Application of artificial intelligence in marketing

Module title:

Application of artificial intelligence in marketing

Module overview:

This module students will learn the usage of artificial intelligence in marketing and business.
The objectives of this module are to enable students to:
- Apply the principles of artificial intelligence in marketing
- Use artificial intelligence to resolve tasks
- Evaluate different AI applications and their impact on business goals

In this module, students will learn key concepts of AI in marketing and challenges and shortcomings of its usage. Throughout tutorials, they will learn to apply their knowledge in practice. The knowledge and experience gained through this module will give students competitive advantage based on understanding of technology application in marketing. Module will prepare them both as practitioners and experts.

In this module students will learn:
Introduction to AI
AI in business and marketing
Application of LLM in marketing
LLM creativity tools
Anatomy of prompt
Contextual conversation
Multimedia tools

Literature:

1. Sterne, J. (2017) Artificial Intelligence for Marketing: Practical Applications, Hoboken, NJ: Wiley
2. Microsoft Inc. (2021) Exam AI-100: Designing and Implementing an Azure AI Solution [Online]. Available at: https://docs.microsoft.com/en-us/learn/certifications/exams/ai-100 (Accessed: 10 May 2021)
3. Microsoft Inc. (2021) Exam AI-100: Designing and Implementing an Azure AI Solution [Online]. Available at: https://docs.microsoft.com/en-us/learn/certifications/exams/ai-100 (Accessed: 10 May 2021)