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Equip yourself with a GenAI toolset designed for impactful AI adoption. Anchored in the marketing process, this course empowers you with skills to leverage AI effectively, driving growth, reducing cycle times, and cutting costs. Dive deep into the market landscape, employ advanced analytics, create compelling content, and utilize GenAI tools for automation and monitoring. You'll culminate your learning by creating a personalized marketing AI assistant, all while mastering change management for competitive advantages.

Upcoming dates

Spring 2025: February 4 to 27
Tuesdays and Thursdays from 6 to 7:30 p.m. ET
Delivery: Online, instructor-led

Who is this marketing AI course for?

Marketing practitioners and leaders who are hungry to get up to speed on AI for themselves, their teams, and organizations, and don’t want to be left behind. Anchored in the marketing planning process, students will learn how AI can help answer marketing questions through hands-on learning and case studies. AI enables students to build apps and actions that were previously the domain of coders. No prior AI experience or technical experience is needed to take full advantage of the course.

What makes this artificial intelligence marketing course unique among AI courses being offered?

The AI Applications in Marketing short course:

• Is taught by marketing leaders from industry and distinguished faculty

• Provides a customized ChatGPT that stays with learners once the course concludes

• Offers a continuous learning plan so the content stays relevant

• Covers marketing analytics in addition to custom GPTs

• Pushes beyond custom GPTs to cover AI agents, automations, assistants, APIs, and avatars

• Brings learners up to speed quickly—it’s four weeks, live and online

 

 

Syllabus

Welcome to the AI Applications in Marketing course from the Kelley Executive Education Program.  Kelley’s AI Applications in Marketing course, crafted by marketers for marketers, offers a cutting-edge GenAI toolset designed to empower marketing leaders and their organizations with responsible and impactful AI adoption.

We’re delighted to have your engagement in this course and want to orient you on what you can expect as we prepare to kick things off.

Course Description & Schedule

AI Applications in Marketing is anchored in the marketing process and equips learners with the skills to leverage AI and enhance their proficiency with GenAI tools, driving higher growth, reducing cycle time, and cutting costs for their organizations.  Learners will define the market landscape, employ advanced marketing analytics, create and execute compelling content, and utilize GenAI tools for task automation and monitoring. The course culminates with the creation of a marketing AI assistant.

At the conclusion of this course, learners should be able to:

• Know the major industry players, leading language models (LLMs), key leaders, and critical issues in the development, regulation, and adoption of artificial intelligence in marketing.

• Understand how various GenAI tools are transforming content creation, leading to reduced cycle times and improved consistency.

• Apply the latest prompting techniques in tools such as ChatGPT 4.0, Claude 3.5 Sonnet, Gemini 1.5 Flash, Perplexity, and Pi to generate marketing analysis and content

• Analyze how AI is influencing various marketing analytics methods, including understanding past events (descriptive), identifying causes (diagnostic), predicting future trends (predictive), and recommending actions (prescriptive).

 

AI Applications in Marketing will…

• Provide an overview of developments in AI that are affecting marketing

• Profile the ever-changing leadership, players, and vocabulary of AI specific to marketing

• Provide use cases where AI is changing marketing,  While more use cases focus on DTC online personalization and content development, AI can be most impactful for new product commercialization, sales training, analytics, and workflow automation.

AI Applications in Marketing is important at this moment for marketing leaders:

• Marketing is being impacted in 2024 with cost savings, productivity gains and democratization of advanced marketing methods

• To gain competitive advantage, marketers can begin immediately to deploy AI in their personal workflows at their desktop – no need to wait for enterprise level deployment

• A “safety first” approach to eliminate bias, ensure data privacy and establish governance is imperative

At the completion of this course, participants will:

• Have an advanced understanding of the vocabulary, landscape, use cases of AI in marketing

• Be able to apply custom GPTs for marketing analytics, content development, workflow automations and AI agents

• Access a continuous learning platform on AI in marketing that will allow them to stay ahead of advances

• Access a personalized AI Marketing Copilot for their business and career

 

Dates and Times

Module 1 Session A  - 6:00-7:30 PM EST/5:00-6:30 PM CST

Tuesday, October 22, 2024

Module 1 Session B  - 6:00-7:30 PM EST/5:00-6:30 PM CST

Thursday, October 24, 2024

Module 2 Session A  - 6:00-7:30 PM EST/5:00-6:30 PM CST

Tuesday, October 29, 2024

Module 2 Session B  - 6:00-7:30 PM EST/5:00-6:30 PM CST

Thursday, October 31, 2024

Module 3 Session A  - 6:00-7:30 PM EST/5:00-6:30 PM CST

Tuesday, November 5, 2024

Module 3 Session B  - 6:00-7:30 PM EST/5:00-6:30PM CST

Thursday, November 7, 2024

Module 4 Session A  - 6:00-7:30 PM EST/5:00-6:30PM CST

Tuesday, November 12, 2024

Module 4 Session B  - 6:00-7:30 PM EST/5:00-6:30 PM CST

Thursday, November 14, 2024

The meeting invitations will extend as needed to accommodate sign-ons and sign-offs.

 

Course Version

As a new to the world course with dynamic and rapidly evolving content, we continue to formulate our approach. 

Course Participation & Preparation

The class will consist of 20-30 professional marketers.

To ensure success:

• Be prepared to attend each session, complete any pre-work, participate and provide feedback.

• Plan to be on camera and participate in the class discussion and exercises.

• Be ready to work in team at times (Let me know if you will be collocated during the sessions).

• Share any team preferences or need for accommodations directly with the instructors.

 

Course Access & Tools

The course will be presented live (synchronous) online through Zoom (Invitations from Kelley School of Business).  You will access the course material through the Canvas in an email sent to you by Kelley Executive Education.

In Canvas, you can access all the course content and can download slides in PDF format - all material is copyrighted by Lyftbridge Innovation and the Kelley School Executive Education Program jointly.  There may also be content which is owned/licensed by others.  No duplication or sharing of this content is permitted without written permission.

In this course we will use ChatGPT Teams, Perplexity, NotebookLM and Gemini.  Even if you have a paid license to ChatGPT, you will receive an invitation for ChatGPT Teams subscription to facilitate the sharing of Custom GPTs.  Any AI-tools’ licenses will be provided as well as sign-up protocols in a separate correspondence.

Course Assessments

There will be brief course assessments to help customize the course content.  We will also conduct a post-course evaluation against the course learning objectives.

Course details

• Format: Live-virtual online classes

• Schedule: Two 90-minute sessions per week for four weeks

• Discounts: Available for IU alumni, staff, and groups of three or more participants

• What’s included: ChatGPT Team Subscription is included in your course fee.

 

Why choose Kelley?

• Learn from the Best: Gain insights from esteemed faculty guests and industry experts who bring AI and marketing expertise from the real world to the classroom.

• Immediate Impact: Acquire practical skills in AI-driven marketing analytics, content creation, and automation that you can apply to your work right away for quick results.

• Comprehensive Curriculum: Explore a wide range of AI applications in marketing, equipping you with a complete toolkit to transform your marketing strategies.

• Expand Your Network: Connect with a diverse community of professionals, opening doors to new opportunities and collaborations in the business world.

• Valued Credentials: Enhance your resume with a digital badge, showcasing your AI marketing expertise on platforms like LinkedIn.

• Flexible Learning: Enjoy the convenience of a live-virtual format, allowing you to learn from anywhere while balancing other commitments.

Showcase your new skills

In addition to earning an AI marketing certificate of completion, you will earn a digital badge to showcase your skills on platforms like LinkedIn. These credentials show your network the concrete and in-demand skills you earned from taking this Kelley program.

 

Module Outline

Module I         

Introduction to Gen AI           

               Session A      

               Ai Constructs

               AI Leadership

               Ai Self-governance

Session B      

               AI Bias

               AI Governance

               AI The Landscape

Module II - AI Marketing Analytics

Session A      

               AI Legal & Regulatory

               AI Cyber Security

Session B      

               AI Marketing Analytics

               Personas & Journeys

               Forecasting & Prediction

               Price-Value Mapping

Module III - AI Marketing Content 

Session A                        

               AI & Marketing Creativity     

               The State of AI in Marketing  

                                

Session B                        

               Social Media  

               Written Content        

               Image Content           

               Video Content            

               Audio Content            

               Animated Content  

Module IV – Agentic Marketing

Session A                        

               Introduction to 5 As

               Custom GPTs

               Automation Environments

Session B                        

               Agentic Marketing   

               Open Source 

               SLMs