Generative Artificial Intelligence for Business module (BU52059)

Explore creative and practical applications of artificial intelligence. You will apply them to real challenges in marketing, management, and business analytics

Credits

Module code

BU52059

Level

Semester

Semester 2

School

School of Business

Discipline

Economics

Artificial intelligence is no longer a specialist topic. It is a business skill.

In this module, you'll develop a clear, critical understanding of generative AI and how it is being used across business, marketing, and data analysis.

You'll start with the fundamentals: what is AI, machine learning (ML), and how creative AI works in practice.

You'll then explore the tools and platforms available to business professionals and develop hands-on skills in applying them.

A key focus is real-world application.

You'll work on challenges in business planning, marketing, management, policy, data analysis and other business areas, developing original and creative AI-aided approaches.

The module includes a group project in which you'll apply AI to a shared research challenge, giving you experience of collaborative AI-generated content creation.

No prior coding knowledge is needed. The module is designed for business students and professionals who want to use AI tools intelligently, not build them.

You cannot take this module if you have already taken Creative Artificial Intelligence for Business Analytics.

What you will learn

In this module, you will:

understand the key concepts of AI, machine learning, and generative AI
develop critical awareness of current issues and opportunities in AI for business
explore how AI tools can be used by business and marketing professionals
apply machine learning approaches to real-world business scenarios
use creative AI to develop original responses to business and policy challenges
work collaboratively on AI-generated content and research projects

By the end of this module, you will be able to:

show a critical understanding of AI concepts and principles related to modelling business processes
show critical awareness of current issues in artificial intelligence
apply AI tools to support business and marketing decision-making
use a range of artificial intelligence tools in real-world business applications
develop creative AI-aided responses to problems in advertising, management, and business
work effectively in a collaborative context involving AI-generated content creation