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Course Description

As a marketing professional, you are increasingly expected to understand how data and AI influence decisions, performance, and customer experiences. AI now shapes everything from targeting and personalization to experimentation and execution, making it critical to understand how these tools fit into everyday marketing practice, even if you’re not building them yourself.

In this course, you will explore how organizations move from fragmented data to integrated, AI‑enabled marketing systems. You’ll learn core concepts in data readiness, analytics, experimentation, automation, and responsible AI use, including emerging applications such as generative and agentic AI. These concepts can be directly applied to answer engine optimization (AEO) and generative engine optimization (GEO), two rapidly evolving approaches that are reshaping how brands appear, compete, and build visibility in AI-driven search experiences.

By the end of the course, you will be able to assess analytics and AI opportunities, apply practical frameworks to real‑world marketing challenges, and communicate insights across teams. You’ll be prepared to support data‑driven marketing and decision making without the need for additional materials, software, or specialized tools.

Faculty Author

Clarence Lee

Benefits to the Learner

  • Define digital transformation goals for your marketing function, determine how AI can support these goals, and diagnose data and alignment gaps affecting digital transformation
  • Evaluate and apply analytics and machine learning to identify marketplace opportunities, address limitations, and build a data-driven roadmap
  • Evaluate and prioritize how insights are generated, delivered, and used to drive decisions and transformation
  • Design and evolve systems for empowered execution, shared consciousness, and continuous adaptation to enable data-driven decisions in marketing

Target Audience

  • Marketing managers
  • Performance marketers
  • Content marketers
  • Marketing automation specialists
  • Product managers
  • Marketing data analysts
  • Brand managers
  • CMOs
  • Entrepreneurs

Applies Towards the Following Certificates

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Type
3 week
Dates
Aug 19, 2026 to Sep 08, 2026
Total Number of Hours
15.0
Course Fee(s)
Standard Price $1,380.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This certificate includes two years of free access to both AI Symposium and Marketing Symposium! These events feature live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.

 

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