Building Generative AI Capabilities from Coursera

What's inside

Syllabus

Develop a Generative AI Capability

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.

Strategic Considerations: Change Management

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.

Strategic Considerations: Privacy and Ethics

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores the use of AI in marketing, a standard practice in the industry

Taught by instructors who are recognized for their work in AI

Develops skills and knowledge that are highly relevant to marketing organizations

Builds a strong foundation for beginners in AI marketing

Emphasizes ethical considerations in the use of AI in marketing

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Building Generative AI Capabilities with these activities:

Develop an AI Marketing Strategy

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Develop a comprehensive AI marketing strategy to guide your organization's marketing efforts and align with your overall business goals.

Browse courses on Generative AI

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Define your target audience and objectives
Research and identify relevant AI technologies
Develop a roadmap for implementing your AI marketing strategy
Monitor and evaluate the results of your AI marketing initiatives

Develop a Generative AI Capability

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Prepare for the course by reviewing the fundamentals of developing a Generative AI Capability.

Browse courses on AI in Marketing

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Review the definition and concepts of Generative AI.
Explore different use cases and examples of Generative AI in marketing.
Create a mind map of key concepts and components of a Generative AI Capability.

Practice AI Marketing Techniques

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Gain hands-on experience with practical AI marketing techniques to enhance your proficiency and confidence.

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Utilize AI-powered tools for data analysis and personalization
Create and optimize AI-powered marketing campaigns
Analyze and interpret data to measure the effectiveness of your AI marketing efforts

Six other activities

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Solve AI Marketing Case Studies

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Strengthen your analytical skills and decision-making by practicing with real-world scenarios.

Browse courses on AI in Marketing

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Analyze case studies of successful AI marketing campaigns.
Identify the key challenges and solutions.
Develop your own recommendations for improving the campaigns.

Explore the AI Marketing Canvas

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Deepen your understanding of the AI Marketing Canvas and its role in developing successful AI strategies.

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Follow online tutorials or webinars on the AI Marketing Canvas.
Apply the Canvas to a real-world marketing scenario.
Discuss the Canvas with peers or mentors.

Attend AI Marketing Conferences

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Connect with experts in the field, learn about the latest trends, and expand your professional network.

Browse courses on AI in Marketing

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Research and identify relevant AI marketing conferences.
Register and attend the conferences.
Participate in discussions and Q&A sessions.
Connect with speakers and attendees.

Develop an AI Marketing Plan

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Apply your understanding of AI in marketing by creating a comprehensive plan for your organization.

Browse courses on AI Strategy

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Define your marketing goals and objectives.
Research and select AI technologies and tools.
Develop a strategy for implementing AI in your marketing campaigns.
Create a roadmap for executing the plan.

Create an AI Ethics Policy

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Demonstrate your understanding of ethical considerations in AI marketing by developing a policy for your organization.

Browse courses on AI in Marketing

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Research international and national policies and regulations on AI.
Identify potential ethical risks and concerns related to AI marketing.
Develop a set of ethical principles and guidelines for your organization.
Create a plan for communicating and enforcing the policy.

Build an AI-Powered Marketing Tool

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Take your learning to the next level by building a practical tool that leverages AI for marketing.

Browse courses on AI in Marketing

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Define the problem you want to solve with AI.
Choose the right AI technologies and tools.
Develop and implement the AI algorithm.
Test and evaluate the tool.
Deploy and maintain the tool.

Career center

Learners who complete Building Generative AI Capabilities will develop knowledge and skills that may be useful to these careers:

Marketing Manager

The Building Generative AI Capabilities course can be useful for those looking to advance or enter a role as a Marketing Manager. Marketing Managers are responsible for the planning, development, and execution of marketing campaigns. Understanding AI can help Marketing Managers stay ahead of the competition, develop new strategies, and increase the effectiveness of their campaigns. In particular, the course's focus on the AI Marketing Canvas can help Marketing Managers develop a roadmap for implementing AI into their marketing plans.

See salaries and explore the career path for Marketing Manager

Software Engineer

The Building Generative AI Capabilities course can be useful for Software Engineers who want to work with AI. Software Engineers design, develop, and maintain software systems. AI is becoming increasingly important in software development, and Software Engineers with a strong understanding of AI can be highly sought after. This course can help Software Engineers learn the basics of AI and how to use AI in their work.

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Data Scientist

Those looking to become a Data Scientist may find the Building Generative AI Capabilities course useful. Data Scientists use data to solve problems and make predictions. AI is a rapidly growing field, and Data Scientists with a strong understanding of AI can be highly sought after. This course can help Data Scientists develop the skills they need to work with AI, including how to develop and implement AI models.

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Product Manager

The Building Generative AI Capabilities course may be useful for Product Managers who want to develop products that use AI. Product Managers are responsible for the planning, development, and launch of new products. Understanding AI can help Product Managers develop products that are more innovative and meet the needs of customers. This course can help Product Managers learn the basics of AI and how to use AI in their work.

See salaries and explore the career path for Product Manager

Business Analyst

Business Analysts who want to specialize in AI may find the Building Generative AI Capabilities course useful. Business Analysts help organizations improve their performance by identifying and solving problems. Understanding AI can help Business Analysts identify opportunities to use AI to improve business processes. This course can help Business Analysts learn the basics of AI and how to use AI in their work.

See salaries and explore the career path for Business Analyst

Marketing Analyst

The Building Generative AI Capabilities course may be useful for Marketing Analysts who want to use AI to improve their work. Marketing Analysts collect and analyze data to help businesses make better marketing decisions. Understanding AI can help Marketing Analysts use data more effectively and make better recommendations. This course can help Marketing Analysts learn the basics of AI and how to use AI in their work.

See salaries and explore the career path for Marketing Analyst

Data Analyst

Data Analysts who want to specialize in AI may find the Building Generative AI Capabilities course useful. Data Analysts collect and analyze data to help businesses make better decisions. Understanding AI can help Data Analysts use data more effectively and make better recommendations. This course can help Data Analysts learn the basics of AI and how to use AI in their work.

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Market Research Analyst

The Building Generative AI Capabilities course may be useful for Market Research Analysts who want to use AI to improve their work. Market Research Analysts collect and analyze data to help businesses understand their customers. Understanding AI can help Market Research Analysts use data more effectively and make better recommendations. This course can help Market Research Analysts learn the basics of AI and how to use AI in their work.

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User Experience (UX) Designer

The Building Generative AI Capabilities course may be useful for UX Designers who want to use AI to improve their work. UX Designers create products that are easy to use and enjoyable to interact with. Understanding AI can help UX Designers create products that are more intuitive and user-friendly. This course can help UX Designers learn the basics of AI and how to use AI in their work.

See salaries and explore the career path for User Experience (UX) Designer

Project Manager

The Building Generative AI Capabilities course may be useful for Project Managers who want to lead projects that use AI. Project Managers are responsible for planning, executing, and closing projects. Understanding AI can help Project Managers lead projects that are more successful and deliver value to businesses. This course can help Project Managers learn the basics of AI and how to use AI in their work.

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Business Development Manager

The Building Generative AI Capabilities course may be useful for Business Development Managers who want to sell products or services that use AI. Business Development Managers identify and develop new business opportunities. Understanding AI can help Business Development Managers identify opportunities to sell products or services that use AI. This course can help Business Development Managers learn the basics of AI and how to use AI in their work.

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Sales Manager

The Building Generative AI Capabilities course may be useful for Sales Managers who want to lead sales teams that sell products or services that use AI. Sales Managers are responsible for motivating and managing sales teams. Understanding AI can help Sales Managers lead sales teams that are more successful and deliver value to businesses. This course can help Sales Managers learn the basics of AI and how to use AI in their work.

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Chief Technology Officer (CTO)

The Building Generative AI Capabilities course may be useful for CTOs who want to lead the development and implementation of AI in their organizations. CTOs are responsible for overseeing the technology strategy of their organizations. Understanding AI can help CTOs make better decisions about how to use AI to improve their organizations. This course can help CTOs learn the basics of AI and how to use AI in their work.

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Chief Information Officer (CIO)

The Building Generative AI Capabilities course may be useful for CIOs who want to lead the development and implementation of AI in their organizations. CIOs are responsible for overseeing the information technology strategy of their organizations. Understanding AI can help CIOs make better decisions about how to use AI to improve their organizations. This course can help CIOs learn the basics of AI and how to use AI in their work.

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Chief Data Officer (CDO)

The Building Generative AI Capabilities course may be useful for CDOs who want to lead the development and implementation of AI in their organizations. CDOs are responsible for overseeing the data strategy of their organizations. Understanding AI can help CDOs make better decisions about how to use AI to improve their organizations. This course can help CDOs learn the basics of AI and how to use AI in their work.

See salaries and explore the career path for Chief Data Officer (CDO)