Description
The use of artificial intelligence (AI) is currently changing marketing research and practice and offers companies and researchers new opportunities for addressing customers, analysing data and making decisions. From personalised recommendations and automated advertising campaigns to conversational AI - the possible applications of AI in marketing are diverse and range from the analysis of large amounts of data to direct interaction with consumers. What impact does this technological development have on consumer behaviour? How do decision-making processes change when AI is used in customer communication or pricing? And how can companies use the latest AI-supported analysis methods to gain deeper insights into their target groups?
This seminar looks at the role of AI in marketing from two perspectives:
1. AI as a phenomenon: analysing the impact of AI on consumer behaviour and business strategies, including case studies of successful and failed AI-powered marketing efforts.
2. AI as a method: analysing how AI-based technologies are transforming marketing research and what new insights can be derived from them.
The seminar is aimed at students who are interested in innovative developments in marketing and would like to gain both theoretical and practical insights into the use of AI.
Subject areas
1. AI as a phenomenon: fields of application of AI in marketing
- AI-supported personalisation: optimising the individual customer approach through AI.
- Chatbots and conversational AI: Influence on customer interactions and service experiences.
- Automated advertising campaigns: Utilising algorithms to better address target groups.
2. AI as a method: New research methods focussing on AI in marketing
- Text, image and sentiment analysis: use of AI to recognise consumer moods and opinions.
- Predictive analytics: How companies predict and react to customer behaviour.
- Experimental AI methods: Machine learning to generate new marketing strategies.
Organisation
- Courses: Master seminar Services Management 1
- Scope: 3 SWS / 4 credits
- Language: German/English
- Examination: Written elaboration + presentation
- Kickoff date:
- April 10, 2025, 14:00-17:15, seminar room of the AIP (Mühlenpfordtstr. 23, 6th floor)
Content: administrative and organisational aspects of the seminar as well as introduction to scientific work and the topic of AI in marketing.
- Contact: Dr. Hannes Gurzki (Lecturer)
Please register for the Stud.IP event to receive information and news about the seminar. Further information (e.g. on the procedure and topic allocation) will be provided at the kick-off. The binding registration for the examination will take place via the TU-Connect portal as part of the kickoff event. Your presence at the kickoff is mandatory for participation in the seminar.
Stud.IP
