About
This course provides senior marketing professionals with a practical framework for evaluating AI tools, identifying their potential business value, calculating return on investment (ROI), and making informed recommendations to executive leadership. Participants will learn how to move beyond the excitement surrounding AI and make investment decisions based on measurable business objectives, realistic cost estimates, operational requirements, and financial outcomes. The course emphasizes a business-first approach: identify the problem, evaluate the technology, quantify the opportunity, and establish the metrics needed to prove success. Learning objectives By the end of this course, participants will be able to: 1. Identify the marketing activities where AI investments can generate the greatest business value. 2. Evaluate AI tools based on functionality, performance, scalability, security, and organizational fit. 3. Identify and calculate the full cost of implementing and maintaining AI tools. 4. Quantify potential savings, productivity improvements, and revenue opportunities. 5. Calculate ROI, payback periods, and potential financial benefits. 6. Build a business case for AI investments that senior leadership can understand and approve. 7. Establish performance measurements to determine whether an AI investment is delivering its promised results.