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What Can AI Do for Marketing?

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What Can AI Do for Marketing?

This course is part of AI for Marketing Specialization

Instructor: David Schweidel

7,151 already enrolled

Included with

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6 modules

Gain insight into a topic and learn the fundamentals.

58 reviews

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

6 modules

Gain insight into a topic and learn the fundamentals.

58 reviews

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

7 assignments¹

AI Graded see disclaimer

Taught in English

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Build your subject-matter expertise

This course is part of the AI for 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 6 modules in this course

Explore the transformative potential of artificial intelligence in the marketing landscape. This course is designed to help you distinguish between the opportunities for developing new AI algorithms and those for applying existing AI technologies in marketing. You will learn how to identify and capitalize on AI-driven opportunities to enhance marketing strategies, improve customer engagement, and drive business growth. Delve into the crucial role of data in AI applications, discovering how to collect, analyze, and leverage data to inform marketing decisions. Understand the process of mapping and managing the customer journey with AI tools, ensuring personalized and efficient customer experiences. Learn to assess the impact of AI implementations on your marketing efforts, measuring success and refining strategies for optimal results. This course also addresses the critical issue of bias in AI, providing insights on how to recognize and mitigate biases in machine learning algorithms to ensure fair and ethical marketing practices. By the end of this course, you will be equipped with the knowledge and skills to harness AI's full potential in the marketing domain. Join us to unlock the future of marketing with AI.

Module details

Get to know your instructor, Dr. David Schweidel, and begin with an introduction to AI and marketing.

What's included

3 videos3 readings1 assignment3 discussion prompts

3 videosTotal 38 minutes

Specialization Introduction: AI in Marketing9 minutes
AI in Marketing - Part 112 minutes
AI in Marketing - Part 217 minutes

3 readingsTotal 35 minutes

Welcome to the Course5 minutes
How to Design an AI Marketing Strategy15 minutes
Why You Aren't Getting More from Your Marketing AI15 minutes

1 assignmentTotal 30 minutes

Concept Review30 minutes

3 discussion promptsTotal 35 minutes

Introduce Yourself15 minutes
Opportunities for Applying AI in Marketing10 minutes
Prospect Targeting10 minutes

This module explores how to leverage insights from the customer journey to influence consumer behavior, delving into various conceptual models like the purchase funnel and loyalty loop, and detailing each stage of the customer journey.

What's included

2 videos3 readings1 assignment

This module emphasizes the significance of eliminating friction from the customer experience, identifies key engagement opportunities throughout the customer journey, and clarifies the differences between mapping and managing the customer experience to enhance overall satisfaction.

What's included

2 videos4 readings2 assignments

2 videosTotal 26 minutes

REPLACE! Managing the Customer Journey - Part 111 minutes
Managing the Customer Journey - Part 215 minutes

4 readingsTotal 80 minutes

Remove Boredom and Frustration from Your Customer Journey20 minutes
Marketing Automation at MailChimp20 minutes
The Benefits of Automating the Customer Experience20 minutes
Improving Customer Engagement through Automation20 minutes

2 assignmentsTotal 90 minutes

Innovation Example60 minutes
Concept Review30 minutes

This module teaches how to critically evaluate AI applications by considering alternative explanations, identifying the necessary conditions for establishing causality, and mastering comprehensive evaluation techniques.

What's included

2 videos3 readings1 assignment

Building on the previous module, this module examines two dimensions on which AI can support marketing. This module will first walk you through ways in which AI can be used to tailor marketing content delivered to consumers. It will then explore ways in which the content can be targeted based on contextual factors that will make messaging more effective.

What's included

2 videos3 readings1 assignment1 discussion prompt

2 videosTotal 18 minutes

Opportunities for AI in Marketing - Part 111 minutes
Opportunties for AI in Marketing - Part 27 minutes

3 readingsTotal 60 minutes

When A/B Testing Doesn’t Tell You the Whole Story20 minutes
Multi-Armed Bandit Experimentation at Stitch Fix20 minutes
Multi-Armed Bandits and Personalization20 minutes

1 assignmentTotal 30 minutes

Concept Review30 minutes

1 discussion promptTotal 15 minutes

Experimentation and Automation15 minutes

This module delves into the origins of AI bias, explores its potential consequences, and clearly defines what constitutes bias in AI algorithms to promote a deeper understanding and mitigation of these issues.

What's included

3 videos6 readings1 assignment1 discussion prompt

3 videosTotal 28 minutes

Bias in the Machine - Part 18 minutes
Bias in the Machine - Part 211 minutes
Bias in the Machine - Part 39 minutes

6 readingsTotal 82 minutes

We mustn’t let the seductive siren call of AI lure the industry back in time20 minutes
Examples of AI Bias10 minutes
What Do We Do About AI Bias?20 minutes
How Can AI Bias Hurt Your Business?20 minutes
AI Bias and Marketing Data10 minutes
Need More? 2 minutes

1 assignmentTotal 30 minutes

Concept Review30 minutes

1 discussion promptTotal 15 minutes

What Would You Do?15 minutes

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Instructor

Instructor ratings

(21 ratings)

David Schweidel

Emory University

11 Courses79,004 learners

Offered by

Emory University

Learner reviews

5 stars
68.96%
4 stars
20.68%
3 stars
6.89%
2 stars
0%
1 star
3.44%

Showing 3 of 58

Reviewed on Dec 30, 2024

Course content is good, but I don't like having to wait a week to receive peer-review feedback. I don't see why other people's responses should slow my progress. This is a really bad user experience.

Reviewed on Sep 24, 2024

Lot's of case study articles. Exams were helpful and logical. Thanks

Reviewed on Sep 27, 2025

It's very useful and gives me a lot of knowledge on how to use AI effectively in MKT

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