Ap­plic­a­tions of Ar­ti­fi­cial In­tel­li­gence in Mar­ket­ing

About

This 2-week course provides an in-depth exploration of how advances in artificial intelligence (AI) can be harnessed to revolutionize marketing activities. Participants will gain a comprehensive understanding of how AI technologies (including generative AI and increasingly agentic AI) are transforming the field of marketing and can support business growth. Through practical examples and case studies(e.g., Amazon, Netflix, Starbucks), students will gain the knowledge and skills needed to apply AI effectively in the marketing domain, and they will learn how to leverage AI for various marketing activities, from data collection and processes to customer segmentation to the marketing mix decisions (product management, pricing, communication management, sales).

This course is not about programming AI tools or statistical issues behind AI; the course takes a more practical approach and looks at how and where AI can be applied in today's marketing.

Why is this course relevant?

This course is highly relevant due to the transformative impact of AI on the business world. Many C-suite executives recognize the importance of scaling AI in their organizations to achieve growth objectives. However, they often struggle with implementation, as many business reports indicate. Furthermore, marketing is identified as the functional area where AI can provide the most value. Therefore, understanding how and where AI can be applied in marketing is essential for businesses to remain competitive and deliver substantial benefits to both companies and consumers. This course is designed to provide such understanding and help students to apply AI effectively in marketing contexts.

Learning objectives
On completion of this course, students should:

Gain a comprehensive understanding of artificial intelligence, its role in revolutionizing marketing activities, and its significance for business growth and competitiveness

Understand how to apply artificial intelligence to real-world marketing scenarios

Develop an understanding how artificial intelligence creates value for both organizations and consumers

Develop awareness of ethical considerations related to AI-driven marketing

Course leader

Johannes Hattula - Department of Marketing (Marketing)

Target group

This is a graduate level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals

Fee info