This course aims to equip students with the skills to create and optimize prompts for AI-based language models, specifically ChatGPT, to enhance performance in digital marketing and e-commerce. By the end of the course, students will:
- Understand the fundamentals of prompt engineering.
- Create prompts to drive specific outcomes in marketing and e-commerce scenarios.
- Analyze the impact of AI-generated responses on consumer behavior and business strategy.
1: Introduction to Prompt Engineering
- Topics: History and evolution of AI-based language models. What is prompt engineering? Applications in marketing and e-commerce.
- Case Study: OpenAI and the rise of AI-driven digital marketing.
- Assignment: Write a basic prompt to generate product descriptions for an online store.
2: Understanding ChatGPT and AI Models
- Topics: Overview of GPT architecture. How ChatGPT processes prompts. Introduction to model parameters.
- Case Study: Application of ChatGPT in automating customer service for e-commerce.
- Assignment: Create prompts for answering common customer queries in a chatbot for an online retail business.
3: Prompt Frameworks for Digital Marketing
- Topics: Types of prompts: open-ended vs. specific. Framing prompts for marketing campaigns. A/B testing of prompts for better results.
- Example: Generating social media post ideas for a new product launch.
- Assignment: Develop multiple prompts to create a Facebook ad for a hypothetical e-commerce product and analyze AI-generated outputs.
4: Optimizing E-commerce Product Descriptions
- Topics: Importance of product descriptions in e-commerce. Using ChatGPT to enhance product listings. Incorporating SEO keywords into AI-generated text.
- Example: Writing high-converting product descriptions for a fashion e-commerce store.
- Assignment: Create a set of prompts that generate SEO-optimized descriptions for various product categories.
5: ChatGPT for Customer Engagement
- Topics: Engaging customers through AI-driven prompts. Writing persuasive sales copy. Customizing prompts for targeted marketing.
- Example: Generating email marketing content using personalized prompts.
- Assignment: Design prompts to create an automated email campaign based on customer purchase behavior.
6: Leveraging AI for Market Research
- Topics: Using ChatGPT to analyze market trends. Writing prompts for customer sentiment analysis. Collecting customer feedback with AI assistance.
- Example: Generating reports on customer sentiment for an online service.
- Assignment: Create prompts to conduct market research on a new product in the e-commerce space.
7: Writing Persuasive Advertising Prompts
- Topics: Understanding persuasive techniques in advertising. Crafting prompts to generate copy that appeals to emotions. Applying ChatGPT for ad copy across digital channels (Google Ads, Facebook).
- Example: Generating persuasive ad copy for a holiday campaign.
- Assignment: Write prompts to create different ad variations for testing on Google Ads.
8: Automating Social Media Content
- Topics: Creating prompts for consistent social media posting. Using ChatGPT for real-time engagement (replying to comments, crafting DMs). Analyzing social media performance and refining prompts.
- Example: Using AI to generate Instagram captions for product launches.
- Assignment: Create prompts for a week’s worth of social media posts for an e-commerce store.
9: ChatGPT in Customer Support Automation
- Topics: Automating responses to FAQs using ChatGPT. Writing prompts for troubleshooting and product guidance. Balancing human and AI interaction in customer support.
- Example: Automating customer support for an electronics e-commerce store.
- Assignment: Develop prompts for customer support that answer common questions and resolve issues.
10: AI for Influencer Marketing
- Topics: Prompts for generating outreach messages to influencers. Crafting collaborative marketing proposals with AI. Analyzing influencer performance through AI prompts.
- Example: Writing an AI-generated outreach email for influencer collaboration.
- Assignment: Create prompts to generate outreach strategies for various influencer niches.
11: AI for Customer Journey Personalization
- Topics: Writing prompts to personalize customer experiences. Using AI to recommend products and upsell. Mapping customer journeys with AI inputs.
- Example: Generating personalized upsell prompts during checkout.
- Assignment: Design prompts that personalize customer experiences for an e-commerce subscription service.
12: Ethical Considerations in AI and Marketing
- Topics: Ethical challenges of AI in marketing. Avoiding bias in AI-generated content. Transparency and consumer trust with AI.
- Case Study: Ethical concerns with AI-generated advertisements.
- Assignment: Write prompts that ensure ethical and unbiased advertising copy for a diverse audience.
13: Testing and Improving Prompts
- Topics: A/B testing AI-generated content. Refining prompts for improved outcomes. Iterative design in prompt engineering.
- Example: Testing different product ad copies and analyzing performance.
- Assignment: Conduct A/B tests on AI-generated ad copies and refine prompts for better engagement.
14: Advanced AI Prompting Techniques
- Topics: Complex prompt chaining for multi-step tasks. Writing prompts for long-form content generation. Utilizing fine-tuning and context-based prompting.
- Example: Creating long-form AI-generated blog posts for a content marketing strategy.
- Assignment: Develop advanced prompts that guide ChatGPT through a multi-step content creation process.
15: Scaling AI in E-commerce
- Topics: Scaling prompt-based automation in marketing. Managing large-scale content needs with AI. Integrating AI with CRM and e-commerce platforms.
- Example: Automating content creation for multiple product categories at scale.
- Assignment: Design a prompt system to generate product content across 10+ categories in an e-commerce platform.
16: Final Project Presentation
- Objective: Students will present a project where they apply prompt engineering to a real-world digital marketing or e-commerce scenario.
- Deliverables: A set of prompts designed for a specific marketing or e-commerce use case. Analysis of how the AI-generated outputs meet business objectives.
- Presentation: Each student will present their prompt system and its performance in a simulated environment.
