Capstone: Making the Case for AI

This capstone course allows students to apply the knowledge gained throughout the AI for Marketing Specialization through a comprehensive project-based approach. The course focuses on practical applications of AI implementations in marketing, with particular emphasis on connecting to customer equity, demonstrating generative AI's content production capabilities, and describing AI's impact on overall customer experience. Students will work through various aspects of AI-driven marketing strategies, including customer identification, social media content creation, market opportunity analysis, and customer engagement techniques. The project structure guides learners through real-world scenarios that require thoughtful application of AI tools and concepts to marketing challenges. By completing this capstone, students will develop hands-on experience in leveraging AI technologies to enhance marketing effectiveness, improve customer relationships, and create value for organizations in the rapidly evolving digital landscape.