AI in Marketing: Trends, Platforms, and How to Train Teams
October 3, 2024
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This course is part of Advanced Digital Marketing Specialization
Instructor: Pallassana K Kannan
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AI in Digital Marketing is designed to equip digital marketers, brand strategists, and business leaders with essential AI tools and techniques. Participants will explore AI's transformative role in enhancing customer engagement, personalizing marketing strategies, and optimizing content creation. Through engaging video lectures, scenario-based discussions, and real-world case studies, learners will connect theoretical knowledge with practical applications, addressing ethical considerations like data privacy and bias. By the end of the course, students will be prepared to effectively harness AI's potential in digital marketing, ensuring competitive advantage and strategic innovation in the digital age.
In this first module, we will introduce you to the course and the objectives. You'll have the opportunity to meet your instructor, connect with your peers, and get familiar with the Coursera platform and support resources, Also, we will dive into the AI's impact on digital marketing. As artificial intelligence continues to advance, it’s reshaping the digital marketing landscape in powerful ways. We will explore how AI, particularly generative AI, impacts specific areas of digital marketing, from creating high-quality, targeted content to optimizing customer engagement and conversion strategies. Learners will gain insight into real-world applications of AI, such as personalized marketing campaigns, content generation, predictive analytics, and ad optimization.
4 videos3 readings1 assignment1 discussion prompt
This module explores how AI can harness this data to provide valuable insights for marketers. Through a case study on brand engagement analysis, learners will discover how AI techniques, such as network mapping and deep autoencoders, allow brands to understand customer sentiment, identify market opportunities, and improve brand positioning. By the end, participants will grasp how to leverage AI to make data-driven marketing decisions that foster stronger connections with customers.
2 videos2 readings1 assignment1 discussion prompt
The University of Maryland, College Park is the state's flagship university and one of the nation's preeminent public research universities. A global leader in research, entrepreneurship and innovation, the university is home to more than 40,700 students, 14,000 faculty and staff, and nearly 400,000 alumni. The university’s faculty includes two Nobel laureates, 10 Pulitzer Prize winners, 69 members of the national academies and scores of Fulbright scholars. Located just outside Washington, D.C., the University of Maryland is committed to social entrepreneurship as the nation’s first “Do Good” campus, and discovers and shares new knowledge every day through research and programs in academics, the arts, and athletics.
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