Artificial Intelligence and Machine Learning in Marketing

This course aims to develop students' understanding of basic machine learning and artificial intelligence concepts and their practical applications in marketing while building the ability to frame marketing challenges as machine learning problems and distinguish between classical and generative AI approaches. Students will gain critical thinking skills to recognize the limitations of AI technologies, avoiding misconceptions about AI capabilities, and will learn to communicate technical AI concepts to others. The course cultivates interpersonal competencies for managing data science teams alongside an understanding of ethical AI principles, sustainability implications of AI implementation, and organizational challenges associated with deploying machine learning models. Ideally, students develop confidence in working with technical concepts.

Materials indicated by the professor.

Right to participate for students in Bachelor Programme in Digital Marketing, Bachelor Programme in International Business and Master's Program Markkinoinnin johtaminen.