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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. In addition, the limitations and framework conditions of AI applications are discussed. Using examples, students gain practical experience in applying contemporary AI tools.

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. Among other things, students master how to increase brand discoverability in AI-driven search engines through targeted measures. 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

Type of course/module

Type of course