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This course is for business school students interested in leveraging Generative AI (GenAI) applications that go beyond personal productivity enhancement tools. Our primary “target personas” are (i) B2B customers of GenAI solutions, (ii) general managers and consultants in charge of digital transformation, (iii) entrepreneurs developing GenAI solutions, (iv) investors in GenAI startups. The course aims to provide an in-depth understanding of GenAI, its wide range of applications, and the value it can generate for businesses. This course discusses both the potential benefits and challenges stemming from business applications of GenAI. The fast-evolving body of knowledge on GenAI is explored through discussions of research coming out of academia and industry, hands-on guided work and student presentations. The course is organized around the process of bringing GenAI applications to market and managing their impact on firms, consumers, society and the environment: (i) foundations of GenAI, (ii) GenAI use cases and opportunities, (iii) managing GenAI impact.
Division: Marketing
Curriculum Pathway: Product Management, Data Analytics and AI

Spring 2025

B8609 - 001

Faculty
Olivier Toubia
Part of Term
MBA - A Term
Section Syllabus
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Section Notes

Attendance at the first class is mandatory for all enrolled students and those on a waitlist or who hope to add the class during Add/Drop.

Day(s)
Date(s)
Start/End Time
Room
  • Thursday 01/27/2025 - 03/07/2025 9:00AM - 12:15PM Kravis 890

B8609 - 002

Faculty
Olivier Toubia
Part of Term
MBA - A Term
Section Syllabus
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Section Notes

Attendance at the first class is mandatory for all enrolled students and those on a waitlist or who hope to add the class during Add/Drop.

Day(s)
Date(s)
Start/End Time
Room
  • Thursday 01/27/2025 - 03/07/2025 2:20PM - 5:35PM Geffen 620

B8609 - 003

Faculty
Moran Cerf
Part of Term
MBA - A Term
Section Syllabus
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Section Notes

Attendance at the first class is mandatory for all enrolled students and those on a waitlist or who hope to add the class during Add/Drop.

Day(s)
Date(s)
Start/End Time
Room
  • Monday 01/27/2025 - 03/07/2025 6:00PM - 9:15PM Kravis 490

B8609 - 060

Faculty
Olivier Toubia
Part of Term
MS - A Term
Section Syllabus
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Section Notes

Attendance at the first class is mandatory for all enrolled students and those on a waitlist or who hope to add the class during Add/Drop.

Day(s)
Date(s)
Start/End Time
Room
  • Wednesday 01/27/2025 - 03/07/2025 9:00AM - 12:15PM Kravis 870

Fall 2024

B8609 - 001

Faculty
Malek Ben Sliman
Part of Term
MBA - A Term
Section Syllabus
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Section Notes

Attendance at the first class is mandatory for all enrolled students and those on a waitlist or who hope to add the class during Add/Drop.

Day(s)
Date(s)
Start/End Time
Room
  • Wednesday 09/03/2024 - 10/11/2024 9:00AM - 12:15PM Geffen 520

Spring 2024

B8609 - 001

Faculty
Malek Ben Sliman
Part of Term
MBA - B Term
Section Syllabus
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Section Notes

Attendance at first class is mandatory for all enrolled students as well as those on a waitlist or who hope to add the class during Add/Drop.

Day(s)
Date(s)
Start/End Time
Room
  • Thursday 03/18/2024 - 04/26/2024 6:00PM - 9:15PM Kravis 620

Fall 2023

B8609 - 001

Faculty
Olivier Toubia
Malek Ben Sliman
Part of Term
MBA - A Term
Section Syllabus
Download Syllabus
Section Notes

Attendance at the first class is mandatory for all enrolled students and those on a waitlist or who hope to add the class during Add/Drop.

Day(s)
Date(s)
Start/End Time
Room
  • Tuesday 09/05/2023 - 10/13/2023 2:20PM - 5:35PM Geffen 420
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