Executive Education Course - At a Glance
| Date | 21./22.05.2027 |
| Duration | 2 days |
| ECTS | 2 ECTS |
| Costs | CHF 1'980 incl. lecture material |
| Language | English |
| Methodology | On-site and in-person |
Executive Education Module - AI for Marketing
This module equips marketing leaders with the skills to critically evaluate and strategically apply artificial intelligence across the marketing value chain. Participants explore how AI transforms organizational marketing capabilities—from automation and optimization to generative AI and customer relationship management. Through best-practice cases from leading B2B and B2C organizations, they learn to design AI-driven initiatives that enhance customer experiences, improve decision-making, and address ethical and governance challenges. The course provides practical frameworks for assessing AI tools, integrating data-driven processes, and navigating emerging trends such as live shopping and empathic AI.
Learning Objectives
The participants
- critically evaluate how AI transforms modern marketing
- assess AI solutions and tools across marketing objectives
- plan AI-driven marketing initiatives along the customer journey,
- derive best practices from leading B2B and B2C organizations
- design generative AI assistants to shape customer relationships.
Content
- Marketing in AI-driven organizations
- Goals, processes, and value of AI in marketing
- Marketing automation, optimization, and augmentation with AI
- Generative AI for customer relationship management
- Frameworks for selecting, evaluating, and integrating AI tools
- Key emerging trends such as live shopping and empathic AI
- *Bypassing AI FOMO: governance, ethical, and legal implications
Location
At the Center for Continuing Education of the University of Zurich at Schaffhauserstrasse 228 in 8057 Zurich.
Examination
To obtain the corresponding ECTS credits, participants must complete an assessment at the end of each module (e.g., written exam, case study presentation, written assignment, or similar). Further information and details regarding the assessment requirements for this module will be published in due course on our online learning platform OLAT.
Costs
CHF 1'980 including electronic lecture notes.
CHF 1'800 if booked as part of the larger CAS in Strategic Marketing program.
Eligibility Core Elective Area
Eligibility Elective Area
At Executive Education, you can attend more than 80 modules and have them credited toward the elective sections of our CAS, DAS, and MAS programs. Here, we list only a selection of suitable programs.
Contact us!
Would you like to learn more about our executive education programs in Management, Leadership, Strategy, Marketing, and Finance at Executive Education? Our Program Directors will be happy to assist you.