Digital Marketing with AI

This course combines the rigor of a university curriculum with the efficiency of a business bootcamp. Designed and taught by Professor Daniel Egger of Duke University, the course walks you through the entire digital marketing lifecycle, from initial market research to campaign planning, performance analysis, and budget optimization. And it’s all based on real-world data.

You’ll work through two detailed case studies, one in the recreational vehicle (RV) market and one for a small business ( a theater) using tools like ChatGPT, Midjourney, and Excel to:

Build AI-generated marketing research reports
Create ad mockups and campaign materials
Apply demographic segmentation and targeting
Track key funnel metrics (bounce rate, conversion rate)
Design and allocate digital ad budgets using real performance data

This is not a course about theory. You’ll use real sales and campaign data to uncover patterns, improve retention, reduce churn, and increase revenue. You’ll build marketing personas, craft targeted content, and learn how to make decisions that aren’t guesses, they’re projections grounded in data.

Whether you’re analyzing which Instagram campaign delivered the highest ROI or crafting an email series that converts, you’ll be applying the same techniques used by professional marketers, but now powered by AI.

What Makes This Course Unique:

Two hours of focused video lessons, packed with the equivalent of 20 hours of university content
AI made practical, prompt-writing tutorials, research automation, image creation, and more
Real-world business data provided in Excel and hands-on walkthroughs to build confidence, not just knowledge
A blend of creative and analytical marketing, showing how to use visuals, metrics, and segmentation together
Final lessons bring it all together into a marketing plan that’s actionable, budget-aware, and ready to deploy

By the end, you’ll have a strong foundation in digital marketing and a practical understanding of how AI can boost your effectiveness, save you time, and make your marketing smarter.

No prior experience is required. This course is designed for complete beginners. You don’t need a marketing background or technical skills.

All you need is:

A computer with internet access
A free ChatGPT account (we’ll show you how to set one up)
A basic version of Excel or Google Sheets
An open mind and a willingness to explore new tools

We’ll guide you step by step, from setting up AI tools to using simple functions in Excel. Everything is explained clearly with real examples.

What's inside

Learning objectives

Conduct ai-assisted market research using chatgpt to define market boundaries, analyze industry size, identify key competitors, and customer demographics
Develop a comprehensive marketing research report by integrating ai-generated insights
Calculate and interpret key marketing metrics such as customer acquisition cost (cac), lifetime value (ltv), and conversion rates using excel
Understand and apply the six-step digital marketing sales funnel

Design and allocate a digital marketing budget across various channels (e.g., google ads, instagram, organic search) based on performance data and projected roi
Implement demographic targeting to optimize campaign performance and enhance customer engagement.
Analyze real-world campaign data to identify patterns, improve customer retention, reduce churn, and increase revenue through data-driven decision-making.
Develop a strategic marketing plan that combines ai tools, data analysis, and creative assets to effectively launch and promote a new product

Conduct ai-assisted market research using chatgpt to define market boundaries, analyze industry size, identify key competitors, and customer demographics
Develop a comprehensive marketing research report by integrating ai-generated insights
Calculate and interpret key marketing metrics such as customer acquisition cost (cac), lifetime value (ltv), and conversion rates using excel
Understand and apply the six-step digital marketing sales funnel
Design and allocate a digital marketing budget across various channels (e.g., google ads, instagram, organic search) based on performance data and projected roi
Implement demographic targeting to optimize campaign performance and enhance customer engagement.
Analyze real-world campaign data to identify patterns, improve customer retention, reduce churn, and increase revenue through data-driven decision-making.
Develop a strategic marketing plan that combines ai tools, data analysis, and creative assets to effectively launch and promote a new product