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Registration is open for Optimizing Marketing Performance with AI, an in-person workshop Sept. 19 and 20, presented by the Office of Executive Education at the University of Maryland’s Robert H. Smith School of Business.
The workshop, from 9 a.m. to 4 p.m. both days, will be led by Associate Professor of Marketing Liye Ma, whose expertise encompasses AI/machine learning and digital marketing. He will guide participants in connecting big data, machine learning, predictive AI and generative AI to maximize marketing decisions and outcomes.
The course is ideal for mid- to senior-level marketing professionals – especially team leads – looking to apply AI to optimize or improve marketing performance, says Smith School Executive Education Program Manager Clayton Richey.
The training will prepare participants to:
In the workshop, Ma will review the technology and tools currently on the market, evaluate them for use in business operations and convey to the participants a high-level understanding of technology trends.
Ma, through his research, has developed statistical, econometric and machine learning methods to analyze the drivers of consumer actions in the digital economy. He has used the findings to help companies develop digital marketing strategies and optimize marketing decisions.
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