The course is designed for individuals who possess a fundamental understanding of marketing principles and data analysis skills, but have yet to explore the world of AI. You will gain an understanding of how AI works, the problems it can solve, where it’s applicable and how to use it effectively in your own business environment—all without having any coding experience! Our goal is to empower you with the knowledge and confidence to unlock the full potential of AI in marketing.
- Marketing professionals looking to take your skills to the next level
- Entrepreneurs and individuals interested in learning and understanding how AI can help you grow your business
- Anyone interested in the emerging field of AI and its application in marketing
In this course, you will:
- Explore the exciting possibilities of using AI to elevate your marketing strategies.
- Discover the different forms of AI and how they can be integrated into your marketing approach.
- Apply learnings from hands-on practical exercises, enabling you to dip your toes into the world of AI before tackling more advanced topics in the future!
Week 1: Introduction to AI and Machine Learning in Marketing
- AI and ML concepts and terminology
- Supervised, unsupervised and reinforcement learning
- Common ML algorithms and their applications
- AI-driven marketing strategies
- Personalization and automation
- Examples of AI powered marketing campaigns
- Hands-on exercise: Large Language Models (LLM) and Local LLM
Week 2: Natural Language Processing (NLP) for Marketing- NLP concepts and techniques
- Introduction to chatbots and conversational AI
- AI-generated content (headlines, captions, slogans, summaries)
- AI-optimized content for Search Engine Optimization (SEO), readability, engagement and conversion
- Use cases in marketing and customer support
- How NLP is used in marketing
- Hands-on exercise: Building a simple chatbot
Week 3: Generative Imagery, Data Visualization and Social Media- Generative imagery
- Data visualization basics
- How data visualization is used in marketing
- Case studies of data visualization-powered marketing campaigns
- Hands-on exercise: Data visualization tools
- Social media marketing strategies
- AI-driven content discovery and scheduling
- Hands-on exercise: Analyzing social media data for insights
Week 4: AI-powered Marketing Automation- Email marketing strategies
- AI-driven personalization and content generation
- Hands-on exercise: A/B testing for email campaigns
- Recommendation systems basics
- How recommendation systems are used in marketing
- Case studies of recommendation systems-powered marketing campaigns
- Hands-on exercise: Recommendation systems tools
Week 5: Data governance, privacy, and ethics in AI marketing- Importance of ethical AI in marketing
- Data privacy and securing concerns
- Responsible use of customer data
- Bias and fairness in AI-driven marketing strategies
- Emerging trends in AI and marketing
- Real-world case studies
Week 6: Final Presentations and Wrap-upWho teaches this course?
James Moore teaches this course. James is the Director of Online Learning for DePaul
University's Driehaus College of Business. He holds a B.A. in economics and information technology from Middlesex University in England and an M.S. in telecommunications with a computer science concentration from DePaul University. James lives in Chicago with his wife and daughter. He has been using Artificial Intelligence in his work and teaching since 2019.
What is Flex?
A Flex course is taught in a technology-enhanced classroom that allows for students and guests to remotely connect via Zoom and actively participate with students and faculty in the physical classroom. This modality is highly desired by students who enjoy learning in the classroom but want the flexibility to connect online when work or family responsibilities prevent them from traveling to campus. You can attend this course on campus or remotely via Zoom. You don’t need to commit to one particular mode of attendance – you can choose on the day what works best for you.
Can I attend remotely?
Yes. You can attend remotely for all classes over the six weeks, or for some. You will need a computer (webcam, microphone, speakers) running the current version of Zoom to connect.
Can I attend on campus?
Yes. You can attend on campus for all classes over the six weeks, or for some.
Are there course materials?
There are no required books for this course. Comprehensive handouts and videos will be available on the first day of class. The cost of these materials is included in the course fee.
Is there required software?
Projects will require the use of free software. Instructions on how to download and use the software will be provided in class. You may need administrator access to install these on your computer.
Is this class very technical?
Some of the topics are technical, but are described in a way that a non-technical person can understand. At every stage, theory is integrated with the technology – we aim to provide insight for technical and non-technical participants.
Do I need a computer?
You will need access to a computer (Windows or Mac OS) and a reliable (broadband) connection to the Internet. You may bring a laptop to class if you wish, but it is not required.
Do I get DePaul credit for this class?
No, but some DePaul CPE courses have been approved for continuing education units (CEUs). This is a professional education class, with different requirements than courses taken for academic credit.
How big is the class?
Class size is limited to allow for a more interactive environment in the classroom. Most classes have less than 20 students.
Will I have to write papers and take exams?
You will have an optional assignment each week. It will not be graded, but you will receive feedback on each of your assignments. At the end of the course, you will have a required class presentation. Instructions on how to create your online presentation will be provided.
How do I access the course learning management system?
You will be given a user name and password the first week of class. DePaul's learning management system is hosted at: http://D2L.depaul.edu.
What are the requirements for the Integrated Marketing Communications Certificate?
To receive the IMC certificate, students must successfully complete three required courses and two elective courses plus one seminar. Follow the link to learn more about the IMC Certificate and review the list of courses.
What is the difference between a certificate and a certification?
A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified
