SERIES OVERVIEW

The MCM Executive Education AI Workshop Series is a three-session professional development program designed for senior communications and marketing leaders. Developed and delivered by faculty of the McMaster University Master of Communications Management program, each session builds on the last, moving participants from foundational AI literacy through creative and strategic application to disciplined, organization-ready AI workflows. Sessions may be taken individually or as a complete certificate for $1,500.

SESSION 1
McMaster University MCM - Applied Generative AI for Communications and Marketing
Taught by Dr. Alex Sévigny, APR, FCPRS

A level-setting introduction to generative AI for communications and marketing professionals. Participants will learn how AI fits into strategic workflows, where it sits on the risk register, how to prompt effectively, how to conduct a brand audit across AI platforms, and how to build a custom GPT. This session establishes the framework for AI-ready practice that Sessions 2 and 3 build on.

$599 per session | $500 as part of the full certificate

SESSION 2
McMaster University MCM - Applied Generative AI for Creativity and Research
Taught by Martin Waxman, MCM, APR

A hands-on session focused on using generative AI as a creative partner. Participants will develop advanced prompting techniques, apply AI to deep research and stakeholder analysis, explore multimodal tools for visual and audio storytelling, and build a prompted AI agent from the ground up. Designed for professionals ready to move beyond the basics and integrate AI into their creative workflows.

$599 per session | $500 as part of the full certificate

SESSION 3
McMaster University MCM - Applied Generative AI for Effectiveness and Measurement
Taught by Dr. Alex Sévigny, APR, FCPRS

Participants will take the skills developed in Sessions 1 and 2 and apply them to a real professional workflow, building a complete AI-enabled redesign supported by an evaluation scorecard, a risk register, human-in-the-loop controls, an executive reporting template, and a 30-day adoption plan. The focus is on responsible, measurable AI practice that organizations can implement with confidence.

$599 per session | $500 as part of the full cert