Use generative AI and large language models as auditable classifiers for marketing text. Learners connect language-model training and contextual embeddings to classification, design strict prompts and machine-readable label contracts, validate outputs before batch inference, compare prompting with fine-tuning, and evaluate results against audited gold-standard labels using accuracy, macro F1, and class-level errors.
Network Analysis for Marketing Analytics
Network Analysis for Marketing Analytics
This course is part of Text Marketing Analytics Specialization
Instructors: Chris J. Vargo
Access provided by Skills Development Fund
Gain insight into a topic and learn the fundamentals.
Intermediate level
Recommended experience
4 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Explain how next-token prediction, masked-language modeling, and contextual embeddings support LLM classification.
Translate a marketing research question into a closed label set with definitions and borderline-case rules, and design prompts that return exactly one valid, machine-readable classification label.
Validate a sample, execute efficient batch inference through an API or vLLM workflow, and select an appropriate fine-tuning workflow when prompt-based classification is insufficient.
Evaluate prompting and fine-tuning with accuracy, macro F1, class-level errors, and audits of disputed gold labels.
Skills you'll gain
Tools you'll learn
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
12 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
This course is part of the Text Marketing Analytics 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
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Build toward a degree
This course is part of the following degree program(s) offered by University of Colorado Boulder. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
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University of Colorado Boulder
University of Colorado Boulder