MKM3500 · Monash University
AI in marketing
- Credit points
- 6
- Level
- 3
- Workload
- ≈ 12 h / week
- Faculty
- Business and Economics
What it covers
AI in Marketing is an innovative academic unit exploring AI's disruptive and transformative potential in modern marketing. This unit enables you to critically understand the paradigm shift in marketing due to AI's influence. It emphasizes enhancing your skills for competitive advantage by understanding, creating, communicating, and delivering customer value in the AI era. You will explore AI's practical applications from AI-based analytics, decision-making tools, chatbots, to AI-driven content creation, optimizing customer journeys and personalizing marketing content. The course also addresses crucial ethical issues, such as privacy and algorithmic bias, in AI marketing.
Assessment
| Task | Type | Weight |
|---|---|---|
| 2 - Project | Project | 40% |
| 1 - Written | Written | 60% |
When and where
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On-campus |