2.0

credits

Average Course Rating

This course prepares students to thrive in an AI-driven marketing world. We begin with the proposition that AI is transforming fundamentally the way organizations of all types acquire, nurture, retain and monetize customer relationships. After an introductory session providing the necessary basic statistical and contextual background, the course proceeds through a range of applications via which students will develop an understanding of both “what” these technologies are able to do and “how” marketers can benefit from them in practice. We will cover both predictive and generative models with specific applications drawn from predicting customer churn, generalizing insights from pilot tests to acquisition at-scale, mining customer feedback for new product ideas, optimizing content for search-engine optimization (SEO), writing marketing copy, and the possibility of using LLMs as a substitute for costly market research. Neither prior machine learning knowledge nor significant coding experience are required (though they are of course, welcome!). Through a mix of lectures, hands-on exercises, mini-case discussions and guest speakers, students will develop an understanding of the full process of data-driven marketing from problem identification to the generation of implementable solutions.