Foundations of AI in Marketing

This unit introduces foundational AI and machine learning concepts, natural language processing, generative models, and predictive analytics within a marketing context. Students will learn data practices, testing and measurement techniques, and ethical and operational considerations to prepare for applied AI marketing projects in subsequent units.

Learning Objectives

• Analyze the historical and technological evolution of AI and its implications for modern marketing strategies and organizational change
• Apply core machine learning, NLP, and generative AI concepts to design marketing solutions such as behavioral segmentation, churn modeling, and conversational interfaces
• Demonstrate data literacy by defining data types, selecting appropriate data collection methods, and implementing measurement techniques including A/B testing and email/SMS performance tracking
• Evaluate ethical, privacy, and integration considerations when deploying AI-driven marketing tools and recommend operational steps for responsible adoption