Marketing Mobility with Generative AI

What it is about

In this module you engage with digital marketing for mobility offers, in particular with the use of generative AI to create social media content. By the end you will be able to make data-driven decisions in the social media context, create AI-assisted marketing content, and develop an end-to-end marketing strategy for an innovative mobility concept.

What you will be able to do

make data-driven decisions in the social media context
apply various methods including generative AI to synthesize artificial social media content
evaluate different mobility modes
develop an end-to-end marketing strategy for an innovative mobility concept

What the module consists of

BlockvorlesungIntroductory presentation on social media marketing and trends in sustainable urban mobility
ExkursionVisit to an industry partner for data collection and as background for the case study project
Fallstudien / GruppenarbeitDevelopment of a practical case study with presentation and discussion of results

Teaching method

SeminarformInteractive discussions, practical relevance and research-based teaching
Gruppenprojekte / Case StudiesApplication of learned material in real-world practice cases
ExkursionData collection and insight into industrial practice
Codebeispiele (R und Python)Practical demonstration and implementation of analyses
Remote und Präsenz‑CoachingSupport for project work and deepening

What you should already know

Grundkenntnisse im Social‑Media‑Marketingrecommended
Erste Erfahrungen mit generativer KIrecommended

Assessment

Group projectPresentationWritten reportWritten examWritten testProject workReportPresentationOral examPortfolioListening comprehension

The performance is assessed as a group project. Evaluation includes an approximately 8–12 page PPTX Management-Style Written Report (60%) and a final ~10–20 minute presentation (40%). The report should describe the proposed solution, evaluation of marketing channels and target groups, AI-generated marketing content, management implications, as well as challenges and biases. Each student documents their individual contribution by taking on a clearly delineated part of the final deliverables.

Exam date28.01. · 09:00–18:00

Reading list

Hartmann J, Exner Y, Domdey S - The power of generative marketing: Can generative AI create superhuman visual marketing content? (2024)
Hartmann J, Heitmann M, Schamp C, Netzer O - The Power of Brand Selfies (2021)

Dates

SeminarMarketing Mobility with Generative AI (MGT001384, englisch) (limited places)6 groups to choose from

ATue09:00–18:00Ort/Zeit nicht bekanntonce on 27.10.
BThu09:00–18:00Ort/Zeit nicht bekanntonce on 28.01.
CThu15:00–19:00Online: Videokonferenzonce on 26.11.
DThu16:00–16:45Online: Videokonferenzonce on 15.10.
EWed09:00–10:00Ort/Zeit nicht bekanntonce on 28.10.
FWed11:15–18:00Ort/Zeit nicht bekanntonce on 28.10.

From the current semester, not binding. You attend one of several groups; the timetable automatically suggests the one with the fewest clashes.

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