What you'll learn

Skills you'll gain

Specialization - 5 course series

This Specialization includes four courses plus a capstone. Some, but not all courses offer assignments that asks learners to apply what is being taught in the courses. At the end of the Specialization, learners will complete a capstone project that requires them to weigh the benefits and costs of deploying AI in support of marketing efforts. This will include evaluating its economic impact, as well as considering the ethical and societal concerns.

Explore the transformative potential of artificial intelligence in the marketing landscape. This course is designed to help you distinguish between the opportunities for developing new AI algorithms and those for applying existing AI technologies in marketing. You will learn how to identify and capitalize on AI-driven opportunities to enhance marketing strategies, improve customer engagement, and drive business growth. Delve into the crucial role of data in AI applications, discovering how to collect, analyze, and leverage data to inform marketing decisions. Understand the process of mapping and managing the customer journey with AI tools, ensuring personalized and efficient customer experiences. Learn to assess the impact of AI implementations on your marketing efforts, measuring success and refining strategies for optimal results. This course also 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. By the end of this course, you will be equipped with the knowledge and skills to harness AI's full potential in the marketing domain. Join us to unlock the future of marketing with AI.

Learners will explore the limitations of generative AI tools, such as chatbots, and master the art of prompting and iterating with these systems. The course also covers the practical application of generative AI in customer acquisition and engagement, providing insights into evaluating its effectiveness. This course also covers discussion of the legal debates surrounding generative AI, the concept of fair use, and potential brand concerns. By the end of this course, you will be equipped with the knowledge and skills to harness generative AI responsibly and effectively for marketing success.

The course also covers content moderation challenges and helps you assess the tradeoffs between the benefits and risks of personalization algorithms in various contexts. You'll explore different approaches to building recommendation systems and learn how organizations can monetize these systems' results. Additionally, you'll uncover the shortcomings of recommendation systems, including their predictive limitations and societal effects. Explore how chatbots are built and how marketing organizations can utilize them to improve customer experiences. You'll assess the opportunities and challenges of implementing chatbots in marketing and understand factors affecting consumer acceptance of AI.

Explore the most effective tactics for customer acquisition and discover how AI can make these processes more efficient and impactful. Gain insights into the analytic foundations of modeling customer retention and uncover how AI can support retention strategies. The course also highlights the role of automation in modern marketing tactics and the benefits of using experimentation to evaluate AI's impact. Learners will assess how AI can optimize marketing operations, contributing to more efficient and effective campaigns. Join and learn the skills to harness AI for improving customer acquisition, retention, and overall equity, driving sustainable growth for your organization.

Put everything you learned in the AI in Marketing Specialization into practice in this capstone project. This course asks learners to explore AI implementations in marketing--connecting to customer equity, demonstrating generative AI's content production capabilities, and describing its impact on customer experience.

Generative AI in Marketing

AI's Existing Impact

Driving Customer Equity with AI

Capstone: Making the Case for AI