Market intelligence with AI: selecting use cases & tools, planning implementation
Did you know?
This course is part of the certified Master Class "Marketing & Sales Analyst". If you book the entire Master Class, you save 28 percent compared to booking the individual modules.
- Entry into the course.
- Organizational matters.
- Clarify course schedule and expectations.
- Introduction to the course topic.
- Market Intelligence with AI
- Common misconceptions
- Assessing the current state of your company
- AI as a Decision-Support Tool
- Business Impact vs. Feasibility
- AI Use Case Matrix
- Systematic Use Case Categories in Marketing & Sales
- AI Applications Throughout the Customer Journey
- Transfer Guide: Criteria for Good Use Cases
- Application of the self-study units.
- Discussion of the practical exercises.
- Insights into tools.
- Open questions and case studies.
Evaluation & prioritization
- AI Use Case Matrix and Its Evaluation Dimensions
- Qualitative vs. Quantitative Assessment
- Common Valuation Errors
- Deep Dive: Prioritization
- Transfer Exercise: Evaluating and Prioritizing Your Own Use Cases
- Make-or-buy as a strategic decision
- Tool categories instead of tool lists
- Assessment of Revenue Risks
Plan implementation
- Understanding Pilot Projects Correctly
- Roadmap & Milestones: From Pilot to Rollout
- Transfer Exercise: Design a Pilot Study
- Governance, Law & Responsible AI
- Regulatory Framework: Data Protection and the EU AI Act
- Governance Structures for AI Projects
- Responsible AI in Practice: Principles and Implementation
- Transfer Exercise: Outline Your Own AI Governance
- Transfer, Change, and Integration of AI in Marketing and Sales
- Establishment rather than the pressure to scale
- Transfer Exercise: Personal Action Plan for an AI Use Case
- Application of implementation planning methods.
- Discussion of case studies.
- Practical applications and transfer to everyday working life.
Contents
Fields of application & idea generation
- Market Intelligence with AI
- Common misconceptions
- Assessing the current state of your company
- AI as a Decision-Support Tool
- Business Impact vs. Feasibility
- AI Use Case Matrix
- Systematic Use Case Categories in Marketing & Sales
- AI Applications Throughout the Customer Journey
- Transfer Guide: Criteria for Good Use Cases
Evaluation & prioritization
- AI Use Case Matrix and Its Evaluation Dimensions
- Qualitative vs. Quantitative Assessment
- Common Valuation Errors
- Deep Dive: Prioritization
- Transfer Exercise: Evaluating and Prioritizing Your Own Use Cases
- Make-or-buy as a strategic decision
- Tool categories instead of tool lists
- Assessment of Revenue Risks
Plan implementation
- Understanding Pilot Projects Correctly
- Roadmap & Milestones: From Pilot to Rollout
- Transfer Exercise: Design a Pilot Study
- Governance, Law & Responsible AI
- Regulatory Framework: Data Protection and the EU AI Act
- Governance Structures for AI Projects
- Responsible AI in Practice: Principles and Implementation
- Transfer Exercise: Outline Your Own AI Governance
- Transfer, Change, and Integration of AI in Marketing and Sales
- Establishment rather than the pressure to scale
- Transfer Exercise: Personal Action Plan for an AI Use Case
This is how you learn in this course
This online course offers you a digital blended concept that has been specially developed for part-time learning. With a time budget of at least 4-5 hours per week, you are sure to reach your goal. Alternatively, you can schedule the learning units flexibly. This is how you learn in the course:
Self-study phases:Learn independently, at your own pace and whenever you want. Our courses offer you didactically high-quality learning material with videos, articles, interactive exercises, quizzes and learning checks.
Live webinars:In regular online seminars, you will meet the trainers in person. You will receive answers to your questions, specific assistance and instructions on how to deepen your knowledge and apply the skills you have acquired in practical exercises.
Learning community: A digital learning community is available to you throughout the course. Exchange ideas with other participants and the trainers and clarify your questions.
Certificate of attendance and Open Badge: As a graduate of the course, you will receive a certificate and an Open Badge that you can easily share in professional networks (e.g. LinkedIn).
Your benefit
- You will learn how artificial intelligence can be used along the customer journey - from personalization and lead scoring to chatbots and content optimization.
- You will recognize concrete fields of application for AI in your marketing and sales environment and develop your own ideas with practical exercises.
- You use the AI matrix to analyze the feasibility and potential impact of your ideas in order to select the best approaches.
- You will create a roadmap with clear milestones, plan pilot phases and receive best practices for the successful implementation of AI projects in Marketing & Sales.
- You will gain an overview of relevant AI tools through demos, tool research and decision-making aids for your project.
- You understand important aspects such as the EU AI Act, GDPR requirements as well as bias, fairness and explainable AI in the context of "Responsible AI".
- You will learn strategies to prepare your organization for data-driven decisions and successfully shape change.
Methods
Teaching content via digital components such as e-learning, interactive exercises, webinars, learning assessments and more. Exchange with learners and experts via a community. Location-independent and accessible at any time. Mobile learning when and where you want!
Recommended for
The course is suitable for all marketing and sales professionals who want to make efficient use of data and AI in their day-to-day work. This includes the job roles of marketing manager, online marketer, growth manager, sales manager, sales manager, digital marketer, customer experience manager, e-commerce manager, product manager, data analyst, data scientist, business analyst, decision maker, managing director, and many more.
- Customized training courses
- Direct application in practice
- Efficient use of time and resources
Mastering the future
Unlock revenue potential through the use of analytics and AI – with the "Marketing & Sales Analyst" master class.
Further recommendations for "Market Intelligence with AI: Selecting use cases & tools, planning implementation"
You might also be interested in:
Start dates and details
Training is guaranteed to take placeAbout us - The Haufe Akademie
Your optimizer, innovator and companion since 1978 -
Your professional partner for professional development and seminars, training courses and topical conferences.
Whether on site, live online or in-house - our customised solutions, our claim to the highest level of consulting expertise and training tailored to your needs simplify the acquisition of skills for the working world of the future and sustainably facilitate professional development.
A wide range of seminars, individual coaching and our flexible formats support HR managers and decision-makers in shaping the future and developing employees, in-house teams and companies.
Experience the benefits of online training from the comfort of your own home. Our online formats meet the highest quality standards and are in no way inferior to face-to-face events in terms of practical relevance. Learn together live online in interactive groups or digitally at a time of your choice.
Do you have any questions?
We are there for you Monday to Friday 8:00 a.m. - 5:00 p.m.
Questions & Answers
In our Questions & Answers (FAQ) section, you will find all the answers and the most frequently asked questions about your selected topic.
Munzinger Str. 9
79111 Freiburg
- Planning security
- Free seminar places
- Quality standards
- Planning and locations
- Funding opportunities
- Training app
- Business Solutions
