Generative AI & Marketing (E)
Niveau
first cycle
Learning outcomes of the courses/module
This course aims to empower students to navigate a marketing landscape undergoing massive disruption due to generative artificial intelligence (AI). Students will develop:
- Future proof generative AI marketing skills
- Understand current trends and underlying macro developments
Critically reflect on ethics regarding generative AI in marketing
- Future proof generative AI marketing skills
- Understand current trends and underlying macro developments
Critically reflect on ethics regarding generative AI in marketing
Prerequisites for the course
none
Course content
- Generative AI as a toolbox for Marketers
- Image generation
- Prompting
- Basic understanding of Large Language Models (also reasoning models)
- Gen AI for SEO
- AI Agents
- Video generation
- Image generation
- Prompting
- Basic understanding of Large Language Models (also reasoning models)
- Gen AI for SEO
- AI Agents
- Video generation
Recommended specialist literature
Arora, N., Chakraborty, I., & Nishimura, Y. (2025). AI–Human Hybrids for Marketing Research: Leveraging Large Language Models (LLMs) as Collaborators. Journal of Marketing, 89(2), 43-70. [not required merely recommended, due to the high pace of Gen AI development recent sources will be taught in an accessible way for undergraduate students]
Assessment methods and criteria
Written exam and/or presentation
Language
English
Number of ECTS credits awarded
3
Share of e-learning in %
Semester hours per week
Planned teaching and learning method
Lecture, group discussions, hands-on usage of tools, presentations
Semester/trimester in which the course/module is offered
1
Academic year
Key figure of the course/module
Type of course/module
Type of course
Internship(s)
-