Artificial Intelligence in Marketing : A Free Course For Beginners
Introduction
Traditional marketing is no longer enough. While many businesses have fully embraced digital marketing, others cling to outdated methods. This shift can be challenging for beginners, either due to familiarity with traditional trends or the perceived complexity of AI. This course offers a fresh perspective for marketers. You will explore how AI is integrated into marketing strategies, analyzing the approaches of major brands through an AI lens. This free online digital marketing course will equip you with an in-depth understanding of modern marketing strategies, focusing on automation across various industries. You'll gain insights into the algorithms of platforms such as Google, Netflix, Disney+, and even self-driving cars.
What Will You Gain from This Course?
By the end of the Artificial Intelligence in Marketing course, students will be able to:
- Comprehend the marketing strategies and the vision behind the marketing strategies of popular brands.
- Design marketing strategy with the help of AI.
- Write effective prompts for a more customizable result in marketing.
- Optimizing marketing campaigns with the help of AI for a better output.
- Extract and leverage competitive advantage with the help of AI.
- Acquire a shareable certificate as a validation of the newly learned marketing skills.
Skills Acquired:
Here are some of the skills that students will be able to learn from this course:
- Business Model
- Artificial Intelligence
- Data Analysis
- AI Marketing Strategies
- Campaign Designing
- Customer Engagement
- Digital Marketing
- Marketing Strategy
- Network Effects
Who Is This Course For?
The course is designed for:
- Complete beginners with no understanding of marketing and brand building.
- Marketing enthusiasts with the vision to become a big brand like Netflix and Ford but lack resources.
- Seasoned professionals in marketing have noticed a setback after AI.
- Marketing experts who want to multitask without recruiting a lot of people.
- Business owners who want to build and execute their marketing strategy.
- Digital marketing professional with limited hands-on experience in the industry.
Course Content
4 Modules - 38 Videos – 5 Readings- 11 Quizzes- 4 Discussion Prompts- 1 Peer Review – Certificate of Completion
What is AI?
The first module of the course dives deep into the world of Artificial Intelligence (AI). This two-hour module offers a comprehensive explanation of AI and its evolution over time. While AI may seem like a recent development, this section will reveal its rich history and underlying principles. You'll also learn about large language models and powerful computer programs that can process and generate text, like the ones used by companies such as Google and IBM.
As a marketer with little to no AI experience, this module will be a valuable foundation. You will explore how AI and algorithms are used in various marketing applications. This will provide you with a solid understanding of how AI is leveraged in the real world. The final section will explore AI's capabilities for problem-solving and optimization, demonstrating its potential to enhance marketing strategies.
- 7 Videos
- 2 Readings
- 3 Quizzes
Networks and Network Effects
The second module of this course spans two hours, and it offers a different view of AI. The focus of this section is on autonomous cars and other machines. With an understanding of basic AI, the student gets to adjust thinking patterns that can eventually fortify problem-solving via AI. The participant is trained to utilize AI on roads.
Since driving is considered a dangerous task, the instructor takes the learner on a complete journey of self-driving cars. It will help in understanding the work of driverless cars and the way it will shape the future. This section also breaks a lot of myths about the brands and driverless cars. Finally, the students will discover the functionality of networks and network effects to understand the autonomous vehicle market.
- 11 Videos
- 1 Reading
- 2 Quizzes
- 2 Discussion Prompts
Data-Driven AI
The third module of this course is all about data-driven AI. This module will take the students another two hours to complete. It offers a full dissection of the most famous streaming platforms like Netflix and Disney+, the AI behind this, and how these platforms retrieve content based on prompts. The focus is on data-driven AI that is mainly used by search engines to retrieve information. However, there is a lot of information about business data use that is crucial for sustainability and offers a competitive advantage to the brands as well.
- 9 Videos
- 2 Readings
- 2 Quizzes
- 2 Discussion Prompts
AI Relationship Moments
This session looks at all three modules combined, their working relationship, and the way AI can drive marketing strategies. This module offers a direct opinion from the biggest names in the industry, such as Patrick Cullen, senior director of Zeus technology at the Washington Post. The instructor gets to discuss the innovation in the newspaper and the role of AI in the digital era.
- 11 Videos
- 4 Quizzes
- 1 Peer Review
Description
The “Artificial Intelligence in Marketing” course was curated at the Darden School of Business at the University of Virginia. The instructor of this course is Raj Venkatesan (Professor of Business Administration).
This course has four modules; each module takes one industry as a case study and takes the student on a journey of evolution. The first module of this course offers a very brief introduction to AI, how AI started, and how it changed over the years. It also explores different algorithms that help in generating answers after a question is asked to AI.
The second section of this course is all about autonomous vehicles and how they use AI as the driving force. This offers an in-depth understanding of AI by using automated cars as a main tool. The series of videos in this module also looks at AI tools for business and the success and sustainability factors in such a competitive world.
The third section of this course looks at the content streaming industry, its evolution, and how search engines work. It also looks at the contribution of AI in setting search algorithms in the content industry. The focus of this stays on Netflix and Disney+.
The last and final part of this course is focused on the Washington Post and the New York Times. The instructors offer details about the overall evolution of these newspapers in the digital world and their contribution to AI.
Meet the Instructor
Rajkumar Venkatesan - Ronald Trzcinski Professor of Business Administration - University of Virginia
Raj is a Professor of Business Administration at the Darden Business School at the University of Virginia. He has a keen interest in digital strategies, marketing, and the analytics that can drive an audience. In addition to his two books, Cutting Edge Marketing Analytics and AI Marketing Canvas (2021), he has published 65 business analytics case studies and 35 peer-reviewed journal articles. This has established him as a leading author, researcher, and teacher. He has tackled strategic business challenges by utilizing innovative methods. In addition, he has contributed to developing marketing tools, analytical tools, and other AI marketing methods that can be used to achieve significant business growth.