erstellt mit copilot Research seminar: Digital marketing and digital innovations driven by artificial intelligence (21550)
In the research seminar "Digital Marketing & Digital Innovations Driven by Artificial Intelligence", we examine how AI is shaping the future of marketing strategies, business models and customer experiences. Topics include personalisation, predictive analytics, chatbots, automated content creation and the role of AI in digital innovation. Students analyse current case studies, develop their own research questions and discuss the opportunities and risks of using AI. The focus is not only on technological potential, but also on ethical and societal challenges. The seminar combines theoretical principles with practical applications and promotes the development of independent research projects.
Course overview
| Course language | Cycle | Hours | ECTS | Exam |
|---|---|---|---|---|
| German | irregular | 8 dates | 6 | approx. 20 minutes per student for presentation (10 minutes) and discussion (10 minutes) |
Procedure:
Topics are allocated as requested. If there are several interested parties, the decision is made by lot. Own topic suggestions are possible.
Each topic in a session will be structured by the lecturer on the basis of an outline. At the end, the lecturer will summarise the topic (oral protocol).
Only (a few) slides will be used.
The arguments are presented orally but in a structured manner and discussed in the group. The sessions take place irregularly.
There are 3 assignments to be completed, which are equally weighted. Meetings with the supervisors are optional, but do not serve to prepare the meeting date.
Dates: each Wednesday, to be announced
Duration: approx. 20 minutes per student for presentation (10 minutes) and discussion (10 minutes)
Start of the topic allocation: 27.10.2025
Minimum number of participants: 2
Binding registration from 06.10. to 26.10.2025 in FlexNow
Cancellation possible until 10.11.2025