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Marketing Automation using Artificial Intelligence

(Elective Course)

Marketing Automation using Artificial Intelligence helps students gain experience solving business problems and applying core skills needed to develop and manage AI applications. AI refers to the development of technologies and systems that can perform tasks usually requiring human intelligence, such as visual perception, speech recognition, and even decision making. The course provides an introduction to industry use cases, opportunities, and challenges to develop an AI Strategy, designing and optimizing AI projects, evaluating analytics platforms and enterprise architecture, establishing model governance, digital trust, and ethics, while leading organizational change management. Students learn how to apply a step-by-step development process, creating digital transformation roadmaps, and addressing real-world business problems especially related to IMC. Students will act as key decision makers, evaluating a range of AI projects and solving marketing automation challenges leading to business transformation.