AI in Marketing

Indian Institute of Technology Roorkee and NPTEL via Swayam

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Overview

"AI in Marketing" is designed to equip marketing professionals, strategists, and data-driven teams with the knowledge to leverage artificial intelligence in modern marketing practices. The course explores how AI is transforming marketing by enabling hyper-personalization, automation, predictive analytics, and improved customer engagement. Participants will gain insight into core AI technologies—such as machine learning, natural language processing (NLP), and generative AI—and how these tools are used to enhance marketing efforts. Real-world examples demonstrate how AI can optimize campaign targeting, segment audiences more...

Syllabus

Week 1: Understanding the basics of AI in Marketing (Continued), Introduction to AI Algorithms, Designs of AI, Transition process and AI matrix.Week 2:Customer value and Role of AI in Value Delivery Process, Transforming Marketing Strategy using AI (Continued).Week 3:Using AI for STP, Application of AI in Marketing Mix, Marketing Information Systems and its Components.Week 4:What is Marketing Research (Continued), Individual Dynamics and its influence on Consumer Behaviour, Consumer Buying Decision Process, Understanding Customer Journey (Continued).Week 5:Customer Experience: Meaning & Characteristics, Personalization: Going Beyond Segmentation, Avatar marketing.Week 6:Standardization, Personalization & Relationalization of Brands using AI, Understanding Networks and Brand Network Effect, Understanding the Use of AI for Addressing Competition, AI and Brand Equity, AI and New Brand Realities (Continued).Week 7:AI for Value Creation and Product Development, Personalization and hyper-personalization Using AI(Continued).Week 8:Implementation of AI by Product Managers, AI in Service, Pricing Strategies Using AI (continued).Week 9:Role of AI in Advertising (Continued).Week 10:AI in Sales promotion and Direct Marketing, AI in PR and Publicity and Social Media Marketing (Continued), Personal Selling using AI, Sales management using AI.Week 11:AI and Marketing Channel Management, Omnichannel Marketing and Retailing, Changing face of Retailing in the age of AI, AI in Logistics Management (Continued).Week 12:Navigating Ethical Challenges in AI (Continued), AI and Sustainability.