Week 1 — Foundations: How it Works, How to Ask, Where it Fits
We begin with a clear explanation of how ChatGPT generates responses, including where the model performs well and where it requires validation. Participants will learn a structured approach to prompting that emphasises context-setting, constraints, and the use of examples to achieve repeatable results.
Applications covered will include campaign briefs, message testing, content outlines, research synthesis, SEO ideation, and customer engagement. This session also addresses methods for review, fact-checking, and refinement to ensure outputs meet business and compliance standards.
Week 2 — Agents and Workflow Automation (Live Build-Along)
This module introduces “agents” as structured workflows that link multiple prompts with decision points and guardrails. Through live build-along sessions, participants will develop:
- A marketing content calendar assistant
- A lead-qualification process
- A reporting and analysis assistant
The focus will be on designing workflows that balance automation with human oversight, managing error handling and version control, monitoring costs, and establishing criteria for evaluating efficiency and impact.
Week 3 — GPT-5, Integration, and Governance
We will review the capabilities of GPT-5 compared to earlier models and discuss criteria for selecting the right tool for different marketing tasks. Practical demonstrations will show how to integrate ChatGPT into existing systems such as CRM, CMS, and analytics platforms, with attention to workflow continuity and data handling.
The session will also cover security and governance: what data to share or restrict, how to set organisational policies, and approaches to risk management. The programme concludes with the development of a tailored integration plan that enables teams to operationalise ChatGPT in campaigns, reporting, and customer operations in a controlled and measurable way.
