GenAI Meets Marketing Data

This experiential course explores how generative AI (GenAI) reshapes marketing data — the creation of synthetic content, the measurement of consumer responses, and the transformation of advertising workflows. Students will analyze and prototype with real and simulated data, test attribution and ROI models, and engage with practitioners during an industry site visit or panel. The course complements Generative AI for Business by focusing specifically on how marketing data are generated, altered, and leveraged with GenAI tools, but there are no prerequisites required. Students interested in marketing, consulting, product management, and data-driven strategy will find this course particularly relevant.