Prompt Engineering for Marketers

Overview

Prompt engineering for marketers is a one-day, practical course designed to improve the clarity, consistency and control of AI-generated content. The course focuses on writing better prompts for a wide range of outputs - including campaign briefs, stakeholder comms, reports, content workflows, proposals, blogs and thought leadership. You’ll learn how to engineer prompts more strategically, so outputs reflect brand tone, purpose and channel expectations from the start. Working with frameworks like SPACE, PAS and DNA sets, you'll explore embedded, role-based and chained prompting techniques. The course also introduces structured formats such as JSON and YAML to support clarity and reuse.

Interactive exercises and group tasks are used throughout to build practical capability. You’ll leave with a set of techniques, templates and workflows that improve results and save time. The course is tool-agnostic and uses free or widely available generative AI platforms.

Who should attend?

For marketers who write as part of their role - across content, campaigns, comms and reporting, and want to use AI to improve quality, clarity and consistency. Ideal for those creating materials like proposals, messaging, stakeholder updates and thought leadership, whether working solo or as part of a team.

Learning outcomes

• Write prompts that deliver clearer, more accurate outputs aligned to tone, purpose and brand voice
• Use frameworks like SPACE, PAS and DNA sets to structure strategic, multi-layered prompts
• Apply embedded and chained prompting to guide AI through more complex marketing tasks
• Work with structured formats such as JSON and YAML to improve consistency and control
• Refine and review outputs using self-prompting, quality checks and critical thinking techniques
• Develop reusable prompt templates and libraries for briefs, reports, workflows and campaigns
• Support brand governance through consistent tone of voice, ethics and everyday prompt applications
• Use prompting to sharpen thinking and speed up delivery across content, comms, planning and proposals