Northwestern Medill
AI-Driven Digital Marketing online short course
Achieve a higher ROI using AI-driven digital marketing strategies customized to meet the specific needs of your business and customers.
Starting soon
Start date
11 September 2024
Enroll by 03 September 2024
Course duration
6 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
6–8 hours per week
Self-paced learning online
Course overview
The proportion of customers who believe that personalized engagement across multiple channels is just as vital to brand perception as a company’s products and services.
Salesforce (2020).
The percentage of organizations that are increasing their AI and ML usage to improve customer experiences, automate processes and generate customer intelligence in 2020.
Algorithmia (2020).
Duration: 6 weeks (excluding orientation)
Artificial intelligence (AI) is increasingly crucial to customer experience improvement and process automation in the rapidly changing digital landscape. While traditional marketing professionals relied on post-campaign performance analysis for insights, today’s digital marketers can leverage AI-driven customer insights and proactive audience targeting to achieve real-time engagement. As marketers face new challenges, they must embrace innovation and use advanced analytics to better understand customers and make informed decisions.
The Northwestern Medill AI-Driven Digital Marketing online short course is a six-week course that explores the development of AI and its applications in digital marketing. Expert faculty members lead students by exploring how personalized content marketing initiatives driven by advanced consumer insights can enrich the customer journey. Through the course, students will assess how their organization should respond to AI innovation in marketing, ultimately developing an AI-driven digital marketing strategy.
Is this course for you?
This online short course is designed for professionals looking to improve their organizations’ digital marketing strategies by integrating AI solutions. Those in both technical and functional leadership roles, regardless of marketing duties, will benefit from a balanced overview of AI’s ability to improve the customer experience. IT, product and project managers leading operational and strategic initiatives will learn to articulate how AI-driven insights align customer needs with organizational goals. Marketing professionals interested in future role growth and improving their current role performance will learn from industry experts and validate their skills with a certificate of completion from Northwestern Medill.
Course overview
Course overview
Duration: 6 weeks (excluding orientation)
Artificial intelligence (AI) is increasingly crucial to customer experience improvement and process automation in the rapidly changing digital landscape. While traditional marketing professionals relied on post-campaign performance analysis for insights, today’s digital marketers can leverage AI-driven customer insights and proactive audience targeting to achieve real-time engagement. As marketers face new challenges, they must embrace innovation and use advanced analytics to better understand customers and make informed decisions.
The Northwestern Medill AI-Driven Digital Marketing online short course is a six-week course that explores the development of AI and its applications in digital marketing. Expert faculty members lead students by exploring how personalized content marketing initiatives driven by advanced consumer insights can enrich the customer journey. Through the course, students will assess how their organization should respond to AI innovation in marketing, ultimately developing an AI-driven digital marketing strategy.
Is this course for you?
This online short course is designed for professionals looking to improve their organizations’ digital marketing strategies by integrating AI solutions. Those in both technical and functional leadership roles, regardless of marketing duties, will benefit from a balanced overview of AI’s ability to improve the customer experience. IT, product and project managers leading operational and strategic initiatives will learn to articulate how AI-driven insights align customer needs with organizational goals. Marketing professionals interested in future role growth and improving their current role performance will learn from industry experts and validate their skills with a certificate of completion from Northwestern Medill.
What will set you apart
An omnichannel, AI-driven digital marketing strategy that connects the needs of your customers with your organization’s goals.
The insight to identify challenges and opportunities presented by AI, including how best to plan for future AI innovation.
The ability to make accurate marketing-based, data-driven decisions.
The skills to determine how AI-driven insights can be used to leverage recommendation engines and align content creation with organizational goals. 
Unlimited access to 2U’s Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.Course curriculum
Orientation module
Welcome to your Online Campus
Module 1
An introduction to AI
Module 2
Content marketing using AI
Module 3
Personalization with recommendation engines
Module 4
Informed decision-making using advanced analytics
Module 5
Organizational transformation for AI integration
Module 6
Creating an AI-driven digital marketing strategy
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Academic Director
Vijay Viswanathan
Professor and Associate Dean of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University
About the certificate
Learn about the applications of AI in digital marketing and earn an official certificate of completion from Medill at Northwestern University.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with your digital certificate, you will need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.
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Why choose GetSmarter?
GetSmarter operates as edX's partner for premium online short course products from the world's leading universities and institutions. With edX, we leverage our people, technology, and resources to power your education and your potential.
We deliver market-led courses that equip working professionals with the expertise required to upskill, reskill or kickstart a completely new career. Through a data-driven approach, we analyze future skills requirements and ensure all courses address this need. We ensure that leading universities and institutions are your expert guides and our people, technology, and resources are your engine – together we power more than just education, we power your potential.
Read more about GetSmarter here and edX here.
Find out more about GetSmarter’s approach to digital learning, course design, and online delivery here.
Payment options
You can pay your course fees before the course starts, or you may opt for a split payment plan on courses that are nine weeks and shorter. For courses 10 weeks and longer, there is a three-part payment plan available. To find out more about payment options please visit our Payment and Financing page, or contact an Enrollment Adviser, to find out which option you qualify for.
Manage your time
GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.
At the beginning of each module you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.
How to change your start date
As part of our commitment to your professional development, GetSmarter offers you a two-week period to change your course start date or request your money back if you’re not fully satisfied.
To qualify for a deferral of your course start date, or to cancel your enrollment and receive a refund of your course fee, your request would need to reach our Success Advisers before the release of Module 2. For more information, please read our Terms and Conditions.
Discover the Online Campus
The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats including: interactive videos, module notes, practice quizzes, presentations, assignment briefs, and additional web resources.
On the Online Campus, you'll also be able to ask questions and interact with your fellow students and teaching team through the discussion forums. If you are looking for your Online Campus login, please see the list of university partner login pages here.
