Universitat Internacional de Catalunya
Artificial Intelligence Applied in Advertising
Other languages of instruction: English, Spanish
Teaching staff
Introduction
We will explore AI tools for creating fundamental images, videos, and audio in advertising campaigns; tools for creating websites or landing pages quickly and efficiently; the use of avatars to reinforce the brand; and the creation of music that fits advertising needs.
We will explore the form and capabilities of tools like Chat GPT, Midjourney, Microsft Designer..., and how to use these tools to create effective advertising content, as well as learn other additional tools for persuasive writing and content creation for social media, ads, and videos, all based on AI assistance. So, we will delve into more than twenty-five artificial intelligence programs.
Pre-course requirements
Have knowledge of marketing and publicity.
Objectives
The primary aim of the course is to acquire knowledge in Artificial Intelligence (AI) that will facilitate and enhance students' abilities in the field of advertising and marketing.
Learning outcomes of the subject
Ability to distinguish between different AI tools, understand how they work, and apply them in the marketing and advertising sector.
Syllabus
Topic: 1 Introduction
- What is artificial intelligence and how can we use it?
- Limits and other initial considerations for its use.
Topic 2: ChatGPT, Bing Chat, and Bard. Advertising and Marketing Prompts
- Create an account
- ChatGPT in expert format
- Prompts for market and customer research
- Prompts for content creation
- Prompts for businesses (marketing emails, Facebook, for CTA's, Landing Page; Lead magnets and business names)
AIPRM, ChatGPT 3.5 and 4, Google Bard...
Topic 3: Other tools for AI text creation
- Chatbot applications
- All-in-one applications
Writesonic; Copy; LuzIA...
Topic 4: Content and Advertising Creation
- Content for a year with AI;
- Video editing for YouTube;
- Social media posts and creatives;
- Creating ads with AI;
- PowerPoint and other content.
Canva+Chat GPT; Predis; Microsoft Designer...
Topic 5: Creating and Editing Images
- Create images
- Retouch and modify
- Images according to our needs
Dall-E2; Microsoft Bing; Midjourney...
Topic 6: Video and Audio Editing Tools
- Cleaning screens and audios
- Animations;
- Text to speech
Runwayml; Kaiber...
Topic 7: Websites and Landing Pages
- Name, logo, and website
- Website creation
- AI in WordPress
Mixo; Durable...
Topic 8: Avatars
- Communicate an advertisement
- Avatar assistance
- Creating scenes and script tracking
D-ID; Synthesia...
Topic 9: Music
- Music for our ads
- Creation according to our needs
- Copyright and music sales
Aiva; Soundful...
Teaching and learning activities
In person
Continuous and face-to-face assessment
Evaluation systems and criteria
In person
The evaluation of this course is divided into three parts:
Questions at the end of each class (20%): After each class, there will be some questions that will be answered in relation to the content covered.
Application exercise for each topic (30%): You will need to complete an application exercise for each finished topic. This exercise will be related to the product chosen for the group work, although it will be presented individually to assess the contribution of each group member.
Final product of the project (50%): The other significant part of the grade will depend on the final product of the group project with the audiovisual presentation, lasting between 10 and 30 minutes. This final product will represent 50% of your grade and should address all the topics covered in class, explaining the tools used and presenting the final project results.