Put AI to work in your content, visuals and campaigns — without losing your grip on quality.
AI speeds up research, concepting and production, but only if strategy, source-checking and brand identity stay intact. This hands-on course teaches you to write strong prompts, develop copy and images, build out campaigns, and set up an AI workflow you can actually trust — for your organisation or your clients.
Sound familiar?
This is where strategy, creativity, control and responsible use come together into one professional way of working.
Two questions first
No. This course is built for communication and marketing professionals. Curiosity, a feel for language, visual judgment and basic digital skills matter far more than code.
Yes. We work with current tools, but the emphasis sits on what outlasts them: a solid briefing process, source-checking, brand consistency, privacy, rights, and a human final edit.
The programme
You'll work through the full cycle — research, briefing, prompting, creating, checking, publishing, evaluating — and along the way, tie together communication strategy, copy, visuals, campaigns, brand consistency, and responsible use.
Where this leads
Job titles vary by organisation. What matters is being able to turn communication and marketing goals into responsible AI use — without handing over strategy, quality or brand identity to do it.
Who it's for
The group stays small and mixed on purpose. A communications advisor, a content creator and someone retraining all bring different cases into the room — but they're chasing the same thing: using AI faster without losing care.
In their own words
This course is new, building on our existing courses in AI imagery, online marketing and digital design practice. The quotes below are from those related programmes, and speak to how participants experience the guidance, the practical focus and the small groups.
"This really helped me with prompting images."
AI Imagery participant Course evaluation
"Taking a course fully online was new to me. It worked really well."
Arline Wooning Online Marketing course
"The classes are hands-on and the groups stay small."
Lysette Rindertsma UI/UX course
Price, exam and diploma
Every course is priced the same way. Tuition and exam fees are split deliberately, so you can see exactly what you're paying for — and so the exam can be listed as its own line item in an application to an employer or a funding body.
Tuition
Exam and diploma
The exam is more than a formality: an examiner is scheduled, your work is assessed independently, and the result is formally recorded. Funding bodies typically want that cost itemised on its own, which is why it isn't folded into tuition. Raise both figures with your funding advisor so they land in the application together. Combined, the course comes to € 5,230.
Exam and diploma
Over the course, you build a portfolio: an AI-supported content strategy, a campaign concept, copy and image variations, a prompt library, a quality check, and practical agreements for responsible use.
At the exam, you present your choices and show that you can use AI independently — applying it, judging it, and correcting course when needed. Pass, and you receive the AI for Communication and Marketing diploma. Without the exam, you receive a certificate of participation.
Also included
Wherever possible, you work on your own organisation, brand or a realistic practice case — so you finish with material that's not just for your portfolio, but genuinely usable.
Choose your route
Six months of classes, practical assignments, feedback and exam preparation
VAT-exempt · payment plans available
Not sure about your level, the tools, language, timing or funding?
about 20 minutes
Discuss funding through your employer, a government scheme, or a personal development budget
we'll supply the course information
FAQ
You have one fixed class on Tuesdays, plus practical assignments alongside it. Budget roughly three to five hours of independent work. There are no classes during scheduled holiday weeks, which is why the programme runs from 8 September 2026 through 23 February 2027.
No. Experience in communication, marketing, content or a related creative field helps, but you don't need to be an advanced AI user already. We build up from the basics and solid briefing skills toward complete workflows and campaigns.
You'll work with current text and image tools — ChatGPT, Copilot, Adobe Firefly and similar. The exact selection may shift, since the field moves fast. Before the start, you'll receive an overview of the accounts and any subscriptions you'll need.
Not automatically. We use free or existing accounts wherever possible, but a paid subscription may be needed for some exercises. Before the start, you'll get a clear overview, so there are no surprises.
Yes. You'll learn to develop image concepts, keep a consistent visual style, and bring copy and imagery together into campaign formats for different channels. The focus is on art direction and communication goals, not on generating endless images.
Yes. You'll learn to recognise practical risks around source material, personal data, confidential information, image rights, bias and transparency. The course doesn't offer individual legal advice, but it does teach you when to bring in additional expertise.
You'll learn to organise recurring workflows more efficiently, using templates, prompt libraries and simple integrations. This isn't a coding or technical automation course — the goal is a communication practice that actually works day to day.
Yes. The course can also be offered in English. Ask at intake about the available group, format and schedule.
Yes. After the practical exam and portfolio presentation, a passing result earns you a diploma. If you don't take the exam, you'll receive a certificate of participation instead.
The course runs in Amsterdam, The Hague, or live online. The final format, location and class time are confirmed once you're placed in a group.
In some cases, yes. UWV — the Dutch government body that funds retraining and reintegration — your employer, or another fund makes the final funding decision. Art and the City can provide the quote, programme, learning goals, schedule and workload needed for the application.
Start Tuesday 8 September 2026 with AI for Communication and Marketing. Request a place directly, or book a no-obligation call first to talk through your experience, learning goal, language and funding options.