AI for Strategic Marketing Leadership

• How AI can transform marketing strategy, including customer acquisition, retention, and relationships.
• Key AI methods (such as text mining, ad response modelling, conjoint analysis) and their use in solving marketing challenges.
• How to evaluate how AI can enhance business performance through data-driven decisions, better customer experiences, and resource optimisation.
• How to assess and communicate whether AI tools align with marketing goals, organisational needs, and data requirements.

Despite the surge in interest in artificial intelligence within the business community, many implementations still fall short of expectations. Often, this is because the focus remains heavily on data and methodologies, while real value creation is overlooked.

Additionally, a communication gap exists between data and computer scientists and decision-makers, as they don’t always speak the same language.

This course is designed to bridge that divide. With a managerial focus, it equips future leaders with the knowledge to leverage AI’s potential in addressing critical marketing challenges.

Specifically, you’ll discover how AI can drive customer acquisition, boost retention, and deepen customer relationships.

The curriculum offers insight into a wide range of AI techniques, emphasizing intuitive understanding and practical requirements without discussing the technical details.

The course became a natural continuation of my work in launching a new healthcare product. It gave me a better understanding of how to communicate the product’s value in a credible and strategic way, while also providing me with a more holistic perspective on leadership, marketing, and AI. It made me more confident both as an entrepreneur and as a professional.

The course completely changed how I approach data and gave me the tools to truly understand and leverage it for better decision-making. It has already sparked several internal projects and significantly improved my daily work.

This course can be integrated in a Master of Management. 

The course awards 15 credits, and a master's degree consists of 90 credits. Should you choose to take more master's level courses later, you can accumulate a complete master's degree. The combination of courses is up to you, based on your learning goals and career plans.