Program Overview

Program Overview

The AI and Analytics for Strategic Marketing course is an eight-week online program designed to explore the transformative role of AI and analytics in modern marketing methodology. Participants will delve into customer segmentation, advertising optimization, branding strategies, and pricing tactics, using AI-powered tools to make informed, data-driven decisions for campaigns.

Course Details

• Start Date: December 2, 2025
• Duration: 8 weeks, Online
• Price: US$ 2,400
• Language: English

Course Objectives

The course aims to equip participants with the skills to:

1. Gain a comprehensive understanding of various AI and analytics tools used in marketing.
2. Leverage AI and analytics to enable effective decision-making and goal attainment across marketing functions.
3. Discover how to optimize AI and analytics, spanning segmentation, branding, pricing, CRM, and more to inform marketing plans and strategies.
4. Creatively apply generative AI techniques to develop innovative marketing solutions, including original content generation and approaches to customer engagement.
5. Explore AI ethics, focusing on ensuring secure and compliant AI adoption in marketing decisions.
6. Learn how to implement AI-powered solutions, prioritizing data privacy, transparency, and compliance.

Target Audience

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.

Course Content

The program is structured into eight modules:

Module 1: The AI Revolution, AI Models, and Analytics for Segmentation

Leverage AI-driven analytics to mine vast datasets and strengthen marketing strategies like segmentation, buyer personas, and microtargeting.

• AI Revolution: Why Now?
• AI Models and AI Analytics in Marketing
• Demand Forecasting
• Customer Segmentation
• Buyer Persona
• Microtargeting

Module 2: AI, New Product Development, and Branding

Explore AI initiatives that factor into customer demand, product development, and the 360º marketing cycle to enhance campaign efficacy.

• 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

Module 3: AI in Advertising and Media Management

Analyze how machine learning and predictive analytics are transforming advertising, media management strategy, and marketing decision-making.

• 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

Module 4: AI and Customer Relationship Management

Strengthen CRM principles through AI-driven automation, CLV insights, and loyalty programs metrics to strengthen acquisition and retention.

• 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

Module 5: AI in Sales and Distribution

Transform sales through sales force optimization, smart logistics, and AI- and analytics-led chain digitalization with IoT for stronger distribution.

• Sales Force Optimization
• AI and Analytical Techniques in Inventory and Logistics
• Demand Chain Digitization and Internet of Things (IoT)

Module 6: AI and Analytics in Pricing and Revenue Management

Leverage AI and analytics to optimize pricing and revenue, test and validate predictive pricing models, and assess risk and uncertainty.

• Pricing Optimization and Dynamic Pricing
• Testing and Validation of Pricing and Revenue Management

Module 7: Generative AI and Marketing

Spark new marketing possibilities with generative AI through text, image, and audio creation to elevate content and strategy.

• Text-Based Generative AI
• Image-Based Generative AI
• Audio Generation

Module 8: Generating AI-Powered Marketing Strategies: Promises and Perils

Create your digital twin framework, navigate AI’s promises and pitfalls, and explore AI-enriched marketing strategies for your organization.

• Using AI to Generate a Media and Marketing Plan
• Limitations of AI and Analytics in Marketing
• The Future of Generative AI and Marketing

Evaluation Criteria

To ensure successful completion of the program, participants will be evaluated based on:

• Submitting assignments and participating in discussion forums.
• Taking regular self-assessment tests.
• Solving individual case studies that simulate real-world scenarios.
• Maintaining an average score of at least 80% for each module.

Faculty

The course is led by Dr. Joseph Johnson, PhD, Associate Professor of Marketing at Miami Herbert Business School.

Payment Options

• Early Registration Benefit: Secure your place now with a special time-limited tuition benefit.
• Installments: Flexible payment options are available.
• Group Deals: Tuition benefits for groups are available upon consultation with an advisor.