AI is everywhere! By harnessing the power of Artificial Intelligence, businesses and marketers have amazing growth potential, and the opportunities to enhance marketing with AI are always expanding. But how can businesses use AI tools to drive their success and gain sustainable competitive advantages? What are the challenges faced by businesses as they implement AI into their marketing strategies?
Artificial Intelligence in Marketing
弗吉尼亚大学课程信息
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初级
No prior experience needed to participate in and benefit from this course.
完成时间大约为11 小时
英语（English）
字幕：英语（English）
您将学到的内容有
How to use data-driven AI to improve customer engagement
How to develop networked business models and leverage network effects
How to build a sustainable competitive advantage from data gathered on digital platforms
How to use algorithms, networks, and data to create AI Relationship Moments that are personalized to individual customers
您将获得的技能
Business ModelDigital MarketingNetwork EffectsMarketing StrategyCustomer Engagement
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
可灵活调整截止日期
根据您的日程表重置截止日期。
初级
No prior experience needed to participate in and benefit from this course.
完成时间大约为11 小时
英语（English）
字幕：英语（English）
提供方
弗吉尼亚大学
A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.
教学大纲 - 您将从这门课程中学到什么
完成时间为 2 小时
What Is AI?
Welcome to our course! We'll begin with an introduction to AI (artificial intelligence), where we'll define the term and explore the history of the technology. Then we'll dive into machine learning and deep learning, and see how algorithms are used to create effective AI such as Google Images and IBM’s Watson, the machine that was able to defeat human opponents on Jeopardy!
完成时间为 2 小时
7 个视频 （总计 30 分钟）, 2 个阅读材料, 3 个测验
7 个视频
Welcome to Week 12分钟
What Is AI?6分钟
Where Does the Data Come From?5分钟
Machine Learning7分钟
Deep Learning5分钟
Week 1 Takeaways35
2 个阅读材料
Course Overview and Requirements10分钟
Automation of Marketing Models25分钟
3 个练习
Week 1 Practice Quiz 115分钟
Week 1 Practice Quiz 215分钟
Week 1 Final Quiz30分钟
完成时间为 2 小时
Networks and Network Effects
Can you imagine an autonomous self-driving Ford F150 truck? This week we'll explore the future of vehicles that will use AI to take on the open road and look at how preconceptions about brands and driverless cars may prove incorrect as the industry moves into the future. We'll also see how networks and network effects work to create AI capable of one day crossing the "Uncanny Valley" in the autonomous vehicle market.
完成时间为 2 小时
11 个视频 （总计 31 分钟）, 1 个阅读材料, 2 个测验
11 个视频
An Autonomous F150?1分钟
Interview: Jim Snead on Automation at Ford2分钟
Autonomous Vehicles: Preconceptions and Reality1分钟
About the Discussion: the Autonomous Market vs the Current Market3分钟
Networks and Network Effects5分钟
Money and Subsidy Sides2分钟
Trigger Network Effects4分钟
About the Discussion: Network Effects in an Autonomous Vehicle Market2分钟
Can Machines Have Personalities?3分钟
Week 2 Takeaways2分钟
1 个阅读材料
Driverless Trucks at Ford: Cruising Into a Compromised Brand Identity?20分钟
2 个练习
Week 2 Practice Quiz25分钟
Week 2 Final Quiz30分钟
完成时间为 2 小时
Data-Driven AI
As businesses become more successful, they also become a more attractive target for competitors. But data-driven AI can provide a crucial edge. This week we'll explore how businesses use data to build a sustainable competitive advantage in their industries. We'll look at the fierce competition in the world of video streaming and explore how Disney+ seeks to overtake Netflix as the dominant streaming platform.
完成时间为 2 小时
9 个视频 （总计 29 分钟）, 2 个阅读材料, 2 个测验
9 个视频
The Success of Netflix1分钟
About the Discussion: Keys to Success for Netflix2分钟
Disney+ Arrives on the Scene2分钟
About the Discussion: Why is Disney Entering the Streaming Space?1分钟
The Paradox of Civilization2分钟
Sources of Advantage7分钟
Netflix's Sustainable Competitive Advantage4分钟
Week 3 Takeaways2分钟
2 个阅读材料
Technical Note on Sustainable Competitive Advantage 15分钟
Netflix, Inc: The Mouse Strikes Back20分钟
2 个练习
Week 3 Practice Quiz25分钟
Week 3 Final Quiz30分钟
完成时间为 4 小时
AI Relationship Moments
We've been introduced to the three forces that enable AI in marketing - algorithms, networks, and data - but how do they come together to give marketers a competitive advantage? This week we'll see how the three forces combine to form AI Relationship Moments that can drive effective AI marketing strategies. To illustrate this, we'll explore the innovations that have enabled the Washington Post to compete with the New York Times in the digital space. Patrick Cullen, senior director of Zeus technology at the Washington Post, will join Raj to discuss how these innovations have helped position the newspaper for an AI future.
完成时间为 4 小时
11 个视频 （总计 42 分钟）
11 个视频
The Success of the Washington Post5分钟
Interview: Patrick Cullen on Innovation at the Washington Post – Part 1 8分钟
Interview: Patrick Cullen on Innovation at the Washington Post – Part 2 6分钟
Networks and Nodes1分钟
How Are Nodes Approaching AI?4分钟
AI Relationship Moments5分钟
Consumer Data and the Coke Freestyle Machine2分钟
Week 4 Takeaways1分钟
Course Conclusion 1分钟
Peer Reviewed Assignment Overview3分钟
3 个练习
Week 4 Practice Quiz 115分钟
2nd Week 4 Practice Quiz15分钟
Week 4 Final Quiz30分钟
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