The course covers fundamental marketing concepts and models, emphasizing their role in organizations and how they can be adapted to different contexts. The course identified key marketing issues, apply scientific methodologies, and understand research perspectives, paradigms, and traditions relevant to the subject. The course also focuses on developing practical skills, such as relating theoretical models to real-world problems, independently formulating marketing solutions, and summarizing key themes from academic literature. Additionally, students will enhance their ability to communicate scientific findings both orally and in writing. Finally, the course encourages critical thinking by analyzing the practical implications of marketing decisions and evaluating theory and practice within the field.

Key takeaways

The source provided the fundamental marketing concepts and the examination was based on a report selected to be “The use of Agentic AI in e-commerse”.

The report concluded that Artificial Intelligence has already revolutionized and continues to transform marketing and e-commerce by enabling personalized advertising and enhanced customer experiences through data analysis, machine learning, and new generative AI. The technology is used to create customized strategies based on customers’ past behaviors and preferences, increasing engagement, loyalty, and overall business competitiveness. At the same time, new research highlights AI’s potential to further optimize business processes by automating and scaling repetitive tasks such as customer segmentation and content creation. This automation frees up resources for additional marketing initiatives and reduces financial risks by improving decision-making.

Despite these advantages, AI presents ethical challenges. The collection of vast amounts of personal data raises concerns about privacy, data protection, and the legal use of information. Companies must ensure they respect customer rights to build long-term trust. AI also risks reinforcing social inequalities by limiting customer exposure to diverse product options. To balance AI’s benefits and risks, e-commerce businesses must establish ethical guidelines, clear data policies, and create inclusive and fair customer experiences.

Achieving success with AI in marketing requires balancing its opportunities with its challenges. Businesses need to go beyond purely technical solutions and focus on integrating AI with human efforts to build sustainable and long-term customer relationships. AI should function as a tool rather than a replacement, particularly in creating personalized advertising.

Companies must take responsibility for data collection and management, ensuring that AI’s advantages are not overshadowed by potential risks. Emphasizing inclusivity, fairness, and empathy, along with investing in employee education on AI’s technical and ethical aspects, will not only enhance corporate credibility but also provide greater value to customers through personalized advertising—ultimately contributing to a fairer and more sustainable e-commerce landscape.