Sometimes, it feels like Artificial Intelligence (AI) is reshaping the marketing industry minute by minute. This can be both stressful and exhilarating. Marketing professionals are feeling the pressure to rapidly demonstrate expertise in uncharted waters. There is the fear that robots are coming to take our jobs.
Expertise does not come easily or quickly. This is not a course that promises expertise. However, this course does promise a firm foundation of understanding and hands-on experiences from which to make sense of AI. With this foundation in place, you will be well served in leveraging AI ethically and productively in your work and beyond. The course is very carefully designed to accommodate for all backgrounds and experiences.
You can download the syllabus here.
Expertise does not come easily or quickly. This is not a course that promises expertise. However, this course does promise a firm foundation of understanding and hands-on experiences from which to make sense of AI. With this foundation in place, you will be well served in leveraging AI ethically and productively in your work and beyond. The course is very carefully designed to accommodate for all backgrounds and experiences.
You can download the syllabus here.
Introduction
Traveling to DePaul University in the evening can be a burden - we recognize that participants may have other commitments that complicate their lives. For this reason, this course is offered in a Flex format.
A Flex course is taught in a technology-enhanced classroom that allows for participants and guests to remotely connect via Zoom and actively participate with participants and faculty in the physical classroom. This modality is highly desired by participants who enjoy learning in the classroom but want the flexibility to connect live online when work or family responsibilities prevent them from traveling to campus. You can attend “AI In Marketing: Hands On” on campus or remotely via Zoom. You don’t need to commit to one particular mode of attendance – you can choose on the day what works best for you.
All classes are recorded, and then made available to participants in a streaming format. These recordings will continue to be available to participants well after the course has officially ended. The recordings are automatically transcribed (by AI) and searchable by keywords and phrases.
The online supplements are delivered through the Desire2Learn Learning Management System. D2L allows me to share online discussion, links, online books, quizzes, and more with the class.
A Flex course is taught in a technology-enhanced classroom that allows for participants and guests to remotely connect via Zoom and actively participate with participants and faculty in the physical classroom. This modality is highly desired by participants who enjoy learning in the classroom but want the flexibility to connect live online when work or family responsibilities prevent them from traveling to campus. You can attend “AI In Marketing: Hands On” on campus or remotely via Zoom. You don’t need to commit to one particular mode of attendance – you can choose on the day what works best for you.
All classes are recorded, and then made available to participants in a streaming format. These recordings will continue to be available to participants well after the course has officially ended. The recordings are automatically transcribed (by AI) and searchable by keywords and phrases.
The online supplements are delivered through the Desire2Learn Learning Management System. D2L allows me to share online discussion, links, online books, quizzes, and more with the class.
Who Should Attend
The AI in Marketing: Hands On course is tailored for individuals who possess a fundamental understanding of marketing principles and data analysis skills, who now need to add understanding of AI and its capabilities to their skillset. Without sounding too flippant, that is almost everyone in the marketing industry.
This is not a course that requires prior coding experience. The weekly assignments are leveled according to ability and interest because this course is designed to cater to everyone. We'll take you on an exciting journey, where you will discover how AI works, the problems it can solve, and where it's applicable. We will show you how to use AI effectively and ethically in your business environment, without the need for any coding skills. Our goal is to empower you with the knowledge and confidence to unlock the full potential of AI in marketing.
Whether you're a marketing professional looking to take your skills to the next level, an entrepreneur seeking growth opportunities, a career changer, or simply curious about the emerging field of AI and its application in marketing, this course is for you. So, join us on this adventure as we equip you with a firm foundation to make sense of a rapidly evolving future.
This is not a course that requires prior coding experience. The weekly assignments are leveled according to ability and interest because this course is designed to cater to everyone. We'll take you on an exciting journey, where you will discover how AI works, the problems it can solve, and where it's applicable. We will show you how to use AI effectively and ethically in your business environment, without the need for any coding skills. Our goal is to empower you with the knowledge and confidence to unlock the full potential of AI in marketing.
Whether you're a marketing professional looking to take your skills to the next level, an entrepreneur seeking growth opportunities, a career changer, or simply curious about the emerging field of AI and its application in marketing, this course is for you. So, join us on this adventure as we equip you with a firm foundation to make sense of a rapidly evolving future.
Benefits
Here's what you'll experience in this course:
- You'll explore the exciting possibilities of using AI to elevate your marketing strategies to new heights.
- You'll discover the different forms of AI and how they can be integrated into your marketing approach for maximum impact.
- You'll also have the chance to get your hands dirty with practical exercises, enabling you to dip your toes into the world of AI before tackling more advanced topics in the future. It's an immersive and empowering journey that will leave you feeling energized and ready to revolutionize your marketing game.
Prerequisites
Participants are expected to have a fundamental understanding of marketing principles and data analysis skills. This is a Flex course. You will need:
- Access to a computer (Windows or macOS) and a reliable (broadband) connection to the internet.
- Webcam, microphone, speakers, current version of Zoom if connecting remotely.
- Ability to install software to your computer (administrator access).
- Working email account that you check regularly.
Required Materials
There are no required books for this course. Comprehensive handouts and videos are provided on the the course website. Each week I will be recommending additional reading. Some of the recommended books are available through DePaul’s Library website. If you have a BlueKey username and password, then you may be able to read these (and other) books online at no cost. Where possible, I will recommend free and online resources.
Assessment
Each week you will have an optional assignment to complete. Each assignment builds upon the topics that we will cover in class. Your assignment should be submitted through the class D2L site. The assignments are ungraded, but I will provide feedback.
In Week Six you will have the option to make a presentation (no longer than ten minutes). The presentation (and attendance at four or more classes) is required to receive the certificate.
In Week Six you will have the option to make a presentation (no longer than ten minutes). The presentation (and attendance at four or more classes) is required to receive the certificate.
Accommodation
Participants with Disabilities
Participants seeking disability-related accommodations are required to register with DePaul's Center for Students with Disabilities (CSD) enabling you to access accommodations and support services to assist your success. There are two office locations that can provide you with enrollment information, or inquire via email at csd@depaul.edu.
Participants are also invited to contact me privately to discuss your challenges and how I may assist in facilitating the accommodations you will use during this course. This is best done early and our conversation will remain confidential.
- Loop Campus - Lewis Center #1420 - +1 (312) 362-8002
- Lincoln Park Campus - Student Center #370 - +1 (773) 325-1677
Participants are also invited to contact me privately to discuss your challenges and how I may assist in facilitating the accommodations you will use during this course. This is best done early and our conversation will remain confidential.
Additional Accommodations
This course will include instructional content delivered via audio and video. If you have any concerns about your ability to access and/or understand this material in its default format, please notify me within the first week of the course so accommodations can be made.
Academic Integrity
This is a non-credit course. However, I would hope that work done for this course adheres to the University Academic Integrity Policy, which you can review in the Student Handbook or by visiting Academic Integrity at DePaul University.
Since the focus of this course is AI, you are allowed to use generative AI (Artificial Intelligence) in your assignments – in most assignments I will require that you use generative AI. Please note that other courses at DePaul may not allow use of generative AI – always ask your professor in writing if you are unsure of what the academic integrity policies are for other courses.
In this course we will demonstrate that generative AI will confidently fabricate information. This process is known as “AI hallucinating.” Be aware that AI-generated content may contain untruths. Large Language Models (LLMs) respond and write like humans, but importantly they do not know empirically what is false or true - just a plausible narrative written probabilistically. Crucially, a LLM may not understand the difference between an important error and an unimportant error.
Thus, I would like you to cite your use of generative AI when you submit your assignments. You can do this by creating an appendix and noting the prompts that you used with a particular LLM and the responses your received.
The process of citing generative AI is evolving. Please look at these three sources for guidance:
Note: This webpage was written by a human (me), but I did use AI tools (including Bard, ChatGPT, Claude, Mistral) for research and planning. Generative AI was used to create some images for this document and the course:
In the course, I will demonstrate the tools, processes, and prompts used.
Since the focus of this course is AI, you are allowed to use generative AI (Artificial Intelligence) in your assignments – in most assignments I will require that you use generative AI. Please note that other courses at DePaul may not allow use of generative AI – always ask your professor in writing if you are unsure of what the academic integrity policies are for other courses.
In this course we will demonstrate that generative AI will confidently fabricate information. This process is known as “AI hallucinating.” Be aware that AI-generated content may contain untruths. Large Language Models (LLMs) respond and write like humans, but importantly they do not know empirically what is false or true - just a plausible narrative written probabilistically. Crucially, a LLM may not understand the difference between an important error and an unimportant error.
Thus, I would like you to cite your use of generative AI when you submit your assignments. You can do this by creating an appendix and noting the prompts that you used with a particular LLM and the responses your received.
The process of citing generative AI is evolving. Please look at these three sources for guidance:
Note: This webpage was written by a human (me), but I did use AI tools (including Bard, ChatGPT, Claude, Mistral) for research and planning. Generative AI was used to create some images for this document and the course:
- DALL·E 2 & 3 (via Web, ChatGPT and Microsoft Copilot)
- Midjourney (Model Versions 4, 5.0, 5.1, 5.2)
- Stable Diffusion (Model Versions 1.5, 2.0, 2.1, XL 1.0 via DiffusionBee and StableDiffusionXL)
In the course, I will demonstrate the tools, processes, and prompts used.
Awards
I was presented with The Kellstadt Marketing Center Distinguished Professional Educator Award For Excellence in Teaching in 2009 and 2013.
Online Registration
Online registration is available through the website of DePaul's School of Continuing and Professional Studies (SCPS). If you register early you may be eligible for a discount….
Agenda
| Week
|
Topics
|
Optional Assignment
|
Deliverables Checklist
|
|---|---|---|---|
|
One |
Introduction To Artificial Intelligence (AI) And Machine Learning (ML) In Marketing
|
Hands-on exercise: Large Language Models (LLM) and local LLMs. | |
|
Two
|
Natural Language Processing (NLP) for Marketing
|
Hands-on exercise: Using generative A.I. to market a product or service. |
|
|
Three |
Generative Imagery, Data Visualization, and Social Media
|
Hands-on exercise: generative imagery and video |
|
|
Four |
AI-Powered Marketing Automation
|
Hands-on exercise: AI app creation tools |
|
|
Five |
Data Governance, Privacy, And Ethics In AI Marketing
|
Final Presentation: Your options are to choose one from:
You will need to submit a final presentation in order to achieve your certificate. |
|
|
Six |
|
|
Frequently Asked Questions
What is Flex?
A Flex course is taught in a technology-enhanced classroom that allows for students and guests to remotely connect via Zoom and actively participate with students and faculty in the physical classroom. This modality is highly desired by students who enjoy learning in the classroom but want the flexibility to connect online when work or family responsibilities prevent them from traveling to campus. You can attend on campus or remotely via Zoom. You don’t need to commit to one particular mode of attendance – you can choose on the day what works best for you.
Can I attend remotely?
Yes. You can attend remotely for all classes over the six weeks, or for some. You will need a computer (webcam, microphone, speakers) running the current version of Zoom to connect.
Can I attend on campus?
Yes. You can attend on campus for all classes over the six weeks, or for some.
Are there course materials?
There are no required books for this course. Comprehensive handouts and videos are provided on the the course website.
Is there required software?
Projects will require the use of free and freemium software. Instructions on how to download and use the software will be provided online. You may need administrator access to install these on your computer
Is this class very technical?
Some of the topics are technical but are described in a way that a non-technical person can understand. At every stage theory is integrated with the technology – we aim to provide insight for technical and non-technical participants.
Do I need a computer?
You will need access to a computer (Windows or macOS) and a reliable (broadband) connection to the internet. You may bring a laptop to campus if you wish, but it is not required.
Do I get DePaul credit for these classes?
No, but some have been approved for continuing education units (CEUs). These classes are professional education classes, with different requirements than courses taken for academic credit.
How big are the classes?
Class size is limited. Most classes have about 15-20 students.
Will I have to write papers and take exams?
You will have an optional assignment each week, which will not be graded, but you will receive feedback. At the end of the course, you will have a required class presentation. Instructions on how to create your online presentation will be provided.
Do I have to make a final presentation?
Yes. The final presentation is required to receive your certificate for the program.
How do I access the course website?
You will be given a username and password the first week of class. The course website is hosted at: http://D2L.depaul.edu
A Flex course is taught in a technology-enhanced classroom that allows for students and guests to remotely connect via Zoom and actively participate with students and faculty in the physical classroom. This modality is highly desired by students who enjoy learning in the classroom but want the flexibility to connect online when work or family responsibilities prevent them from traveling to campus. You can attend on campus or remotely via Zoom. You don’t need to commit to one particular mode of attendance – you can choose on the day what works best for you.
Can I attend remotely?
Yes. You can attend remotely for all classes over the six weeks, or for some. You will need a computer (webcam, microphone, speakers) running the current version of Zoom to connect.
Can I attend on campus?
Yes. You can attend on campus for all classes over the six weeks, or for some.
Are there course materials?
There are no required books for this course. Comprehensive handouts and videos are provided on the the course website.
Is there required software?
Projects will require the use of free and freemium software. Instructions on how to download and use the software will be provided online. You may need administrator access to install these on your computer
Is this class very technical?
Some of the topics are technical but are described in a way that a non-technical person can understand. At every stage theory is integrated with the technology – we aim to provide insight for technical and non-technical participants.
Do I need a computer?
You will need access to a computer (Windows or macOS) and a reliable (broadband) connection to the internet. You may bring a laptop to campus if you wish, but it is not required.
Do I get DePaul credit for these classes?
No, but some have been approved for continuing education units (CEUs). These classes are professional education classes, with different requirements than courses taken for academic credit.
How big are the classes?
Class size is limited. Most classes have about 15-20 students.
Will I have to write papers and take exams?
You will have an optional assignment each week, which will not be graded, but you will receive feedback. At the end of the course, you will have a required class presentation. Instructions on how to create your online presentation will be provided.
Do I have to make a final presentation?
Yes. The final presentation is required to receive your certificate for the program.
How do I access the course website?
You will be given a username and password the first week of class. The course website is hosted at: http://D2L.depaul.edu