AI Tools Used in the Digital Marketing Courses

Gen AI Capabilities Course Applications
SEMrush & its AI Writing Assistant Provides various digital marketing services, such as SEO, content marketing, competitor analysis, PPC, and social media marketing. It also helps identify any shortcomings in digital marketing strategies and assists in creating content that is optimised for SEO. It has its own AI algorithms. Individual digital audit assignment
Classroom activities on SEO (including On-Page, Off-Page, and Technical SEO)
Digital content marketing activities (using AI Writing Assistants for blog content)
HubSpot and its AI-powered Google Ads and social media ads generator It encompasses email marketing, social media management, SEO, and content creation capabilities. It also includes an AI-powered Google Ads Copy Generator, which leverages generative AI to optimise ad copy for relevance and conversion rates.
Individual digital audit assignment
SEO-focused activities (such as evaluating User Experience, Mobile Usability, and On-Page SEO)
Creating social media and Google Ads
Email marketing and landing page-related activities
AIPRM (ChatGPT Chrome Extension) A comprehensive prompt library designed to enhance outputs from AI-driven platforms such as ChatGPT, offering a wide array of prompts for marketing, including SEO, keyword research, social media content creation, buyer persona development, and more. Buyer persona design and customer journey mapping: using the tool, students researched and identified targeted audiences' demographic and psychographic characteristics. This was alongside keyword exploration and on-page SEO tasks.
HeyGen & Synthesia (Gen AI Video Makers) Video creation technology employs generative AI to streamline the video production process. It excels in crafting personalised video avatars and integrates with ChatGPT for script creation, offering an end-to-end solution for short video content. A team-based assignment on digital marketing campaign proposal: involves the creation of a digital video avatar representing a target buyer persona.
DALL-E 2 & Adobe Firefly (and other generative text-to-image AI apps) Facilitates the production of images, effects, and designs using AI-powered tools, elevating creative content quality. Team assignment on digital marketing campaign proposal: this encompasses content marketing tasks, which are used throughout the course to generate visuals for a digital marketing campaign. `
Perplexity A free AI-powered answer engine that provides 1) accurate and real-time answers to questions, 2) resources the answers are based on. The platform is used in all digital marketing courses for various activities where understanding the sources of generated data is important.

Digital Branding & Advertising Course (MBM)

Buyer Persona design is one of the activities that integrated several generative AI tools, ChatGPT and HeyGen.

BUSMAN722_Buyer Persona Design Activity.pdf

A Buyer Persona for the Samsung NZ Flip 5 Campaign Generated with HeyGen

BUSMAN722 BP(1).mp4

Digital Marketing Course

Generating and voting on client meeting questions with ChatGPT & Padlet

In this class activity, students used ChatGPT to generate questions for an upcoming meeting with a client organisation. This task was structured around the SACRAD framework, developed specifically for digital marketing courses to evaluate the quality of AI-generated information. SACRAD stands for Specificity, Accuracy, Clarity, Relevance, Appropriateness, and Depth. This framework guided students to craft questions that were not only precise and relevant but also logically sound and well-structured.

The activity unfolded in four steps:

  1. SACRAD Framework Discussion: The session began with a discussion on the SACRAD framework, emphasising its importance in developing effective questions. This discussion reinforced the criteria for quality in questioning, setting a high standard for the activity.
  2. Work with the Client Brief: Students were then introduced to the client's brief, a crucial step that ensured their questions would be grounded in the client company's specific needs and context.
  3. Generation of Questions with ChatGPT: Using ChatGPT, students generated a series of questions based on the client’s brief. This phase allowed students to test ChatGPT, producing a diverse range of questions for consideration.
  4. Applying SACRAD and Filtering Questions for the Meeting: In the final phase, students applied the SACRAD framework to evaluate and filter the questions generated. This process involved critical thinking and collaborative decision-making, as students worked together to select the most effective questions for the upcoming client meeting.

The activity culminated in the sharing of these questions on Padlet, where the class could collectively review and vote on the best ones. This provided a platform for peer learning and feedback. Through this interactive activity, students gained practical experience using AI tools like ChatGPT for professional purposes, while the SACRAD framework ensured a structured and thoughtful approach to communication.