AI in Marketing Strategy AI in Marketing Strategy
Program overview
Not being technical, this course gives participants an overview about how to enhance marketing via AI and analytics. After an introduction into the terminologies, we focus on critical areas and topics marketers should focus on to implement AI successfully: (1) Data (e.g., security, biases, privacy, and quality); (2) Applications; (3) Management (e.g., strategy, trust, acceptance); (4) Decisions (e.g., explainability and transparency), and (5) Ethics (e.g., accountability and responsibility). Based on human machine interaction research, use cases, and guest lectures, participants assess AI’s potential and craft their own strategy/ideas to implement AI (e.g., business model innovation).
AI in Marketing Strategy
The program is aimed at:
The course is intended for mid-level or senior managers who want to leverage AI in marketing and/or lead tech teams to ultimately enhance user and customer experience.
No prior knowledge of analytics and/or AI is needed.
* Net price, HEC Paris is not subject to VAT. Prices, dates, faculty, and program content are subject to change.
Objectives
Understand the fundamentals of AI
Explore various areas where AI is applicable in marketing and business (and where AI has limitations)..
Understand human reactions to technology and AI as well as human judgmental biases.
Recognize the ethical limitations of AI such as privacy, accountability, or transparency—and integrate these critical considerations in your overarching AI strategy.
Examine and evaluate how AI can be strategically embedded into business models to the benefit of all stakeholders..
Program
Explanation of key terms.
Further understanding of AI and AI’s opportunities and limitations for businesses in general and marketing in particular
Introduction into AI tools (particulary those relevant to Marketing). Creating an understanding of Generative AI and how to use Gen AI appropriately (e.g., prompt engineering)
An understanding of human reactions to technology and/or AI is critical, particularly if marketers aim to exploit AI to enhance the user experience. Thus, human- and customer-centric design of AI will be the core of the course
(Potentially) a course in itself, it is critical to understand the ethical consequences of AI and to develop a personal compass on how AI should be designed that meets ethical standards. This part will be less normative, but rather a discussion that should result in a joint AI ethics agenda.
Based on Foci 1 to 5, participants should be enabled to develop their own AI strategy and to implement concepts.
Pedagogy & Evaluation
Pedagogy
According to Bloom’s taxonomy of learning, the focus will not be on remembering or (mere) understanding, but on applying, analyzing, evaluating (discussing), and creating. More concretely, participants will not only learn on AI and repeat concepts, but directly apply these concepts—with the intention to eventually create new and promising ideas on how to enhance marketing (in their firm) via AI.
Evaluation
Participants’ learning outcomes will be assessed via 1 quiz (individual, 30% in total) and a paper that analyzes the status quo of AI in the participant’s organization and outlines a strategy with clear measures on how to enhance the organization’s marketing function via AI (individual, 5 to 7 pages, single-space, 70% in total).
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This program is accessible for people with disabilities. Please contact us if you have any specific requirements or to obtain the Public Accessibility Register.
Funding options
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*Net price, HEC Paris is not subject to Value Added Tax. Prices, dates, faculty and program content are subject to change.
This program is not eligible for the CPF.
