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Market intelligence with AI: selecting use cases & tools, planning implementation
Course
4

Booking no:

42175

Market intelligence with AI: selecting use cases & tools, planning implementation

Learn how to use data with AI where it creates real added value: for lead scoring, customer journey personalization, campaign optimization or automated decisions. Identify and evaluate your own use cases and get to know tools.

4 weeks
approx. 20 hours
Online
German
Master Class

Date preview

Start date
Last module
Availability
Location
21.4.2026
12.5.2026
Places free
Maximum planning security
Implementation already secured
Hook on!
Next booking secures the
implementation
Live-Online
1.9.2026
29.9.2026
Places free
Maximum planning security
Implementation already secured
Hook on!
Next booking secures the
implementation
Live-Online
17.11.2026
15.12.2026
Places free
Maximum planning security
Implementation already secured
Hook on!
Next booking secures the
implementation
Live-Online

Module overview

The following module overview shows dates for the course start on
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Module
1

Potential of AI in marketing & sales

  • Entry into the course.
  • Organizational matters.
  • Clarify course schedule and expectations.
  • Introduction to the course topic.
Webinar
120 minutes

Tuesday, 21.04.2026
09:00 am - 11:00 am

61440484
Module
1

Potential of AI in marketing & sales

  • Entry into the course.
  • Organizational matters.
  • Clarify course schedule and expectations.
  • Introduction to the course topic.
Webinar
120 minutes

Tuesday, 01.09.2026
09:00 am - 11:00 am

61440485
Module
1

Potential of AI in marketing & sales

  • Entry into the course.
  • Organizational matters.
  • Clarify course schedule and expectations.
  • Introduction to the course topic.
Webinar
120 minutes

Tuesday, 17.11.2026
09:00 am - 11:00 am

61440486
Module
2

Fields of application & idea generation

  • AI tools along the customer journey.
  • Typical use case categories: Personalization, lead scoring & CLV, chatbots, content optimization, attribution.
  • Deep Dive: Personalization with AI and scoring models in marketing & sales.
  • Exercise: Identify initial use cases in your own environment.
  • Transfer aid: Criteria for good use cases.
Self-study phase
300 minutes
61440484
Module
2

Fields of application & idea generation

  • AI tools along the customer journey.
  • Typical use case categories: Personalization, lead scoring & CLV, chatbots, content optimization, attribution.
  • Deep Dive: Personalization with AI and scoring models in marketing & sales.
  • Exercise: Identify initial use cases in your own environment.
  • Transfer aid: Criteria for good use cases.
Self-study phase
300 minutes
61440485
Module
2

Fields of application & idea generation

  • AI tools along the customer journey.
  • Typical use case categories: Personalization, lead scoring & CLV, chatbots, content optimization, attribution.
  • Deep Dive: Personalization with AI and scoring models in marketing & sales.
  • Exercise: Identify initial use cases in your own environment.
  • Transfer aid: Criteria for good use cases.
Self-study phase
300 minutes
61440486
Module
3

Implementation - tools, demos, decisions

  • Application of the self-study units.
  • Discussion of the practical exercises.
  • Insights into tools.
  • Open questions and case studies.
Webinar
180 minutes

Monday, 04.05.2026
09:00 am - 12:00 pm

61440484
Module
3

Implementation - tools, demos, decisions

  • Application of the self-study units.
  • Discussion of the practical exercises.
  • Insights into tools.
  • Open questions and case studies.
Webinar
180 minutes

Tuesday, 15.09.2026
09:00 am - 12:00 pm

61440485
Module
3

Implementation - tools, demos, decisions

  • Application of the self-study units.
  • Discussion of the practical exercises.
  • Insights into tools.
  • Open questions and case studies.
Webinar
180 minutes

Tuesday, 01.12.2026
09:00 a.m. - 12:00 p.m.

61440486
Module
4

Planning implementation with responsibility

  • Exercise: Tool research & decision.
  • Project plan & milestones.
  • Exercise: Outline roadmap & pilot phase.
  • Best practices: Success factors for AI projects.
  • Template: Your implementation plan at a glance.
  • Overview: EU AI Act and risk classes.
  • Data protection & GDPR in AI marketing.
  • Bias, fairness & explainable AI.
  • Exercise: Compliance check for your own use case.
  • To-dos for a "Responsible AI" project.
Self-study phase
420 minutes
61440484
Module
4

Planning implementation with responsibility

  • Exercise: Tool research & decision.
  • Project plan & milestones.
  • Exercise: Outline roadmap & pilot phase.
  • Best practices: Success factors for AI projects.
  • Template: Your implementation plan at a glance.
  • Overview: EU AI Act and risk classes.
  • Data protection & GDPR in AI marketing.
  • Bias, fairness & explainable AI.
  • Exercise: Compliance check for your own use case.
  • To-dos for a "Responsible AI" project.
Self-study phase
420 minutes
61440485
Module
4

Planning implementation with responsibility

  • Exercise: Tool research & decision.
  • Project plan & milestones.
  • Exercise: Outline roadmap & pilot phase.
  • Best practices: Success factors for AI projects.
  • Template: Your implementation plan at a glance.
  • Overview: EU AI Act and risk classes.
  • Data protection & GDPR in AI marketing.
  • Bias, fairness & explainable AI.
  • Exercise: Compliance check for your own use case.
  • To-dos for a "Responsible AI" project.
Self-study phase
420 minutes
61440486
Module
5

Transfer & Change Management

  • Application of implementation planning methods.
  • Discussion of case studies.
  • Practical applications and transfer to everyday working life.
Webinar
180 minutes

Tuesday, 12.05.2026
09:00 am - 12:00 pm

61440484
Module
5

Transfer & Change Management

  • Application of implementation planning methods.
  • Discussion of case studies.
  • Practical applications and transfer to everyday working life.
Webinar
180 minutes

Tuesday, 29.09.2026
09:00 am - 12:00 pm

61440485
Module
5

Transfer & Change Management

  • Application of implementation planning methods.
  • Discussion of case studies.
  • Practical applications and transfer to everyday working life.
Webinar
180 minutes

Tuesday, 15.12.2026
09:00 a.m. - 12:00 p.m.

61440486

Course overview

Contents

Fields of application & idea generation

  • AI tools along the customer journey.
  • Typical use case categories: Personalization, lead scoring & CLV, chatbots, content optimization, attribution.
  • Deep Dive: Personalization with AI and scoring models in marketing & sales.
  • Exercise: identify initial use cases in your own environment.
  • Transfer aid: Criteria for good use cases.

Evaluation & prioritization

  • Evaluation of use cases with the AI matrix.
  • Impact & Feasibility: Definition and practical relevance.
  • Exercise: prioritize your own ideas.
  • Practical examples of personalization & scoring.
  • Preparation for selecting a favorite use case.

Plan implementation

  • Exercise: Tool research & decision.
  • Project plan & milestones.
  • Exercise: Outline roadmap & pilot phase.
  • Best practices: Success factors for AI projects.
  • Template: your implementation plan at a glance.

Law & Responsibility

  • Overview: EU AI Act and risk classes.
  • Data protection & GDPR in AI marketing.
  • Bias, fairness & explainable AI.
  • Exercise: Compliance check for your own use case.
  • To-dos for a "Responsible AI" project.

This is how you learn in this course

This online course offers you a digital blended concept that has been specially developed for part-time learning. With a time budget of at least 4-5 hours per week, you are sure to reach your goal. Alternatively, you can schedule the learning units flexibly. This is how you learn in the course: 

Self-study phases:Learn independently, at your own pace and whenever you want. Our courses offer you didactically high-quality learning material with videos, articles, interactive exercises, quizzes and learning checks. 

Live webinars:In regular online seminars, you will meet the trainers in person. You will receive answers to your questions, specific assistance and instructions on how to deepen your knowledge and apply the skills you have acquired in practical exercises. 

Learning community: A digital learning community is available to you throughout the course. Exchange ideas with other participants and the trainers and clarify your questions. 

Certificate of attendance and Open Badge: As a graduate of the course, you will receive a certificate and an Open Badge that you can easily share in professional networks (e.g. LinkedIn).  

Future Jobs Club: Get exclusive access to a business network, news and future work hacks.