AI is everywhere! By harnessing the power of Artificial Intelligence, businesses and marketers have amazing growth potential, and the opportunities to enhance marketing with AI are always expanding. But how can businesses use AI tools to drive their success and gain sustainable competitive advantages? What are the challenges faced by businesses as they implement AI into their marketing strategies?
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What you'll learn
How to use data-driven AI to improve customer engagement
How to develop networked business models and leverage network effects
How to build a sustainable competitive advantage from data gathered on digital platforms
How to use algorithms, networks, and data to create AI Relationship Moments that are personalized to individual customers
Skills you'll gain
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There are 4 modules in this course
Welcome to our course! We'll begin with an introduction to AI (artificial intelligence), where we'll define the term and explore the history of the technology. Then we'll dive into machine learning and deep learning, and see how algorithms are used to create effective AI such as Google Images and IBM’s Watson, the machine that was able to defeat human opponents on Jeopardy!
What's included
7 videos2 readings3 assignments
Can you imagine an autonomous self-driving Ford F150 truck? This week we'll explore the future of vehicles that will use AI to take on the open road and look at how preconceptions about brands and driverless cars may prove incorrect as the industry moves into the future. We'll also see how networks and network effects work to create AI capable of one day crossing the "Uncanny Valley" in the autonomous vehicle market.
What's included
11 videos1 reading2 assignments2 discussion prompts
As businesses become more successful, they also become a more attractive target for competitors. But data-driven AI can provide a crucial edge. This week we'll explore how businesses use data to build a sustainable competitive advantage in their industries. We'll look at the fierce competition in the world of video streaming and explore how Disney+ seeks to overtake Netflix as the dominant streaming platform.
What's included
9 videos2 readings2 assignments2 discussion prompts
We've been introduced to the three forces that enable AI in marketing - algorithms, networks, and data - but how do they come together to give marketers a competitive advantage? This week we'll see how the three forces combine to form AI Relationship Moments that can drive effective AI marketing strategies. To illustrate this, we'll explore the innovations that have enabled the Washington Post to compete with the New York Times in the digital space. Patrick Cullen, senior director of Zeus technology at the Washington Post, will join Raj to discuss how these innovations have helped position the newspaper for an AI future.
What's included
11 videos4 assignments1 peer review
Instructor
Offered by
Recommended if you're interested in Marketing
Lund University
University of Maryland, College Park
O.P. Jindal Global University
Coursera Project Network
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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