Transformative Impacts of Generative AI in Marketing

What it is about

You learn how advanced, conversational AI models (e.g., ChatGPT) can transform marketing processes. By the end you will be able to analyze the impacts of such models on a concrete marketing field (e.g., advertising, product development, branding) and present the results in a structured way.

What you will be able to do

• Understand the fundamentals of conversational AI
• Recognize the impacts of AI on different marketing areas
• Plan and conduct team-oriented research work
• critically analyze and discuss
• Summarize and present results in written and visual form

What the module consists of

• SeminarvorlesungenConveying the fundamentals of conversational AI and current developments
• GruppenprojektIntensive development of a research project on a selected marketing domain
• PräsentationenPresentation and discussion of project results in the course
• Seminarbericht (erweiterte PowerPoint)Documentation and summary of the research findings

Teaching method

• Einführende VorträgeProviding an overview of conversational AI as a starting point
• Gruppenarbeit unter BetreuungPractical development of the research topic and ongoing supervision
• Peer-Diskussionen und KritikEncouraging critical reflection and exchange between the teams
• Abschließende PräsentationenCommunicating results and training presentation skills