Marketing in the Age of AI
Program Details
Duration: 25 to 30 hours
Format: Self-paced online course
Tuition: $995
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
Format & Structure
There are six modules in this self-paced online course. There are no scheduled meetings or deadlines. We expect learners to spend 25-30 hours in the course. Upon successful completion of all required course activities, you will receive a certificate of completion.
Smith Faculty
