The Bachelor’s and Master’s programs in Marketing & Sales Management prepare students for the new era of AI.
Large language models, generative AI and a variety of AI tools have found their way into the everyday work of marketers. They are widely used in campaign development, customer relationship management, performance marketing and as an analysis tool. The Marketing & Sales Management study programs are responding to this trend in their Bachelor’s program Marketing & Sales and Master’s program Marketing & Sales Management by integrating AI into the curriculum.
Application of AI in operational marketing in the Bachelor’s program
In the Bachelor’s program in Marketing & Sales, AI is used as a source of inspiration and to generate ideas in various lectures such as marketing, product and price management. The focus here is clearly on generative AI tools for images and text. The Web Analytics Lab is used in sales coaching in customer psychology and smart selling. During simulated sales conversations, biometric data is collected by the tool, which provides deeper insights into the course of the conversation and the associated emotions.
>> Have a look into the Bachelor’s curriculum
Chatbots and machine learning in the Master’s program
The part-time Master’s program in Marketing & Sales Management clearly focuses on data-supported marketing strategies and digital business models. In Growth Marketing, AI tools beyond ChatGPT are scrutinized and Data Science lays the foundations for machine learning. A highlight of the degree program is the Conversational Artificial Intelligence module, which focuses on large language models, chatbot design and applications. In the experimental designs lecture, the Web Analytics Lab is also used to test advertising subjects.
>> Have a look into the Master’s curriculum
Thomas Schmidt |
Prospective students can apply for a study place until March 31, 2025. All information is available >> here