Elements of Marketing for Business Leaders
BUSA-41034
AI-Powered Marketing Fundamentals
Marketing is a data-driven discipline, and AI is transforming how organizations understand customers, develop strategies, and drive growth.This course introduces the core principles of marketing while exploring AI applications in market research, consumer behavior, branding, digital marketing, analytics, and marketing automation.
Designed for managers, entrepreneurs, and emerging business leaders, students will learn to create customer-centric marketing strategies, leverage AI to improve decision-making and customer experiences, and measure marketing performance. Through real-world case studies and hands-on AI applications, students will develop practical skills to lead marketing initiatives while addressing ethical AI use and data privacy.
What you'll learn
Design and develop comprehensive strategic marketing plans that align with organizational objectives, leverage market opportunities, and incorporate AI-driven insights to improve marketing effectiveness and business growth.
Consumer Behavior, Market Research, and AI Analytics
Analyze and interpret consumer behavior, decision-making processes, and market research data using traditional research methods alongside AI-powered analytics to identify customer needs, preferences, emerging trends, and market opportunities.
Brand Strategy and AI-Enhanced Customer Experiences
Develop, position, and manage brands by applying principles of brand identity, messaging, positioning, and customer value while utilizing AI tools to enhance personalization, customer engagement, and brand consistency across multiple channels.
Digital Marketing and AI Applications
Evaluate and apply current digital marketing strategies and emerging AI technologies—including generative AI, social media marketing, content marketing, search engine optimization (SEO), marketing automation, predictive analytics, and online advertising—to acquire, engage, and retain customers.
Marketing Analytics, Measurement, and Data-Driven Decision Making
Measure, analyze, and optimize marketing performance using marketing analytics platforms, dashboards, AI-powered reporting tools, and key performance indicators (KPIs) to support data-driven decisions, maximize return on investment (ROI), and continuously improve campaign performance.
Innovation, Entrepreneurship, and Responsible AI
Develop agile marketing strategies for startups, entrepreneurial ventures, and established organizations by integrating AI into customer acquisition, retention, innovation, and business growth while evaluating ethical considerations, data privacy, bias, transparency, and the responsible use of AI in marketing decision-making.
Elements of Marketing for Business Leaders with an Emphasis on AI
This course provides business leaders with a strategic overview of core marketing principles, with a special focus on how artificial intelligence is transforming the field.The course is required for the Business Management Certificate and can also be taken as a standalone.
Course Information
Course sessions
Section ID:
Class type:
This course is entirely web-based and to be completed asynchronously between the published course start and end dates. Synchronous attendance is NOT required.
You will have access to your online course on the published start date OR 1 business day after your enrollment is confirmed if you enroll on or after the published start date.
Textbooks:
All course materials are included unless otherwise stated.
Policies:
- No refunds after: 6/30/2026
Schedule:
Instructor:
Michael Senger
After earning his MBA with a concentration in technology marketing, Michael emerged as a pioneer in integrating AI-driven insights and automation into modern marketing. He crafts and executes innovative strategies that enhance operational efficiency, elevate personalization, and maximize ROI. His creative, multi-channel campaigns engage target audiences and consistently elevate brand performance year over year.
Well-known for cultivating and leading high-performing teams, Michael thrives in solving complex business challenges, growing market share, and uncovering new revenue opportunities through collaboration, innovation, and purposeful execution.
