Building Generative AI Capabilities

University of Virginia Darden School Foundation

Building Generative AI Capabilities

This course is part of Generative AI in Marketing Specialization

Instructor: Rajkumar Venkatesan

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2,779 already enrolled

3 modules

Gain insight into a topic and learn the fundamentals.

34 reviews

Beginner level

Recommended experience

3 hours to complete

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

34 reviews

Beginner level

Recommended experience

3 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

You will learn the key strategic considerations of change management and ethics in Generative AI.
You will learn how to create a customer journey map.

Skills you'll gain

Tools you'll learn

Generative AI

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

3 assignments

Taught in English

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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.

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There are 3 modules in this course

The Building a Generative AI Capabilities course provides you with the holistic insights of AI in marketing and the impact of the internal and external strategic considerations of AI to support and sustain marketing strategies. You will learn how to successfully develop an AI strategy and roadmap for your organization using the AI Marketing Canvas and understand how the AI Marketing Canvas supports AI from a non-traditional data-based approach as a competitive advantage. You will also learn how key ethical considerations affects AI in marketing. This course is ideal for marketing professionals looking to stay ahead of the competition and develop or refine their AI strategy and roadmap for their marketing organization.

Welcome to the Develop a Generative AI Capability module! Marketing organizations today continue to develop and use to AI as a competitive advantage. In this module, we will focus on how marketing organizations can develop successful AI capabilities, and how AI in practice, can evolve a marketing strategy. In this module, we'll also focus on how AI can transform marketing and business strategies to stay ahead of the competition. Finally, in this module, we'll focus on the five stages of the AI Marketing Canvas, which is a direct, actionable plan that marketing organizations can use to implement AI into marketing plans, and understand the broader implications of incorporating AI into marketing plans.

What's included

7 videos7 readings1 discussion prompt

7 videos Total 30 minutes

The Success of The Washington Post 6 minutes
AI Marketing Canvas, Part 1 5 minutes
AI Marketing Canvas, Part 2 5 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

7 readings Total 20 minutes

Course Structure and Planning 2 minutes
Course and Coursera Policies 5 minutes
Participant and Course Support 2 minutes
Use Discussion Forms to Deepen Your Learning 2 minutes
Your Coursera Experience 3 minutes
Course Resources 1 minute
AI Marketing Canvas Readings 5 minutes

1 discussion prompt Total 10 minutes

Where Are You Now With Generative AI? 10 minutes

Welcome to the Strategic Considerations: Change Management module! Implementation of AI in marketing is as much about humans as it is about technology. In this module, we will explore the various stages in the AI development journey that requires intervention from leaders and organizations. Finally, in this module, we will explore frameworks used by successful managers to develop AI capabilities in their organizations and how change management can affect and enhance AI.

What's included

9 videos1 reading2 assignments2 discussion prompts

9 videos Total 52 minutes

Overview of Change Management 4 minutes
Washington Post, Part 1 9 minutes
Washington Post, Part 2 7 minutes
Theory of a Change 4 minutes
Bobby Parmar Interview, Part 1 6 minutes
Bobby Parmar Interview, Part 2 5 minutes
Key Takeaways 1 minute
Customer Relationship Journey Map 5 minutes
Customer Relationship Journey Map Assignment Video 11 minutes

1 reading Total 5 minutes

Customer Relationship Journey Map Overview and Assignment Directions 5 minutes

2 assignments Total 11 minutes

Change Management and the Chasms in AI Marketing Canvas Assessment 10 minutes
Completion Check: Customer Relationship Journey Map Assignment and Discussion 1 minute

2 discussion prompts Total 45 minutes

Change Management Discussion 15 minutes
Customer Relationship Journey Map Assignment and Discussion 30 minutes

Welcome to the Strategic Considerations: Privacy and Ethics module! Generative AI has a tremendous potential to transform and impact marketing organizations and there are numerous ethical concerns and considerations when using Generative AI as a marketing strategy. In this module, we'll explore how international and national policies and regulations impact marketing and the use of AI. In this module, we’ll also learn how policies and regulations affect acquisition values of marketing organizations and the increasing importance of a customer-centric strategy has on marketing organizations. Finally, in this module, we'll understand how privacy regulations and polices and build and improve customer trust.