AI Applications in Marketing and Finance from Coursera

What's inside

Syllabus

Module 1 – AI and the Customer Journey

In this module, you will delve into the impact of AI in marketing, and how it affects how your customers interact with your organization and its offerings. You will learn about how AI is disrupting retail and transforming the way that we conduct business in the digital age. You will next discover the risks and challenges that you might encounter when trying to implement AI, such as privacy issues, and how to make the journey from interest to purchase a much shorter one. By the end of this module, you will have a firm understanding of how AI influences and also impact customer behavior, and how you can take advantage of the myriad of ways AI can be applied to support your business and align with your customers.

Module 2 – Personalization

In this module, you will discover different ways that AI can be applied to enhance the consumer experience. You will take a deep dive into the realm of personalization algorithms, and how they are utilized in companies such as Pandora, Netflix, and Amazon. Next, you will learn about the challenges that you can face when trying to implement these algorithms or recommendation systems. You will also hear from Barkha Saxena, Chief Data Office for Poshmark, and how she takes data provided by their over 80 million users to create a curated experience, but still allow their customers to discover new products and engage with buyers. By the end of this module, you would have gained valuable insight into how AI can enable personalization and in turn drive customer engagement and retention.

Module 3 – Finance

In this module, you will learn how to mitigate fraud using AI systems. By examining various machine learning methods, you will discover different ways to analyze risk assessment using KPIs and the scientific method. You will then learn about corporate credit and the relationship between money borrowed, the price and availability of credit, as well corporate credit ratings and why and how that rating translates to risk. Lastly, you will learn about using models versus real-world data, and how you can use AI to conduct error analysis to prevent costly miscalculations. By the end of this module, you will have a firm knowledge of different risk assessment methods, how data can be used to analyze and predict credit ratings, as well as the benefits and limitations of different applications used in the industry.

Module 4 –Additional AI Applications in Finance

In this module, you will hear from executives Carleigh Jaques, In this module, you will hear from executives Carleigh Jaques, SVP of CyberSource at Visa, and Apoorv Saxena, formerly the head of Google’s AI Verticals Team and was until recently the Global Head of AI at JPMorgan Chase. These interviews will allow you to get valuable insight into how major global brands utilize AI to create a secure shopping environment for their customers and clients, and how AI is instrumental in the data-driven world of finance. By the end of this module, you will have heard from top industry experts in their field and gained firsthand accounts of risk management and assessment and how AI is playing a more integral role in combating digital fraud.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops risk assessment methods, which are core skills for financial analysts

Taught by Raghu Iyengar, Kartik Hosanagar, Michael R Roberts, who are recognized for their work in AI and machine learning

Examines fraud detection using AI, which is highly relevant to cybersecurity

Covers AI applications in marketing, finance, and consumer behavior, which are core topics for business professionals

Features interviews with executives from Visa and JPMorgan Chase, providing insights from industry leaders

Requires prerequisites in AI and machine learning, which may not be suitable for beginners

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 AI Applications in Marketing and Finance with these activities:

Review the book 'Artificial Intelligence for Marketing' by Christopher Penn

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This book will provide you with an in-depth understanding of AI applications in marketing and enhance your knowledge of real-world case studies.

View AI for Marketers: An Introduction and Primer,... on Amazon

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Read the book.
Take notes on key concepts and case studies.

Review AI and machine learning fundamentals

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By reviewing fundamental concepts in AI and machine learning, you will strengthen your knowledge base and build upon it throughout the course.

Browse courses on Artificial Intelligence

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Read the first chapter of the textbook.
Complete the first set of practice problems.

Gather resources on AI applications in finance

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By compiling a collection of resources, you will have a valuable repository of materials to support your learning throughout the course.

Browse courses on Artificial Intelligence

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Identify relevant resources.
Collect and organize the resources.
Create a reference document or database for easy access.

Four other activities

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Complete practice problems on supervised and unsupervised machine learning

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Solving practice problems will strengthen your grasp of supervised and unsupervised machine learning techniques.

Browse courses on Supervised Machine Learning

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Create a set of practice problems.
Solve the practice problems.

Join a study group to discuss course concepts

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By connecting with peers, you will have the opportunity to clarify concepts, exchange perspectives, and reinforce your understanding of the course material.

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Find a study group.
Attend study group meetings and participate in discussions.

Follow online tutorials on AI in fraud prevention

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These tutorials will provide practical guidance on how to utilize AI techniques to combat fraud and enhance your learning of fraud prevention methods.

Browse courses on Artificial Intelligence

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Identify reputable online tutorials.
Follow the tutorials and implement the techniques in a practical setting.

Create a presentation on AI applications in marketing

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This project will enable you to synthesize your understanding of AI applications in marketing and hone your presentation skills.

Browse courses on Marketing

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Brainstorm ideas for your presentation topic.
Research different AI applications in marketing.
Create a storyboard for your presentation.
Develop your presentation slides.
Rehearse your presentation.

Career center

Learners who complete AI Applications in Marketing and Finance will develop knowledge and skills that may be useful to these careers:

AI Developer

AI Developers build the foundational technology that powers AI products and applications. They design and develop algorithms and software for AI systems, and may also work on data science, machine learning, and deep learning projects. This course provides a comprehensive introduction to AI applications in marketing and finance, giving you the knowledge and skills needed to succeed in this growing field.

See salaries and explore the career path for AI Developer

Machine Learning Engineer

Machine Learning Engineers design and build machine learning models to solve real-world problems. They work with data scientists to identify the right problems to solve, and then they build and deploy models that can make predictions or recommendations. This course will provide you with the skills and knowledge needed to become a successful Machine Learning Engineer, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Machine Learning Engineer

Data Analyst

Data Analysts collect, clean, and analyze data to help businesses make informed decisions. They use statistical methods, machine learning, and other techniques to extract insights from data and present it in a clear and concise way. This course will provide you with the skills and knowledge needed to become a successful Data Analyst, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Data Analyst

Financial Analyst

Financial Analysts evaluate and make recommendations on investments. They use financial data and models to assess the risk and return of different investments. This course will provide you with the skills and knowledge needed to become a successful Financial Analyst, with a focus on AI applications in finance.

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Marketing Manager

Marketing Managers plan and execute marketing campaigns to promote products or services. They work with other departments, such as sales and product development, to develop and implement marketing strategies. This course will provide you with the skills and knowledge needed to become a successful Marketing Manager, with a focus on AI applications in marketing.

See salaries and explore the career path for Marketing Manager

Risk Manager

Risk Managers identify and assess risks to an organization. They develop and implement strategies to mitigate these risks. This course will provide you with the skills and knowledge needed to become a successful Risk Manager, with a focus on AI applications in finance.

See salaries and explore the career path for Risk Manager

Product Manager

Product Managers are responsible for the development and launch of new products or services. They work with engineers, designers, and other stakeholders to define the product vision and roadmap. This course will provide you with the skills and knowledge needed to become a successful Product Manager, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Product Manager

Business Analyst

Business Analysts analyze business processes and systems to identify areas for improvement. They work with stakeholders to develop and implement solutions to these problems. This course will provide you with the skills and knowledge needed to become a successful Business Analyst, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Business Analyst

Data Scientist

Data Scientists use data to solve business problems and make better decisions. They work with large datasets to identify patterns and trends. This course will provide you with the skills and knowledge needed to become a successful Data Scientist, with a focus on AI applications in marketing and finance.

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Software Engineer

Software Engineers design, develop, and maintain software systems. They work with other engineers and stakeholders to ensure that software meets the needs of users. This course will provide you with the skills and knowledge needed to become a successful Software Engineer, with a focus on AI applications in marketing and finance.

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Quantitative Analyst

Quantitative Analysts use mathematical and statistical models to analyze financial data. They use these models to make investment decisions and develop trading strategies. This course will provide you with the skills and knowledge needed to become a successful Quantitative Analyst, with a focus on AI applications in finance.

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Operations Research Analyst

Operations Research Analysts use mathematical and statistical models to solve business problems. They work with other stakeholders to develop and implement solutions to these problems. This course will provide you with the skills and knowledge needed to become a successful Operations Research Analyst, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Operations Research Analyst

Actuary

Actuaries use mathematical and statistical models to assess risk and uncertainty. They work with insurance companies and other organizations to develop and implement risk management strategies. This course will provide you with the skills and knowledge needed to become a successful Actuary, with a focus on AI applications in finance.

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Management Consultant

Management Consultants help organizations improve their performance. They work with clients to identify problems and develop and implement solutions. This course will provide you with the skills and knowledge needed to become a successful Management Consultant, with a focus on AI applications in marketing and finance.

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Financial Planner

Financial Planners help individuals and families plan for their financial future. They work with clients to develop investment strategies and manage risk. This course will provide you with the skills and knowledge needed to become a successful Financial Planner, with a focus on AI applications in finance.

See salaries and explore the career path for Financial Planner