4.5
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100 ratings

Rajkumar Venkatesan

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Artificial Intelligence in Marketing

University of Virginia

About this Course

27,172 recent views

AI is everywhere! By harnessing the power of Artificial Intelligence, businesses and marketers have amazing growth potential, and the opportunities to enhance marketing with AI are always expanding. But how can businesses use AI tools to drive their success and gain sustainable competitive advantages? What are the challenges faced by businesses as they implement AI into their marketing strategies?
In this course, developed at the Darden School of Business at the University of Virginia, and delivered by Professor of Business Administration Raj Venkatesan, you will explore an important frontier of digital transformation in marketing. You will examine three key forces that enable AI in marketing strategies - Algorithms, Networks, and Data - and gain a deeper understanding of how businesses in a wide variety of industries can get the most out of this exciting technology. You will see real world examples of successful companies like Ford, Netflix, and the Washington Post using AI to take on the competition in new and creative ways, and hear from experts about how AI is shaping the present and the future in their respective industries. 

You can learn more about Raj by following his posts on Twitter (@rajkumarvenk) and on LinkedIn: https://www.linkedin.com/in/education-marketing.

Flexible deadlines

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Shareable Certificate

Earn a Certificate upon completion

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Coursera Labs

Includes hands on learning projects.

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Beginner Level

No prior experience needed to participate in and benefit from this course.

Approx. 10 hours to complete

English

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What you will learn

How to use data-driven AI to improve customer engagement
How to develop networked business models and leverage network effects
How to build a sustainable competitive advantage from data gathered on digital platforms
How to use algorithms, networks, and data to create AI Relationship Moments that are personalized to individual customers

Skills you will gain

Business Model
Digital Marketing
Network Effects
Marketing Strategy
Customer Engagement

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Beginner Level

No prior experience needed to participate in and benefit from this course.

Approx. 10 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.65/5 (43 Ratings)

Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration

Darden School of Business

327,683 Learners

11 Courses

Offered by

University of Virginia

A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.

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Syllabus - What you will learn from this course

Week1

Week 1

2 hours to complete

What Is AI?

2 hours to complete

7 videos (Total 30 min), 2 readings, 3 quizzes

Week2

Week 2

2 hours to complete

Networks and Network Effects

Can you imagine an autonomous self-driving Ford F150 truck? This week we'll explore the future of vehicles that will use AI to take on the open road and look at how preconceptions about brands and driverless cars may prove incorrect as the industry moves into the future. We'll also see how networks and network effects work to create AI capable of one day crossing the "Uncanny Valley" in the autonomous vehicle market.

2 hours to complete

11 videos (Total 31 min), 1 reading, 2 quizzes

11 videos

Welcome to Week 21mAn Autonomous F150?1mInterview: Jim Snead on Automation at Ford2mAutonomous Vehicles: Preconceptions and Reality1mAbout the Discussion: the Autonomous Market vs the Current Market3mNetworks and Network Effects5mMoney and Subsidy Sides2mTrigger Network Effects4mAbout the Discussion: Network Effects in an Autonomous Vehicle Market2mCan Machines Have Personalities?3mWeek 2 Takeaways2m

1 reading

Driverless Trucks at Ford: Cruising Into a Compromised Brand Identity?20m

2 practice exercises

Week 2 Practice Quiz25mWeek 2 Final Quiz30m

Week3

Week 3

2 hours to complete

Data-Driven AI

As businesses become more successful, they also become a more attractive target for competitors. But data-driven AI can provide a crucial edge. This week we'll explore how businesses use data to build a sustainable competitive advantage in their industries. We'll look at the fierce competition in the world of video streaming and explore how Disney+ seeks to overtake Netflix as the dominant streaming platform.

2 hours to complete

9 videos (Total 29 min), 2 readings, 2 quizzes

9 videos

Welcome to Week 34mThe Success of Netflix1mAbout the Discussion: Keys to Success for Netflix2mDisney+ Arrives on the Scene2mAbout the Discussion: Why is Disney Entering the Streaming Space?1mThe Paradox of Civilization2mSources of Advantage7mNetflix's Sustainable Competitive Advantage4mWeek 3 Takeaways2m

2 readings

Technical Note on Sustainable Competitive Advantage 15mNetflix, Inc: The Mouse Strikes Back20m

2 practice exercises

Week 3 Practice Quiz25mWeek 3 Final Quiz30m

Week4

Week 4

4 hours to complete

AI Relationship Moments

We've been introduced to the three forces that enable AI in marketing - algorithms, networks, and data - but how do they come together to give marketers a competitive advantage? This week we'll see how the three forces combine to form AI Relationship Moments that can drive effective AI marketing strategies. To illustrate this, we'll explore the innovations that have enabled the Washington Post to compete with the New York Times in the digital space. Patrick Cullen, senior director of Zeus technology at the Washington Post, will join Raj to discuss how these innovations have helped position the newspaper for an AI future.

4 hours to complete

11 videos (Total 42 min)

11 videos

Welcome to Week 41mThe Success of the Washington Post5mInterview: Patrick Cullen on Innovation at the Washington Post – Part 1 8mInterview: Patrick Cullen on Innovation at the Washington Post – Part 2 6mNetworks and Nodes1mHow Are Nodes Approaching AI?4mAI Relationship Moments5mConsumer Data and the Coke Freestyle Machine2mWeek 4 Takeaways1mCourse Conclusion 1mPeer Reviewed Assignment Overview3m

4 practice exercises

Week 4 Practice Quiz 115m2nd Week 4 Practice Quiz15mVideo Feedback Survey15mWeek 4 Final Quiz30m

Reviews

4.5

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TOP REVIEWS FROM ARTIFICIAL INTELLIGENCE IN MARKETING

by HPJun 7, 2021

Amazing content and superb delivery by Raj. This was my introductory course in AI and all the concepts were explained really well by Raj in easy to understand language. Thank you !

by NCSep 6, 2021

It was a great course but if you want to learn more then i suggest to do a specialization rather than a single course.

by AKMay 11, 2021

I learned a lot about AI in marketing. Raj was great instructor.

by AKMay 4, 2021

One of the best course for a person starting to understand the use of AI in marketing. Raj has explained concepts very well.

View all reviews

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Artificial Intelligence in Marketing

Artificial Intelligence in Marketing

About this Course

What you will learn

Skills you will gain