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Content Marketing Using Generative AI

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University of Virginia Darden School Foundation

Content Marketing Using Generative AI

This course is part of Generative AI in Marketing Specialization

Instructor: Rajkumar Venkatesan

10,424 already enrolled

Included with

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2 modules

Gain insight into a topic and learn the fundamentals.

70 reviews

Beginner level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

2 modules

Gain insight into a topic and learn the fundamentals.

70 reviews

Beginner level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

You will learn the basic principles and frameworks of Generative AI in marketing.
You will learn how to effectively "listen" to customer insights through practice by promoting a brand online.

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

2 assignments

Taught in English

91% of learners achieved a positive career outcome

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Build your subject-matter expertise

This course is part of the Generative AI in Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 2 modules in this course

The Content Marketing in Generative AI course provides you with a foundational knowledge of digital marketing and how Generative AI continues to revolutionize the way marketing organizations effectively manage content. This course focuses on the developing and expanding the necessary skills and expertise for effective online brand promotion by leveraging customer insights to optimize marketing campaigns and understanding customer sentiments. This course is ideal for marketing professionals seeking to gain a basic understanding of digital marketing and Generative AI applications, and the necessary skills and knowledge to design a Generative AI marketing strategy in an organization.

Module details

Welcome to the Generative AI Applications module! Generative AI has changed the way we approach marketing and has become an increasingly important tool to create, deploy, and maintain content for marketing organizations. In this module, we will explore how Generative AI is transforming marketing and how real-world organizations and brands have adopted Generative AI using key strategies, metrics, data, and decision-making to stay ahead of the competition. In this module, we will focus on the shift from mass marketing to one-on-one personalized marketing and how data and algorithms are essential to personalizing customer engagement. Finally, in this module, we will explore the Large Language model (LLM) approach to generate natural language text and using potential completion words to curate language using Generative AI.

What's included

6 videos5 readings1 assignment1 discussion prompt

6 videosTotal 24 minutes

Introduction to Generative AI Academy1 minute
How Does AI Change Marketing? Part 14 minutes
How Does AI Change Marketing? Part 24 minutes
What is Digital Marketing?4 minutes
Introduction to Generative AI Part 1 (Large Language Models)3 minutes
Introduction to Generative AI Part 2 (Large Language Models Part 2)7 minutes

5 readingsTotal 14 minutes

Course Structure and Planning2 minutes
Course and Coursera Policies5 minutes
Participant and Course Support2 minutes
Use Discussion Forms to Deepen Your Learning2 minutes
Your Coursera Experience3 minutes

1 assignmentTotal 10 minutes

Generative AI Applications in Content Assessment10 minutes

1 discussion promptTotal 15 minutes

Generative AI Innovation in Marketing Campaigns15 minutes

Welcome to the Content Marketing module! Customer insights are changing rapidly and unpredictability. With the abundance of information and data available to customers from digital and social channels, and technologies, customers are now even more connected and informed than ever before. In this module, you will participate in a customer insights exercise where you will learn how to effectively establish and promote a brand online by “listening” to what consumers are searching for, while identifying key trends, using Vibe Kayak's as your brand example. Finally, you will learn how to optimize a digital campaign strategy through paid ads and search engine optimization (SEO) for Vibe Kayak's.