Seminar in Service Management: Generative AI in Marketing Communications

In the winter semester of 2024/25, the seminar in Service Management will thematically address the overarching topic of "Generative AI in Marketing Communications."

In the course, students will learn how to handle scientific questions as well as the structure and design of experimental studies. Based on a research question from two possible topic areas, students will go through a complete research process, thus being optimally prepared for their master's thesis.

Topics:

There will be two thematic areas from which to choose:

Labeling of AI use in Digital Marketing - More and more companies like Coca Cola or Levi's use AI to create advertising materials. But what impact does labeling, for example through mandatory AI labels on social media platforms, have on customer reactions?
Personalization with Artificial Diversity in Digital Marketing - AI platforms for image generation are criticized for biases through stereotypes (e.g., "male, white CEO"). But what customer behavior can be observed when AI-generated advertising is personalized based on diversity characteristics (such as gender or ethnicity)?

Language: German

Course Responsible: Jannes Marquardt

Please note:

The seminar has limited availability.
The course will be offered only if there are at least 5 participants.
Application is through registration on KU-Campus (first come, first served).
Binding registration on KU-Campus is possible from: September 23, 2024.