Marketing in the Age of AI

Overview

In an era where artificial intelligence is revolutionizing the business landscape, "Marketing in the Age of AI" offers an immersive and forward-thinking approach to understanding and leveraging AI in marketing strategies.

The course begins with a foundational exploration of marketing strategy, focusing on critical elements such as customer segmentation, targeting, positioning, and branding. Students will gain a comprehensive understanding of these essential concepts before diving into the transformative impact of AI on marketing. Key topics covered include: Ad Targeting, Recommender Algorithms, Personalization, and Generative AI and LLMs, among others. The course also addresses the critical legal and ethical implications of marketing in the AI age. Students will examine varying regulations and ethical standards across different countries, preparing them to navigate the complex global landscape.

In this course, you will:

• Apply strategic and operational considerations for marketing in the age of AI.
• Discuss common AI use cases in marketing, such as personalized ad targeting and product recommendation, market research and insight, purchase journey management, social media engagement, branding, customer service, among others.
• Explain generative AI and their potential marketing use cases.
• Apply regulations, ethics, biases, and risks related to marketing in the age of AI.
  
  

Structure

Course content will be released weekly on Mondays. There are six modules all together, and an additional week will be provided for learners to catch up and complete assignments. Weekly assignments must be completed within 14 days. Activities include video lessons, readings, and self reflection activities. A live Q&A session with the faculty, Liye Ma, will be provided on November 11 at 1:00 PM. Upon successful completion of this course, you will receive a certificate of completion.

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