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Online Executive Education

AI AND ANALYTICS FOR STRATEGIC MARKETING

Explore, adapt, and capitalize on emerging technologies and trends.

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COURSE OVERVIEW

This course delves into the transformative role of AI and analytics in modern marketing methodology. Over eight weeks, you will dive into customer segmentation, advertising optimization, branding strategies, and pricing tactics, using AI-powered tools to make informed, data-driven decisions for campaigns. You will discover how to apply AI in marketing functions like CRM, sales, and media management. Through case studies and hands-on exercises, you will discover generative AI techniques for content creation and customer engagement. Addressing ethical considerations, you'll gain the skills to develop innovative, compliant, and transparent AI-driven marketing strategies.

Throughout this course, you will learn to use the following tools:

  • AutoML

  • IBM Watson Personality Insights

  • Adobe Budget Allocation Tool

  • Image generation tools

  • ChatGPT

CAREER OUTLOOK

$107 B

is the global market revenue forecast for AI in marketing in 2028.
Source: WebFX

88%

of marketers leveraging AI say the technology has helped them personalize the customer journey.
Source: WebFX

50%

of the marketers surveyed are concerned about AI-related data privacy and ethics.
Source: WebFX
LEARNING OBJECTIVES

LEARNING OBJECTIVES

  • Gain a comprehensive understanding of various AI and analytics tools used in marketing.

  • Learn to leverage AI and analytics to enable effective decision-making and goal attainment across marketing functions.

  • Discover how to optimize AI and analytics, spanning segmentation, branding, pricing, CRM, and more to inform marketing plans and strategies.

  • Creatively apply generative AI techniques to develop innovative marketing solutions, including original content generation and approaches to customer engagement.

  • Explore AI ethics, focusing on ensuring secure and compliant AI adoption in marketing decisions.

  • Learn how to implement AI-powered solutions, prioritizing data privacy, transparency, and compliance.

ONLINE COURSE FEATURES

Three key benefits of learning in an online format:

World-class faculty: Miami Herbert's courses are designed and led by distinguished experts, merging academic excellence with industry insights.

Learn at your own pace: Balance professional, personal, and academic commitments with flexible content accessible anytime, anywhere.

Interactive virtual environment: Engage in curated sessions, case studies, and peer discussions to create an engaging, immersive learning experience.

COURSE CONTENT

  • AI Revolution: Why Now?

  • AI Models and AI Analytics in Marketing

  • Demand Forecasting

  • Customer Segmentation

  • Buyer Persona

  • Microtargeting

  • AI and Customer Needs

  • AI and Idea Generation

  • Applying AI in New Product Development

  • Utilizing AI in the Design Process

  • Branding and Consumer Behavior

  • Branding in the Age of AI and Big Data

  • Introduction to Machine Learning in Advertising

  • Predicting Email Open Rates

  • DeepAudio: A Theory-Based AI System for Audio Ad Analysis and Diagnosis

  • DeepSense: Integrated Analysis for Enhanced Predictive Accuracy

  • AI in Media Management

  • The Three Phases of CRM

  • Customer Satisfaction

  • Balancing Acquisition and Retention

  • Decision Journey Analytics Framework

  • Recommendation Systems

  • Customer Lifetime Value and Loyalty Programs

  • AI-Based Approaches to Marketing and Automation Within CRM

  • Sales Force Optimization

  • AI and Analytical Techniques in Inventory and Logistics

  • Demand Chain Digitization and Internet of Things (IoT)

  • Pricing Optimization and Dynamic Pricing

  • Testing and Validation of Pricing and Revenue Management

  • Text-Based Generative AI

  • Image-Based Generative AI

  • Audio Generation

  • Using AI to Generate a Media and Marketing Plan

  • Limitations of AI and Analytics in Marketing

  • The Future of Generative AI and Marketing

COMPETENCIES YOU WILL DEVELOP

  • AI for Customer Segmentation

  • Advertising with AI analytics

  • Data-Driven Branding Strategies

  • Dynamic Pricing Techniques with AI

  • CRM AI-Driven Insights

  • AI Tools for Sales and Distribution

  • Generative AI-Powered Content

  • Marketing Campaigns with Machine Learning

  • Ethical AI Strategies for Compliance

  • Predicting Customer Behavior Trends with AI

  • AI Incorporated into Media Management Plans

  • AI Innovation with Marketing Transparency

FACULTY

UMH Faculty Joseph Johnson
Dr. Joseph Johnson, PhD

Associate Professor of Marketing, Miami Herbert Business School

Dr. Joseph Johnson is an Associate Professor of Marketing at Miami Herbert Business School and a member of the AI and Big Data Center at the University of Miami’s Institute fo...

THIS COURSE IS DESIGNED FOR:

  • Senior marketing managers seeking to leverage AI and analytics to enhance strategic decision-making, optimize campaign performance, and drive overall marketing effectiveness.

  • Marketing team leaders who want to harness AI and analytics tools to drive innovation and enhance team efficiency, staying ahead of market trends.

  • Marketing analysts aiming to elevate their skills in data interpretation and predictive modeling to optimize campaigns with AI-driven insights.

  • Aspiring marketing professionals looking to master AI and analytics to gain a competitive edge and become valuable assets to prospective employers seeking innovative talent.

MIAMI HERBERT BY THE NUMBERS

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in Florida according to Poets & Quants' Best Undergraduate Business Schools of 2024 ranking.

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in the United States for Custom Professional Education Programs in the Financial Times ranking.

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in the world for Custom ​E​​​xecutive ​E​​​ducation ​P​​​rograms in the Financial Times ranking.

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Less than 1% of the world's business schools have AMBA, EQUIS, and AACSB accreditation.

JOIN THE 1% OF BUSINESS SCHOOLS WITH TRIPLE CROWN ACCREDITATION

Miami Herbert Business School is accredited by AACSB (USA), AMBA (UK), and EQUIS (EUROPE) for exceptional quality assurance. Position yourself as a leading figure in your industry and become a top candidate with a triple crown-accredited education.

The content, professor, and classmates all made for a great experience! I highly recommend taking this course as it has developed my knowledge base and exposed me to AI. This has helped me gain experi...
Kevin McKernan
This was a wonderful learning experience. I got precisely the knowledge and information I was looking for and look forward to applying it in my career, as I can demonstrate my enthusiasm for technolog...
Madeline Nichley
This course is a great starting point for anyone looking to jump-start their journey with AI. It is about learning the concepts and how you can apply those to your job as a marketer. They provide appr...
Molly Logan
This was a great course. As an entrepreneur who wants to lead my team better, I have learned a lot about marketing and now understand how AI works, including how it uses data to give us back what we n...
Sandra Krasa BK

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