{"id":156543,"date":"2026-08-05T14:57:40","date_gmt":"2026-08-05T12:57:40","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?post_type=open-program&#038;p=156543"},"modified":"2026-08-05T15:01:49","modified_gmt":"2026-08-05T13:01:49","slug":"ai-and-marketing","status":"publish","type":"open-program","link":"https:\/\/www.bbs.unibo.it\/en\/open-program\/ai-and-marketing\/","title":{"rendered":"AI and Marketing"},"content":{"rendered":"<p><strong>WHY THIS PROGRAM AT BBS:<\/strong><\/p>\n<p><span style=\"color: #fa4616\"><strong>For you:<\/strong><\/span><\/p>\n<ul>\n<li>You want to understand how generative and agentic AI are transforming marketing, from customer understanding to content creation<\/li>\n<li>You&#8217;re looking for practical tools to apply AI across the customer journey: personalization, content generation, campaign optimization<\/li>\n<li>You want to build a critical perspective on the ethics, limitations and responsible use of AI in marketing<\/li>\n<\/ul>\n<p><span style=\"color: #fa4616\"><strong>For your company:<\/strong><\/span><\/p>\n<ul>\n<li>Build internal expertise to integrate AI into marketing, communication and branding processes<\/li>\n<li>Improve the quality, speed and reliability of data-driven marketing decisions<\/li>\n<\/ul>\n<p>This course explores how artificial intelligence \u2014 and <strong>generative and agentic AI<\/strong> in particular \u2014 is reshaping the marketing function within organizations. The program starts with an overview of digital transformation and the foundational concepts of Machine Learning, Deep Learning, Generative AI and Large Language Models, before showing how these tools are applied in practice across the entire customer journey: customer understanding, personalization, content generation, campaign optimization and decision support.<\/p>\n<p>The program then examines the use of AI for <strong>customer intelligence<\/strong> and <strong>marketing analytics<\/strong>, with a focus on content design, augmented creativity and influencer marketing, before moving on to the impact of Generative AI on marketing analytics: sentiment analysis, brand reputation measurement, customer experience and the use of synthetic data and societies of agents. A hands-on session uses the KNIME Analytics Platform to apply AI tools to social media data.<\/p>\n<p>The program closes with a strategic, capstone session on the future of marketing in the age of AI: hyper-personalization, conversational commerce, intelligent retail, AI-driven business models, and the themes of Responsible AI \u2014 privacy, trust, fairness, transparency and regulation.<\/p>\n<p>Part of the topics will be addressed by the course instructors, while selected sessions will include contributions and practical examples from business practice.<\/p>\n<p><strong>ACCREDITATIONS AND RANKING<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-74573\" src=\"https:\/\/www.bbs.unibo.it\/wp-content\/uploads\/2021\/10\/equis.png\" alt=\"\" width=\"189\" height=\"90\" \/><\/p>\n<p>Bologna Business School is<strong> EQUIS \u2013 EFMD Quality Improvement System<\/strong> accredited, one of the most important international quality assessment and continuous improvement systems for Schools of Management and Business Administration.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/www.bbs.unibo.it\/wp-content\/uploads\/2026\/05\/FT_2026_BUSINESSEDUCATION_EXECUTIVEEDUCATION_RANKING_RGB-scaled.png\" width=\"224\" height=\"64\" \/><\/p>\n<p>Bologna Business School&#8217;s Open Programs are included in the Financial Times Ranking, Executive Education category, 2026.<\/p>\n<div class=\"youtube-responsive-container bg-secondary\"><iframe data-cookieconsent=\"marketing\"  title=\"BBS Open Programs\" width=\"500\" height=\"281\" data-src=\"https:\/\/www.youtube.com\/embed\/ydEbWETczOM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<div class=\"cookieconsent-optout-marketing cookiebot-embed-placeholder bg-white\"><a href=\"javascript:Cookiebot.renew()\">We set up our site so that YouTube does not send cookies to you unless you play the video.<\/a><\/div>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>WHY THIS PROGRAM AT BBS: For you: You want to understand how generative and agentic AI are transforming marketing, from customer understanding to content creation You&#8217;re looking for practical tools to apply AI across the customer journey: personalization, content generation, campaign optimization You want to build a critical perspective on the ethics, limitations and responsible [&hellip;]<\/p>\n","protected":false},"author":47,"featured_media":0,"menu_order":0,"template":"","class_list":["post-156543","open-program","type-open-program","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI and Marketing | BBS<\/title>\n<meta name=\"robots\" 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