This unit applies foundational AI concepts to real-world marketing channels, tools, and data workflows to optimize campaign performance, personalization, and sales. Students will practice preparing data for AI, selecting and tuning models, and addressing ethical, legal, and operational challenges to ready marketing systems for enterprise deployment.
Learning Objectives
- Analyze AI-enabled marketing channels and platforms (e.g., Amazon Ads, TikTok, SEO, e-mail/SMS) to identify strengths, limitations, and channel-specific optimization tactics and recommend measurable improvements
- Apply data-preparation, segmentation, lead-scoring, and time-series/sequence techniques to ready datasets for AI algorithms and to enable dynamic pricing and personalized campaign execution
- Evaluate ethical, legal, and bias risks in AI-driven marketing (including copyright/intellectual property, filtering, and fairness) and develop mitigation, validation, and governance strategies
- Demonstrate prompt engineering, model selection, fine-tuning, and integration approaches for generative and cognitive AI to produce validated creative briefs, automated personalization, and cross-enterprise marketing workflows
Curriculum
- 1 Section
- 32 Lessons
- 30 hours
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- Unit 3 — AI-Powered Marketing Applications32
- 1.1Examining Real-Time Localization and Translation Solutions20 mins
- 1.2Inspecting Amazon Ads20 mins
- 1.3AI-Powered E-mail and SMS Marketing Tools20 mins
- 1.4Unlocking the Deeper Value of Personalization with Generative AI20 mins
- 1.5Integrating Marketing with the Rest of the Enterprise20 mins
- 1.6Fighting Bias in Data and Results20 mins
- 1.7Relying Only on AI for Creative Briefs20 mins
- 1.8Cognitive AI Systems for Deep Insights20 mins
- 1.9Machine Learning and Expert Systems Emerge20 mins
- 1.10Giving Marketing an AI Boost20 mins
- 1.11Adopting a Strategic Framework for Entering the AI Era20 mins
- 1.12Understanding Data via Manual and Automated Systems20 mins
- 1.13Exploring Reinforcement Learning20 mins
- 1.14Unpacking Sentiment Analysis20 mins
- 1.15Understanding Filtering in AI20 mins
- 1.16Introducing Major Consumer-Facing Generative AI Models20 mins
- 1.17Refining, Validating, and Enhancing Segmentation Models20 mins
- 1.18Turning Lead Scoring and LTV Insights into Dynamic Pricing20 mins
- 1.19Deciding on AI Ideation Tools to Use20 mins
- 1.20Refining and Iterating Strong Prompts20 mins
- 1.21Fine-Tuning Creativity with AI Tools and Techniques20 mins
- 1.22Maximizing Your SEO Efforts20 mins
- 1.23Taking Stock of TikTok Advertising20 mins
- 1.24Making Personalization Operational with AI20 mins
- 1.25Organizing for the Future20 mins
- 1.26Protecting Copyright and Intellectual Property20 mins
- 1.27Bypassing Human Creativity20 mins
- 1.28AI-Driven Virtual Reality Experiences20 mins
- 1.29An AI Winter Sets In20 mins
- 1.30Optimizing Sales with AI20 mins
- 1.31Preparing the Data for Use by AI Algorithms and Models20 mins
- 1.32Mastering Sequences and Time Series20 mins
Instructor
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