AI in Digital Marketing
Niveau
second cycle, Master
Learning outcomes of the courses/module
Students are able to analyze the disruptive changes that AI brings to digital marketing and evaluate the limitations and framework conditions of AI applications. Students are able to increase the discoverability of brands in AI search engines through targeted measures.
Prerequisites for the course
not applicable
Course content
Students apply concepts of customer journey optimization in the context of AI. A new understanding of digital brand building is conveyed – at a time when AI models increasingly moderate access to information. Furthermore, the limitations and challenges of AI applications are discussed.
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.
Assessment methods and criteria
Seminar work
Language
English
Number of ECTS credits awarded
6
Semester hours per week
Planned teaching and learning method
lecture, group work, presentation and task discussion
Semester/trimester in which the course/module is offered
1