Advanced Seminar Marketing, Strategy, Leadership & Management: Generative KI in Marketing

What it is about

You learn how generative AI is used in marketing, strategy, and leadership. The module conveys current trends, how modern deep-learning models work (e.g., text-to-image diffusion models like Stable Diffusion and large language models like ChatGPT), and ethical questions. At the end you will be able to distinguish various generative models, generate content (text, image, video) and evaluate their outputs, as well as develop a research proposal on generative AI in marketing.

What you will be able to do

• understand different generative AI models
• apply methods for generating text, image, and video data
• evaluate outputs of different methods and compare with human-produced content
• formulate a compelling research proposal on generative AI in marketing

What the module consists of

• SeminarIntroduction to the topic at the beginning of the semester
• GruppenprojektProject phase in the middle of the semester with discussion of the literature
• PräsentationFinal presentation of the research proposals at the end of the semester
• Schriftliche ArbeitSubmission of the written research proposal as seminar performance

Teaching method

• EinführungsvorlesungConveying the fundamentals and current trends
• Gruppenarbeit/ProjektphaseApplication and deepening through collaborative development of a research project
• Diskussion von LiteraturEngagement with existing research
• AbschlusspräsentationCommunication and defense of the research proposal before peers