Feb 13, 2026  
2025-2026 Graduate Catalog 
    
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2025-2026 Graduate Catalog
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MKTG 6247 - AI Applications in Marketing

Credits: 2

Introduces students to artificial intelligence (AI) technologies and examines their impact on the marketing landscape. Emphasizing core marketing principles, the course explores how AI enablement—such as machine learning, neural networks, and generative models—drives the tools and strategies used in contemporary marketing. Students explore the ways in which AI gathers and analyzes data, delivers personalized advertising and recommendations, automates routine marketing tasks, and produces rapid insights. The course highlights real-world examples, including Sephora’s use of an AI-driven virtual artist and chatbot experience that contributed to the company’s online sales growth from approximately $580 million in 2016 to over $3 billion by 2024. The course offers hands-on experience with AI tools relevant to research, analysis, and marketing innovation. Additionally, the course addresses the critical risks, ethical challenges, and governance issues associated with the use of AI in marketing. Prerequisite: MKTG 6201  or enrollment in the M.S.B.A program.


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