Artificial Intelligence in Marketing from Coursera

AI is everywhere! By harnessing the power of Artificial Intelligence, businesses and marketers have amazing growth potential, and the opportunities to enhance marketing with AI are always expanding. But how can businesses use AI tools to drive their success and gain sustainable competitive advantages? What are the challenges faced by businesses as they implement AI into their marketing strategies?

In this course, developed at the Darden School of Business at the University of Virginia, and delivered by Professor of Business Administration Raj Venkatesan, you will explore an important frontier of digital transformation in marketing. You will examine three key forces that enable AI in marketing strategies - Algorithms, Networks, and Data - and gain a deeper understanding of how businesses in a wide variety of industries can get the most out of this exciting technology. You will see real world examples of successful companies like Ford, Netflix, and the Washington Post using AI to take on the competition in new and creative ways, and hear from experts about how AI is shaping the present and the future in their respective industries.

You can learn more about Raj by following his posts on Twitter (@rajkumarvenk) and on LinkedIn: https://www.linkedin.com/in/education-marketing.

What's inside

Syllabus

What Is AI?

Welcome to our course! We'll begin with an introduction to AI (artificial intelligence), where we'll define the term and explore the history of the technology. Then we'll dive into machine learning and deep learning, and see how algorithms are used to create effective AI such as Google Images and IBM’s Watson, the machine that was able to defeat human opponents on Jeopardy!

Networks and Network Effects

Can you imagine an autonomous self-driving Ford F150 truck? This week we'll explore the future of vehicles that will use AI to take on the open road and look at how preconceptions about brands and driverless cars may prove incorrect as the industry moves into the future. We'll also see how networks and network effects work to create AI capable of one day crossing the "Uncanny Valley" in the autonomous vehicle market.

Data-Driven AI

As businesses become more successful, they also become a more attractive target for competitors. But data-driven AI can provide a crucial edge. This week we'll explore how businesses use data to build a sustainable competitive advantage in their industries. We'll look at the fierce competition in the world of video streaming and explore how Disney+ seeks to overtake Netflix as the dominant streaming platform.

AI Relationship Moments

We've been introduced to the three forces that enable AI in marketing - algorithms, networks, and data - but how do they come together to give marketers a competitive advantage? This week we'll see how the three forces combine to form AI Relationship Moments that can drive effective AI marketing strategies. To illustrate this, we'll explore the innovations that have enabled the Washington Post to compete with the New York Times in the digital space. Patrick Cullen, senior director of Zeus technology at the Washington Post, will join Raj to discuss how these innovations have helped position the newspaper for an AI future.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches the basics of AI, which is standard in the industry

Taught by Rajkumar Venkatesan, who is recognized for his work in AI marketing

Examines the three forces that enable AI in marketing: Algorithms, Networks, and Data

Provides insights on how businesses can get the most out of AI

Explores real-world examples of successful companies using AI

Requires students to have some background knowledge in AI

Reviews summary

Highly engaging ai in marketing course

learners say this largely positive course is very helpful and insightful, introducing new topics and skills for marketing in the modern digital world. The engaging content covers key forces such as algorithms, networks, and data with real-world examples of successful AI implementations. Students praise the clear explanations by Professor Rajkumar Venkatesan and find the quizzes, interactive content, and capstone project to be effective and motivating. While some note it may not be the most advanced in terms of the latest AI developments, overall, students highly recommend this course.

Includes quizzes, interactive content, and a capstone project

"Enjoyed how interactive it is, with quizzes, questions to pose and think about, articles to read and assessments after each module keeps you engaged."

"The Final Capstone project was well worth the effort to Pass this course."

"The engaging content, effective instruction, and emphasis on practical application have significantly enriched my knowledge and skills."

Clear and well-organized content

"The course materials are easy to follow, and suggested readings are useful to anyone interested in furthering their marketing career."

"The content and quizes were excellent, and provided guidance to the premise of the course."

"I like this course because I learned key concepts about Artificial Intelligence, Machine learning, and algorithms to understand how to apply in the Marketing area in an easy and well-structured way"

Covers practical applications of AI in various industries

"The AI is altering the landscape of business in general and marketing in particular."

"By harnessing the power of Artificial Intelligence, businesses and marketers have amazing growth potential, and the opportunities to enhance marketing with AI are always expanding."

"helped in looking at real world examples of successful companies using AI to take on the competition in new and creative ways"

Brilliant and engaging instruction

"Amazing content and superb delivery by Raj."

"All the inputs/data/videos are excellently prepared and presented."

"I would like to thank Mr. Raj & all team members associated with this course and once again would like to convey my sincere appreciation to Mr. Raj particularly for explaining the subject very well."

Some students found the content lacking in advanced AI developments.

"Very interesting course , learned about machine learning , AI & Data in marketing . Practical examples analyzed . "

"Useful course although it would need a major content update. Examples and case histories are now pretty old, especially in the light of the recent AI development"

"This course is more about Artificial Intelligence AND Marketing than AI IN Marketing. I expected more."

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 Artificial Intelligence in Marketing with these activities:

Create a collection of AI resources

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Organize and compile valuable AI resources to support your learning.

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Identify and gather relevant AI resources.
Organize the resources by topic or type.
Create a repository or share the collection with others.

Practice solving AI algorithms

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Practice solving real-world scenarios using AI algorithms to better grasp the concepts discussed in class.

Browse courses on Machine Learning Algorithms

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Identify a real-world scenario that can be solved using AI.
Choose an appropriate AI algorithm for the scenario.
Implement the algorithm and test its performance.

Complete online tutorials on AI topics

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Supplement your learning with online tutorials to reinforce the concepts covered in class and gain practical experience.

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Identify an AI topic that you want to learn more about.
Find a reputable online tutorial on the topic.
Complete the tutorial and take notes on the key concepts.

Four other activities

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Attend an AI study group

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Enhance your understanding of AI concepts by discussing them with peers and working together on projects.

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Find or start an AI study group.
Attend study group meetings regularly.
Participate in discussions and work on projects with other members.

Create a presentation on a specific AI application

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Create a presentation to demonstrate your understanding of a specific AI application and to share your knowledge with others.

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Choose an AI application that you are interested in learning more about.
Research the application and gather information about its features and benefits.
Create a presentation that explains the application and its potential impact.
Practice your presentation and deliver it to a group of people.

Volunteer for an AI-related organization

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Gain practical experience in AI and make a valuable contribution to the community.

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Research AI-related organizations in your area.
Contact the organization and inquire about volunteer opportunities.
Attend volunteer training and orientation.
Participate in AI-related activities and projects.

Participate in an AI competition

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Test your AI skills and knowledge by participating in a real-world competition.

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Find an AI competition that interests you.
Register for the competition.
Develop and submit your AI solution.

Career center

Learners who complete Artificial Intelligence in Marketing will develop knowledge and skills that may be useful to these careers:

Data Analyst

As a Data Analyst, you will be responsible for collecting, cleaning, and analyzing data to help businesses make better decisions. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in data analysis.

See salaries and explore the career path for Data Analyst

Marketing Manager

As a Marketing Manager, you will be responsible for developing and executing marketing campaigns that reach and engage target audiences. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in marketing.

See salaries and explore the career path for Marketing Manager

Marketing Analyst

As a Marketing Analyst, you will be responsible for collecting and analyzing data to help businesses understand their customers and make better marketing decisions. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in marketing.

See salaries and explore the career path for Marketing Analyst

Data Scientist

As a Data Scientist, you will be responsible for developing and deploying AI models to help businesses solve complex problems. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in data science.

See salaries and explore the career path for Data Scientist

Product Manager

As a Product Manager, you will be responsible for developing and launching new products and features. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in product development.

See salaries and explore the career path for Product Manager

Software Engineer

As a Software Engineer, you will be responsible for designing, developing, and maintaining software applications. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in software development.

See salaries and explore the career path for Software Engineer

Business Analyst

As a Business Analyst, you will be responsible for analyzing business processes to help businesses improve their efficiency and effectiveness. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in business analysis.

See salaries and explore the career path for Business Analyst

Quantitative Analyst

As a Quantitative Analyst, you will be responsible for developing and deploying quantitative models to help businesses make better decisions. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in quantitative analysis.

See salaries and explore the career path for Quantitative Analyst

Financial Analyst

As a Financial Analyst, you will be responsible for analyzing financial data to help businesses make better decisions. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in financial analysis.

See salaries and explore the career path for Financial Analyst

Management Consultant

As a Management Consultant, you will be responsible for helping businesses improve their performance. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in management consulting.

See salaries and explore the career path for Management Consultant

Public Relations Specialist

As a Public Relations Specialist, you will be responsible for managing and maintaining relationships with the media and other stakeholders. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in public relations.

See salaries and explore the career path for Public Relations Specialist

Social Media Manager

As a Social Media Manager, you will be responsible for managing and maintaining social media accounts for businesses. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in social media management.

See salaries and explore the career path for Social Media Manager

Content Marketer

As a Content Marketer, you will be responsible for creating and distributing content that will engage and convert target audiences. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in content marketing.

See salaries and explore the career path for Content Marketer

Digital Marketing Specialist

As a Digital Marketing Specialist, you will be responsible for developing and executing digital marketing campaigns. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in digital marketing.

See salaries and explore the career path for Digital Marketing Specialist

Salesforce Administrator

As a Salesforce Administrator, you will be responsible for managing and maintaining Salesforce CRM systems. This course will help you develop the skills you need to succeed in this role by providing you with a strong foundation in AI and its applications in Salesforce administration.

See salaries and explore the career path for Salesforce Administrator