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.

• Understand the fundamental concepts and techniques of AI in the context of marketing.
• Identify the potential applications of AI in various marketing domains.
• Analyze and evaluate the ethical considerations and challenges associated with AI in marketing.
• Develop practical skills in leveraging AI tools and platforms for marketing purposes.
• Critically assess AI‘s social implications.

Students will acquire knowledge through a combination of class lectures, class discussions, case studies, assigned readings, and hands-on practical experience.

• Students will be assigned relevant readings ranging from case studies and industry reports to recent scientific articles from top journals.

• Students will study how Artificial Intelligence is used in practical business setting by analyzing recent business cases. We will discuss the following case this year:

“THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence”, by J. Avery, A. Israel, E. von Maur, Harvard Business School, March 2021.

• Students will be able to work on a group project that uses marketing insights with modern AI technologies, for efficient and data-driven marketing strategies.

Note:

This is a tentative agenda and adjustments might be introduced throughout the semester.