GenAI for Modern Marketers: Strategic Prompting and Creative Scale

Program Description

This two-day strategic program is designed to move non-technical marketing executives beyond basic AI interactions into Professional-Grade Applied Prompt Engineering.
In the competitive Malaysian landscape, the ability to leverage Generative AI for speed-to-market is a critical commercial advantage. This workshop focuses on the "Thinking Partner" model - using AI to bridge the gap between creative execution and data-driven strategy.
Participants will build proprietary, no-code workflows for campaign ideation, persona building, and visual prototyping while ensuring structural compliance with PDPA and national AIGE governance standards.

While this outline serves as a foundational framework with use cases from multiple industries and functions, the final program is fully customized to your industry and internal workflows.

Participants work on real-world problems, not generic examples. We engage in a pre-workshop alignment to inject your specific organizational datasets, pain points, and proprietary use cases directly into the curriculum.

Learning Objectives

Master Professional Prompt Engineering: Use structured frameworks (Role, Task, Context, Constraints) to generate high-fidelity marketing assets and strategic plans.
Accelerate Campaign & Content Production: Prototype workflows for campaign frameworks, social assets, and retailer proposal decks to reduce manual workload by 50%.
Construct a Proprietary Brand DNA System: Develop a centralized Brand Prompt Library to ensure consistent tone and automated governance across all AI outputs.

Program Details

Content

Day 1: Strategic Foundations & Persona Intelligence

Module 1: The Modern Marketer’s AI Engine

Moving from “Searching” to “Generating.” Understanding the LLM architecture as a creative partner rather than a database.
Scenario (Retail/E-commerce): A marketing lead uses GenAI to analyze a 50-page industry trend report and instantly distill 5 actionable campaign angles for a festive season launch.
Hands-on: Practice “Structured Prompting” – turning a vague idea into a detailed, high-quality strategic brief by defining specific AI personas and constraints.
Expected Impact: Immediate improvement in output quality; foundation for safe, effective AI usage.

Module 2: Deep Persona Building & Consumer Psychology

Leveraging AI to build hyper-granular consumer personas based on local Malaysian nuances (demographics, spending habits, and cultural values).
Demo (Banking): Using GenAI to simulate “Customer Pain Points” for a new Islamic Finance product, generating 3 distinct personas from Gen Z to Silver Hair segments.
Hands-on: The “Empathy Map” Challenge – input raw market data and have the AI generate a detailed consumer psychology profile and personalized value propositions.
Expected Impact: Increased campaign resonance through precise, AI-augmented empathy and segment-specific messaging.

Module 3: Rapid Ideation & Campaign Frameworks

Using GenAI to facilitate “Infinite Brainstorming” and move from a blank page to a full campaign structure in minutes.
Scenario (Manufacturing): Drafting a 360-degree launch plan for a new eco-friendly industrial lubricant, including taglines, social media themes, and PR angles.
Hands-on: The “Blitz Ideation” – participants use AI to generate 20 unique campaign taglines and select the top 3 for further refinement using a critique prompt.
Expected Impact: 70% reduction in time spent on initial ideation; higher volume of creative options to choose from.

Module 4: AI for Strategic Reporting & Stakeholder Buy-in

Using GenAI to structure persuasive proposal decks and translate marketing metrics into “Executive English” for C-suite reporting.
Scenario: Turning a raw digital performance table into a 5-slide executive narrative that highlights ROI and future growth opportunities.
Hands-on: Create a “Board-Ready” slide outline for a mock retailer proposal, including objectives, data-backed insights, and activation ideas.
Expected Impact: Faster approval cycles for marketing budgets; more polished and data-driven executive communication.

Day 2: Creative Execution, Visuals & Governance

Module 5: Advanced Copywriting & Multilingual Adaptation

Mastering the art of tone-of-voice control and adapting marketing copy for Malaysia’s multilingual environment (EN, BM, CN).
Scenario (Retail): Adapting a global product description to a local “Manglish” or formal BM context while maintaining brand authority.
Hands-on: Build a “Brand Guardian” prompt that critiques any generated copy against the brand’s specific tone, prohibited words, and local sensitivities.
Expected Impact: 100% consistency in brand tone across all digital channels; reduced reliance on translation agencies.

Module 6: Visual Prototyping & AI Moodboards

Utilizing Image GenAI (Midjourney/DALL-E) to create visual moodboards, POSM mockups, and storyboard concepts without a design team.
Demo (FMCG): Turning a text-based campaign concept into 4 distinct visual directions for a product’s social media aesthetic.
Hands-on: Generate visual concepts for a Point-of-Sale (POSM) display based on store-level performance data before briefing the design agency.
Expected Impact: Lower production cost; faster visual alignment between marketing teams and creative agencies.

Module 7: Responsible AI & PDPA in Marketing

Defining the legal and ethical boundaries of AI in marketing, focusing on data privacy, AI disclosure, and the Malaysian AIGE guidelines.
Scenario: Auditing an AI-generated campaign for potential bias and ensuring no sensitive customer PII was used during the prompting process.
Hands-on: Co-create a “Marketing AI Playbook” outlining do’s/don’ts, approval steps, and “Human-in-the-loop” checkpoints for the department.
Expected Impact: Structural protection of brand reputation; 100% compliance with local and international AI governance standards.

Module 8: The 90-Day AI Marketing Roadmap

Consolidating Day 1 & 2 into a practical rollout plan for the participant’s specific department or brand.
The Framework: Prioritizing AI initiatives based on Feasibility (Ease of adoption) vs. Commercial Impact (Revenue/Time saved).
Hands-on: Develop a “Campaign Automation Backlog” – identifying 3 high-impact marketing tasks to be augmented with GenAI within the next quarter.
Expected Impact: A clear, actionable path from training to execution; measurable KPIs for AI integration.

List of Deliverables

Upon completion of the program, participants will have produced a tangible “AI Portfolio” including:

Executive Presentation Toolkit: Ready-to-use slide outlines and executive summaries for partner and HQ submissions.
Departmental AI Playbook: A co-created framework for safe and ethical AI deployment in marketing.
LinkedIn & GitHub Showcase: All mini-projects generated are designed to be "portfolio-ready," allowing participants to showcase their AI proficiency professionally.

Prerequisites

Technical Knowledge: No prior coding or technical AI experience is required. This is a non-technical program for business and marketing leaders.
Essential Equipment:Participants must bring a laptop with access to web-based tools (ChatGPT, Claude, Canva AI, etc.) and a sample brand brief.
Mindset: A willingness to challenge traditional "agency-only" creative models and embrace a "Hybrid Intelligence" culture.

Who Should Attend

Training Methodology

Creative Ecosystem Lab: Hands-on application using actual brand briefs and industry-specific performance tables.
Applied Prompt Engineering: Interactive sessions focusing on psychological hooks and multi-step reasoning frameworks.
Strategic Co-Design: Group sessions to build the corporate AI Playbook and phased 3-6 month adoption roadmap.

100% HRDC-Claimable

This program is fully registered and compliant with HRDC (Human Resource Development Corporation) requirements under the SBL-Khas scheme, allowing Malaysian employers to offset the training costs against their levy.

Certification of Completion

Participants who successfully complete the program will be awarded a “Professional Certificate in GenAI for Modern Marketers.”

Post-Workshop Consulting (Optional)

For organizations looking to bridge the gap between training and execution, we offer optional, paid consulting services. These engagements provide expertise and technical support for specific pilot development or full-scale operational integration of the data- and AI-driven use cases established during the program.