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.
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.
1 section
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Summer 2025
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Section
001 -
Semester
Summer 2025 -
Date
Apr 28 - Jun 15 -
Day
Self-Paced -
Time
Self-Paced -
Sessions
N/A -
Faculty
Millman, Steven -
Location
Self-Paced
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