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?
In this course, developed at the Darden School of Business at the University of Virginia, and delivered by Professor of Business Administration Raj Venkatesan, you will explore an important frontier of digital transformation in marketing. You will examine three key forces that enable AI in marketing strategies - Algorithms, Networks, and Data - and gain a deeper understanding of how businesses in a wide variety of industries can get the most out of this exciting technology. You will see real world examples of successful companies like Ford, Netflix, and the Washington Post using AI to take on the competition in new and creative ways, and hear from experts about how AI is shaping the present and the future in their respective industries.
You can learn more about Raj by following his posts on Twitter (@rajkumarvenk) and on LinkedIn: https://www.linkedin.com/in/education-marketing.
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
Show info about module content
7 videos•Total 30 minutes
Welcome to the Course•1 minute
Welcome to Week 1•3 minutes
What Is AI?•6 minutes
Where Does the Data Come From?•5 minutes
Machine Learning•8 minutes
Deep Learning•6 minutes
Week 1 Takeaways•1 minute
2 readings•Total 35 minutes
Course Overview and Requirements•10 minutes
Automation of Marketing Models•25 minutes
3 assignments•Total 60 minutes
Week 1 Practice Quiz 1•15 minutes
Week 1 Practice Quiz 2•15 minutes
Week 1 Final Quiz•30 minutes
Networks and Network Effects
Module 2•2 hours to complete
Module details
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.
Interview: Jim Snead on Automation at Ford•3 minutes
Autonomous Vehicles: Preconceptions and Reality•2 minutes
About the Discussion: the Autonomous Market vs the Current Market•3 minutes
Networks and Network Effects•5 minutes
Money and Subsidy Sides•3 minutes
Trigger Network Effects•4 minutes
About the Discussion: Network Effects in an Autonomous Vehicle Market•3 minutes
Can Machines Have Personalities?•4 minutes
Week 2 Takeaways•2 minutes
1 reading•Total 20 minutes
Driverless Trucks at Ford: Cruising Into a Compromised Brand Identity?•20 minutes
2 assignments•Total 55 minutes
Week 2 Practice Quiz•25 minutes
Week 2 Final Quiz•30 minutes
2 discussion prompts•Total 30 minutes
The Autonomous Market vs The Current Market•15 minutes
Network Effects in an Autonomous Vehicle Market•15 minutes
Data-Driven AI
Module 3•2 hours to complete
Module details
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.
Technical Note on Sustainable Competitive Advantage •15 minutes
Netflix, Inc: The Mouse Strikes Back•20 minutes
2 assignments•Total 55 minutes
Week 3 Practice Quiz•25 minutes
Week 3 Final Quiz•30 minutes
2 discussion prompts•Total 30 minutes
Keys to Success for Netflix•15 minutes
Why is Disney Entering the Streaming Space?•15 minutes
AI Relationship Moments
Module 4•4 hours to complete
Module details
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
Show info about module content
11 videos•Total 42 minutes
Welcome to Week 4•1 minute
The Success of the Washington Post•6 minutes
Interview: Patrick Cullen on Innovation at the Washington Post – Part 1 •8 minutes
Interview: Patrick Cullen on Innovation at the Washington Post – Part 2 •7 minutes
Networks and Nodes•2 minutes
How Are Nodes Approaching AI?•5 minutes
AI Relationship Moments•6 minutes
Consumer Data and the Coke Freestyle Machine•2 minutes
Week 4 Takeaways•1 minute
Course Conclusion •1 minute
Peer Reviewed Assignment Overview•3 minutes
4 assignments•Total 75 minutes
Week 4 Practice Quiz 1•15 minutes
2nd Week 4 Practice Quiz•15 minutes
Video Feedback Survey•15 minutes
Week 4 Final Quiz•30 minutes
1 peer review•Total 120 minutes
Design an AI Marketing Campaign•120 minutes
Instructor
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