What Can AI Do for Marketing? from Coursera

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Syllabus

AI in Marketing

Get to know your instructor, Dr. David Schweidel, and begin with an introduction to AI and marketing.

Mapping the Customer Journey

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.

Managing the Customer Journey

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.

Assessing Impact

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.

Opportunities for AI

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.

Bias in the Machine

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores the transformative potential of AI, which is highly relevant for professionals looking to innovate and stay competitive in the marketing landscape

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

Examines how to leverage insights from the customer journey to influence consumer behavior, delving into various conceptual models like the purchase funnel and loyalty loop

Teaches how to critically evaluate AI applications by considering alternative explanations, identifying the necessary conditions for establishing causality, and mastering comprehensive evaluation techniques

Requires learners to understand the process of mapping and managing the customer journey with AI tools, ensuring personalized and efficient customer experiences

Presented by Emory University, which is recognized for its Goizueta Business School and its marketing analytics research center

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 What Can AI Do for Marketing? with these activities:

Review Marketing Fundamentals

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Solidify your understanding of core marketing concepts to better grasp how AI can enhance them.

Browse courses on Marketing Fundamentals

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Review key marketing terms and definitions.
Summarize the 4Ps of marketing.
Outline the steps in a marketing plan.

Review 'Marketing 5.0: Technology, AI, and the Future of Business'

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Gain a broader perspective on the role of AI in marketing by exploring real-world applications and future trends.

View Redefining Retail: 10 Guiding Principles for a... on Amazon

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Read the book and take notes on key concepts.
Identify examples of AI applications in marketing from the book.
Reflect on how these applications relate to the course content.

Review 'AI Marketing: Automating and Optimizing Business Processes'

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Enhance your understanding of AI-driven marketing automation and optimization techniques.

View Artificial Intelligence for Marketing on Amazon

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Read the book and highlight key automation strategies.
Identify specific AI tools mentioned in the book.
Consider how these tools can be applied to real-world marketing scenarios.

Four other activities

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Follow Tutorials on Using AI Marketing Platforms

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Gain hands-on experience with AI marketing platforms by following guided tutorials.

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Identify popular AI marketing platforms.
Search for tutorials on using these platforms.
Follow the tutorials and experiment with the platform's features.

Create a Presentation on AI-Driven Customer Journey Mapping

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Deepen your understanding of customer journey mapping by creating a presentation that showcases how AI can be used to enhance each stage.

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Research AI tools for customer journey mapping.
Develop a presentation outline.
Create visually appealing slides with clear explanations.
Practice your presentation delivery.

Develop an AI-Powered Marketing Campaign Proposal

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Apply your knowledge by developing a comprehensive marketing campaign proposal that leverages AI to achieve specific business goals.

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Define the target audience and campaign objectives.
Identify relevant AI tools and techniques.
Outline the campaign strategy and budget.
Present your proposal to peers for feedback.

Build a Data Visualization of AI Bias in Marketing Data

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Visualize the potential for bias in marketing data to better understand and mitigate its impact.

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Gather sample marketing data.
Identify potential sources of bias in the data.
Choose a data visualization tool.
Create a visualization that highlights the bias.

Career center

Learners who complete What Can AI Do for Marketing? will develop knowledge and skills that may be useful to these careers:

Marketing Technology Manager

A Marketing Technology Manager oversees the implementation and management of technology solutions to enhance marketing efforts. This role requires a deep understanding of how AI can streamline marketing operations, personalize customer experiences, and optimize campaign performance. This course, which explores the use of AI in marketing, helps professionals better identify, assess, and implement AI tools for their marketing teams. The course's focus on mapping and managing the customer journey with AI, along with the module assessing the impact of AI applications, allows a Marketing Technology Manager to effectively leverage AI for improved marketing results, making it a key resource for those in this role.

See salaries and explore the career path for Marketing Technology Manager

Digital Marketing Specialist

A Digital Marketing Specialist executes digital marketing campaigns across various channels. Understanding how AI can be used to personalize content and target specific customer segments is vital in this role. This course will be useful for digital marketing specialists by providing insights into leveraging AI to tailor marketing content and improve targeting based on contextual factors. The course's exploration of the customer journey and the use of AI tools to manage that journey can assist a Digital Marketing Specialist in creating more personalized and effective campaigns. It serves as a good foundation for incorporating advanced AI strategies into their work.

See salaries and explore the career path for Digital Marketing Specialist

Marketing Analyst

A Marketing Analyst interprets marketing data to provide insights and recommendations to guide marketing strategies. This role requires proficiency in data analysis, understanding customer behavior, and measuring the impact of marketing efforts. This course's emphasis on collecting and leveraging data to inform marketing decisions and assessing the impact of AI implementations is directly applicable to the work of a marketing analyst. This course may help a marketing analyst enhance their data analysis skills by learning how AI can be used in marketing. Moreover, the insight into bias in AI can help analysts make more informed decisions when interpreting data from AI-driven tools.

See salaries and explore the career path for Marketing Analyst

AI Project Manager

An AI Project Manager oversees the planning, implementation, and execution of projects that involve artificial intelligence technologies. This role requires a strong understanding of AI concepts and how these can be applied to business problems. This course may be useful to someone in this role, as it provides a practical lens into the application of AI within marketing, including how to map and manage customer interaction with AI and also how to assess the business impact of AI. This course also covers bias in machine learning, an important aspect of ethical and successful AI project management.

See salaries and explore the career path for AI Project Manager

Customer Experience Manager

A Customer Experience Manager focuses on enhancing customer satisfaction and loyalty by managing all touchpoints in the customer journey. This role requires a deep understanding of customer behavior and the ability to personalize interactions. This course's modules on mapping and managing the customer journey using AI tools, and its emphasis on creating personalized and efficient experiences, are highly relevant to this career path. The course's content helps enhance the skills needed in this role, allowing a Customer Experience Manager to optimize customer interactions through AI-driven strategies. This may help a manager ensure greater customer satisfaction.

See salaries and explore the career path for Customer Experience Manager

Marketing Strategist

A Marketing Strategist develops and oversees marketing plans to meet organizational goals. This requires a deep understanding of marketing principles and the ability to identify and implement innovative marketing strategies. This course's focus on identifying opportunities for applying AI in marketing and enhancing marketing strategies through AI makes it a valuable resource for a Marketing Strategist. This course may help a Marketing Strategist learn how to use AI to develop more effective campaigns. It provides a foundation for using AI tools to drive strategic marketing, allowing marketers to stay ahead of the curve.

See salaries and explore the career path for Marketing Strategist

Brand Manager

A Brand Manager is responsible for overseeing brand strategy, including how a brand is positioned in the market. Understanding customer behavior through data analysis and improving customer engagement are crucial aspects of this role. This course may be helpful for Brand Managers by enhancing their understanding of how to use AI to tailor marketing content and improve engagement with their brands. The course's focus on customer journey mapping and using AI to manage that journey will help brand managers refine their brand strategy to create strong customer relationships.

See salaries and explore the career path for Brand Manager

Marketing Consultant

A Marketing Consultant provides expert advice to businesses to improve their marketing efforts. This role requires a broad understanding of marketing techniques, trends, and technologies, including AI. This course may help a marketing consultant broaden their expertise in AI based marketing strategies. The consultant can then better advise clients on how to integrate AI into their marketing. The course material on assessing the impact of AI and mitigating bias in AI algorithms would help a marketing consultant provide more thorough and ethical advice.

See salaries and explore the career path for Marketing Consultant

Market Research Analyst

A Market Research Analyst gathers and analyzes data on competitors and market conditions to inform business strategies. This role requires skills in data collection, analysis, and interpretation to provide actionable recommendations. This course may be helpful because the focus on leveraging data in AI applications can help a market research analyst better understand how to collect, analyze, and use data to inform marketing decisions. The course's perspective on assessing the impact of AI on marketing efforts may also be valuable by allowing the analyst to more critically analyze market responses to AI-driven marketing strategies.

See salaries and explore the career path for Market Research Analyst

Content Marketing Specialist

A Content Marketing Specialist develops and implements content strategies to engage target audiences. A strong understanding of how AI can be used to personalize and optimize content delivery is essential in this role. This course's focus on using AI to tailor content and target consumers may be useful to Content Marketing Specialists. This knowledge helps them create more impactful and engaging content. The analysis of the customer journey and the ways AI can be used to manage engagements can further improve content strategies, potentially leading to greater customer interaction and retention.

See salaries and explore the career path for Content Marketing Specialist

Public Relations Specialist

A Public Relations Specialist manages a company's communication with the public and enhances its public image. This involves crafting messaging and engaging with key audiences. This course may be useful to a Public Relations Specialist because of its focus on AI in marketing. This can translate to better ways of reaching audiences and tailoring communication strategies. The insights into managing communication within the customer journey may also help a public relations specialist better craft and position key messages about a company. It may also allow them to optimize the timing and channel of communication.

See salaries and explore the career path for Public Relations Specialist

Sales Manager

A Sales Manager oversees sales activities and leads a team to achieve sales goals. This role involves understanding customer behavior and mapping the customer journey to optimize sales processes. This course may be useful for Sales Managers because of the focus on mapping and managing the customer journey using AI tools. The course's content on tailoring content based on customer data and context can help a sales manager ensure a more efficient and personalized sales process, which can lead to greater sales performance, and a deeper understanding of customer engagement opportunities.

See salaries and explore the career path for Sales Manager

Product Manager

A Product Manager guides the development and marketing of a product. This role requires understanding market needs, customer behavior, and product positioning. This course may be helpful because the knowledge of how AI-driven marketing strategies and customer interaction methods, may allow the product manager to better understand market reception and customer needs. The course's exploration of the customer journey and the impact of AI on marketing efforts provides data driven insights. This can inform the product's development and positioning by using AI.

See salaries and explore the career path for Product Manager

Business Development Manager

A Business Development Manager identifies new business opportunities and develops relationships with potential clients. This role benefits from a strong grasp of how marketing strategies and customer experiences can drive business growth. This course, with its emphasis on leveraging AI to enhance marketing strategies and improve customer engagement, may be helpful. The business development manager can then develop more effective strategies. This may lead to more personalized approaches to win new business. This manager may also be able to better map the potential clients journey.

See salaries and explore the career path for Business Development Manager

Data Scientist

A Data Scientist analyzes large datasets to extract meaningful insights and develop data-driven solutions. This role typically requires an advanced degree. This course may be useful as it provides a focused look into the use of AI and data in a marketing context. This allows a data scientist to expand their ability to work in a marketing domain. The study of bias in AI algorithms will be particularly relevant in this role, allowing the data scientist to develop and deploy fairer AI for marketing strategies. This course may provide an alternative exploration of a familiar area.

See salaries and explore the career path for Data Scientist

What Can AI Do for Marketing?

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