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Artificial intelligence in marketing

  • Predavanje 30
  • Vježbe 30
  • Samostalni rad 60
Ukupno 120

Naziv predmeta

Artificial intelligence in marketing

Tip predmeta

Elective

Oznaka predmeta

21-04-518

Semestar

4

ECTS

4

Nastavnici i suradnici

Sadržaj i cilj

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 improve customer engagement
• Evaluate different AI applications and their impact on business goals
• Identify opportunities for deploying AI marketing funnel optmization

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.

Literatura

Essential reading:
Sterne, J. (2017) Artificial Intelligence for Marketing: Practical Applications, Hoboken, NJ: Wiley
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)
Microsoft Inc. (2021) Exam AI-900: Microsoft Azure AI Fundamentals [Online]. Available at: https://docs.microsoft.com/en-us/learn/certifications/exams/ai-900 (Accessed: 10 May 2021)

Recommended reading:
Daugherty, P. R. and Wilson, H. J. (20) Human + Machine: Reimagining Work in the Age of AI, Boston, MA: Harvard Business Review Press
King, K. (20) Using Artificial Intelligence in Marketing: How to Harness AI and Maintain the Competitive Edge, 1st edn, London: Kogan Page Limited

Further reading:
Steiner, C. (2012) Automate This: How Algorithms Came to Rule Our World, New York, NY: Portfolio/Penguin
Kumar, V., Rajan, B., Venkatesan, R., and Lecinski, J. (2019). Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing. California Management Review, No. 61, Vol. 4, pp. 135–155


Minimalni ishodi učenja

  • Usporediti različite primjene umjetne inteligencije i utvrditi povezane prednosti i nedostatke.
  • Argumentirati važnost primjene umjetne inteligencije pri rješavanju marketinških problema.
  • Procijeniti utjecaj primjene umjetne inteligencije na potrošačko iskustvo.
  • Identificirati mogućnosti i procijeniti značajke zadanog softverskog rješenja na temelju umjetne inteligencije.

Željeni ishodi učenja

  • Procijeniti utjecaj primjene umjetne inteligencije na željene poslovne ciljeve.
  • Preporučiti odgovarajuću primjenu umjetne inteligencije na zadani marketinški problem.
  • Analizirati zahtjeve za raznim softverskim rješenjima na temelju umjetne inteligencije i predložiti odgovarajuću implementaciju za postizanje ciljeva.
  • Implementirati softversko rješenje na temelju umjetne inteligencije sukladno zadanim uvjetima.
Preuzmi vodič za studente
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