AI AND ANALYTICS FOR

STRATEGIC MARKETING
Executive Online Education
“In this course, we delve into the invaluable role of artificial
intelligence (AI) and analytics in revolutionizing marketing
strategies. From identifying existing contributions to exploring
potential advancements, we equip senior managers and aspiring
leaders in marketing with the essential knowledge and skills. By
harnessing the power of AI and analytics, participants gain the
insights needed for strategic decision-making and the ability to
drive innovative marketing practices forward.”

DR. JOSEPH JOHNSON

Associate Professor of Marketing
TABLE OF CONTENTS

01 About the
Course 02 Course
Takeaways

03 Participant
Profile 04 Course
Content

05 Meet the
Faculty 06 About Miami Herbert
Business School

07 Methodology
08 Benefits

09 Next Steps
ABOUT THE COURSE
8 Weeks English Online Case
Studies

In today’s dynamic market landscape, AI and analytics have become indispensable tools for
strategic marketing. By leveraging advanced algorithms and data-driven insights, businesses
can accurately identify consumer trends, tailor personalized campaigns, and optimize resource
allocation, enhancing customer engagement and maximizing ROI. From predictive modeling to
real-time decision-making, AI-powered analytics empower marketers to navigate complexities,
stay agile, and gain a competitive edge.

This comprehensive course delves

into the pivotal role and potential
of artificial intelligence (AI) and
analytics in modern marketing
practices. Across eight modules,
participants explore topics that
include customer segmentation,
advertising optimization, branding
strategies, and pricing tactics.
Through immersive case studies
and hands-on exercises, the course
underscores practical applications,
illuminates the evolving landscape
of AI and analytics in marketing,
and addresses pertinent ethical
considerations, ensuring
participants emerge adept at
navigating the dynamic intersection
of technology and marketing.

ENROLL NOW
COURSE TAKEAWAYS

01 Possess a comprehensive understanding of various AI

and analytics tools used in marketing.

02 Leverage AI and analytics to enable effective decision-

making and goal attainment across marketing functions.

Optimize AI and analytics, spanning segmentation,

03 branding, pricing, CRM, and more to inform marketing

plans and strategies.

Creatively applying generative AI techniques to develop

04 innovative marketing solutions, including original content

generation and approaches to customer engagement.

05 Navigate AI ethics, ensuring secure and compliant AI

adoption in marketing decisions.

06 Implement AI-powered solutions, prioritizing data

privacy, transparency, and compliance.
PARTICIPANT PROFILE

• Senior marketing managers who want to gain insights into

leveraging AI and analytics to refine strategic decision-making
processes, enhance campaign performance, and drive overall
marketing effectiveness within their organizations.

• Marketing team leaders who wish to acquire the necessary

knowledge and skills to guide their teams in implementing AI
and analytics tools effectively, fostering innovation, and staying
ahead of market trends.

• Marketing analysts looking to enhance analytical capabilities

by learning advanced techniques and tools for data
interpretation, predictive modeling, and optimizing marketing
campaigns through AI-driven insights.

• Aspiring marketing professionals who want to develop a

competitive edge in the job market by familiarizing themselves
with the latest advancements in AI and analytics to position
themselves as valuable assets to prospective employers
seeking innovative marketing talent.
course content

01
module
The AI Revolution, AI Models, and Analytics for Segmentation
Our first module explores the intersection of AI modeling, analytics, and decision-
making within marketing. We will delve into how AI analytics decode intricate
customer behavior patterns from vast datasets, enabling targeted and personalized
marketing efforts, enhancing customer engagement, and boosting the rate of
return on marketing initiatives. By contrasting traditional methods with AI-powered
approaches in forecasting, segmentation analysis, and microtargeting, you will
gain a profound understanding of AI’s transformative power in reshaping marketing
strategies and outcomes.

02
module
AI, New Product Development, and Branding
Building on our previous module’s insights, we will examine how AI revolutionizes
marketing, offering robust tools for customer insights, decision-making, and
campaign efficacy. This module delves deeper into leveraging AI to understand
customer needs, estimate product development, craft impactful product designs,
and fortify various aspects of branding strategies. You will discover how AI enhances
every marketing stage, empowering you to create more personalized, resonant, and
effective brand experiences.

03
module
AI in Advertising and Media Management
In this module, we will explore the intersection of machine learning and advertising,
focusing on the impact of predictive analytics, AI systems for ad analysis,
multimedia timelines, programmatic media buying, and attribution models. By the
end of this module, you will have a comprehensive understanding of how machine
learning and analytics are shaping the future of advertising, and the practical
implications this holds for CMOs and marketing professionals.

04
module
AI and Customer Relationship Management
This module takes you on a journey through key aspects of CRM, from understanding
the three fundamental phases of customer management to exploring the power
of recommendation systems and AI-driven marketing automation. You will explore
customer satisfaction, balancing customer acquisition and retention, and leveraging
Customer Lifetime Value (CLV), recommendation schemes, and loyalty programs. You
will read and reflect on a number of case studies, and the module concludes with an
assignment to bring together your CRM knowledge and expertise.
05
module
AI in Sales and Distribution
In this module, we will explore the transformative impact of AI and analytics on the
evolving sales and distribution landscape. We will navigate the intricacies of sales
force optimization, delve into the dynamics of inventory and logistics, and examine
the realms of demand chain digitization and the Internet of Things (IoT). Practical
case studies will shed light on how organizations strategically leverage AI and
analytics to maintain a competitive edge in the dynamic world of commerce across
these crucial domains.

06
module
AI and Analytics in Pricing and Revenue Management
Here, we will discover pricing strategy that transcends traditional paradigms and
aligns with dynamic contemporary markets. We begin with an in-depth look at price
optimization, dissecting predictive models for calculating price floors and ceilings.
Then, we will examine profit-maximizing prices, product tie-ins, nonlinear pricing,
quantity discounts, and two-part tariffs before analyzing price skimming nuances,
strategic coupon use, and pricing and revenue management strategy testing and
validation. Finally, we will explore AI-enabled customer avatar comprehension and
managing uncertainty by balancing risk and loss.

07
module
Generative AI and Marketing
This module underscores the capabilities of generative AI and demonstrates how
marketers can use it to enhance their current marketing strategies and activities.
You will explore the three main types of generative AI—text-based, image-based,
and audio generation—and read and consider several case studies to amplify your
knowledge of these developing technologies. In the discussion forum, you will have
the chance to reflect on the future of AI-generated videos in marketing before taking
part in an assignment where you will consider the potential for AI marketing content
production within your own organization.

08
module
Generating AI-Powered Marketing Strategies: Promises and Perils
In this final module, we will consider the use of AI in creating marketing plans, as well
as the limitations and threats presented by AI and its possible direction for the future.
The module will also require you to participate in two discussion forums where you
will consider how to evaluate the limitations and advantages of AI-generated media
plans and reflect on the course guide resource document. Finally, you will have the
chance to create your own digital twin in the final assignment of the course.

ENROLL NOW
MEET THE FACULTY

DR. JOSEPH JOHNSON

Associate Professor
of Marketing

Dr. Joseph Johnson is an Associate Professor of Marketing at Miami Herbert Business School
and a member of the AI and Big Data Center at the University of Miami’s Institute for Data
Sciences. He teaches Marketing Analytics, New Product Development, Strategic Brand
Management, and a doctoral seminar on quantitative methods for marketing management. His
current research focuses on the use of artificial intelligence and text-mining tools as a decision
aid for managers.

He has created and collaborated in the development of the following initiatives: deep learning
algorithms for advertising design and testing; brand management tools using text mining;
customer satisfaction and service quality measurement tools using text mining; dynamic
optimization methods for retail promotions; media planning tools for big Pharma; digital media
analytics for non-profit organizations; the clinic scheduling model for the University of Miami’s
clinics; risk models for predicting post-surgery health outcomes.

Dr. Johnson’s research has appeared in leading journals, including the Journal of Consumer
Research, Marketing Science, Journal of Marketing, Journal of Retailing, Journal of the
Academy of Marketing Science, Journal of International Marketing, Journal of Optimization
Theory and Applications, and IEEE Proceedings of the International Conference of Machine
Learning Applications.
ABOUT MIAMI HERBERT BUSINESS SCHOOL

#24
in the world for Custom
Executive Education Programs
in the Financial Times ranking.

#1
in Florida according to Poets &
Quants’ “Best Undergraduate
Business Schools of 2023” ranking.

TRIPLE We are in the top 1% of business

schools with AMBA, EQUIS, and
CROWN AACSB accreditation.

Miami Herbert Business School offers continuing education courses and

lifelong learning opportunities to professionals from different sectors and
industries, at all stages of their professional journey.

Our courses combine innovative content with the best online learning
technology in a flexible, diverse, and collaborative learning environment.

We uphold the legacy of practice-oriented education, incorporating

knowledge and information based on real-world case studies and apply
them through the use of the latest technologies.

Miami Herbert Business School is committed to generating,

disseminating, and preserving high-quality scientific knowledge from our
experts to effectively apply it in the day-to-day operations of tomorrow’s
leading organizations.
METHODOLOGY

Miami Herbert Business School provides you access to one of the most
innovative e-learning platforms in the world. Our immersive virtual
campus enables you to:

• Attend live faculty- and teaching • Master the hard and soft skills that
assistant-led webinars. support effective leadership.

• Learn from leading industry practitioners • Connect with other participants

and special guest speakers. and industry peers.

• Enhance and update your professional

knowledge through real-world use cases.

Your Miami Herbert Business School

education and training will be an asset
to your career.

• Participant-centric learning experience: Our

methodology incorporates the latest pedagogical
tools for you to enjoy a collaborative learning.

• Continual support: Your teaching assistant will

provide personalized guidance and feedback to
help you meet your learning goals.

• Comprehensive cutting-edge content: You will

acquire the theoretical and practical knowledge
and skills that are in demand today, incorporating
the most advanced industry technology.
BENEFITS OF JOINING
THE ALUMNI COMMUNITY

After successfully completing the course,

Miami Herbert Business School offers you:

01 02 03 04
A 15% discount on Access to faculty Exclusive new Continued access to
future enrollments information sessions course, program, the virtual campus
in short-term to learn about the and event for six months after
online or in-person latest research in announcements. completing the
programs offered your field of study. course.
by Miami Herbert
Business School.
CERTIFICATE
All participants who successfully complete the course will receive a Certificate of Completion
with the official seal of Miami Herbert Business School.

NEXT STEPS

01 Complete the form on the registration page.

02 Pay the tuition fee through our secure gateway.

03 Receive a welcome email with your

credentials for the virtual campus.

04 Gain access to the course

content prior to the start date.

ENROLL NOW Schedule an appointment

Tomorrow’s Leaders Are Built Today
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[email protected]