Prompt Engineering and AI Agent 提示词工程与人工智能体 (MKT512)

MKT512 Prompt Engineering and AI Agent equips learners with the practical skills to execute high-impact campaigns using generative AI and autonomous agents as core operational tools. Covering the full spectrum of marketing execution, the course emphasises the rigorous, hands-on application of advanced Large Language Models (LLMs) and agentic frameworks like OpenClaw. Learners will transition from basic AI users to strategic ""AI conductors"" by mastering prompt engineering techniques. Crucially, the curriculum introduces ""vibe coding""—empowering marketers to use natural language to intuitively build and deploy custom marketing applications without traditional programming. Through intensive weekly labs, participants will directly apply these methods to synthesize CRM data, automate multi-channel content calendars, and deploy OpenClaw-powered agents to autonomously handle dynamic pricing, competitor research, and personalised customer outreach. Ultimately, this course enables professionals to exponentially enhance their productivity and operational scalability. MKT512 提示词工程与人工智能体旨在赋予学员核心实操技能，将生成式人工智能与自主智能体作为核心运营工具，高效执行市场营销策略。本课程全面覆盖市场营销的各个环节，强调对大语言模型（LLMs）以及 OpenClaw 等智能体框架的实际上手应用。学员将通过掌握应用型提示词工程技术，从基础的 AI 使用者进阶为战略性的“AI 指挥家”。课程特别引入了 “Vibe Coding（直觉式编程）”的前沿理念，赋能营销人员凭借自然语言交互，无需传统代码即可快速构建并部署定制化的营销应用。依托每周的高强度实战演练，学员将直接运用这些技术提炼 CRM 数据洞察、自动化工作流，并部署基于 OpenClaw 的智能体，自主完成动态定价、竞品全网调研与个性化客户触达。最终，本课程将赋能营销人员提升创造力与日常运营的规模化效率。

• The AI Conductor: The Paradigm Shift to AI-Augmented Marketing Execution AI 指挥家：AI 协同营销执行的范式转移
• Advanced Prompt Architecture: Zero-Shot, Few-Shot, and Chain-of-Thought Techniques 高阶提示词架构：零样本 (Zero-Shot)、少样本 (Few-Shot) 与思维链 (Chain-of-Thought) 技术
• Brand Voice and Copywriting: Training LLMs for High-Converting Content Generation 品牌语调与文案撰写：训练大语言模型生成高转化率营销内容
• Visual Prompting: Engineering Production-Ready Creative and Campaign Assets 视觉提示词工程：构建商业级创意与营销活动物料
• Predictive Insights: Synthesising CRM Data and Consumer Sentiment via LLMs 预测性洞察：通过大语言模型深度提炼 CRM 数据与消费者情感
• Introduction to Vibe Coding: Natural Language Programming for Marketing Apps 直觉式编程 (Vibe Coding) 入门：面向营销应用的自然语言编程
• Vibe Coding Lab: Building Automated Multi-Channel Content Calendars 直觉式编程工作坊：搭建零代码的自动化多渠道内容排期系统
• The Agentic Shift: Introduction to OpenClaw and Autonomous Marketing Workflows 智能体跃迁：OpenClaw 框架与自主营销工作流入门
• OpenClaw Lab I: Automating Competitor Analysis and Dynamic Pricing OpenClaw 实战演练 (一)：自动化竞品全网分析与动态定价监测
• OpenClaw Lab II: Deploying Agents for Hyper-Personalised CRM Outreach OpenClaw 实战演练 (二)：部署智能体实现超个性化 CRM 客户触达
• Venture Resilience: AI Governance, Brand Safety, and Mitigating ""Hallucinations"" 业务韧性：AI 伦理治理、品牌安全保障与缓解“幻觉”风险
• Capstone Practicum: Pitching and Deploying the AI-Augmented Marketing Engine 顶点实操项目：提案与部署 AI 协同营销引擎

• Analyse the structural and linguistic principles of advanced prompt engineering (e.g., zero-shot, few-shot, and chain-of-thought) to understand how Large Language Models process and execute complex marketing directives. 分析高阶提示词工程（如零样本、少样本及思维链）的结构与语言学原理，以深刻理解大语言模型（LLMs）如何处理并执行复杂的营销指令。
• Evaluate the strategic paradigm shift introduced by ""vibe coding,""; assess how natural language programming democratises software creation and alters traditional marketing technology stacks. 评估“直觉式编程（Vibe Coding）”所带来的战略性范式转变，理解自然语言编程如何实现软件开发的平民化，并彻底重塑传统的营销技术架构。
• Critique the operational capabilities, data privacy risks, and ethical governance required when deploying autonomous agent frameworks (such as OpenClaw) in consumer-facing marketing environments. 评判在面向消费者的真实营销环境中部署自主智能体框架（如 OpenClaw）时的运营边 界、数据隐私风险，以及必须建立的 AI 伦理与合规治理机制。
• Construct rigorous prompt architectures to autonomously generate, iterate, and scale multi-channel marketing assets, including high-converting ad copy and visual collateral. 构建系统化的提示词架构，从而自主生成、快速迭代并规模化产出多渠道的市场营销创意内容。
• Develop custom, functional marketing applications and automated data-processing workflows using ""vibe coding,"" translating natural language strategies into deployed technical solutions without traditional programming. 开发运用“直觉式编程（Vibe Coding）”打造定制化、具备实用功能的营销应用程序与自动化数据处理工作流，在无需传统代码编写的情况下，用自然语言将营销策略直接转化为可落地的技术解决方案。
• Implement autonomous marketing operations by deploying agentic frameworks (like OpenClaw) to independently execute multi-step tasks such as dynamic pricing, competitor research, and personalised CRM outreach. 实施通过部署智能体框架（如 OpenClaw）来落地全自动化的营销运营，使其能够独立执行动态定价、竞品全网深度调研及个性化客户关系管理（CRM）等多步骤的复杂任务。