Course Introduction | Digital Marketing in the AI Era | Prof. Prathamesh Vivek Kittur | IIT Madras

Prof. Prathamesh Vivek Kittur | Department of Management Studies | IIT Madras ABOUT THE COURSE: This course provides a comprehensive introduction to marketing in the digital and AI-driven era, beginning with core concepts such as segmentation, targeting, positioning, and marketing mix. It then builds into digital marketing fundamentals, covering key channels, customer behavior, and performance metrics. The course emphasizes practical skills in content, social media, influencer, email marketing, and SEO, while integrating AI tools across each domain. Learners will also explore how artificial intelligence enhances campaign creation, personalization, and analytics. The course will equip students with both strategic understanding and hands-on capabilities to navigate modern marketing effectively. PREREQUISITES: Participants are expected to have a basic understanding of marketing principles. A graduate-level educational background in fields such as business, management, commerce, engineering, media, or related disciplines is preferred. INDUSTRY SUPPORT: Google, Amazon, Meta Platforms, Adobe