ONLINE EXECUTIVE EDUCATION

AI and Analytics for Strategic Marketing

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

START DATE

September 30, 2024

DURATION

8 weeks

Online

FEE

US$2,400

LANGUAGE

English, Spanish, Portuguese

Limited spots. enroll now to ensure your place.

UNLOCK INSIGHTS, PERSONALIZE CUSTOMER EXPERIENCES, AND DRIVE DATA-DRIVEN DECISION-MAKING FOR UNPRECEDENTED MARKETING SUCCESS

This comprehensive course delves into the pivotal role and potential of artificial intelligence (AI) and analytics in modern marketing practices. Over eight weeks, you will explore topics that include customer segmentation, advertising optimization, branding strategies, and pricing tactics. Through immersive case studies and hands-on exercises, the course underscores practical applications, illuminates the evolving landscape of AI and analytics in marketing, and addresses pertinent ethical considerations, ensuring you emerge adept at navigating the dynamic intersection of technology and marketing.

$107B

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

Course Modules

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

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

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

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

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

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

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

Module 7: Generative AI and Marketing

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

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

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

In this course, you will:

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.

Miami Herbert in Numbers

in Florida, according to Poets&Quants’ Best Undergraduate Business Schools of 2023

TRIPLE CROWN

we are in the top 1% of business schools with AMBA, EQUIS, and AACSB accreditation.

Miami Herbert in Numbers

#24

in the world for Custom Executive Education Programs in the Financial Times ranking

in Florida according to Poets & Quants’ Best Undergraduate Business Schools of 2023

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

TRIPLE CROWN

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

This course is designed for:

Senior marketing managers who want to gain insights into leveraging AI and analytics to refine strategic decision-making processes, enhance campaign performance, and drive overall marketing effectiveness within their organizations
Marketing team leaders who wish to acquire the necessary knowledge and skills to guide their teams in implementing AI and analytics tools effectively, fostering innovation, and staying ahead of market trends

Marketing analysts looking to enhance analytical capabilities by learning advanced techniques and tools for data interpretation, predictive modeling, and optimizing marketing campaigns through AI-driven insights
Aspiring marketing professionals who want to develop a competitive edge in the job market by familiarizing themselves with the latest advancements in AI and analytics to position themselves as valuable assets to prospective employers seeking innovative marketing talent

Meet the Faculty

Dr. Joseph Johnson

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 for Data Sciences. He teaches Marketing Analytics, New Product Development, Strategic Brand Management, and a doctoral seminar on quantitative methods for marketing management. His current research focuses on the use of artificial intelligence and text-mining tools as a decision aid for managers.

LO QUE OPINAN NUESTROS PARTICIPANTES

José Carlos Rivera Rodríguez

Chief Information Officer, Store Management System, LLC.

“El programa me ha dado un ‘mindset’ diferente. Ahora entiendo procesos, tecnologías y la importancia del estratega de marketing en una organización para poder mejorar las entrategias tecnológicas y que estas aporten valor a la organización”.

Juan Arturo Jimenez García

Chief Information Officer, Store Management System, LLC.

“Excelente experiencia. Se aprenden muchos contenidos actualizados con ejemplos muy concretos y puntuales. Las sesiones son enriquecedoras y los casos de estudio se pueden aplicar a la realidad”.

Enroll now and save your spot.