This course applies AI and machine learning to marketing decision-making across the customer journey. Students use predictive and generative AI for segmentation, personalization, recommendation systems, forecasting, pricing, and campaign optimization. Through case studies and a hands-on project, students design, evaluate, and optimize data-driven marketing strategies while addressing fairness, transparency, and privacy in the use of AI and customer data.

Temps présentiel : 45 heures

Charge de travail étudiant : 105 heures

Méthode(s) d'évaluation : Projets, Travaux pratiques