AI in Marketing Analytics

Catalog description

This course introduces students to the strategic and practical applications of artificial intelligence (AI) in marketing analytics. A foundation of Python is necessary for the course. Grounded in core marketing challenges, the course examines how AI tools—across descriptive, predictive, prescriptive, and generative categories—can enhance marketing strategies. Students will gain hands-on experience using state-of-the-art AI technologies to solve real-world marketing problems, such as customer segmentation, social listening, churn prediction, A/B testing, and branded content generation. Beyond technical capabilities, the course emphasizes the strategic choices marketing leaders face when adopting AI systems, including questions of implementation, interpretability, and cross-functional alignment. Students will analyze how AI-generated outputs are perceived by consumers and managers, and evaluate their implications for brand equity, customer trust, and organizational performance. Special attention is given to generative AI's impact on creativity and marketing workflows. The course also engages students in the ethical, regulatory, and societal dimensions of AI in marketing—addressing challenges such as algorithmic bias, fairness, explainability, and governance. By the end of the course, students will be equipped to lead AI-driven marketing initiatives with both strategic insight and critical responsibility.