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Lecturer(s)
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Course content
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1. Introduction to the application of modern technologies in marketing communication. 2. Data processing and analysis in marketing communication. 3. Use of visual elements in marketing communication. 4. Personalization of content for customers. 5. Use of chatbots and virtual assistants to improve communication with clients. 6. Use of modern technologies in advertising campaigns. 7. Market segmentation using AI. 8. Machine learning vs. AI in marketing communication. 9. Campaign optimization using customer behavior prediction. 10. Ethical and legal issues of modern technologies in marketing. 11. Creative use of modern technologies in marketing campaigns. 12. New trends in the application of modern technologies in marketing communication. 13. Practical examples of the use of modern technologies in marketing communication in the real world.
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Term paper
- 32 hours per semester
- Home preparation for classes
- 42 hours per semester
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| prerequisite |
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| Knowledge |
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| - understand the basic principles of marketing and marketing communication - know the main tools of the marketing mix and digital communication - be aware of current trends in the online environment and media |
| - understand the basic principles of marketing and marketing communication - know the main tools of the marketing mix and digital communication - be aware of current trends in the online environment and media |
| Skills |
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| - independently search for, analyze, and interpret professional texts and sources - use basic digital communication tools (social networks, online campaigns, analytical tools) - apply basic analytical and presentation skills within a team |
| - independently search for, analyze, and interpret professional texts and sources - use basic digital communication tools (social networks, online campaigns, analytical tools) - apply basic analytical and presentation skills within a team |
| learning outcomes |
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| Knowledge |
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| principles and possibilities of using artificial intelligence in marketing and advertising |
| principles and possibilities of using artificial intelligence in marketing and advertising |
| basic AI technologies and applications (machine learning, generative models, process automation) |
| basic AI technologies and applications (machine learning, generative models, process automation) |
| ethical, legal, and social aspects of AI deployment in marketing communications |
| ethical, legal, and social aspects of AI deployment in marketing communications |
| current trends and case studies from practice (chatbots, content personalization, predictive analytics) |
| current trends and case studies from practice (chatbots, content personalization, predictive analytics) |
| Skills |
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| analyze and evaluate the potential of AI tools for marketing practice |
| analyze and evaluate the potential of AI tools for marketing practice |
| design and implement simple solutions using AI in marketing communications |
| design and implement simple solutions using AI in marketing communications |
| critically assess the benefits and risks of AI application in the context of ethics and regulations |
| critically assess the benefits and risks of AI application in the context of ethics and regulations |
| present and defend proposals for the use of AI in marketing in both professional and lay communication |
| present and defend proposals for the use of AI in marketing in both professional and lay communication |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Skills |
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| Individual work of students |
| Individual work of students |
| Exercises on PC |
| Exercises on PC |
| Teamwork |
| Teamwork |
| Experience (self-experience) |
| Experience (self-experience) |
| assessment methods |
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| Knowledge |
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| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Analysis of the student's performance |
| Analysis of the student's performance |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation |
| Preparation of a presentation |
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Recommended literature
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https://blog.hubspot.com/marketing. .
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https://www.marketingweek.com/. .
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https://www.semrush.com/blog/. .
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GRAY, K. Artificial Intelligence in Advertising. London: Kogan Page, 2018. ISBN 978-0749482335.
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KUMAR, K. The A.I. Revolution in Advertising. New York: Routledge, 2018. ISBN 978-1138483102.
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Moez Ltifi. Advances in Digital Marketing in the Era of Artificial Intelligence. Abingdon, Oxon; New York, Routledge. 2024.
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Paul Roetzer, Mike Kaput. Marketing Artificial Intelligence: AI, Marketing, and the Future of Business. New York, 2022. ISBN 978-1637740798.
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PRADEEP, A.K. AI for Marketing and Product Innovation: Powerful New Tools for Predicting Trends, Connecting with Customers, and Closing Sales. Hoboken: Wiley, 2019. ISBN 978-1119542685.
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Raj Venkatesan, Jim Lecinski. The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. Stanford, California. 2024.
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RUST, Roland T. a HUANG, Ming-Hui. The feeling economy: how artificial intelligence is creating the era of empathy. Cham: Palgrave Macmillan, 2021. ISBN 978-3-030-52976-5.
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SHEARER, A. Artificial Intelligence for Advertising: Practical Applications. Hoboken: Wiley, 2020. ISBN 978-1119607452.
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STERNE, J. Marketing Artificial Intelligence: Practical Applications for Marketing Professionals. Hoboken: Wiley, 2019. ISBN 978-1119484074.
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ZERILLI, John; DANAHER, John; MACLAURIN, James; GAVAGHAN, Colin; KNOTT, Alistair et al. A citizen's guide to artificial intelligence. Cambridge, Massachusetts: The MIT Press, 2020. ISBN 9780262361323.
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