This unit introduces the strategic context for agent-powered technologies in marketing, clarifying the stakes, common misconceptions, and the promise and pitfalls of rapid adoption. Students will develop mental models and a decision framework to evaluate when and how to pursue transformative versus additive AI initiatives, preparing them to design and implement solutions in subsequent units.
Learning Objectives
- Analyze the strategic risks and opportunities agent-powered technologies present to marketing functions and customer experiences, citing real-world consequences and examples
- Evaluate common misconceptions and mental models that lead to ineffective AI adoption and explain alternative, effective perspectives for marketing decision makers
- Apply cost-benefit reasoning to compare additive (layer-on) versus transformative (redesign) approaches to agent-powered solutions and estimate impacts on efficiency, revenue, and customer value
- Demonstrate a prioritized decision framework for selecting the right next move in adopting agent-powered tools by producing an action plan with selection criteria, key metrics, and ethical considerations
Curriculum
- 1 Section
- 13 Lessons
- 30 hours
Expand all sectionsCollapse all sections
- Unit 1 — Foundations of Agent-Powered Marketing13
- 1.1Notes20 mins
- 1.2The Stakes Are Worse Than You Think20 mins
- 1.3You’re Thinking About AI All Wrong20 mins
- 1.4It’s Not Your Fault20 mins
- 1.5The Promise of Transformation20 mins
- 1.6The Choice Before You20 mins
- 1.7Notes20 mins
- 1.8The Seductive Promise of More20 mins
- 1.9The Costs of Addition20 mins
- 1.10Mental Models That Keep Marketers Trapped20 mins
- 1.11Ripping the Band-Aid Off20 mins
- 1.12Making the Right Next Move20 mins
- 1.13Notes20 mins
Instructor
Leave a Reply