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Course Description

From segmentation and personalization to performance analysis and experimentation, modern marketing demands systems that scale without losing strategic focus. This course focuses on how AI and marketing automation work together to turn insight into action across the full customer life cycle.

You will learn how to design, execute, and manage AI‑enabled marketing programs. You’ll explore segmentation and STP in practice, customer journey mapping and prediction, performance and growth marketing, AI‑assisted content creation, lead scoring, channel strategy, and campaign automation. You’ll also examine experimentation, analytics frameworks, ethical personalization, and practical uses of AI tools for small teams and large organizations alike.

By the end of the course, you will be able to build and evaluate AI‑supported marketing systems that connect levers to outcomes. You’ll leave with practical frameworks for segmentation, personalization, experimentation, and optimization; the ability to prioritize actions using data and AI insights; and the judgment to apply automation responsibly. No additional software, purchased materials, or technical labs are required — just your ability to think critically and apply the concepts to real marketing challenges.

Faculty Author

Clarence Lee

Benefits to the Learner

  • Identify opportunities in which you can use marketing automation and AI to augment your marketing processes
  • Apply AI-driven segmentation, targeting, and positioning to customer data
  • Design and deploy AI-enhanced marketing campaigns tailored to individual customer profiles
  • Use AI to analyze campaign performance and revise marketing strategies based on evolving data

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
Sep 09, 2026 to Sep 29, 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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