketing decisions.

G

Govern

responsibly - lead brand-safe, compliant and ethical AI in marketing.

S

Scale

the enterprise - operationalise, upskill the team and implement at full scale.

Curriculum · Part I

Sessions 1–6

Twelve three-hour sessions across three months - each half practitioner masterclass and half applied AI lab on your own brand, building toward a board-ready AI marketing strategy.

01 3 hrs

The AI-Marketing Landscape

Where AI creates real value across the funnel - capabilities, hype and the opportunity for your brand.

02 3 hrs

Generative AI for Marketing

LLMs, image and video generation and prompting - practical use-cases, quality control and limits.

03 3 hrs

Building Your AI Marketing Strategy & Roadmap

Turning capability into a prioritised, value-linked AI strategy and implementation roadmap.

04 3 hrs

The AI-Ready Data Foundation

First-party data, CDPs, identity and privacy - the data backbone AI marketing depends on.

05 3 hrs

AI Content & Creative at Scale

Producing on-brand content and creative at scale with generative AI and brand-voice models.

06 3 hrs

Personalization & the AI-Driven Journey

Recommendation, segmentation and next-best-action across a personalised customer journey.

Curriculum · Part II

Sessions 7–12

The second half proves value, governs responsibly, and finishes with a board-ready strategy.

07 3 hrs

Campaign Automation & Paid-Media AI

Programmatic, automated bidding and creative optimisation across paid media.

08 3 hrs

Conversational & Agentic Marketing

Chatbots, assistants and marketing agents - conversational AI across the journey.

09 3 hrs

Marketing Analytics, Attribution & Prediction

GA4, marketing-mix modelling, attribution and predictive CLV to guide spend and decisions.

10 3 hrs

Experimentation, Optimisation & Growth

A/B testing, bandits and AI-driven optimisation to compound marketing growth.

11 3 hrs

Responsible AI: Governance, Brand Safety & Compliance

Ethics, brand safety, disclosure and regulation - including the EU AI Act - for marketing AI.

12 3 hrs

Operating Model, Upskilling & Implementation

The AI operating model, team upskilling and rollout - and your finalised, board-ready strategy.

Distinctive to RSBT

Every session ends in an applied AI lab - you work on your own brand, not a textbook case. By the final session those pieces assemble into a board-ready AI marketing strategy you can implement.

Modular Schedule

Your 12-Week Journey

Twelve weeks of modular study - in-person launch and capstone sessions bookending live virtual labs and peer review.

Wk 1

In-Person Launch - Session 1: The AI-Marketing Landscape

AI-marketing diagnostic

Wk 2

Session 2: Generative AI for Marketing

Use-case shortlist

Wk 3

Session 3: AI Marketing Strategy & Roadmap

Draft AI strategy

Wk 4

Session 4: The AI-Ready Data Foundation

Data & privacy audit

Wk 5

Session 5: AI Content & Creative at Scale

Content pilot

Wk 6

In-Person Mid-Review - Session 6: Personalization & the Journey

Personalization map

Wk 7

Session 7: Campaign Automation & Paid-Media AI

Media-AI plan

Wk 8

Session 8: Conversational & Agentic Marketing

Conversational concept

Wk 9

Session 9: Analytics, Attribution & Prediction

Measurement model

Wk 10

Session 10: Experimentation, Optimisation & Growth

Growth experiments

Wk 11

Session 11: Responsible AI & Governance

Governance framework

Wk 12

In-Person Capstone - Session 12: Operating Model & Implementation

Final AI strategy

How You Learn

Working Clinics, Not Lectures

01

Pre-Session Preparation

A case, a briefing & an AI-tool primer arrive ahead of each session, framed by guiding questions.

02

Practitioner Masterclass

Marketing and AI practitioners teach the method, then show how it plays out in real brands.

03

Applied AI Lab

Half of every session is hands-on — you work your own brand, with faculty and peer feedback.

04

Cohort Peer Review

Peers across sectors stress-test each other's strategies, roadmaps and governance choices.

How You Are Assessed

Course Assessment

Capstone AI Marketing Strategy Board-ready build-and-implement strategy

25%

Use-Case Portfolio & Roadmap Prioritised AI use-cases & roadmap

20%

Applied Lab Deliverables Hands-on tool pilots across the journey

15%

Data & Governance Plan Data foundation + responsible-AI framework

15%

Cohort Contribution Case work & lab engagement

15%

Knowledge Check Short applied assessment

10%

Award & Pass Criteria

Score 60%+, attend 80%+ of live sessions and both in-person intensives, and present your capstone to earn the Executive Certification. High-distinction recipients (85%+) are recommended for advanced standing into RSBT's Executive Diploma pathways.

What Every Participant Receives

Programme Deliverables

Executive Certification

RSBT-CPD verifiable digital credential

AI Marketing Strategy Toolkit

Canvases, use-case & roadmap templates

AI Tools & Prompt Library

Curated marketing-AI stack & prompts

Case & Reading Pack

AI-marketing cases across sectors

Applied Lab Workbooks

Hands-on exercises for your own brand

1:1 Faculty Mentoring

Personal coaching + cross-sector cohort

Session Decks & Frameworks

Reusable slides & AI-marketing tools

Alumni Network Access

RSBT executive practitioner community

Who Should Attend

Curated for Decision-Makers

CMOs & marketing directors setting the agenda
COOs & senior operating leaders
Heads of digital, brand, growth & performance
Marketing-ops, martech & data leaders
Content, CRM & customer-experience leaders
Senior marketers leading AI adoption

Regional Reach

Delivered to executives and organisations across the UAE, GCC, UK, and the wider EMEA region — as scheduled open cohorts or private in-house programmes, on-site or live virtual.

Programme Investment

Investment & Enrolment

Executive Certification Fee

GBP 1,200

Inclusive of materials, toolkit & digital credential

15% OFF · Organizational Referral

Effective fee per participant when nominated by a partner organisation

GBP 1,020

Four Steps to Enrol

How to Secure Your Seat

1

Register Interest

Apply at www.rsbtu.com or email the Admissions Office.

2

Complete Profile

Submit the Executive Profile Form & statement of purpose.

3

Admissions Call

A 20-minute conversation with the Programme Director.

4

Confirm Seat

Secure your place with the registration deposit (25%).

Payment & Refund

25% confirms your seat; balance due seven working days before commencement. Full refund up to 14 days before; 50% up to 7 days. Easy payment plans & nomination schemes welcomed.

Website www.rsbtu.com

Email info@rsbtu.com

Telephone +44 753 718 8321

Lead AI marketing with judgement. Implement at scale.

Apply Now