223337b Tranferprojekt Digital Marketing

Zuletzt geändert:	03.11.2025 / Andersch
EDV-Nr:	223337b
Studiengänge:	Digital- und Medienwirtschaft (Bachelor, 7 Semester, Zulassung ab Wintersemester 2023/2024), Prüfungsleistung im Modul Spezielle BWL: Digital Marketing in Semester 4 6 7 Häufigkeit: unregelmäßig Media Entertainment, Prüfungsleistung im Modul Spezielle BWL: Digital Marketing in Semester 6 7 Häufigkeit: unregelmäßig Medienwirtschaft (Bachelor, 7 Semester), Prüfungsleistung im Modul Spezielle BWL: Digital Marketing in Semester 4 6 7 Häufigkeit: unregelmäßig Studienübergreifendes Angebot - Minors, Prüfungsleistung im Modul Spezielle BWL: Digital Marketing in Semester 1 Häufigkeit: nur SS
Dozent:	Prof. Dr. Henrike Andersch
Link zur Veranstaltung / zum E-Learning-Kurs:	The link to the Moodle course as well as the passcode will be provided during the lecture
Sprache:	Deutsch
Art:	-
Umfang:	2 SWS
ECTS-Punkte:	3
Workload:	4 SWS (Lecture: 2 SWS + Transfer Project 2 SWS)
Inhaltliche Verbindung zu anderen Lehrveranstaltungen im Modul:	Basic knowledge in Marketing is required / 223023 Marketing
Prüfungsform:
Beschreibung:	During the project you will work on a social media launch campaign combining human intelligence and artificial intelligence. This includes - developing a challenger brand for an established brand - creating social media campaign material using generative AI - testing campaign material with predictive AI and - challenging the campaign among real customers. The goal of the transfer project is to gain knowledge on how AI tools can accelerate marketing processes. Moreover, students reflect on advantages of AI applications in marketing and gain insights into how to mitigate associated risks.
English Abstract:	The course consists of a lecture (2 SWS) and a project (2 SWS). During the lecture you will acquire profund knowledge on the basics of digital marketing & the strategies & initiatives. Every chapter will shed light on how to leverage on AI tools and techniques to make digital marketing more efficient; moreover we will discuss associated pitfalls and risks. Exam: ST (group presentations & project report + individual learning diary) The course is part of the minor program MCM (Media Creation Management). Therefore, the course is in English in the winter term.
Literatur:	Relevant literature will be provided during the lecture Weitere Literatur finden Sie in der HdM-Bibliothek.