Winning Marketing Strategies Using Generative Artificial Intelligence (AI)
4-Day Certificate
Upcoming Dates: Oct. 27-30, 2025, Feb. 2-5, 2026
Time: 9 a.m. - 5 p.m.
Cost: $4,200
Location/Format: UH Campus
Course Description
Every successful company will have a cohesive marketing strategy that will create value for its customers and collaborators as well as providing ongoing value for itself. The course will cover marketing strategy and planning using the Mission, Vision, Objective, Situation Analysis, Strategy, Tactics and Execution (MVOSSTE) framework to develop marketing strategies and plans. The class will show how artificial intelligence (AI) can be used to make the process easier and provide the marketing strategists with multiple strategic options.
Learning Objectives
Individuals taking this class will:
- Understand the process of developing a marketing strategy.
- Develop research plans to support marketing strategies.
- Develop a strategy that creates value for the company, its customers and its collaborators.
- Develop tactics plan and identify needed resources to deploy the strategy.
- Develop an execution plan to implement strategy and tactics.
Who Should Attend
This class will be of value to executives, managers and leaders at every level who are responsible for developing and implementing marketing strategies for their organization.
Agenda
Students in this class will create a complete marketing strategy and implementation plans for a new or existing company. By the end of day 4, students will have developed an actionable plan and will have learned a process that can be implemented for any company.
- Day 1
- Morning: Setting Mission and Vision
- Afternoon: Setting the objectives
- Day 2
- Morning: Determining research to be performed to identify customers, job to be done, size of market and breakeven points
- Afternoon: Continue research needed and setting strategy parameters
- Day 3
- Morning: Determine Strategy components of price, place, product and promotion
- Afternoon: Finalize strategy and begin to develop tactics for workforce, cash requirements, operating procedures and fixed assets
- Day 4
- Morning: Develop execution plan to implement strategy
- Afternoon: Review full plan of Mission, Vision, Objectives, Situation Analysis, Strategy, Tactics and Execution (MVOSSTE)
Instructor

Gary W. Randazzo, MBA
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Gary W. Randazzo, MBA, is a seasoned business executive, educator, and author with a distinguished career spanning corporate leadership, entrepreneurship, and higher education. He most recently served as a Senior Professor of Practice at the University of Houston’s C.T. Bauer College of Business, where he led the MBA Business Consulting Lab. In this hands-on course, students worked directly with companies to solve real-world business challenges. He also taught undergraduate courses in marketing strategy and planning.
Mr. Randazzo is President of GWR Research, a management and marketing consulting firm. His executive experience includes serving as CEO, CFO, and CIO across a range of large enterprises and start-ups, as well as being a founding partner in several entrepreneurial ventures.
He held senior leadership roles at the Hearst Corporation, including Senior Vice President of the Houston Chronicle and Executive Vice President and General Manager of the San Francisco Chronicle.
A published author, Mr. Randazzo’s most recent book, Winning Marketing Strategies Using Generative AI, has been selected for distribution by Harvard Business Publishing as part of its executive education and professional learning network.