Explore the transformative potential of artificial intelligence in the marketing landscape. This course is designed to help you distinguish between the opportunities for developing new AI algorithms and those for applying existing AI technologies in marketing. You will learn how to identify and capitalize on AI-driven opportunities to enhance marketing strategies, improve customer engagement, and drive business growth. Delve into the crucial role of data in AI applications, discovering how to collect, analyze, and leverage data to inform marketing decisions. Understand the process of mapping and managing the customer journey with AI tools, ensuring personalized and efficient customer experiences. Learn to assess the impact of AI implementations on your marketing efforts, measuring success and refining strategies for optimal results. This course also addresses the critical issue of bias in AI, providing insights on how to recognize and mitigate biases in machine learning algorithms to ensure fair and ethical marketing practices. By the end of this course, you will be equipped with the knowledge and skills to harness AI's full potential in the marketing domain. Join us to unlock the future of marketing with AI.
What Can AI Do for Marketing?
This course is part of AI for Marketing Specialization
Instructor: David Schweidel
Included with
Skills you'll gain
Details to know
Add to your LinkedIn profile
August 2024
6 assignments
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 6 modules in this course
Get to know your instructor, Dr. David Schweidel, and begin with an introduction to AI and marketing.
What's included
3 videos3 readings1 assignment3 discussion prompts
This module explores how to leverage insights from the customer journey to influence consumer behavior, delving into various conceptual models like the purchase funnel and loyalty loop, and detailing each stage of the customer journey.
What's included
2 videos3 readings1 assignment
This module emphasizes the significance of eliminating friction from the customer experience, identifies key engagement opportunities throughout the customer journey, and clarifies the differences between mapping and managing the customer experience to enhance overall satisfaction.
What's included
2 videos4 readings1 assignment1 peer review
This module teaches how to critically evaluate AI applications by considering alternative explanations, identifying the necessary conditions for establishing causality, and mastering comprehensive evaluation techniques.
What's included
2 videos3 readings1 assignment
Building on the previous module, this module examines two dimensions on which AI can support marketing. This module will first walk you through ways in which AI can be used to tailor marketing content delivered to consumers. It will then explore ways in which the content can be targeted based on contextual factors that will make messaging more effective.
What's included
2 videos3 readings1 assignment1 discussion prompt
This module delves into the origins of AI bias, explores its potential consequences, and clearly defines what constitutes bias in AI algorithms to promote a deeper understanding and mitigation of these issues.
What's included
3 videos6 readings1 assignment1 discussion prompt
Instructor
Offered by
Recommended if you're interested in Marketing
Emory University
Emory University
Emory University
American Psychological Association
Why people choose Coursera for their career
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.