Marketing in the Age of AI

PROGRAM DETAILS

First Cohort Start Date: September 29, 2025
First Cohort End Date: November 14, 2025
Duration: Six weeks
Format: Cohort-based online course with interaction on discussion boards
Tuition: $995

The second cohort for this course will begin in January 2026.

Program Description

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.

Who Should Take This Course?

This course is designed for aspiring leaders and marketing professionals eager to harness the power of AI to drive customer engagement, enhance brand value, and achieve competitive advantage.

Why take this course?

There are videos, readings, interactive practices, and knowledge check questions. There are also module review questions at the end of each module. All of it is meant to help guide you through the topics and concepts in this course.

By the end of this course, you will be able to:

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.

Course Topics

Discuss the history and overview of AI and machine learning
Identify major trends in modern marketing
Identify applications of AI in marketing
Discuss AI implementation in organizations
Review technical foundations of modern AI

Review digital advertising
Discern between targeted vs. untargeted advertising
Explain the technical foundations of ad targeting
Identify key components in the measurement of advertising effectiveness
Identify industry applications of ad targeting

Discuss recommender systems
Discern between common recommendation algorithms
Analyze challenges on implementing recommender systems and mitigation strategies
Identify industry applications of recommender systems

Discuss characteristics of textual data
Identify applications of text analysis in marketing
Identify common text analysis methods
Review large language models
Explore the industry landscape of generative AI

Identify applications of generative AI in marketing
Identify limitations of large language models and generative AI tools
Discuss fine-tuning and retrieval-augmented generation
Discuss prompt engineering

Review consumer privacy considerations and important regulations
Conduct an overview of brand safety
Overview of algorithmic bias and the mitigation strategies

Your Partners in Learning

Clayton Richey is the Program Manager for executive education open enrollment programs. He will be your dedicated learning partner throughout the course experience. Available during business hours, this professional is here to ensure you have everything you need to succeed. Whether you encounter technical challenges, need guidance navigating the learning platform, or have questions about course logistics, he is just a message away.

Format & Structure

This is a cohort-based online course with weekly course content releases. Course content will be released weekly on Mondays. There are six modules altogether, 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 Tuesday, November 11, 2025, at 1 p.m. Upon successful completion of this course, you will receive a certificate of completion.