Course

Unit I

Introduction to AI in Advertising

Overview of artificial intelligence (AI) and its relevance to advertising, Historical context, and evolution of AI in the advertising industry, Case studies highlighting successful implementations of AI in advertising campaigns.

Unit II

AI Tools for Targeting and Segmentation

Understanding audience targeting and segmentation in advertising, Exploration of AI-driven tools for analyzing and categorizing audience data.

Unit III

Personalization Techniques in Advertising using AI

Personalization in advertising and its impact on consumer engagement., AI-powered personalization strategies for different advertising channels (e.g., social media, email, websites).

Unit IV

Optimization Strategies with AI in Advertising Campaigns

Overview of optimization in advertising and its role in maximizing ROI, AI-driven optimization techniques for ad placement, bidding, and budget allocation, Case studies demonstrating the effectiveness of AI-driven optimization strategies.

Unit V

Ethical Issues and Future Trends in AI-driven Advertising

Discussion on the ethical considerations surrounding the use of AI in advertising, Regulatory frameworks and guidelines related to AI-driven advertising practices, Future trends and emerging technologies shaping the landscape of AI-driven advertising.

Objective:

This course aims to provide students with a comprehensive understanding of the fundamentals of screenplay writing. Through theoretical study and analysis of acclaimed screenplays, students will gain insight into the importance of visual storytelling, the distinctions between screenplays and stage plays, methods for generating story ideas, techniques for character development, crafting effective dialogue, and the technical aspects of formatting screenplays. By the end of the course, students will have the knowledge and skills necessary to begin writing their own compelling screenplays.

Course Outcome (CO):

By the end of this course, students will be able to:

• CO1: Understand the fundamental principles of screenplay writing, including visual storytelling and character development techniques.

• CO2: Differentiate between screenplays and stage plays, analyze narrative structures, and explain industry standards for formatting.

• CO3: Apply screenplay writing techniques through practical exercises, including creating compelling protagonists and crafting effective dialogue.

• CO4: Analyze critically acclaimed screenplays to identify narrative strategies, character arcs, and dialogue techniques employed by successful screenwriters.

• CO5: Evaluate screenplay drafts based on criteria such as plot coherence, character development, and adherence to industry standards, providing constructive feedback.

• CO6: Demonstrate the ability to develop original screenplay drafts integrating theoretical concepts, writing techniques, and industry-standard formatting.

CO-PO Mapping:

Suggested References:

1. “Artificial Intelligence in Marketing: Practical Applications” by Peter K. Dahlström and Martin Harrysson
2. “The Adweek Copywriting Handbook” by Joseph Sugarman
3. “AI Superpowers: China, Silicon Valley, and the New World Order” by Kai-Fu Lee
4. “The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power” by Shoshana Zuboff
5. “How to Measure Anything: Finding the Value of ‘Intangibles’ in Business” by Douglas Hubbard
6. “Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die” by Eric Siegel
7. “Machine Learning for Dummies” by John Paul Mueller and Luca Massaron
8. “The Attention Merchants: The Epic Scramble to Get Inside Our Heads” by Tim Wu
9. “Deep Learning: A Practitioner’s Approach” by Adam Gibson and Josh Patterson
10. “Data Science for Business: What You Need to Know about Data Mining and Data-Analytic Thinking” by Foster Provost and Tom Fawcett