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MKT 313: Artificial Intelligence for Marketing

Course Description

This course delves into the transformative impact of artificial intelligence on marketing strategies and practices. Students will explore key topics such as predictive analytics, customer segmentation, personalized marketing, and AI-driven content creation. The curriculum explores tools that will enhance customer engagement and optimize marketing campaigns. Additionally, ethical considerations surrounding AI usage in marketing, such as data privacy and bias, will be examined. Through various projects and assignments, students will develop the skills necessary to harness AI effectively in real-world marketing scenarios. (3 credits)

Prerequisites

  • ENG 101: English Composition 1
  • ENG 102: English Composition 2
  • MKT 220: Principles of Marketing

Additional Information

This course introduces how artificial intelligence (AI) is used in modern marketing to understand customers, create content, personalize experiences, and improve decision-making. In addition, the course focuses on practical, real-world applications rather than technical complexity. Students will learn how to use AI tools to support marketing tasks such as audience research, messaging, search visibility, and campaign optimization. Emphasis is placed on critical thinking, ethical use, and understanding when human judgment is necessary. By the end of the course, students will develop an AI-supported marketing strategy for a business, product, or organization.

Program Learning Outcomes (PLOs)

Students who successfully complete this course will be able to:

  1. Apply the concepts, theories, and relationships among the functional areas of an organization, including the ability to explain the nature and construct of an organization.
  2. Design strategic marketing practices. This will include such areas as marketing research, consumer behavior, customer acquisition and retention strategies, and public relations. Additional areas include digital marketing including SEO techniques, social media strategies, leveraging artificial intelligence for targeted marketing campaigns, and driving brand loyalty.
  3. Explain the global environment of business including the political, social, and intercultural sensitivities that exist in society that are important to the development of meaningful relationships and success in business and in life.
  4. Demonstrate professional business behavior, social responsibility, and ethical decision making and conduct.
  5. Demonstrate effective critical thinking, decision-making, problem solving, organizational leadership, teamwork; oral and written communication skills utilizing tools such as AI, research databases, and other tools as required.

Student Learning Outcomes (SLOs)

Students who successfully complete this course will be able to:

  1. Explain how artificial intelligence with human interaction is used in marketing.
  2. Use AI tools to generate marketing ideas and insights.
  3. Interpret basic marketing data and AI outputs.
  4. Create AI-assisted marketing content and strategies.
  5. Recognize ethical risks in AI marketing.
  6. Test and improve marketing ideas using simple methods.
  7. Develop an AI-supported marketing plan.

Course Activities and Grading

AssignmentsPointsWeight

Discussions (Weeks 1, 2, 4, 5, 6, 7, 8)

140

14%

Assignments (Weeks 1, 2, 3, 5, 6, 7, 8)

280

28%

Activity Labs (Weeks 2, 3, 4, 5, 6, 7)

180

18%

Final Report Draft (Week 4)

140

14%

Final Report (Week 8)

260

26%

Total Points

1000

100%

Required Textbook

  • This course uses Open Educational Resources (OER). OER are openly licensed, educational resources that can be used for teaching, learning, and research. OER may consist of a variety of resources such as textbooks, videos, and software that are no cost for students.

 Additional Resources

  • Students will purchase a Harvard Business Coursepack.

Course Schedule

Week

PLOs

SLOs

Readings and Exercises

Assignments

1

2

1,2

Topic: Intro to AI In Marketing

  • Read and Review:
    • How to Design an AI Marketing
    • How Unilever Used AI to Make Soap Go Viral
    • Use AI for Better Marketing - Introduction to AI in marketing
  • Review assigned resources
  • Review the lecture material
  • Participate in discussions
  • Submit AI in Marketing Reflection assignment

2

4

2,4,6

Topics: Prompting & AI Tools for Marketing

  • Read and Review:
    • Competing in the age of AI.
    • Will AI Empower the PR Industry or Create an Endless Sea of Spam?
    • 10 AI Prompting Techniques that Actually Improve Marketing Output
  • Review assigned resources
  • Review the lecture material
  • Participate in discussions
  • Submit Activity Lab 1
  • Submit AI Prompting assignment

3

2

2,3,4

Topic: Content in the Age of AI

  • Read and Review:
    • AI and the Future of Marketing.
    • Was that amazing video in feed real or AI? Tech Platforms Are Struggling to Let You Know
    • Storytelling in the Age of AI
    • Guided Demo: Generating Marketing Copy
  • Review assigned resources
  • Review the lecture material
  • Participate in discussions
  • Submit Activity Lab 2
  • Submit AI Content Evaluation assignment

4

3

2,3,6

Topic: AI and Customer Insights

  • Read and Review:
    • Can AI Know Our Customers Better Than We Do?
    • Can AI Replace Humans for Market Research?
    • What Is the Future of Agentic Commerce?
    • Guided Demo: Using AI to Analyze Customer Data and Trends
  • Review assigned resources
  • Review the lecture material
  • Participate in discussions
  • Submit Activity Lab 3
  • Submit Final Report Draft assignment

5

5

2,4,6

Topic: AI for Advertising and Campaign Strategy

  • Read and Review:
    • Digital Marketing and Artificial Intelligence (AI) at Facebook and Instagram
    • Timperio Experiments With Generative AI In Advertising: New Frontiers In Creative Campaign
    • How AI Is Reshaping the Advertising Industry
  • Review assigned resources
  • Review the lecture material
  • Participate in discussions
  • Submit Activity Lab 4
  • Submit Campaign Concept Development assignment

6

2

1,3,5

Topic: Ethics, Bias and Responsible AI

  • Read and Review:
    • Ethics and AI: 3 Conversations Companies Need to Have.
    • What Do We Do About the Biases in AI?
    • Monsters in the Machine? Tackling the Challenge of Responsible AI
    • The Philosopher Whose Job Is Teaching AI to Be Good
  • Review assigned resources
  • Review the lecture material
  • Participate in discussions
  • Submit Activity Lab 5
  • Submit AI Ethics Analysis assignment

7

5

1,6,7

Topic: AI Strategy

  • Read and Review:
    • Competing in the age of AI
    • Match Your AI Strategy to Your Organization’s Reality
    • Building an AI‑First, Human‑Centered Culture
    • AI Is Rewriting the Old Rules of Google Search and SEO
  • Review assigned resources
  • Review the lecture material
  • Participate in discussions
  • Submit Activity Lab 6
  • Submit AI Strategy Framework assignment

8

3

1-7

Topic: Final Marketing Plan

  • Read and Review:
    • The business of artificial intelligence
    • Companies Aren’t Ripping Out Business Software for AI. Here’s What They’re Doing Instead
  • Review assigned resources
  • Review the lecture material
  • Participate in discussions
  • Final Report Workshop assignment
  • Submit Final Report assignment
  • Complete Course Evaluation

COSC Accessibility Statement

Charter Oak State College encourages students with disabilities, including non-visible disabilities such as chronic diseases, learning disabilities, head injury, attention deficit/hyperactive disorder, or psychiatric disabilities, to discuss appropriate accommodations with the Office of Accessibility Services at OAS@charteroak.edu.

COSC Policies, Course Policies, Academic Support Services and Resources

Students are responsible for knowing all Charter Oak State College (COSC) institutional policies, course-specific policies, procedures, and available academic support services and resources. Please see COSC Policies for COSC institutional policies, and see also specific policies related to this course. See COSC Resources for information regarding available academic support services and resources.