Artificial Intelligence In Online Marketing

Timetable

Module aim (aims)

he aim of this Module is to provide students with a solid knowledge and skills related to


Understanding the general potential of Artificial Intelligence (AI) tools and technologies
Understanding of possibilities of AI support for online marketing processes
Use of AI tools for market research and web and apps usage analysis
Understand and use AI support features of social and non-social advertising platforms like Google Ads, Facebook Ads, LinkedIn Ads etc.
Selecting best solution for solving particular problem from Google or other open source AI projects
Understand and use Google Clouds solutions
Building own custom AI based solution for problem solving
During the course as a class work base students will be introduced to
online tools for business, education (learning/teaching), individual- and team- work and collaboration

In the previous years Dr. Czart’s students won the title: the 2018 GOMAC Global Winner, the 2017 Google Online Marketing Challenge (GOMC) Europe Winners and since 2009 were 6 times Finalist Europe Top 5 and 10 teams Semi-Finalists (from 2011 defined as Europe Top 15). Dr. Czart is a member of Google's Global Academic Panel, Global Online Marketing Academic Challenge Organizing Committee, Google’s Digital Garage Official Trainer and within 2016-2019 a member of the Collegiate ECHO Marketing Challenge jury.

Besides in-class teaching methods, dr. Czart has over 10 years of online innovative teaching (in Polish/English) experience (among other successfully adapting hands-on-experience, flipped classroom and u-learning methodologies - methods adherent to the NMC Horizon and European Commission recommendations [1,2]).

[1] “The NMC Horizon Report Europe: 2014 Schools Edition”, the NMC Horizon and European Commission
[2] “2014 NMC Technology Outlook for Australian Tertiary Education”, the NMC (New Media Consortium) and Open Universities Australia.

Pre-requisites in terms of knowledge, skills and social competences (where relevant)

good base of skills related to general computer and Internet use.

Syllabus

Week 1 Introduction to Artificial Intelligence (AI)

Week 2 Artificial Intelligence Tools for Online Marketing

Week 3 AI for Market Research

Week 4 AI for Web & Apps Analytics

Week 5 AI in Google Marketing Platform

Week 6 AI in Social Media

Week 7 AI for Social Media Advertising

Week 8 AI for B2C Social Platforms Case

Week 9 AI for B2B Social Platforms Case

Week 10 AI Open Source Projects

Week 11 Google Clouds AI Solutions

Week 12 AI for Client Support

Week 13 Build and use AI

Week 14 Document AI

Week 15 Introduction to Machine Learning Programming

Reading list

Scripts, presentations and webinars delivered by the lecturer and loads of online resources