Building Generative AI Capabilities

University of Virginia Darden School Foundation

Building Generative AI Capabilities

This course is part of Generative AI in Marketing Specialization

Instructor: Rajkumar Venkatesan

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.

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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

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There are 3 modules in this course

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.

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

7 videosTotal 29 minutes

The Success of The Washington Post5 minutesPreview module
AI Marketing Canvas, Part 14 minutes
AI Marketing Canvas, Part 25 minutes
Networks and Nodes1 minute
How Are Nodes Approaching AI?4 minutes
AI Relationship Moments5 minutes
Consumer Data and the Coke Freestyle Machine2 minutes

7 readingsTotal 20 minutes

Course Structure and Planning2 minutes
Course and Coursera Policies5 minutes
Participant and Course Support2 minutes
Use Discussion Forms to Deepen Your Learning2 minutes
Your Coursera Experience3 minutes
Course Resources1 minute
AI Marketing Canvas Readings5 minutes

1 assignmentTotal 15 minutes

AI Marketing Canvas Assessment15 minutes

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

9 videosTotal 51 minutes

Overview of Change Management4 minutesPreview module
Washington Post, Part 18 minutes
Washington Post, Part 26 minutes
Theory of a Change4 minutes
Bobby Parmar Interview, Part 15 minutes
Bobby Parmar Interview, Part 25 minutes
Key Takeaways0 minutes
Customer Relationship Journey Map4 minutes
Customer Relationship Journey Map Assignment Video10 minutes

1 readingTotal 5 minutes

Customer Relationship Journey Map Overview and Assignment Directions5 minutes

2 assignmentsTotal 11 minutes

Change Management and the Chasms in AI Marketing Canvas Assessment10 minutes
Completion Check: Customer Relationship Journey Map Assignment and Discussion1 minute

2 discussion promptsTotal 45 minutes

Change Management Discussion15 minutes
Customer Relationship Journey Map Assignment and Discussion30 minutes

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.