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Certificate
AI & Data for Marketing Leaders
Artificial Intelligence is reshaping every dimension of marketing, from strategy and segmentation to creative development and customer experience. Organisations capable of combining human insight with AI-enabled capabilities will dominate value creation in the future decade.
This certificate equips executives to design data-driven marketing strategies, lead responsible AI adoption, and transform customer value creation. It blends strategic frameworks, practical tools, marketing analytics fundamentals, and the leadership capabilities required to drive organisational change.
Upon completion, participants will be able to:
- Formulate AI-driven marketing strategies that leverage data, platforms, and predictive capabilities to unlock new growth opportunities
- Translate customer intelligence into action by applying modern insight techniques, predictive models, and experimentation to guide commercial decisions
- Design AI-enabled customer journeys and creative processes that enhance personalisation, service quality, and brand integrity across all touchpoints
- Build responsible and scalable marketing AI systems, including MarTech orchestration, cross-functional collaboration, and ethical governance aligned with GDPR and the EU AI Act
- Identify emerging opportunities created by AI and data-driven business models
Objectives
1
Understand where and how AI creates marketing advantage and reshapes value creation.
2
Translate business goals into data-driven strategies and measurable growth opportunities.
3
Design AI-enabled customer journeys and personalised experiences at scale.
4
Leverage AI for creative development, content governance, and media optimisation.
5
Build operating models, guardrails, and vendor ecosystems for responsible AI adoption.
Benefits
Curriculum
Module 1
Marketing Strategy & Value Creation in the AI Era
This module lays the strategic foundations for AI-enabled growth. Participants explore how data, platforms, and algorithms are reshaping markets and redefining competitive advantage. Through cases and strategic tools, participants will identify new value pools, evaluate “where to play / how to win” choices, and understand the trade-offs between speed, differentiation, and risk in AI adoption. The focus is on building sustainable and defensible positioning in an AI-accelerated competitive landscape. Prof. Isabella Maggioni
Module 2
Decision Intelligence & Customer Insights
This module introduces modern approaches to insight generation and decision-making in a data-rich environment. Executives learn how to combine behavioural data, customer feedback, and predictive models to support strategic choices. Emphasis is placed on moving from dashboards to decisions, defining clear success metrics, and building experimentation and learning loops. The module also covers responsible data use and the application of marketing analytics without losing managerial judgement. Prof. Hsin-Hsuan Meg Lee
Module 3
AI-Enabled Customer Experience Design
Participants learn to diagnose customer journeys and identify priority moments where AI can elevate satisfaction, conversion, and service quality. The module explores personalisation, proactive support, and human–AI collaboration, particularly in contexts requiring emotional connection and service excellence. The goal is to design AI-enabled experiences that are efficient, personalised, and trustworthy while preserving human value and brand authenticity. Prof. Vitor Lima
Module 4
AI-Enabled Creative Practices & Omnichannel Communication
This module focuses on integrating AI responsibly into creative processes and brand communication. Executives discover how to use AI to enhance ideation, content creation, and message delivery while safeguarding brand voice, storytelling quality, and ethical communication standards. Participants learn to translate customer signals into tailored campaigns, optimise media choices, and establish governance guidelines to ensure consistency, disclosure, and brand integrity at scale. Prof. Lorena Blasco-Arcas
Module 5
Marketing Technology, Governance & Operating Models
The final module equips executives to build the organisational and technological foundations required for scalable, responsible AI in marketing. Topics include MarTech stack essentials, data governance, model oversight, vendor selection, and implications of the EU AI Act and GDPR. Participants learn how to structure roles, workflows, and guardrails to ensure reliability, compliance, and cross-functional alignment. The outcome is a pragmatic blueprint for embedding AI into business-as-usual marketing operations. Prof. Guillaume Thfoin
A Unique Learning Experience
This certificate combines self-paced learning with opportunities for live interaction. It provides a variety of perspectives from ESCP’s international faculty and experts, as well as access to a community of peer learners.
Assessment
- Quizzes and/or assignments after each module
- Individual capstone project: an opportunity to apply the knowledge acquired to a practical project within the participant’s organisation or field