Course

Unit 1

Artificial Intelligence in Marketing – Evolution of marketing from traditional to AI-driven marketing. Meaning and scope of AI in marketing, Types of AI used in marketing decisions, Difference between traditional marketing analytics and AI-driven marketing. Role of AI in understanding changing consumer behavior – Impact and key roles. AI as a competitive advantage in marketing strategy. Adoption of AI in marketing by Indian and global companies

Unit 2

Consumer Data and AI-Driven Insights – Role of consumer data in AI-powered marketing decision-making. Types of consumer data: demographic, behavioral, transactional, and digital data – importance and business relevance. Structured and unstructured consumer data – reviews, social media, clicks – differences, advantages, and challenges. AI-based consumer insights vs traditional market research methods. Limitations, risks, and challenges of AI-based consumer insights.

Unit 3

AI Applications in Marketing Functions – Role of AI in market segmentation and targeting – benefits and limitations. AI-driven personalization and recommendation systems – Impact on customer engagement and sales. Dynamic pricing and demand forecasting using AI – advantages over traditional pricing models. Perceptual Maps – Advantages, Case Studies from IPhone and Perceptual Maps and Tools of Perceptual Maps. AI in digital advertising and campaign optimization. AI tools for customer sentiment and feedback analysis – Sentiment and word cloud analysis.

Unit 4

AI for Customer Experience and Marketing Performance – Role of AI in customer journey mapping – understanding touchpoints and consumer behavior. Chabot’s and virtual assistants in customer engagement – advantages, limitations, and customer acceptance. AI in customer retention and loyalty management. Case studies of AI-driven marketing strategies.

Unit 5

AI in Consumer Behaviour and Market Response – Consumer buying behaviour and decision-making process – role of AI in understanding consumer needs and preferences. AI and customer loyalty, repeat purchase, and relationship marketing. Role of AI in understanding changing consumer trends and demand patterns. Case studies on consumer behaviour analysis using AI in Indian and global markets.

Course Objectives:

This course aims to provide an understanding of how Artificial Intelligence is transforming marketing strategy, consumer behavior analysis, and customer engagement. The course focuses on the use of AI for data-driven marketing decisions, personalization, customer insights, and value creation. Students will learn how AI tools and techniques support marketers in improving targeting, forecasting demand, enhancing customer experience, and gaining competitive advantage.

Course Outcomes:

The student will be able:

CO1: Understand the role of Artificial Intelligence in modern marketing.

CO2: Understand how AI uses consumer data to generate marketing insights and predictions.

CO3: Apply AI concepts to key marketing functions such as segmentation, targeting, and personalization.

CO4: Analyze the impact of AI-driven tools on customer experience and marketing performance.

CO5: Understand how Artificial Intelligence supports the analysis of consumer buying behaviour.

Text Books and References

• Kotler, , Kartajaya, H., & Setiawan, I. – Marketing 5.0: Technology for Humanity, Wiley
• Wedel, , & Kannan, P. K. – Marketing Analytics for Data-Rich Environments, Journal of Marketing.