Curious about the ways Generative AI is transforming daily workflows, boosting innovation, and reimagining marketing research? In GENAI + Marketing, you’ll learn the basics of engaging an LLM, with broadly applicable and actionable techniques to create content, automate tasks, and revolutionize workflows. Then, the program will take a deep-dive to discover how AI can redefine your early-stage marketing research.
Module Overview
Optimizing for Generative AI Outcomes
Dive into the world of Generative AI with insights from Harvard’s Professor Karim Lakhani and technology entrepreneur and author, Azeem Azhar. Explore the transformative potential of AI, from creating original content to automating complex business processes. Learn the art of prompt engineering to harness AI’s full capabilities, and discover advanced techniques like using prompt generators and libraries and making custom GPTs. Whether you’re a novice or an executive, this pathway offers hands-on experience and strategic guidance to make AI work for you.
Units
- An Overview of Generative AI
- Introduction to Prompt Engineering
- Fundamentals of a Good Prompt
- More Advanced Prompting
Innovating with Generative AI
Generative AI is revolutionizing the business landscape, but cutting through the hype to find real value is crucial. Backed by rigorous research from Digital Data Design Institute at Harvard, leaders can gain insights into how generative AI enhances productivity, creativity, and empathy. Discover how AI can automate creative processes, generate innovative ideas, and improve team dynamics, all while navigating the complexities of AI-human collaboration. Embrace the future of AI thoughtfully to unlock its full potential for your organization.
Units
- The Value of Generative AI
- Productivity
- Empathy
- Creativity
Building a Business with Generative AI
Join Harvard Business School Professor Karim Lakhani to uncover the world of generative AI and its role in launching new businesses. Learn how to harness AI for every step of launching a new business, from product ideation and market research to packaging design and marketing strategies. Master the art of prompt engineering to optimize AI responses, automate customer research, and create synthetic personas. Explore frameworks like the business model canvas to develop robust business models and monetization strategies, all while leveraging AI tools like ChatGPT and DALL-E to bring your innovative ideas to life.
Units
- Introduction
- Conducting Research with GenAI
- Generating Inspired Ideas with GenAI
- Improving Business Performance with GenAI
- Improving Strategic Decision Making with GenAI
Actionable AI in Marketing
Explore the transformative potential of Actionable AI in Marketing. This pathway examines how large language models (LLMs) are revolutionizing traditional market research by delivering rapid, cost-effective, and comprehensive insights into consumer behavior. We’ll cover techniques, such as prompting frameworks and chain-of-thought prompting, to engage LLMs in designing and optimizing customer surveys, generating synthetic customer profiles, conducting conjoint analysis, and leveraging LLMs for data analysis. The emphasis, in this pathway, is on combining AI-powered insights with conventional research approaches to enhance marketing effectiveness.
Units
- The Role of Generative AI in Marketing
- Research Insights
- Practical Applications of AI in Marketing
- Advanced/Optional Techniques
The Actionable AI in Marketing pathway is available as an add-on, once you’ve completed an entire module. Click ‘Register’ to access the entire module or to add-on Marketing.
Free pilot phase ends on Jan 31, 2025
ADD ONS
You will have the option to sign up for an add-on after completing your first module.
Finance Add-On
Free pilot phase ends on Jan 31, 2025
Ready to build on your foundational Generative AI knowledge and apply it to financial decision-making? Take the next step with our Finance Add-on and explore advanced prompting techniques to forecast trends, automate analysis, and integrate AI-driven insights with traditional financial methodologies to make smarter, faster decisions.
Strategy Add-On
Free pilot phase ends on Jan 31, 2025
Looking to take your Generative AI knowledge to the next level in strategic decision-making? Our Strategy Add-on is the perfect continuation of your foundational training, you’ll learn to design AI-driven experiments, create generative AI mentors tailored to business challenges, and leverage AI insights to transform strategic outcomes.