The course introduces students to the transformative impact of Artificial Intelligence (AI) and Machine Learning (ML) on Digital Marketing, with an emphasis on their practical application in contemporary business environments. Its primary objective is to equip students with the knowledge and skills required to leverage AI-driven technologies to transform data into actionable marketing strategies, automate marketing processes, optimize customer engagement, and improve campaign performance and return on investment (ROI).

The course focuses on the following key applications of AI in Digital Marketing:

• AI Content Creation: Students learn Prompt Engineering techniques for generating high-quality marketing content, including advertising copy, blog articles, newsletters, and social media posts using Large Language Models (LLMs). The course also explores Generative AI tools for the automated creation of visual and audiovisual content, including images and videos for digital and social media campaigns.
• AI for Search Engine Optimization (SEO) and Search Engine Marketing (SEM): The course examines intelligent tools for automated keyword research, search intent analysis, content optimization, SEO strategy development, and the prediction and optimization of paid advertising performance, including Google Ads campaigns.
• AI-Driven Email Marketing: Students design intelligent email marketing campaigns in which AI is used to personalize subject lines and message content according to recipient behavior, segment audiences dynamically, and predict the optimal delivery time to maximize open rates, click-through rates (CTR), and overall campaign effectiveness.
• Predictive Analytics and Conversational AI: The course introduces predictive models for customer behavior analysis, customer segmentation, lead scoring, and churn prediction. It also covers the design, configuration, and deployment of AI-powered chatbots and conversational agents to support personalized customer engagement and real-time conversational marketing.

Beyond technical implementation, the course critically examines the ethical, legal, and regulatory dimensions of AI in marketing, including data privacy and GDPR compliance, algorithmic bias and fairness, transparency in AI-driven decision-making, intellectual property considerations, and marketing strategies in the evolving post–third-party cookie ecosystem.

Bridging theory with practice, the course combines strategic marketing concepts with extensive laboratory-based learning. Through hands-on projects, real-world case studies, and the use of state-of-the-art AI platforms and marketing technologies, students develop the practical skills required to design, implement, monitor, and evaluate intelligent digital marketing campaigns, preparing them for the rapidly evolving demands of the digital marketing industry.