Artificial Intelligence (AI) is a hot topic in society and science. People will expect you to have basic understanding of it and its limitations and consequences, regardless of which business you will work in. It is a novel and expanding field, get your introductory knowledge early! AI will, whether you like it or not, affect your future and the future of all kinds of business operations. As a marketer, you need a broad understanding of AI implications, also beyond the immediate implications for the marketing domain.
This course gives you an overview of artificial intelligence, its use and relevance for marketers and marketing research. It encourages you to critically reflect on existing knowledge, on the positive and negative consequences of AI for businesses and consumers, and on what it all means for you as a future decision maker. The course tests your ability to combine knowledge from different sources and to critically express and discuss in writing what we know, do not know, and need to know about AI in a marketing context. The course introduces you to current topics and applications of AI in marketing. You are encouraged to seek up other current materials (documentaries, books) and to reflect also on the variety of negative consequences of AI for society and the sphere of marketing.
This is a self-study course, for master students of marketing, where you set your own deadlines and goals. You need to have the motivation to learn by yourself, studying the materials, seeking other sources if you do not understand something, and leaving time for reflection. In order to make it possible for all marketing students to take this course year round, there are no lectures (=self-study).
In order to relate existing AI literature to the field, you need broad knowledge of existing research areas in marketing (see course description in Oodi). The assignment and e-exam require you to connect the different materials (book, articles, other resources) to your existing knowledge of marketing and consumer behavior, and to reflect in a many-sided way not only on what is, but what could be, or should be, considered when applying AI to marketing.This is an advanced course, which requires that you have good insights in marketing, spanning different aspects of the field. These prerequisites in marketing will not be checked. We expect master students in marketing to have the necessary knowledge. If you are not majoring in marketing, it is up you to decide if you are prepared to take on the intellectual challenge of, among other things, writing a formal research proposal in marketing..
The course consists of a massive open online course (MOOC), an assignment, and digital exam .
There is currently no Moodle key. Please acquaint yourself with the material and instructions!