Programme

PGP

Term

IV

Academic Year

2021-22

Course title

Artificial Intelligence and Marketing

Area

Marketing

Credits

0.75

Instructor(s)

Prof. Anuj Kapoor

Course Description & Objectives

Objectives: From smart search options and personalised messaging to being used in campaigns and marketing, AI and machine learning are increasingly being used in marketing. The class is designed to introduce future managers to AI technology and its many marketing applications. Students will walk away with a foundational understanding of AI and its near and long term applications, explore the myths and realities surrounding the technology, and delve into the legal, social and policy implications of AI. Further, students will be able to understand how firms can utilize customer data - from online and offline sources and AI concepts to predict customers’ next moves and intelligently target the right customers with the right content across the right channel, and at just the right time.