Machine Learning and Generative AI for Marketing

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This Specialization provides a structured pathway to mastering how artificial intelligence and machine learning transform modern marketing. Beginning with foundational concepts, learners explore how marketing has evolved in the AI era, how to interpret key performance indicators, and how to analyze trends and seasonality to guide strategic decisions. This first stage builds the analytical grounding needed to understand data-driven marketing performance. The journey progresses into applying machine learning techniques to deepen customer understanding. Learners develop capabilities in sentiment analysis, predictive analytics, and A/B testing to improve engagement. Techniques for customer segmentation and personalized product recommendations further enable targeted marketing strategies that respond to diverse audience behaviors. In the final stage, the focus shifts to advanced generative AI applications in marketing. Learners examine methods such as zero-shot and few-shot learning, transfer learning, and retrieval-augmented generation to create compelling and personalized content. The Specialization concludes by addressing the future of AI in marketing alongside essential considerations of ethics and governance, ensuring responsible and effective implementation of AI-driven strategies. This Specialization is based on the book, Machine Learning and Generative AI for Marketing, by Yoon Hyup Hwang and Nicholas C. Burtch

Syllabus

Course 1: Foundations of AI-Driven Marketing Analytics
Course 2: Customer Insights and Personalization with Machine Learning
Course 3: Generative AI for Marketing: Advanced & Responsible

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This course explores how machine learning can be used to uncover deep customer insights and deliver personalized experiences at scale. It highlights the growing importance of data-driven decision-making in enhancing customer engagement and business performance. Learners will develop the ability to analyze customer sentiment, predict behaviors, and design targeted strategies using A/B testing and predictive analytics. By the end of the course, participants will be able to implement practical personalization techniques that improve customer satisfaction and retention. What sets this course apart is its balance between foundational concepts and real-world applications, including recommendation systems and customer segmentation. It bridges theory with hands-on approaches used in modern business environments. This course is ideal for data professionals, marketers, and business analysts looking to leverage machine learning for customer-centric strategies. A basic understanding of data analysis and machine learning concepts is recommended. This course is part two of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization.
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Explore the transformative impact of AI and machine learning on modern marketing, from foundational concepts to advanced analytics for understanding customer behavior and campaign performance. Gain practical skills in data preparation, KPI analysis, regression, and time series forecasting to drive data-informed marketing decisions. This course introduces the core principles of AI and machine learning as they apply to marketing, equipping learners with the knowledge to analyze marketing performance and customer behavior. You will learn how to prepare data for machine learning, interpret key performance indicators, apply regression and decision tree analysis, and leverage time series models for strategic planning. By the end of the course, you will be able to use data-driven insights to optimize marketing strategies and anticipate trends. Through a blend of conceptual explanations, real-world examples, and interactive quizzes, this course guides learners step-by-step from foundational AI concepts to practical marketing analytics. Learners will build confidence in applying machine learning techniques to real marketing challenges. This course is part one of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization.
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This course focuses on leveraging generative AI to transform modern marketing strategies through advanced techniques and responsible innovation. It highlights the growing role of AI in creating impactful, data-driven campaigns while ensuring ethical and sustainable practices in the professional landscape. Learners will gain hands-on understanding of zero-shot and few-shot learning, transfer learning, and retrieval-augmented generation to craft compelling content and micro-target campaigns. By applying these techniques, participants will be able to enhance brand presence and deliver highly personalized marketing experiences. What distinguishes this course is its integration of cutting-edge AI methodologies with real-world marketing use cases. It not only explains the technical foundations but also demonstrates how to apply them effectively in dynamic business environments. This course is ideal for marketing professionals, data practitioners, and business leaders looking to adopt AI-driven strategies. A foundational understanding of marketing concepts and basic familiarity with AI or machine learning is recommended. This course is part three of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization.