Is this course really 100% online? Do I need to attend any classes in person?

This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.

Can I just enroll in a single course?

Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Can I take the course for free?

No, you cannot take this course for free. When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. If you cannot afford the fee, you can apply for financial aid.

AI for Marketing Specialization

AI for Marketing Specialization

Supercharge Your Marketing with AI. Master strategies for deploying AI solutions in support of your marketing efforts

Instructor: David Schweidel

Included with Coursera Plus

Learn more

5 course series

Get in-depth knowledge of a subject

4.6

(52 reviews)

Beginner level

No prior experience required

1 month at 10 hours a week

Flexible schedule

Earn a career credential

Share your expertise with employers

5 course series

Get in-depth knowledge of a subject

4.6

(52 reviews)

Beginner level

No prior experience required

1 month at 10 hours a week

Flexible schedule

Earn a career credential

Share your expertise with employers

What you'll learn

Learn to leverage AI for marketing efficiency, understand generative AI tools, assess benefits, and recognize potential risks to brands and society.

Overview

This specialization explores the transformative impact that AI will have on marketing by guiding learners through its applications across the customer journey. Participants will gain experience in leveraging AI to support customer acquisition and retention, creating compelling marketing content using generative AI, and assessing the effectiveness of AI-driven strategies. After completing the specialization, learners will be equipped to leverage AI to enhance marketing outcomes and drive growth.

What’s included

Shareable certificate

Add to your LinkedIn profile

Taught in English

17 practice exercises

Advance your subject-matter expertise

Learn in-demand skills from university and industry experts
Master a subject or tool with hands-on projects
Develop a deep understanding of key concepts
Earn a career certificate from Emory University

Specialization - 5 course series

This Specialization includes four courses plus a capstone. Some, but not all courses offer assignments that asks learners to apply what is being taught in the courses. At the end of the Specialization, learners will complete a capstone project that requires them to weigh the benefits and costs of deploying AI in support of marketing efforts. This will include evaluating its economic impact, as well as considering the ethical and societal concerns.

What Can AI Do for Marketing?

Course 115 hours4.5 (48 ratings)View course

What you'll learn

Explore the transformative potential of artificial intelligence in the marketing landscape. This course is designed to help you distinguish between the opportunities for developing new AI algorithms and those for applying existing AI technologies in marketing. You will learn how to identify and capitalize on AI-driven opportunities to enhance marketing strategies, improve customer engagement, and drive business growth. Delve into the crucial role of data in AI applications, discovering how to collect, analyze, and leverage data to inform marketing decisions. Understand the process of mapping and managing the customer journey with AI tools, ensuring personalized and efficient customer experiences. Learn to assess the impact of AI implementations on your marketing efforts, measuring success and refining strategies for optimal results. This course also addresses the critical issue of bias in AI, providing insights on how to recognize and mitigate biases in machine learning algorithms to ensure fair and ethical marketing practices. By the end of this course, you will be equipped with the knowledge and skills to harness AI's full potential in the marketing domain. Join us to unlock the future of marketing with AI.

Skills you'll gain

Artificial Intelligence, AI Personalization, Marketing Strategies, Customer Insights, Customer experience improvement, Data Collection, Marketing, Data-Driven Decision-Making, Algorithms, Responsible AI, Automation, Data Ethics, Marketing Analytics, and Marketing Effectiveness

Generative AI in Marketing

Course 213 hours4.7 (18 ratings)View course

What you'll learn

Discover the transformative potential of Generative AI in the marketing landscape. This course offers an introduction to generative AI and explores its unique capabilities in the context of marketing. Learn to create compelling visual content and enhance customer engagement through advanced AI tools. Dive into the intricacies of training generative AI models and understand the pivotal role of human input in optimizing AI-driven strategies.

Learners will explore the limitations of generative AI tools, such as chatbots, and master the art of prompting and iterating with these systems. The course also covers the practical application of generative AI in customer acquisition and engagement, providing insights into evaluating its effectiveness. This course also covers discussion of the legal debates surrounding generative AI, the concept of fair use, and potential brand concerns. By the end of this course, you will be equipped with the knowledge and skills to harness generative AI responsibly and effectively for marketing success.

Skills you'll gain

Content Creation, Marketing, Customer Engagement, Legal Risk, ChatGPT, Marketing Strategies, Generative AI, Marketing Effectiveness, Customer Acquisition Management, MarTech, and Prompt Engineering

AI's Existing Impact

Course 312 hoursView course

What you'll learn

Artificial Intelligence (AI) is transforming industries by enhancing personalization and customer experience. This course, "AI's Existing Impact," delves into the benefits of personalization for brands, helping you distinguish between personalization and customization. You will learn to identify opportunities to leverage AI to support personalization efforts and understand different approaches used in implementing personalization algorithms.

The course also covers content moderation challenges and helps you assess the tradeoffs between the benefits and risks of personalization algorithms in various contexts. You'll explore different approaches to building recommendation systems and learn how organizations can monetize these systems' results. Additionally, you'll uncover the shortcomings of recommendation systems, including their predictive limitations and societal effects. Explore how chatbots are built and how marketing organizations can utilize them to improve customer experiences. You'll assess the opportunities and challenges of implementing chatbots in marketing and understand factors affecting consumer acceptance of AI.

Skills you'll gain

AI Personalization, Marketing, ChatGPT, MarTech, Consumer Behaviour, Self Service Technologies, Algorithms, Customer Engagement, Responsible AI, Customer Service, Customer experience strategy (CX), Content Management, Data Ethics, Marketing Psychology, Personalized Service, Return On Investment, Marketing Analytics, Artificial Intelligence, Business-To-Consumer, and Customer experience improvement

Driving Customer Equity with AI

Course 49 hoursView course

What you'll learn

This course covers how to drive customer equity and transform your marketing strategies using generative AI. Delve into the foundational components of customer equity and understand the impacts on long-term business success. Learn to evaluate marketing tactics through the lens of customer equity and identify opportunities where AI can enhance these efforts.

Explore the most effective tactics for customer acquisition and discover how AI can make these processes more efficient and impactful. Gain insights into the analytic foundations of modeling customer retention and uncover how AI can support retention strategies. The course also highlights the role of automation in modern marketing tactics and the benefits of using experimentation to evaluate AI's impact. Learners will assess how AI can optimize marketing operations, contributing to more efficient and effective campaigns. Join and learn the skills to harness AI for improving customer acquisition, retention, and overall equity, driving sustainable growth for your organization.

Skills you'll gain

Marketing Operations, Customer Retention, AI Personalization, Marketing Automation, Marketing Effectiveness, Predictive Modeling, Marketing Analytics, Customer Acquisition Management, Customer Relationship Management, Marketing Strategies, Customer Insights, and Customer Analysis

Capstone: Making the Case for AI

Course 55 hoursView course

What you'll learn

Skills you'll gain

Marketing Strategies, Marketing Effectiveness, Artificial Intelligence, Customer Insights, Customer experience strategy (CX), Marketing Analytics, Generative AI, AI Personalization, and Content Creation