AI-Powered Marketing Operations

This unit teaches learners how to operationalize AI within marketing by sourcing and preparing reliable customer data, building measurement and scoring systems, and producing AI-assisted creative and personalization. Students will practice prompt engineering, A/B testing, localization, and responsible data and model governance to prepare campaigns for scalable, compliant deployment.

Learning Objectives

• Analyze customer and marketing data sources for quality, bias, privacy compliance, and suitability for AI-driven segmentation, lead scoring, and lifetime value calculations
• Apply supervised and unsupervised learning concepts and AI tools to develop, evaluate, and iterate lead scoring, churn, and measurement models, including computation and interpretation of customer lifetime value
• Demonstrate prompt engineering and AI creative workflows to generate and refine text, image, and video assets, implement localization and SEO strategies, and execute A/B and Meta Advantage+ style tests for email, SMS, and campaign creatives
• Evaluate ethical, reliability, and operational risks — including hallucinations, persona limitations, and data governance — and design mitigation strategies and lifecycle practices for responsible AI marketing deployment