Discover AI’s digital marketing capabilities to develop an AI-driven strategy that enhances customer engagement and increases your marketing ROI
6 weeks, excluding
orientation
6–8 hours per week,
self-paced learning online
Weekly modules,
flexible learning
1
The ability to create an AI-driven digital marketing strategy that connects the needs of your customers with your organizational goals through AI-enabled strategic and tactical omnichannel marketing efforts.
2
The knowledge to identify the pitfalls and opportunities presented by AI, including how best to plan for AI in order to drive innovation within your organization.
3
The ability to use AI in making more accurate decisions based on robust predictive analytical and behavioral propensity models, enabling you to streamline resources and make the most of your marketing budget.
4
An understanding of AI-driven insights to leverage recommendation engines and align content creation with your organization’s tactical and strategic goals.
Over the duration of this online short course, you will work through the following modules:
Module 1
An Introduction to AI
Learn about the development of AI and its uses today.
Module 2
Content Marketing Using AI
Explore how AI allows marketers to generate personalized content for individual consumers and their contexts.
Module 3
Personalization With Recommendation Engines
Learn how recommendation engines are applied in digital marketing.
Module 4
Informed Decision-Making Using Advanced Analytics
Learn how integrating marketing data helps organizations measure and better understand the various ways customers interact with their business.
Module 5
Organizational Transformation for AI Integration
Explore the organizational requirements for machine learning automation.
Module 6
Creating an AI-Driven Digital Marketing Strategy
Prepare a strategic approach to implementing AI-driven digital marketing capabilities in your organization.
Please note that module titles and their contents are subject to change during course development.
Vijay Viswanathan
Vijay Viswanathan, Professor and Associate Dean of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University
Viswanathan’s research focuses on consumer decision-making, especially in relation to branding, pricing, cross-media consumption and social influence. His research has important implications for the economic impact of managerial decisions related to brand architecture, loyalty programs, consumer engagement and omnichannel strategy. Viswanathan’s work spans a broad range of industries such as automobile, chemical and pharmaceutical, e-commerce, entertainment, financial services, luxury goods, media and retail. He teaches courses related to marketing research, marketing strategy and integrated marketing communications across various programs and has been recognized as one of the top 100 faculty and staff at Northwestern University.
This Northwestern Medill online course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:
Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time.
Enjoy a personalized, people-mediated online learning experience created to make you feel supported at every step.
Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.