Generative AI in SCEM
Niveau
first cycle, Master
Learning outcomes of the courses/module
The participants:
• will be empowered to navigate a media landscape undergoing massive disruption due to generative artificial intelligence (AI).
• will develop skills for the application of Generative AI and will understand current trends and underlying macro developments.
• will develop the ability to critically reflect on ethical issues related to the use of generative AI in marketing.
• will be empowered to navigate a media landscape undergoing massive disruption due to generative artificial intelligence (AI).
• will develop skills for the application of Generative AI and will understand current trends and underlying macro developments.
• will develop the ability to critically reflect on ethical issues related to the use of generative AI in marketing.
Prerequisites for the course
not applicable
Course content
- Generative AI as a toolbox for Students
- Basic understanding of Generative AI like Large Language Models (also reasoning models)
- Deployment of AI Agents
- Perception of Gen AI contents through the lens of (pop-) culture
- Ethical implications
- Basic understanding of Generative AI like Large Language Models (also reasoning models)
- Deployment of AI Agents
- Perception of Gen AI contents through the lens of (pop-) culture
- Ethical implications
Recommended specialist literature
Epp, A. M., & Humphreys, A. (2025). Collaborating with Generative AI in Consumer Culture Research. Journal of Consumer Research, 52(1), 32-48.
Assessment methods and criteria
Portfolio exam
Language
English
Number of ECTS credits awarded
2
Semester hours per week
Planned teaching and learning method
seminar
Semester/trimester in which the course/module is offered
4