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David Schweidel
Put everything you learned in the AI in Marketing Specialization into practice in this capstone project. This course asks learners to explore AI implementations in marketing--connecting to customer equity, demonstrating generative AI's content production capabilities, and describing its impact on customer experience.
Register for this course and see more details by visiting:
OpenCourser.com/course/knppgv/capstone
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What's inside
Syllabus
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Synthesizes knowledge of AI with marketing principles, which is essential for professionals seeking to innovate and improve customer engagement strategies
Offered by Emory University, which has a strong reputation for its Goizueta Business School and its marketing programs
Requires prior knowledge from the AI in Marketing Specialization, which means learners should expect to dedicate time to pre-requisite coursework
Explores AI implementations in marketing, which helps learners understand how to leverage AI to enhance customer equity and experience
Demonstrates generative AI's content production capabilities, which is a cutting-edge skill for marketers looking to automate and personalize content creation
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Reviews summary
Applying ai in marketing business cases
According to learners, this capstone course serves as a valuable conclusion to the specialization, providing a practical application of AI concepts within marketing. It focuses heavily on building a solid business case framework for implementation, with students appreciating the focus on connecting AI impact to customer equity and the real-world relevance of the project. However, some reviewers noted that the project prompt can be vague and expressed concern over a perceived lack of specific feedback on submissions, which made understanding expectations difficult. Some also felt the provided resources were thin or could be more up-to-date given the fast pace of AI advancements.
Effective in applying previous course learning.
"This capstone project was the perfect way to apply everything learned in the specialization."
"Perfect course to consolidate learning. Making the business case is essential for adopting AI, and this course provides the tools."
"As a capstone, it successfully brought together concepts from the specialization and required me to think critically about their application."
Focuses on real-world AI use and strategy.
"This capstone project was the perfect way to apply everything learned in the specialization. The framework for building a business case was practical and immediately applicable."
"Excellent overview and a solid structure for creating an AI marketing case. The guidance on connecting AI impact to customer equity was particularly valuable."
"A very practical capstone. It forces you to think through the implementation details and the business impact of AI in marketing. The focus on making a 'case' is spot on..."
"I learned a solid framework for applying AI to real-world marketing challenges and building a persuasive business case for adoption."
Reviewers noted resources could be improved.
"Could benefit from more up-to-date examples as AI is a fast-moving field."
"The project was challenging... However, the resources provided felt a bit thin, and I had to do a lot of external research."
"I wished there were more robust resources provided, requiring significant external research to complete the project effectively."
Some found project unclear and lacked feedback.
"The concepts are good, but the project prompt is a bit vague. I struggled to understand exactly what was expected for the final submission. More clarity and perhaps a template..."
"Disappointed with the lack of feedback on the project. It's hard to know if you're on the right track when you don't get specific critiques. The grading criteria also seemed subjective."
"I found the project instructions could have been clearer, and receiving more detailed feedback would have improved the learning experience significantly."
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 Capstone: Making the Case for AI with these
activities:
Review AI Marketing Fundamentals
Show steps
Refresh your understanding of core AI marketing concepts to ensure a solid foundation for the capstone project.
Browse courses on
AI in Marketing
Show steps
-
Review notes from previous AI marketing courses.
-
Complete practice quizzes on key AI concepts.
-
Summarize the main AI marketing models.
Explore Generative AI Tutorials
Show steps
Enhance your understanding of generative AI by following online tutorials and experimenting with different tools.
Show steps
-
Find tutorials on generative AI models.
-
Follow the tutorials and create sample content.
-
Experiment with different parameters and settings.
Read 'Marketing in the Age of AI'
Show steps
Gain a deeper understanding of AI's impact on marketing by reading a comprehensive book on the subject.
View
Putting Knowledge to Work
on Amazon
Show steps
-
Read the book and take notes on key concepts.
-
Identify examples of AI in marketing from the book.
-
Reflect on how these concepts apply to the capstone project.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Analyze AI Marketing Case Studies
Show steps
Deepen your understanding of AI marketing by analyzing real-world case studies and identifying key success factors.
Show steps
-
Research successful AI marketing campaigns.
-
Identify the AI technologies used in each campaign.
-
Analyze the results and impact of the campaigns.
-
Present your findings in a short report.
Read 'AI Marketing: The Comprehensive Guide'
Show steps
Expand your knowledge of AI marketing tools and techniques by reading a practical guide.
View
Putting Knowledge to Work
on Amazon
Show steps
-
Read the book and highlight key takeaways.
-
Identify AI tools and techniques relevant to your project.
-
Consider how to apply these tools in your own marketing efforts.
Develop an AI Marketing Strategy Presentation
Show steps
Solidify your knowledge by creating a presentation outlining an AI marketing strategy for a hypothetical company.
Show steps
-
Choose a company and its target market.
-
Identify marketing challenges the company faces.
-
Develop an AI-powered solution to address these challenges.
-
Create a presentation outlining the strategy and its potential impact.
Build a Customer Equity Model with AI
Show steps
Apply your AI knowledge by building a customer equity model that leverages AI to predict customer lifetime value.
Show steps
-
Gather customer data from various sources.
-
Use AI algorithms to identify key customer segments.
-
Predict customer lifetime value for each segment.
-
Visualize the customer equity model and present your findings.
Review AI Marketing Fundamentals
Show steps
Refresh your understanding of core AI marketing concepts to ensure a solid foundation for the capstone project.
Browse courses on
AI in Marketing
Show steps
Show steps
Show steps
- Review notes from previous AI marketing courses.
- Complete practice quizzes on key AI concepts.
- Summarize the main AI marketing models.
Explore Generative AI Tutorials
Show steps
Enhance your understanding of generative AI by following online tutorials and experimenting with different tools.
Show steps
Show steps
Show steps
- Find tutorials on generative AI models.
- Follow the tutorials and create sample content.
- Experiment with different parameters and settings.
Read 'Marketing in the Age of AI'
Show steps
Gain a deeper understanding of AI's impact on marketing by reading a comprehensive book on the subject.
View
Putting Knowledge to Work
on Amazon
Show steps
Show steps
Show steps
- Read the book and take notes on key concepts.
- Identify examples of AI in marketing from the book.
- Reflect on how these concepts apply to the capstone project.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Analyze AI Marketing Case Studies
Show steps
Deepen your understanding of AI marketing by analyzing real-world case studies and identifying key success factors.
Show steps
Show steps
Show steps
- Research successful AI marketing campaigns.
- Identify the AI technologies used in each campaign.
- Analyze the results and impact of the campaigns.
- Present your findings in a short report.
Read 'AI Marketing: The Comprehensive Guide'
Show steps
Expand your knowledge of AI marketing tools and techniques by reading a practical guide.
View
Putting Knowledge to Work
on Amazon
Show steps
Show steps
Show steps
- Read the book and highlight key takeaways.
- Identify AI tools and techniques relevant to your project.
- Consider how to apply these tools in your own marketing efforts.
Develop an AI Marketing Strategy Presentation
Show steps
Solidify your knowledge by creating a presentation outlining an AI marketing strategy for a hypothetical company.
Show steps
Show steps
Show steps
- Choose a company and its target market.
- Identify marketing challenges the company faces.
- Develop an AI-powered solution to address these challenges.
- Create a presentation outlining the strategy and its potential impact.
Build a Customer Equity Model with AI
Show steps
Apply your AI knowledge by building a customer equity model that leverages AI to predict customer lifetime value.
Show steps
Show steps
Show steps
- Gather customer data from various sources.
- Use AI algorithms to identify key customer segments.
- Predict customer lifetime value for each segment.
- Visualize the customer equity model and present your findings.
Career center
Learners who complete Capstone: Making the Case for AI will develop knowledge and skills
that may be useful to these careers:
Content Marketing Manager
Content Marketing Manager
A content marketing manager develops and oversees a company's content strategy. A content marketing manager might find the focus on generative AI particularly helpful. The course allows learners to explore generative AI's content production capabilities, which directly relates to a content manager's responsibilities. Learning what AI is capable of can help drive a content strategy that is more effective.
Content Strategist
Content Strategist
A content strategist develops and implements a content plan for a company or brand. This course would be useful for a content strategist by exposing an approach to AI content production. The course goes into generative AI's content production capabilities. An understanding of this can help the content strategist make informed decisions about the use of AI in their work.
Customer Experience Manager
Customer Experience Manager
A customer experience manager focuses on ensuring a positive customer journey. Learning how AI can enhance the customer experience is important for this role, and this course may be useful. Since this course directly addresses AI's impact on customer experience, it provides a good foundation for anyone wanting to pursue this line of work. These skills will enhance a customer experience manager's ability to make decisions and improve outcomes.
Digital Marketing Specialist
Digital Marketing Specialist
A digital marketing specialist executes online marketing campaigns. A digital marketing specialist would greatly benefit from the practical, hands-on approach of this course. This course touches on how AI can impact customer experience, content production, and customer equity. This expertise can be used to enhance digital marketing campaigns.
Marketing Director
Marketing Director
A marketing director leads a company's marketing department. A marketing director would benefit from understanding how AI can improve efficiencies and increase impact. This course allows you to explore diverse AI applications in marketing from content production with generative AI to improvements of customer experience. This knowledge base would help a marketing director make wise strategic decisions.
Product Marketing Manager
Product Marketing Manager
A product marketing manager is responsible for the go to market strategy for a specific product. A product marketing manager could use this course to learn how AI can improve customer experience and demonstrate the value of a product. The course describes the impact of AI on customer experience as well as connections to customer equity. This is key knowledge for a product marketing manager.
Brand Manager
Brand Manager
A brand manager is responsible for overseeing a brand's image and marketing strategy. A brand manager might find this course valuable for learning how AI can contribute to their brand's digital presence. The course explores generative AI's content production capabilities and its effect on customer experience. A brand manager could use this knowledge to develop more effective brand strategies.
Marketing Manager
Marketing Manager
A marketing manager develops and executes marketing plans. This course may be useful for a marketing manager who wants to implement AI in marketing campaigns. This course explores AI's impact on customer experience, examines content production capabilities, and helps learners understand connections to customer equity. These are all relevant areas for a marketing manager to consider when planning a strategy, and this course would be a good place to begin.
Marketing Consultant
Marketing Consultant
A marketing consultant advises companies on their marketing strategies. This course may benefit a marketing consultant by giving them a better understanding of how AI can be incorporated into marketing plans. The course enables learners to explore AI implementations in marketing, such as its impact on customer experience and its ability to connect to customer equity. A marketing consultant can leverage these ideas to provide valuable insights to clients.
Customer Success Manager
Customer Success Manager
A customer success manager focuses on building relationships with clients to ensure they are getting the most value from the product or service. A customer success manager might find this course useful to better understand how AI can influence a client's experience. This course explores AI's impact on customer experience and its connections to customer equity. These areas would help a customer success manager improve client interactions.
Marketing Analyst
Marketing Analyst
A marketing analyst examines data to develop insights and make recommendations on marketing strategies. This course may be useful for a marketing analyst who wants to understand how AI can impact marketing. Specifically, the course provides hands-on experience with AI applications in marketing such as connecting to customer equity, content production, and customer experience. As a marketing analyst, understanding how to leverage these approaches is beneficial for success.
Innovation Manager
Innovation Manager
An innovation manager is responsible for identifying new opportunities for growth and improvement. This course may be useful for an innovation manager who wants to explore how AI can be applied within their organization. This course touches on AI's impact on customer experience and examines the potential for content generation using AI. An innovation manager can leverage this knowledge as they evaluate these new technologies.
Market Research Analyst
Market Research Analyst
A market research analyst examines consumer behavior and market trends. In this role, understanding how AI can be used to analyze data can be extremely useful, and this course may be helpful. The course touches on how AI can impact customer experience as well as how it connects to customer equity. A market research analyst may leverage these ideas to better understand complex data sets.
Business Development Manager
Business Development Manager
A business development manager focuses on finding and securing new clients and business opportunities. This course may be helpful for a business development manager interested in AI-driven strategies. The course examines AI implementations in marketing including its impact on customer experience and its ability to connect to customer equity. This information may help a business development manager identify target clients and create pitches.
Data Analyst
Data Analyst
A data analyst interprets data and gives insights and recommendations to inform decision making. A data analyst may find this course helpful for understanding how AI is being used in the marketing space. This course allows learners to examine AI implementations in marketing, particularly how it connects to customer equity and affects customer experience. A data analyst may find that this provides a useful context for their work.
For more career information including salaries, visit:
OpenCourser.com/course/knppgv/capstone
Reading list
We've selected one books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Capstone: Making the Case for AI.
Provides a comprehensive overview of how AI is transforming marketing. It covers a wide range of topics, including AI-powered personalization, predictive analytics, and content creation. It valuable resource for understanding the current state of AI in marketing and its potential future impact. This book adds breadth to the course by providing real-world examples and case studies.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/knppgv/capstone
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