MARKETING  

DeGroote launches AI Marketing Microcredential as adoption of AI in industry grows

December 17, 2025 ·

Contributed by: DeGroote School of Business

McMaster University’s DeGroote School of Business has launched AI Essentials for Marketing Professionals, a hands-on microcredential designed to equip marketers with practical skills as artificial intelligence reshapes the profession.

The timing reflects an urgent market reality. Recent research shows 85 per cent of marketers now use AI tools for content creation, with 83 per cent reporting increased productivity after adoption. HubSpot’s 2025 AI Trends report identifies content creation, including email marketing, social media content and blog posts, as the most widespread AI application in marketing today.

Associate professor of Marketing Ruhai Wu designed the curriculum in consultation with industry contributors including Scott Wilson, the founder of GeekCertified. As co-instructor, Wilson brings extensive experience implementing AI solutions for clients and provides personalized coaching throughout the seven-week program.

“Most marketers know AI exists. What many still lack is the ability to design AI systems that integrate into daily marketing operations and deliver a sustained competitive advantage,” explains Wu. “In this program, participants build production-ready tools they can deploy immediately, including custom GPTs for SEO, automated analytics workflows and AI-linked dashboards.”

 

The productivity paradox

Although AI adoption has delivered clear productivity gains, often saving marketers five or more hours each week, many organizations still struggle to translate experimentation into scalable and reliable systems. Challenges such as data privacy, lack of technical expertise, implementation costs and persistent issues like AI amnesia and AI hallucination continue to limit effective use.

The AI Essentials microcredential directly tackles these barriers through structured, hands-on system development.

 

From theory to production in seven weeks

The curriculum emphasizes immediate application. Participants learn advanced prompting techniques, build custom GPTs for their specific use cases, create AI-powered SEO tools, automate paid media workflows and develop decision-ready dashboards. By week seven, they present complete AI systems ready for deployment.

“We’re past the point where AI is optional,” observes Wilson.

“The professionals succeeding today treat AI as a force multiplier. This program gives marketers the custom systems that companies need to boost productivity.”

 

Open access, immediate application

The program targets current and aspiring marketing professionals at any career stage, as well as business owners, executives and anyone who wants practical AI skills that create measurable results.

No prerequisites mean open access to the program, reflecting that AI literacy has become essential across the profession. The seven-week format combines online live lectures with hands-on projects, delivered fully online for working professionals.

 

AI Essentials for Marketing Professionals program details

Microcredential for current and aspiring marketers, business owners, entrepreneurs and students.

  • Participants gain practical skills to apply AI tools in today’s marketing world.
  • Covers AI fundamentals, content generation, marketing research and application in SEO, social media, advertising and email marketing.
  • Evaluation via instructor-assigned project.
  • Fully online, 10-15 hours with live lectures, tutorial videos and practice assignments.
  • Registration is open with limited seats available.
  • Cost: $500

For more information and to register, visit DeGroote certificates and microcredentials.

 

About DeGroote School of Business

McMaster University’s DeGroote School of Business has delivered digital marketing education for over a decade, combining academic rigour with industry relevance. Its Executive Education programs focus on practical, immediately applicable skills that address real market demands. The school maintains strong partnerships with leading marketing agencies and Fortune 500 companies, ensuring curriculum reflects current industry practices and emerging trends.