AI, Automation, and Advanced Data Analytics for Customer-Centric Conversion Marketing

Create more value for your organization by leveraging data to forecast, evaluate, and customize your marketing activities.

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Course Dates

STARTS ON

November 15, 2022

Course Duration

DURATION

6 weeks, online
4–6 hours per week

Course Fee

PROGRAM FEE

€2.275 €1.934

Course Information Flexible payment available

Application Details

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Marketers Need to Embrace Technology. Here’s Your Roadmap.

Having gigabytes of data is a double-edged sword. It can serve as one of your biggest assets, or one of your biggest headaches. With so much noise out there, marketers need to embrace new technology that actually drives efficiency, productivity, and sales.

There’s no shortage of shiny new things to distract the modern marketer, but the experts at SDA Bocconi School of Management distill their research and real-world insights into this six-week online experience. Learn how data-driven marketing methods can support your digital transformation.

What You’ll Get

This program allows you to apply these principles and methods in order to:

  • Identify the trends in digital technologies influencing how we use data and AI for marketing.
  • Explore how data-driven marketing can support the digital transformation of an organization and its new business models.
  • Explore big data and AI applications in different marketing areas (across various industries) and their outcomes using research evidence, cases, and contributions.
  • Explain the relationship between big data, AI technology, marketing research, and digital marketing analytics, including how to integrate small and big data.
  • Apply a general framework and specific management models for big data and AI marketing strategy and operations.
  • Identify critical issues and barriers in big data and AI marketing adoption and quality.

Who It Is For

  • Mid- to senior-level marketing professionals who want to be on the leading-edge of marketing practice in order to create more value for their organization.
  • Marketing, management, or business consultants who want to help their clients navigate the shifting terrain of marketing technologies.
  • Managers from marketing and communication agencies who want to include these new practices in their clients’ campaigns.
  • Non-marketing leaders seeking to explore latest marketing technologies and strategies for building customer engagement that impact growth. Titles may include CEO, CXO, managing director, founder, president and general manager.

What You’ll Be Working On

Learn how to use big data to:

  • Predict market trends
  • Decide the strategies and practices of marketing and communication
  • Evaluate the effects of marketing actions in an analytical and structured way
  • Customize offers to current customers and prospects
  • Automate the marketing process to increase optimization and efficiency
  • Integrate your marketing decisions with data science and IT teams practice

Session Topics

Over the course of six weeks, you will engage with SDA Bocconi faculty and their esteemed guests to delve into the following topics.

Module 1:

Data, AI, and Digital Transformation

  • Identify technological scenarios and trends that impact the role of data and AI in marketing.
  • Explain the role of AI marketing in digital transformation.
  • Describe what a marketing manager should know about AI.
  • Reflect on the ways different channels are being used to enhance digital transformation in marketing.
  • Identify the key aspects of data science and AI contributing to digital transformation.

Module 2:

Customer-Centric Marketing

  • Reflect on a management decision framework about the processes of data and AI-based digital transformation from a marketing perspective.
  • Explain why and how we put customer listening and customer behavior research at the core of new marketing.
  • Discuss why we need both big and small data to build useful insights about markets.
  • Apply the principles of customer journey mapping and digital customer experience design.

Module 3:

Advanced Analytics

  • Apply the principles of analytics management to ensure efficiency, effectiveness, and quality in analytics strategy and operations.
  • Identify what AI-powered analytic tools are available and when they would be used.
  • Discuss best practices and use cases of advanced analytics tools.
  • Discuss the opportunities and challenges of marketing with digital experience platforms (DXP).
  • Identify the impacts of digital mindset and AI democratization in your organization.

Module 4:

Produce Innovation and Service Design in Digital Times

  • Identify how data can transform into new business.
  • Apply the principles of digital customer experience design and the role of personalization.
  • Describe the role of automation in marketing.
  • Discuss how industries are using machine learning to improve the customer experience.

Module 5:

Brand Experience and Conversion Optimization in AI-Powered Markets

  • Identify ways that data and AI can empower branding in integrated social media.
  • Explain strategies that use machine learning to support reputation crisis management for organizations.
  • Discuss the logic of automation and optimization in branding, advertising, and commercial activities.
  • Investigate the impacts of automation and optimization in AI-powered markets.

Module 6:

New Retailing and Experiencescapes

  • Analyze the impact of e-commerce on business models and strategy.
  • Describe how data and AI can support sales organizations and activities.
  • Discuss the impact of voice marketing and voice commerce on e-commerce.
  • Identify the opportunities and challenges for transforming consumer products and environments into data-generated mixed-reality/hybrid experiences.

Module 1:

Data, AI, and Digital Transformation

  • Identify technological scenarios and trends that impact the role of data and AI in marketing.
  • Explain the role of AI marketing in digital transformation.
  • Describe what a marketing manager should know about AI.
  • Reflect on the ways different channels are being used to enhance digital transformation in marketing.
  • Identify the key aspects of data science and AI contributing to digital transformation.

Module 4:

Produce Innovation and Service Design in Digital Times

  • Identify how data can transform into new business.
  • Apply the principles of digital customer experience design and the role of personalization.
  • Describe the role of automation in marketing.
  • Discuss how industries are using machine learning to improve the customer experience.

Module 2:

Customer-Centric Marketing

  • Reflect on a management decision framework about the processes of data and AI-based digital transformation from a marketing perspective.
  • Explain why and how we put customer listening and customer behavior research at the core of new marketing.
  • Discuss why we need both big and small data to build useful insights about markets.
  • Apply the principles of customer journey mapping and digital customer experience design.

Module 5:

Brand Experience and Conversion Optimization in AI-Powered Markets

  • Identify ways that data and AI can empower branding in integrated social media.
  • Explain strategies that use machine learning to support reputation crisis management for organizations.
  • Discuss the logic of automation and optimization in branding, advertising, and commercial activities.
  • Investigate the impacts of automation and optimization in AI-powered markets.

Module 3:

Advanced Analytics

  • Apply the principles of analytics management to ensure efficiency, effectiveness, and quality in analytics strategy and operations.
  • Identify what AI-powered analytic tools are available and when they would be used.
  • Discuss best practices and use cases of advanced analytics tools.
  • Discuss the opportunities and challenges of marketing with digital experience platforms (DXP).
  • Identify the impacts of digital mindset and AI democratization in your organization.

Module 6:

New Retailing and Experiencescapes

  • Analyze the impact of e-commerce on business models and strategy.
  • Describe how data and AI can support sales organizations and activities.
  • Discuss the impact of voice marketing and voice commerce on e-commerce.
  • Identify the opportunities and challenges for transforming consumer products and environments into data-generated mixed-reality/hybrid experiences.
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Program Director

Profile picture of faculty director, Andreina Mandelli

Andreina Mandelli

Program Director, SDA Fellow in Sales and Marketing, and Adjunct Professor in the Department of Management at SDA Bocconi School of Management

Andreina has extensive experience covering different technical and managerial positions, in various sectors of industries, before embracing her academic career. Her first area of expertise was in software development and the design of complex IT projects for major organizations, working for 10 years in one of the most important Italian IT service organizations, now part of Cap Gemini Sogeti. More info

Guest Speakers

Profile picture of guest speaker, Gianluca Salviotti

Gianluca Salviotti

Associate Professor of Practice of Information Systems and the Information Systems Faculty Deputy at SDA Bucconi School of Management

Profile picture of guest speaker, Jim Sterne

Jim Sterne

Founder, Marketing Analytics Summit and President, Target Marketing of Santa Barbara

Profile picture of guest speaker, Ilaria Baietti

Ilaria Baietti

Director, OpenKnowledge, a management consulting firm

Profile picture of guest speaker, Vincenzo Cosenza

Vincenzo Cosenza

Program Director, SDA Fellow in Sales and Marketing, and Adjunct Professor in the Department of Management at SDA Bocconi School of Management

Profile picture of guest speaker, Max Willinger

Max Willinger

President and Cofounder, HICMOBILE, and Cofounder of AdMove.com

Profile picture of guest speaker, Alex Mari

Alex Mari

Research Associate, University of Zurich, studying Adoption of AI Technologies in Marketing

Certificate

Certificate

Upon completion of the program, participants will be awarded a verified digital certificate by SDA Bocconi School of Management.

Download Brochure

After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of SDA Bocconi School of Management.

Note: This online certificate program does not grant academic credit or a degree from SDA Bocconi School of Management.

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass ; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.