Course: AI in Marketing Communication

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Course title AI in Marketing Communication
Course code KUMK/EAIMC
Organizational form of instruction Lesson
Level of course Master
Year of study not specified
Semester Winter
Number of ECTS credits 3
Language of instruction English
Status of course Compulsory
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Šula Tomáš, PhDr. PhD.
Course content
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 with the help of AI. 8. Machine learning vs. AI in marketing communications. 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.

Learning activities and teaching methods
unspecified
Recommended literature
  • GRAY, K. Artificial Intelligence in Advertising. London: Kogan Page, 2018. ISBN 978-0749482335.
  • KUMAR, K. The A.I. Revolution in Advertising. New York: Routledge, 2018. ISBN 978-1138483102.
  • 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.
  • 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.
  • SHEARER, A. Artificial Intelligence for Advertising: Practical Applications. Hoboken: Wiley, 2020. ISBN 978-1119607452.
  • STERNE, J. Marketing Artificial Intelligence: Practical Applications for Marketing Professionals. Hoboken: Wiley, 2019. ISBN 978-1119484074.
  • 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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