Strategic and Managerial Considerations in Use of LLMs in Marketing & Advertising Research

This course focuses on the integration of large language models (LLMs) from both a strategic and operational perspective. Students will explore how LLMs can drive innovation in marketing research, develop data-driven personas, and influence decision-making processes. Additionally, the course will emphasize how businesses can use LLMs for competitive advantage, optimize team management in AI-driven environments, and address key ethical challenges, ensuring that strategic deployments of AI align with organizational goals and market realities.
Continuing Education Units (CEU) : 2.5

You'll walk away with

• Understand the foundational role of LLMs in marketing and advertising research.
• Apply game theory and scenario planning techniques using LLMs to assess campaign outcomes.
• Develop and validate marketing personas enriched by LLM-driven insights.
• Integrate LLMs into team workflows, focusing on documentation, code review, and process improvement.
• Analyze ethical concerns related to LLM use, including bias, privacy, and transparency issues.