Generative AI & Marketing (E)

first cycle

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

keine

- 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

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]

Written exam and/or presentation

Englisch

3

Lecture, group discussions, hands-on usage of tools, presentations

1

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