MKT 9786

About this course

This exposes students to the application of gen-AI techniques in aiding strategic decision-making in marketing ? namely, developing marketing communications through digital and traditional media and assessing and optimizing strategies for marketing effectiveness. The course focuses on the technological capabilities available to Marketing managers to derive and improve data-driven strategic initiatives. Students will learn to use AI-based technologies to obtain relevant results and automate data analysis and decision-making. Students will also be exposed to the ethical implications and potential bias in utilizing gen-AI for strategy development. Students will apply their knowledge through hands-on projects and case studies. By the end of the course, students will have a strong understanding of how AI works, how AI-empowered marketing programs can be realized, and how such strategies can impact customer relationships. The course will prepare students to assume the role of CMO?s, who will use generative AI to propel their marketing goals.