Building Generative AI Capabilities (Coursera)

You will also learn how key ethical considerations affects AI in marketing. This course is ideal for marketing professionals looking to stay ahead of the competition and develop or refine their AI strategy and roadmap for their marketing organization.

This course is part of the Generative AI in Marketing Specialization.

What you'll learn

- You will learn the key strategic considerations of change management and ethics in Generative AI.

- You will learn how to create a customer journey map.

Syllabus

Develop a Generative AI Capability

Welcome to the Develop a Generative AI Capability module! Marketing organizations today continue to develop and use to AI as a competitive advantage. In this module, we will focus on how marketing organizations can develop successful AI capabilities, and how AI in practice, can evolve a marketing strategy. In this module, we'll also focus on how AI can transform marketing and business strategies to stay ahead of the competition. Finally, in this module, we'll focus on the five stages of the AI Marketing Canvas, which is a direct, actionable plan that marketing organizations can use to implement AI into marketing plans, and understand the broader implications of incorporating AI into marketing plans.

Strategic Considerations: Change Management

Welcome to the Strategic Considerations: Change Management module! Implementation of AI in marketing is as much about humans as it is about technology. In this module, we will explore the various stages in the AI development journey that requires intervention from leaders and organizations. Finally, in this module, we will explore frameworks used by successful managers to develop AI capabilities in their organizations and how change management can affect and enhance AI.

Strategic Considerations: Privacy and Ethics

Welcome to the Strategic Considerations: Privacy and Ethics module! Generative AI has a tremendous potential to transform and impact marketing organizations and there are numerous ethical concerns and considerations when using Generative AI as a marketing strategy. In this module, we'll explore how international and national policies and regulations impact marketing and the use of AI. In this module, we’ll also learn how policies and regulations affect acquisition values of marketing organizations and the increasing importance of a customer-centric strategy has on marketing organizations. Finally, in this module, we'll understand how privacy regulations and polices and build and improve customer trust.