This Specialization provides a structured pathway to mastering how artificial intelligence and machine learning transform modern marketing. Beginning with foundational concepts, learners explore how marketing has evolved in the AI era, how to interpret key performance indicators, and how to analyze trends and seasonality to guide strategic decisions. This first stage builds the analytical grounding needed to understand data-driven marketing performance.

The journey progresses into applying machine learning techniques to deepen customer understanding. Learners develop capabilities in sentiment analysis, predictive analytics, and A/B testing to improve engagement. Techniques for customer segmentation and personalized product recommendations further enable targeted marketing strategies that respond to diverse audience behaviors.

In the final stage, the focus shifts to advanced generative AI applications in marketing. Learners examine methods such as zero-shot and few-shot learning, transfer learning, and retrieval-augmented generation to create compelling and personalized content. The Specialization concludes by addressing the future of AI in marketing alongside essential considerations of ethics and governance, ensuring responsible and effective implementation of AI-driven strategies. This Specialization is based on the book, Machine Learning and Generative AI for Marketing, by Yoon Hyup Hwang and Nicholas C. Burtch

Übungsprojekt

Applied exercises and case analyses included within the courses support hands-on engagement with key concepts. These activities enable learners to interpret data, apply machine learning techniques, and explore generative AI methods within realistic marketing scenarios.