100830 - AI in Marketing — Smarter Decisions, Better Outcomes

Overview

This session gives marketing practitioners and business leaders a clear-eyed, managerially useful understanding of how AI is reshaping marketing — and how to lead effectively within it. Rather than surveying tools, the session focuses on the decisions AI affects and the judgment required to use it well.

Participants explore AI’s role across the core marketing decision framework: who to reach, when to engage, what to say, and where to allocate spend. The session pairs that conceptual grounding with real-world case examples — including documented failure cases, hybrid success models, and frontier applications in digital advertising and CRM — to build practical judgment about when AI should assist, when it should recommend, and when it should not decide at all. Guided exercises will use ChatGPT, Copilot, or Claude; no advance setup is required.

The session concludes with a readiness assessment in which participants evaluate their own organization’s data, skills, infrastructure, and culture against the demands of AI-enabled marketing.

Participants will leave with:
• A framework for evaluating AI’s role in marketing decisions — where it creates value and where it introduces risk
• Practical exposure to real cases: AI failures, hybrid human-AI models, and fully agentic systems
• A clearer picture of their organization’s AI readiness and where to focus next
• One concrete decision they will rethink as a result of the session

No technical background is required for this course. Participants should have some familiarity with marketing concepts and organizational decision-making.

The program is provided in partnership with Pamplin College of Business.

Fee Information

Flexible Pricing Options

• Single Course: $295
• Any Two Courses: $550 (save $40)
• Full Program (3 Courses): $795 (save $90)

✔ Complete all three courses to earn an additional AI for Executives Certificate Badge(👈click here for more information)
✔ Discounts are automatically applied at checkout when courses are added to your cart

Agenda/Schedule

Applies Towards the Following Certificates/Programs

• AI for Executives : Building with AI