Today’s market growth is no longer driven by traditional marketing; it is based on data architectures, targeted AI generated content, and predictive machine learning models. For students looking at leadership roles in marketing, product management, or entrepreneurial ventures, technical fluency in managing modern marketing/marTech stacks is no longer optional. It is a foundational requirement needed to scale businesses and to gain competitive advantage. The best way to gain the needed expertise in working with the modern marTech stack is for students to actually build and execute specific digital and AI marketing programs/strategies using various AI & MarTech platforms in a lab environment.
This lab course, Digital And AI Marketing Lab (DAIML), bypasses abstract theoretical lectures and backend software coding, giving students direct access to live digital and AI marketing campaigns. Students spend the semester actively analyzing, engineering, automating, and optimizing real-world marketing assets and pipelines, thus building an understanding of what it really takes to design and execute digital and AI marketing strategies and campaigns on their own.
By course end, students will have a deeper understanding of how to (i) analyze and measure customer behavior (ii) create customer identities & segments, (iii) build digital content at scale using LLMs, GEO, & RAG, (iv) create marketing automation pipelines, (v) construct AI-based conversational agents, and (v) deploy effective paid ads for search and social media.
Note: DAIML, has evolved from the earlier DML 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 lab completely from the ground up, to incorporate the various new AI and MarTech platforms, tools and techniques that have now become mainstream in the world of DM.
Registering for this course is strictly by application only. As this is a lab course where students will be executing real-life projects with real companies, there is a limit on the number of student slots. We will host a Webinar on Thursday, Aug 13 at 12:00 Noon, Central Time. In this webinar we will provide details about this Lab, the various class assignments & projects that the students will execute, and the application process. At that time, the application form for this course will be made available here and via email. Details regarding the webinar will be made available to students a week to 10 days in advance via email. Once accepted into the course, students will have 72 hours to decide before they will be registered. Once registered, students may not drop this course.
