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Artificial Intelligence in Marketing
  • Level Foundation
  • Duration 11 hours
  • Course by University of Virginia
  • Offered by

About

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.

Modules

Course Introduction

    • 1 Videos
    • 1 Readings
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1 Videos

  • Welcome to the Course

1 Readings

  • Course Overview and Requirements

Lesson 1 - What is AI?

    • 3 Videos
    • 1 Assignment
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1 Assignment

  • Week 1 Practice Quiz 1

3 Videos

  • Welcome to Week 1
  • What Is AI?
  • Where Does the Data Come From?

Lesson 2 - How Machines Learn

    • 3 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Week 1 Practice Quiz 2

3 Videos

  • Machine Learning
  • Deep Learning
  • Week 1 Takeaways

1 Readings

  • Automation of Marketing Models

Assessment

    • 1 Assignment
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1 Assignment

  • Week 1 Final Quiz

Lesson 1 - The Emerging Autonomous Vehicle Market

    • 5 Videos
    • 1 Readings
    • 1 Discussion
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1 Discussions

  • The Autonomous Market vs The Current Market

5 Videos

  • Welcome to Week 2
  • An Autonomous F150?
  • Interview: Jim Snead on Automation at Ford
  • Autonomous Vehicles: Preconceptions and Reality
  • About the Discussion: the Autonomous Market vs the Current Market

1 Readings

  • Driverless Trucks at Ford: Cruising Into a Compromised Brand Identity?

Lesson 2 - Network Effects in the Autonomous Market

    • 6 Videos
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Week 2 Practice Quiz

1 Discussions

  • Network Effects in an Autonomous Vehicle Market

6 Videos

  • Networks and Network Effects
  • Money and Subsidy Sides
  • Trigger Network Effects
  • About the Discussion: Network Effects in an Autonomous Vehicle Market
  • Can Machines Have Personalities?
  • Week 2 Takeaways

Assessment

    • 1 Assignment
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1 Assignment

  • Week 2 Final Quiz

Lesson 1 - Netflix and Disney in the Streaming Space

    • 5 Videos
    • 2 Discussion
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2 Discussions

  • Keys to Success for Netflix
  • Why is Disney Entering the Streaming Space?

5 Videos

  • Welcome to Week 3
  • The Success of Netflix
  • About the Discussion: Keys to Success for Netflix
  • Disney+ Arrives on the Scene
  • About the Discussion: Why is Disney Entering the Streaming Space?

Lesson 2 - Sustainable Competitive Advantage

    • 4 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Week 3 Practice Quiz

4 Videos

  • The Paradox of Civilization
  • Sources of Advantage
  • Netflix's Sustainable Competitive Advantage
  • Week 3 Takeaways

2 Readings

  • Technical Note on Sustainable Competitive Advantage
  • Netflix, Inc: The Mouse Strikes Back

Assessment

    • 1 Assignment
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1 Assignment

  • Week 3 Final Quiz

Lesson 1 - How Nodes Are Approaching AI

    • 6 Videos
    • 1 Assignment
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1 Assignment

  • Week 4 Practice Quiz 1

6 Videos

  • Welcome to Week 4
  • The Success of the Washington Post
  • Interview: Patrick Cullen on Innovation at the Washington Post – Part 1
  • Interview: Patrick Cullen on Innovation at the Washington Post – Part 2
  • Networks and Nodes
  • How Are Nodes Approaching AI?

Lesson 2 - AI Relationship Moments

    • 4 Videos
    • 1 Assignment
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1 Assignment

  • 2nd Week 4 Practice Quiz

4 Videos

  • AI Relationship Moments
  • Consumer Data and the Coke Freestyle Machine
  • Week 4 Takeaways
  • Course Conclusion

Please Provide Feedback on our Videos

    • 1 Assignment
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1 Assignment

  • Video Feedback Survey

Assessment

    • 1 Assignment
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1 Assignment

  • Week 4 Final Quiz

Assignment: Design an AI Marketing Campaign

    • 1 Videos
    • 1 PeerReview
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1 Peer Review

  • Design an AI Marketing Campaign

1 Videos

  • Peer Reviewed Assignment Overview

Auto Summary

Explore how AI is revolutionizing marketing with this foundational course from the University of Virginia's Darden School of Business. Led by Professor Raj Venkatesan, delve into how algorithms, networks, and data drive AI strategies. Analyze real-world success stories from companies like Ford and Netflix. Perfect for marketers and business professionals eager to harness AI for competitive advantage. Available on Coursera with a starter subscription, this comprehensive 660-minute course will prepare you for the future of marketing.

Rajkumar Venkatesan
Instructor

Rajkumar Venkatesan