Content Creation and Generative AIs for Marketers 生成式 AI 驱动的营销内容创作 (MKT511)

MKT511 Content Creation and Generative AIs for Marketers aims to provide a comprehensive understanding of the integration of generative AIs in content creation, storytelling and digital marketing. Students will explore the principles of design, visual storytelling, and the use of generative AIs to communicate complex ideas effectively and launch successful digital marketing initiatives. This module covers a broad range of topics, from the basics of digital marketing strategies and user experience design to advanced storytelling techniques and multimodal content creation. The course will develop students' skills in creating dynamic visual narratives using generative AI tools to engage, inform, and inspire their target audience. Students will also gain hands-on experience with cutting-edge tools for crafting compelling narratives and a variety of visual designs, including videos, graphics, virtual and interactive media. Additionally, the module addresses the ethical and social implications of AI-generated content and its impact on the digital marketing industry. Upon completion of the module, students will be equipped with the skills and knowledge to apply generative AI tools in creating impactful visual designs and stories for digital marketing campaigns. They will also be able to critically analyse real-world applications, understand ownership and authorship implications, and assess the impact of AI on creativity. MKT511 生成式 AI 驱动的营销内容创作旨在帮助学生全面理解生成式人工智能在内容创作、叙事表达以及数字营销中的融合应用。学生将学习设计原理、视觉叙事方法，并掌握如何利用生成式人工智能有效传达复杂信息，从而推动成功的数字营销实践。本课程涵盖从数字营销策略与用户体验设计的基础知识，到高级叙事技巧与多模态内容创作的广泛主题。 课程将培养学生运用生成式人工智能工具构建动态视觉叙事的能力，以实现对目标受众的有效吸引、信息传递与情感激发。学生还将通过实践，掌握多种前沿工具，用于创作具有吸引力的叙事内容与多样化视觉设计，包括视频、图形以及虚拟与交互式媒体。此外，课程还将探讨人工智能生成内容的伦理与社会影响，以及其对数字营销行业的深远影响。 完成本课程后，学生将具备将生成式人工智能应用于数字营销内容创作的能力，能够设计具有影响力的视觉作品与叙事内容。同时，学生也能够对真实应用案例进行批判性分析，理解内容所有权与作者归属问题，并评估人工智能对创造力的影响。

• Fundamental Concepts of Content Creation 内容创作基础概念
• Social Media and Digital Marketing Strategies 社交媒体与数字营销策略
• Consumer Decision Process 消费之决策过程
• Generative AI Tools and Platforms 生成式人工智能工具与平台
• Design Principles: colour, shape, composition, balance, and hierarchy 设计原理：色彩、形状、构图、平衡与层级
• Visuals and Storytelling 视觉表达与叙事
• Image and Video Creation 图像与视频创作
• Virtual Influencers and Agents 虚拟人物与智能体
• Text and Audio Creation 文本与音频创作
• Multimodality, Pitching and Automation 多模态表达、提案与自动化
• Real-World Applications and Implications 现实应用与影响
• Creativity and Collaboration 创造力与协作

• Evaluate fundamental concepts of content creation, social media strategies, and digital marketing. 评估内容创作、社交媒体策略及数字营销的基本概念。
• Appraise practical tools for Human-Computer Interaction (HCI), Human-AI Interaction (HAII), and Human-Generative AI Interaction (HGAII). 评鉴人机交互（HCI）、人类—人工智能交互（HAII）以及人类—生成式人工智能 交互（HGAII）的实用工具。
• Create compelling visual narratives using generative AI tools. 运用生成式人工智能工具创作具有吸引力的视觉叙事内容。
• Improve advanced storytelling techniques, including video creation and virtual influencers/agents design. 提升高级叙事技巧，包括视频创作以及虚拟人物/智能体的设计。
• Choose multimodal elements (text, music, stickers, audio) to enhance content creation. 选择并整合多模态元素（如文本、音乐、贴纸、音频等）以增强内容创作效果。
• Assess real-world applications, ownership implications, and the impact of AI on creativity, foster collaborative creativity and evaluate with critical theories/perspective 评估生成式人工智能在现实中的应用、内容所有权及其对创造力的影响，促进协 作式创意，并运用批判性理论与视角进行分析。