Continuing education course in Basics of AI in Marketing

The application of Artificial Intelligence (AI) in marketing is rapidly evolving, offering new opportunities for personalization, increased efficiency, and data-driven decision-making. Marketing professionals face the challenge of understanding the opportunities and risks associated with these technologies and using them in an ethical and legally compliant manner. Our professional development course provides you with the fundamentals of AI in marketing, explores ethical issues and legal frameworks, and offers practical insights into the application of AI-driven strategies, along with hands-on experiences.

Objectives and content

Enquiries and contact

Application

Downloads and brochure

Compare favorites

At a glance

Qualification:

Continuing education course in Basics of AI in Marketing

Start:

13.11.2025

Duration:

2 days, more details about the implementation

Costs:

CHF 975.00

Location:

ZHAW School of Management and Law / Campus St.-Georgen-Platz, 8401 Winterthur
Online

Language of instruction:

German, English

«In marketing, it's crucial to stay one step ahead. This course helped me deepen my knowledge of artificial intelligence and put it into a meaningful context. In ad-dition to the theoretical foundations, it also provided many practical approaches that I can directly apply in my day-to-day marketing work. I highly recommend this program to anyone who not only wants to understand the rapid development of AI in marketing but also actively help shape it.»

Mario Siano, graduate of the continuing education course in Basics of AI in Marketing, Co-Founder | Head of Market Development Advertima Vision AG

Objectives and content

Target audience

This professional development course is aimed primarily at individuals from the following areas:

Executives: Individuals working in marketing who are interested in the application of AI in marketing or who wish to engage with the ethical and regulatory challenges of AI.
Technology oriented marketing professionals: Marketing experts with a strong interest in the potential and current use cases of the latest AI technologies in marketing, who want to expand their skills in this field.
Professionals from other industries: Individuals working in other sectors who are interested in exploring the opportunities and applications of AI in marketing.
SMEs: Employees and executives from small and medium-sized enter- prises who want to enhance their skills in AI in marketing and leverage the benefits of this technology for their business.

Objectives

After completing this professional development course, you will be able to independently implement AI-based marketing strategies in your company while considering the associated ethical and legal aspects. In particular, you will have learned to:

Understand the use of AI technologies in marketing and leverage their potential for increasing efficiency, personalization, and automation.
Apply current AI tools and techniques in practice, for tasks such as con- tent creation and supporting data-driven decision-making.
Analyze case studies and best practices to develop your own AI marketing strategy.
Identify the ethical and legal challenges of implementing AI in marketing and take appropriate measures.
Understand the role of humans in AI-driven processes and integrate it effectively.
Plan and implement an AI-driven marketing strategy for your company or department.

«The two-day training fully met my expectations. The content was engaging and practically oriented. Particularly valuable was the exchange with the experts – personal questions were answered competently and in detail.»

Simon Aerni, graduate of the continuing education course in Basics of AI in Marketing, Projektmanager Operations, Suter Entfeuchtungstechnik AG

Methodology

We place great emphasis on practical content delivery and intensive exchange between lecturers and students. Our professional development courses have always been characterized by close connections with the participants. Digital knowledge transfer is an integral part of the learning process. Regardless of the format, we ensure close support, individual guidance, and ample space for exchange and interaction.

Tools not only enhance the learning experience but also strengthen your personal digital skills.
Workshops, exercises, and group discussions lead to a diverse and engaging learning experience.
You benefit from personalized support throughout the learning process.
Digital learning days reduce travel time for everyone involved. This gives you more time for other things, and you can attend classes from anywhere - it's a win-win for you and the environment.

The course stands out for its methodological diversity. In addition to lectures, presentations, exercises, and best-practice case studies, great importance is placed on the practical application of the content and the intensive exchange between lecturers and students.

More details about the implementation

You have the choice:
Either you choose the online course (in English)
or the in-person course in Winterthur (in German).

AI Marketing Lab
The AI Marketing Lab offers access to one-day seminars and workshops where you can expand your knowledge of AI in marketing, apply it in a practical setting, and exchange ideas with other company representatives.
- 10% discount on AI Marketing Lab membership for professional development course participants.
- Opportunity to assess the current AI maturity of your company.

Profssional Development Course: AI in Marketing – Ethics and Law
10% discount on the in-depth professional development course "Ethics and Law of AI in Marketing" for participants.

External lecturer: Nina Habicht

Nina Habicht is the founder and CEO of dreamleap, a leading Agentic AI platform that sup-ports companies on their journey toward becoming “AI-first” organizations. With solutions in conversational AI, hyperpersonalization, voice-based protocolling, and workflow automation, dreamleap is used by banks, insurance companies, SMBs, and construction firms around the globe. The offering is complemented by one of the largest B2B AI academies in the DACH region – the VoiceTechHub Academy – with a mission to democratize AI for society.

In addition, Nina built and led the Conversational and Generative AI department at UBS as AI Product Director, where she oversaw the development of the bank-wide AI platform with up to 70 team members. Among other responsibilities, she introduced the first AI-powered customer service agent for digital banking and led five interdisciplinary AI teams focused on key strategic areas such as deep search, process automation, and internal knowledge assistance.

As a serial entrepreneur, Nina brings extensive experience in building scalable AI startups. She co-founded a chatbot company that achieved seven-figure revenues, launched a micro-learning spin-off, developed the first voice-commerce assistant for SBB, and built around 30 productive chatbots. In her role as Global Head of Business Development, she also scaled a warehouse automation startup to over 120 employees.

Nina combines entrepreneurial thinking with technological foresight and is committed to making AI practical, responsible, and accessible. She regularly shares insights into her work as a speaker and mentor in the field of Applied AI.

Enquiries and contact

Head of Program:
Dr. Gioia Volkmar
+41 58 934 62 76
E-Mail
Program Manager:
Fabienne Schild
+41 58 934 68 24
E-Mail
This continuing education programme gives you access to the ZHAW Marketing Management Community