Course Detail (Course Description By Faculty)

Companies having shifted primarily to the digital medium to engage their customers. Also Artificial Intelligence (AI) has become a core part of most business processes. This has led to a transformation in how companies will market their products to their customes.  For any business leader, understanding these shifts is no longer optional.  They need to know how to keep pace with and stay ahead of this changing digital eco-system.

This course, Digital & AI Marketing (DAIM), provides students a way of thinking to help them navigate this ever-shifting digital landscape.  They will learn how companies find customers, sell products, and grow their businesses using internet platforms and Artificial Intelligence (AI). 

By course end, students will have a deeper understanding of how to: (i) use behavior data to hyper-target customers using recommendation engines and AI chatbots, (ii) manage AI generated content using LLMs and Retrieval-Augmented Generation, (iii) create cost-effective product-led growth with Freemium marketing, (iv) build effective ads with better return on ad-spend, (v) market products to customers' personal AI agents, and (vi) combining digital and AI marketing techniques with traditional off-line programs into one seamless omni-channel strategy. 

Note:  DAIM, has evolved from the earlier DM course that I used to teach up until 2025. In response to the colossal influx of AI into DM over the last couple of years, I have gone ahead and rebuilt this course completely from the ground up, to incorporate the various new AI models, strategies and techniques that have now completely permeated the world of DM.

There are no prerequisites for this course. Non-Booth students require instructor permission. Cannot enroll if BUSN 37301 taken previously.

All in-class presentations (both by the instructor and students), relevant articles, blogs, book excerpts, and other required materials will be made available on the course Canvas site.  There are no required textbooks.  However, I have curated a list of books with topical and relevant material that you may consult. I will distribute this list on the Canvas site once the course begins.

Evaluation is based on: 1 short group in-class presentation on a specific topic (15%), one group project (total 25%), 4-5 individual assignments (total 40%), and in-class contributions (20%). There is no final exam. It is mandatory for students to attend Sessions 1 and 10. Cannot be taken pass/fail. Provisional grades will be given subject to timely completion of assignments.

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