The Building a Generative AI Capabilities course provides you with the holistic insights of AI in marketing and the impact of the internal and external strategic considerations of AI to support and sustain marketing strategies. You will learn how to successfully develop an AI strategy and roadmap for your organization using the AI Marketing Canvas and understand how the AI Marketing Canvas supports AI from a non-traditional data-based approach as a competitive advantage. You will also learn how key ethical considerations affects AI in marketing. This course is ideal for marketing professionals looking to stay ahead of the competition and develop or refine their AI strategy and roadmap for their marketing organization.
Building Generative AI Capabilities
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Building Generative AI Capabilities
This course is part of Generative AI in Marketing Specialization
Instructor: Rajkumar Venkatesan
Included with 
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
3 hours to complete
3 weeks at 1 hour a week
Flexible schedule
Learn at your own pace
What you'll learn
You will learn the key strategic considerations of change management and ethics in Generative AI.
You will learn how to create a customer journey map.
Skills you'll gain
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Assessments
4 assignments
Taught in English
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This course is part of the Generative AI in Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 3 modules in this course
Welcome to the Develop a Generative AI Capability module! Marketing organizations today continue to develop and use to AI as a competitive advantage. In this module, we will focus on how marketing organizations can develop successful AI capabilities, and how AI in practice, can evolve a marketing strategy. In this module, we'll also focus on how AI can transform marketing and business strategies to stay ahead of the competition. Finally, in this module, we'll focus on the five stages of the AI Marketing Canvas, which is a direct, actionable plan that marketing organizations can use to implement AI into marketing plans, and understand the broader implications of incorporating AI into marketing plans.
What's included
7 videos7 readings1 assignment
Welcome to the Strategic Considerations: Change Management module! Implementation of AI in marketing is as much about humans as it is about technology. In this module, we will explore the various stages in the AI development journey that requires intervention from leaders and organizations. Finally, in this module, we will explore frameworks used by successful managers to develop AI capabilities in their organizations and how change management can affect and enhance AI.
What's included
9 videos1 reading2 assignments2 discussion prompts
Welcome to the Strategic Considerations: Privacy and Ethics module! Generative AI has a tremendous potential to transform and impact marketing organizations and there are numerous ethical concerns and considerations when using Generative AI as a marketing strategy. In this module, we'll explore how international and national policies and regulations impact marketing and the use of AI. In this module, we’ll also learn how policies and regulations affect acquisition values of marketing organizations and the increasing importance of a customer-centric strategy has on marketing organizations. Finally, in this module, we'll understand how privacy regulations and polices and build and improve customer trust.
What's included
1 video1 assignment1 discussion prompt
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15 Courses408,889 learners
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