| Learning objectives |
On completion of this course, students should...
- Gain a comprehensive understanding of artificial intelligence,
its role in revolutionizing marketing activities, and its
significance for business growth and competitiveness
- Understand how to apply artificial intelligence to real-world
marketing scenarios
- Develop an understanding how artificial intelligence creates
value for both organizations and consumers
- Develop awareness of ethical considerations related to
AI-driven marketing
|
| Examination |
|
Applications
of Artificial Intelligence in Marketing:
|
| Exam
ECTS |
2,5 |
| Examination form |
Active participation
The completion of this course is based on active student
participation in class. The course will be considered as passed if
the students participation - based on an overall assessment - in
the class activities fulfill the learning objectives of the course.
The individual student’s participation is assessed by the
teacher. |
| The student must participate in |
Assignment(s) |
| Individual or group exam |
Individual exam |
| Grading scale |
Pass / Fail |
| Examiner(s) |
Assessed solely by the teacher |
| Exam period |
Summer |
| Make-up exam/re-exam |
Oral exam based on written product
The oral part of the re-take is
online. |
|
In order to participate in the oral
exam, the written product must be handed in before the oral exam;
by the set deadline. The grade is based on an overall assessment of
the written product and the individual oral performance. |
|
Size of written product: Max. 5
pages |
|
Assignment type: Essay |
|
Duration: 20 min. per student,
including examiners' discussion of grade, and informing plus
explaining the grade |
|
Examiner(s): If it is an internal
examination, there will be a second internal examiner at the
re-exam. If it is an external examination, there will be an
external examiner. |
|
| Description of activities |
|
Assignment(s):
- Each of the six sessions will conclude with a multiple-choice
test via Canvas, a minimum of 4 must be answered.
In addition the student must participate in minimum 80 % of the
scheduled teaching.
|
| Course content, structure and pedagogical
approach |
|
What is the main purpose of this course?
This 2-week course provides an in-depth exploration of how
advances in artificial intelligence (AI) can be harnessed to
revolutionize marketing activities. Participants will gain a
comprehensive understanding of how AI technologies (including
generative AI tools such as ChatGPT, Dall-E and MidJourney) are
transforming the field of marketing and can support business
growth. Through practical examples and case studies(e.g., Amazon,
Netflix, Starbucks), students will gain the knowledge and skills
needed to apply AI effectively in the marketing domain, and they
will learn how to leverage AI for various marketing activities,
from data collection and processes to customer segmentation to the
marketing mix decisions (product management, pricing, communication
management, sales).
This course is not about
programming AI tools or statistical issues behind AI; the course
takes a more practical approach and looks at how and where AI can
be applied in today's marketing.
Why is this course relevant?
This course is highly relevant due to the transformative impact
of AI on the business world. Many C-suite executives recognize the
importance of scaling AI in their organizations to achieve growth
objectives. However, they often struggle with implementation, as
many business reports indicate. Furthermore, marketing is
identified as the functional area where AI can provide the most
value, according to a recent McKinsey analysis of real-world use
cases. Therefore, understanding how and where AI can be applied in
marketing is essential for businesses to remain competitive and
deliver substantial benefits to both companies and consumers. This
course is designed to provide such understanding and help students
to apply AI effectively in marketing contexts.
What topics will be discussed in this
course?
The course demonstrates the impact AI has on today's
marketing to create value for both organizations and consumers. For
example, the followiong topics will be covered:
- Understanding the basics of AI
- Overview of AI applications in marketing
- Applying AI in the contexts of:
- Marketing research (e.g., collecting and processing data)
- Customer segmentation
- Innovation and product management (e.g., improving fit of
product offering and consumer preferences)
- Pricing (e.g., automated pricing decisions)
- Communication management (e.g., automated social media
campaigns)
- Customer relationships and service marketing (e.g., chatbots
for customer support)
- Ethical considerations of AI-driven marketing (e.g., biases,
privacy concerns)
|
| Description of the teaching methods |
| The course is designed to be highly interactive
and build upon principles of active learning. Students are expected
to contribute to discussions about the impact of AI and they are
invited to do group exercises throughout the course. |
| Feedback during the teaching period |
| Feedback will be provided from the teacher and
through group work. |
| Student workload |
| Class teaching |
18 hours |
| Reading and preparation |
52 hours |
|
| Further Information |
|
2-week course that cannot be combined with other
courses.
|
| Expected literature |
|
Selected readings include:
- Palumbo and Edelman (2023): What Smart Companies Know About
Integrating AI, Harvard Business Review, 101 (4),
116-125.
- Dawar, Niraj and Neil Bendle (2018), Marketing in the Age of
Alexa, Harvard Business Review, 96 (3), 80-86.
- Huang and Rust (2021): A Strategic Framework for Artificial
Intelligence in Marketing, Journal of the Academy of Marketing
Science, 49, 30-50.
- Puntoni, Walter Reczek, Giesler, and Botti (2021): Consumers
and Artificial Intelligence: An Experiential Perspective,
Journal of Marketing, 85, 1, 131-151.
- Longoni, Bonezzi, and Morewedge (2019). “Resistance to Medical
Artificial Intelligence,” Journal of Consumer Research,
46(4), 629–50.
- Castelo, Boegershausen, Hildebrand, and Henkel (2023).
"Understanding and Improving Consumer Reactions to Service
Bots". Journal of Consumer Research.
Specific reading instructions will be given at the beginning of
and throughout the course on Canvas.
|
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