AI in Marketing: Building a Digital Business with AI – From Customer Insights to Market Launch

In this practice-oriented seminar, you will develop a fully digital business model over the course of the semester – from the initial market analysis and product development through to pricing and marketing. You will use modern AI tools across all phases of the value chain: from identifying customer needs and developing prototypes to deriving a marketing strategy.

A central element of the seminar is AI-based target audiences, which are used to continuously test and optimize ideas and strategies. In this way, you will learn how generative AI can be used today to work faster, more precisely, and more customer-oriented in marketing.

Learning objectives of the seminar:

• Understand and apply the potential of generative AI in marketing and innovation management,
• Independently develop a digital product or service concept using AI tools,
• Generate AI-based personas and use them in product and marketing development,
• Create simple digital prototypes and landing pages with AI support,
• Develop a marketing strategy based on data-driven customer insights.