AI for Marketing Leaders

Luciano Langenauer

ESADE Exec Ed Professor | Applied AI

Get ready for 2027: decide with data, test your budget, automate your marketing

70% of CMOs say becoming an AI leader is a critical goal, yet only 30% report mature AI capabilities (Gartner CMO Spend Survey 2026).

In 5 live weeks, you'll work on your own case: use an LLM as your Chief Data Officer and Head of Market Research, test messages with synthetic personas, plan your budget with a marketing mix model, craft your communications and assets, and design an automation workflow ready to implement.

This program builds on my work as a practitioner, as a trainer in in-company programs, and as a professor and mentor at business schools, where students rated me 4.74/5 as a professor and 4.77/5 as a mentor. I've updated it for Maven's global audience and for marketing leaders who need to be ready for what 2027 brings.

What you’ll learn

Go from AI experiments to a 2027 marketing plan you can defend and automate.

Live demo on a real dataset, with a structured prompt framework you can reuse with your own data.
You'll be able to explore your data and your market with an LLM, so you can answer business questions with evidence.
You'll leave with your own data explorer, built on your data.

Build personas from real research about your segment and turn them into a panel you can question.
You'll be able to test messages and assets with that panel, so you can launch communications that land.
You'll leave with a reusable persona panel and your best asset, rewritten.

Read what a marketing mix model says about each channel: contribution, diminishing returns and carryover.
You'll be able to simulate moving spend between channels, so you can present a plan your CFO and CEO can approve.
You'll leave with your 2027 budget scenario and a one-page note for your CFO.

Map a day in the life of your clients and your customer journey to find the work worth automating.
You'll be able to turn that map into an automation workflow, so you can free time for the work that matters.
You'll leave with a workflow ready to implement, presented to the cohort.

You'll be able to name your strengths and find your natural place in the AI shift, so you can add the most value.
We'll use VIA Character Strengths (free), plus CliftonStrengths and Career Anchors (paid/optional, cost reimbursed by me).
You'll leave with a personal plan from office hours and a 45-minute 1:1 with me, built on your own case.

Learn directly from Luciano

Luciano Langenauer

Contact

Growth & Marketing Leader, ex-CMO, Executive MBA

See all products from Luciano

Who this course is for

CMOs and marketing or communication directors who want to bring AI into their team's decisions in the next 12 months.
Heads of growth and product marketing managers who want to test messages, budgets and workflows with data before they commit.
Founders, executives and business developers who own growth and want a practical, strategic way to use AI in their business.

What's included

Live sessions

Learn directly from Luciano Langenauer in a real-time, interactive format.

Weekly projects with personal feedback

Apply each class to your own case, and get my feedback on every project.

Office hours

A live session halfway through the course to work on your questions and your case.

45-minute 1:1 mentoring session

Your case, your data, your next decision, one-on-one with me.

3 self-assessments

VIA Character Strengths (free), plus CliftonStrengths and Career Anchors (optional, reimbursed by me).

Frameworks and templates you keep

Prompt frameworks, persona panel, budget scenario and workflow templates for you and your team.

Certificate of completion

Share your new skills with your employer or on LinkedIn.

Community of peers

Stay accountable and share insights with like-minded professionals.

Maven Guarantee

Your purchase is backed by the Maven Guarantee.

Course syllabus

5 live sessions • 6 lessons

Week 1

Dec 9—Dec 13

Turn your LLM into your Chief Data Officer and Head of Market Research

2 items

Dec

Live class 1: Your Chief Data Officer and Head of Market Research

Wed 12/96:00 PM—8:00 PM (UTC)

Week 2

Dec 14—Dec 20

Test your hypothesis with synthetic personas before you launch

1 item

Dec

Live class 2: Synthetic personas, value proposition and customer journey

Wed 12/166:00 PM—8:00 PM (UTC)

Schedule

Live sessions

2-4 hrs / week

One 2-hour live class per week. Plan up to 4 hours if you want to rewatch the recordings. Ranges are estimates and may vary with your experience and the group.

Wed, Dec 9
6:00 PM—8:00 PM (UTC)
Wed, Dec 16
6:00 PM—8:00 PM (UTC)
Wed, Dec 23
6:00 PM—8:00 PM (UTC)

Projects

2-5 hrs / week

2 to 5 hours per week to complete the weekly project at a normal pace, assuming you meet the course requirements. Ranges are estimates and may vary with your experience and the group.

Async content

1-3 hrs / week

1 to 3 hours per week to join the forums, research, share and connect with other participants, complete the self-assessments for your 1:1, and other activities. Ranges are estimates and may vary with your experience and the group.