AI in Marketing

ABOUT THE COURSE: To develop an understanding of application of Al in marketing management and familiarize students with changes brought in traditional marketing activities due to AI and ethical concerns raised by Al adoption.PREREQUISITES: Under Graduate

Week 1: Understanding the basics of AI in Marketing (Continued), Introduction to AI Algorithms, Designs of AI, Transition process and AI matrix.
Week 2:Customer value and Role of AI in Value Delivery Process, Transforming Marketing Strategy using AI (Continued).
Week 3:Using AI for STP, Application of AI in Marketing Mix, Marketing Information Systems and its Components.
Week 4:What is Marketing Research (Continued), Individual Dynamics and its influence on Consumer Behaviour, Consumer Buying Decision Process, Understanding Customer
Journey (Continued).
Week 5:Customer Experience: Meaning & Characteristics, Personalization: Going Beyond Segmentation, Avatar marketing.
Week 6:Standardization, Personalization & Relationalization of Brands using AI, Understanding Networks and Brand Network Effect, Understanding the Use of AI for Addressing Competition, AI and Brand Equity, AI and New Brand Realities (Continued).
Week 7:AI for Value Creation and Product Development, Personalization and hyper-personalization Using AI(Continued).
Week 8:Implementation of AI by Product Managers, AI in Service, Pricing Strategies Using AI (continued).
Week 9:Role of AI in Advertising (Continued).
Week 10:AI in Sales promotion and Direct Marketing, AI in PR and Publicity and Social Media Marketing (Continued), Personal Selling using AI, Sales management using AI.
Week 11:AI and Marketing Channel Management, Omnichannel Marketing and Retailing, Changing face of Retailing in the age of AI, AI in Logistics Management (Continued).
Week 12:Navigating Ethical Challenges in AI (Continued), AI and Sustainability.