By 2024, the marketing world will have 8.4 billion AI-powered voice assistants at its fingertips, ready to answer every question and command^[1]. No wonder the global AI adoption rate is increasing with more businesses hopping on board every day. The AI market in marketing was valued at $15.84 billion in 2021, with experts projecting it to soar to over $107.5 billion by 2028[2]! That's a giant leap in just a few years, showing that businesses everywhere are jumping on the AI bandwagon to enhance their marketing efforts.

Already today, marketing is embracing AI in various areas, such as text and image analytics, content creation, recommender systems and AI-based personalization. AI is helping marketing with personalized virtual assistants, customized savings plans, and futuristic service-free shops and independent stores.

The purpose of this course is to provide students with comprehensive understanding of these recent developments in AI through an introduction of fundamental AI concepts and practical applications of these concepts in marketing.

This course explores the intersection of AI and marketing. It provides students with an understanding of how AI is revolutionizing marketing strategies and tactics and empowers them with the knowledge and skills to effectively leverage AI tools and techniques. The course  on practical applications of AI in marketing, supported by real-world case studies and hands-on projects.

·      Fundamental AI technologies in Marketing: Gain a solid foundation in AI technologies and their relevance to various marketing domains.

·      Predictive Analytics with AI: Understand the potential of predictive analytics using AI methodologies.

·      Computer Vision and Deep Learning: Understand the fundamentals of neural networks and image analytics techniques.

·      Text Analytics and NLP: Learn about cutting-edge text analytics methods and their applications in marketing.

·      Generative AI: Understand GenAI and develop hands-on skills in using (Gen)AI tools and platforms for marketing purposes.

·      Biases and Ethical Considerations: Analyze and evaluate the ethical challenges and considerations associated with AI in marketing, and critically assess the social implications of AI.

According to WU rules, you must attend 80% of the sessions in this course (corresponds to approximately one absence). Please drop us an email as early as possible in case you must miss a class. We will take attendance at the start of each class. Anyone who arrives after we finish taking attendance will be marked as “late”. You may have up to one “late” during the term. After that, we will deduct 0.5 points for each “late” from your individual assignment points. 

Students will acquire knowledge through a combination of class lectures, assignments, case studies, and a hands-on practical project. The course emphasizes real-world applications, supported by case studies and hands-on projects, ensuring students can apply their knowledge effectively in the professional world.

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