Applied AI for Marketing Operations

This unit focuses on applying AI across core marketing operations, including customer data sourcing and governance, model-driven lead scoring and segmentation, AI-assisted creative production, and measurement. Students will combine machine learning fundamentals with practical prompt engineering, testing strategies, and ethical risk assessment to design and evaluate AI-enabled campaigns, building on foundational concepts and preparing to scale capabilities in subsequent units.

Learning Objectives

• Analyze customer data sources, placement, and governance requirements to prepare reliable, privacy-compliant inputs for AI-driven marketing models
• Apply supervised and unsupervised learning concepts and AI toolsets to build, validate, and operationalize lead scoring, segmentation, lifetime value, and churn models
• Demonstrate prompt engineering and AI-assisted creative workflows to create, enhance, and localize text, images, and video for email, SMS, SEO, and paid campaigns
• Evaluate measurement operations, A/B testing strategies, and AI-specific risks (including hallucinations) and recommend improvements that align with marketing goals and ethical standards