Fifth Marbellup Training Module

Marketing with next-generation AI

January 27 to 31,
From 16:00
to 20:00
From 16:00 to 20:00
Marbellup
C\ Padre Paco Ostos S/N

Module contents

Training videos

Training Gallery

Module structure

DAY 1 (4 hours) General Topic: Immersion in the Future of Marketing with AI

Theoretical Block for ALL (2 hours)

  • Welcome to the AI Lab and Course Objectives
  • Virtual/presential tour of the laboratory facilities.
  • Presentation of the facilitators (experts in Data Science, Marketing and Creativity).
  • Vision of the Future: Why AI is reinventing marketing and communication.
  • Explanation of expectations and objectives: what we will learn and how to apply it to real cases.
  • Advanced Icebreaker Dynamics: Mini “Brainstorm with AI”.
  • Exercise: Each participant enters a prompt in ChatGPT to “define their differential value” and shares it with the group.

Fundamentals of AI: From Basic to Revolutionary

  • Evolution of AI in Marketing: From initial automation (basic chatbots) to generative AI (ChatGPT, Midjourney, etc.).
  • How Generative AI works: Difference between text models (LLMs) and image models (Diffusion Models).
  • Impactful Use Cases: Concrete examples of startups and large companies that have boosted their visibility and ROI thanks to AI.

Break (15 minutes)

Workshop Block (1 hour 30 min)

Introduction to Prompt Engineering
  • General explanation of what prompts are, their relevance and types (basic, instructive, role-based, etc.).
  • Basic Level: Simple exercises on how to use ChatGPT to generate announcement headlines or welcome copy. Step-by-step guide on how to fine-tune a basic prompt.
  • Intermediate/Advanced Level: Deepening of more complex prompts, advanced marketing examples and humanization of AI interactions.

Closing and Reflection (15 minutes)

  • Summary of the day’s learning.
  • Challenge of the Day: Prepare a “Use Case” to present the following day.

DAY 2 (4 hours) General Topic: Creating High Impact Content with AI

Theoretical Block for ALL (30 min)

  • Quick Review of Day 1.
  • Common Challenges Sharing.
  • Agile feedback from the facilitator and the group.

AI for Advanced Copywriting and Storytelling (1 hour)

  • How to use ChatGPT for writing emails, network posts and ad sequences.
  • Adjust prompts to reflect the tone, style and personality of the brand.
  • Examples of effective copywriting and AI-powered storytelling.

Break (15 minutes)

Workshop Block (1 hour 30 min)

  • Writing 3 versions of a product/service launch email. Collaborative evaluation.
  • Basic Level: Adjustment of prompts to change pitch. Error correction.
  • Intermediate/Advanced Level: Creation of automated mail sequences. Advanced personalization.

Closing (15 minutes)

  • Review of progress and tasks for the next day.

DAY 3 (4 hours) General Topic: Intelligent Automations and Marketing Funnel Designs

Theoretical Block for ALL (45 min)

  • Explanation of the 4 stages of the funnel (Attraction, Conversion, Retention, Loyalty).
  • AI tools for personalization, segmentation and retargeting.
  • Real Success Cases.

Break (15 minutes)

Workshop Block (1 hour 30 min)

  • Funnel design and automations.
  • Basic Level: Design a simple funnel with 2-3 steps.
  • Intermediate/Advanced Level: Integration of automations and advanced customization.

DAY 4 (4 hours) General Topic: Analytics, Metrics and Predictive Optimization with AI

Theoretical Block for ALL (45 min)

  • Introduction to Google Analytics 4 (GA4) and event measurement.
  • Predictive power on Google and other platforms.

Break (15 minutes)

Workshop Block (1 hour 30 min)

  • Creation of a Dashboard with AI.
  • Basic Level: Configure a basic dashboard.
  • Intermediate/Advanced Level: Integration of multiple data sources.

DAY 5 (4 hours) General Topic: Project Presentations and Vision for the Future

Theoretical Block for ALL (30 min)

  • Recap of the Week.
  • How everything is integrated into a continuous improvement cycle.

Final Work Block (1 hour 30 min)

  • Final adjustments to funnels, copies, images and dashboards.
  • Express mentoring of facilitators.
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Trainers

Cristina Herrera Robles

Digital Marketing and Communication

Ángel García Lupiañez

Content manager and project coordinator.