MarTech Applications in the AI Era (515-0-20)

Instructors

David Shell

Meeting Info

Meets in Non-General PurposeRm: Mon, Tues, Wed, Thurs, Fri 8:00AM - 6:00PM

Overview of class

MarTech Applications in the AI Era is a week-long intensive, five-day immersion course in Paris.  There are no pre-requisites for this course. It has been designed for both those new to the subject as well as those who have some experience but want to broaden their perspective.  Students will gain an in-depth understanding of the issues, opportunities and challenges associated with the adoption of new technology in marketing organizations.  With the introduction of GenAI and Agentic applications, MarTech no longer remains in the confines of the Marketing Ops/ Revenue Ops team, but is a must for all marketers who need to operate in today's digital world.  Through a combination of engaging lectures, insights from industry guest speakers, visits to local companies, and a hands-on client project, students will explore both the theoretical and practical aspects of managing MarTech projects within organizations.  This course advances students' knowledge of IMC topics including understanding the MarTech landscape, customer journey management, marketing processes and workflows, customer data management, personalization, customer engagement, and the impact of Generative AI and Large Language Models (LLMs).

Class Materials (Required)

TBA

Class Attributes

Attendance at 1st class mandatory