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 tools such as ChatGPT, Dall-E and MidJourney) 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, according to a McKinsey analysis of real-world use cases. 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.

What topics will be discussed in this course?
The course demonstrates the impact AI has on today's marketing to create value for both organizations and consumers.
For example, the followiong topics will be covered:

Understanding the basics of AI
Overview of AI applications in marketing

Applying AI in the contexts of:
Marketing research (e.g., collecting and processing data)
Customer segmentation
Innovation and product management (e.g., improving fit of product offering and consumer preferences)
Pricing (e.g., dynamic and intelligent pricing decisions)
Communication management (e.g., automated social media campaigns, virtual influencers)
Customer relationships and service marketing (e.g., chatbots for customer support).

Ethical considerations of AI-driven marketing (e.g., biases, privacy concerns, environmental impact of AI)

Course leader

Johannes Hattula

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