GenAI Meets Marketing Data

This experiential course explores how generative AI (GenAI) reshapes marketing data — the creation of labels for users and ads and synthetic content, the measurement of consumer responses, and the transformation of advertising workflows. Students will analyze and prototype with real and simulated data, test attribution and ROI models, and engage with practitioners during an industry site visit and/or panel. The course is designed for MBA/EMBA students interested in marketing, consulting, product management, and data-driven strategy. It complements Generative AI for Business by focusing specifically on how marketing data are and can be generated, altered, and leveraged with GenAI tools. No prerequisites are required.