Copilot for Marketing

Course subjects

Prompting Effectively with Copilot

• Why vague prompts produce generic marketing content

• The Goal-Context-Sources-Expectations prompt model

• Using constraints to control tone, length, and brand alignment

• Preventing invented claims and off-brand language

• Refining a prompt once, then editing manually

Campaign Planning and Audience Definition

• Using web research to form audience and market hypotheses

• Clearly labelling assumptions

• Defining campaign objectives and constraints

• Identifying evidence needed to validate audience and messaging choices

• Output: campaign planning brief

Content Drafting and Message Shaping

• Drafting campaign content using Copilot

• Controlling tone, audience fit, and channel constraints

• Avoiding over-claiming and unsupported assertions

• Output: draft marketing content (email, landing page, or campaign copy)

Review, Refinement, and Brand Alignment

• Using Copilot to review clarity, tone, and structure

• Checking alignment to brand and compliance constraints

• Refining messaging without losing intent

• Output: revised, brand-aligned content draft

Campaign Options and Justification

• Presenting multiple campaign or messaging options

• Making trade-offs explicit (reach, effort, risk, timing)

• Drafting internal justification language for stakeholders

• Output: one-page campaign options summary

Researcher Agent: Scaling Marketing Research After the Fundamentals

• Why Researcher is not a replacement for planning or judgement

• When Researcher is appropriate (market scans, competitor analysis, trend synthesis)

• How to convert manual research steps into a Researcher task

• Responding to Researcher clarification questions

• Reviewing and validating Researcher outputs before use