Course summary

The demand for AI in marketing has seen unprecedented growth in recent years, driven by rapid technological advancements and the widespread adoption of AI across multiple industries. A 2023 report by PwC highlights that AI is expected to contribute $15.7 trillion to the global economy by 2030, with a significant portion of this growth attributed to its integration into marketing, advertising, and customer relationship management. The marketing sector alone is projected to see an increase in AI adoption by 80% over the next five years (Deloitte, 2022). Nearly 87% of marketing organizations have already begun deploying AI in some form, with key applications including predictive analytics, content generation, and personalized consumer engagement (Gartner, 2023). The same study suggests that AI marketing tools are expected to deliver a 15% increase in marketing efficiency by 2025, showcasing the growing need for professionals skilled in this area and there are year-on-year increases in job postings for roles that require AI and digital marketing expertise. The World Economic Forum forecasts that 85 million jobs will be displaced by AI by 2025, with 97 million new roles created. AI is a critical tool for marketing personalization, and 77% of businesses are either using AI or planning to adopt it within the next two years. These trends are relevant to businesses of all scales, and can help large firms with cost-effective marketing solutions and SMEs and start-ups critical capacity to compete at low cost. This course caters to recent graduates and mid-career professionals. The course will equip Students with Advanced AI and Marketing Skills, providing a profound understanding of artificial intelligence technologies and their applications in strategic marketing contexts. It focuses on enhancing students' capabilities to utilise AI for data-driven decision-making, improving customer engagement, and optimizing comprehensive marketing strategies. It promotes Ethical Practice and Innovation in Marketing, with a significant emphasis on data privacy, fairness, and sustainability. It also encourages creativity and innovation by integrating the latest AI technologies and methodologies, preparing students to tackle both current and future challenges in marketing. The course will enhance Professional Development and Employability by preparing students for high-demand roles within the marketing and technology sectors, the course enhances their employability and potential for career progression. Additionally, it develops crucial leadership and communication skills, enabling graduates to effectively lead projects and teams while communicating complex AI strategies to a broad range of stakeholders. The course ensures students apply their learning in real-world settings and engage with business through live projects. Students learn in a practical environment, gaining skills in AI applications, studying the advancements in algorithms, and the transformation of traditional marketing into data-driven strategies. A focus on AI in Data-Driven Decision Making examines generic AI tools for their functionality, usability, and scalability and their uses to analyse social media data to optimize engagement, with case study examples. The course examines AI decision support systems and the use of AI to automate journey mapping and mass-customize customer experiences, Advanced Personalization Techniques such as Deep learning models for content personalization and real-time adaptation based on customer interaction and Proactive Customer Support tools like chatbots for anticipating customer needs and automating responses.