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BUS 30 — The Future of Marketing: Using Social Data and AI to Improve ROI

Quarter: Fall
Day(s): Thursdays
Course Format: On-campus
Duration: 10 weeks
Date(s): Sep 27—Dec 6
Time: 7:00—8:50 pm
Drop Deadline: Oct 10
Units: 2
Tuition: $685
Instructor(s): Shilpi Agarwal
Limit: 30
Status: Closed
Please Note: No class on November 22
7:00—8:50 pm
Sep 27—Dec 6
10 weeks
Drop By
Oct 10
2 Units
Shilpi Agarwal
Please Note: No class on November 22
All marketers are under pressure to achieve increased sales and return on investment. Developments in the last decade, especially the avalanche of social media usage, have created “big data,” which can be employed to drive marketing decisions. While many think data from social media sites are useful only in ad placements, in fact this information can substantially improve the precision and effectiveness of omnichannel marketing. Marketers can leverage social data to understand their brand’s social share of voice, find their best influencers and brand advocates, keep tabs on competitors, and nurture relationships. However, we are also now witnessing the next big thing in digital marketing—the combination of social data and artificial intelligence to win and retain customers. Since AI is effective at analyzing large amounts of data and has the ability to ingest and decipher data to recognize patterns and to predict hashtags and trending topics, it makes for a perfect combination with social data to provide personalized brand marketing that creates a sustainable revenue stream and drives the highest ROI. This course will explore the uses of social data and AI in creating effective advertising campaigns. It will also cover ethical versus unethical uses of social data and how to use this information responsibly.

Shilpi Agarwal, CEO, Social Strategi

Shilpi Agarwal is a disruptive marketer and a nonlinear thinker trained in engineering and design, practicing the art of data and visual communication for growth. She leads a social media agency that provides managed social data intelligence solutions. She teaches cuttingedge, practical approaches to social media marketing strategies for personal and business growth at UC Berkeley and UC Santa Cruz.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.