MKT 625: Business AI for Marketing and Sales
Contents
The course Business AI for Marketing and Sales introduces students to the strategic applications of AI in modern marketing and sales environments. Using a real-world case study, students explore how digital transformation and AI-driven technologies can enhance the customer journey and support business innovation. The course combines theoretical foundations with practical group work to develop and evaluate AI-based solutions for marketing and sales challenges.
Learning outcomes
- Understand and assess the role of AI in marketing and sales processes.
- Design and evaluate digital customer journeys using innovative tools and platforms.
- Apply AI-driven techniques such as predictive analytics and personalization in a business context.
- Collaborate in teams to solve real-world business problems through digital innovation strategies.
Necessary prerequisites
–
Recommended prerequisites
Basic knowledge of marketing concepts and digital technologies is helpful. Prior experience with data analysis or AI is not required.
| Forms of teaching and learning | Contact hours | Independent study time |
|---|---|---|
| Seminar | 2 SWS | 4 SWS |
| ECTS credits | 2 |
| Graded | yes |
| Workload | 60h |
| Language | English |
| Form of assessment | As a final assignment, there will be a written assignment and a presentation. |
| Restricted admission | yes |
| Further information | Website of the Chair / “Student Portal“ |
Examiner Performing lecturer |  | Prof. Dr. Florian Stahl Dr. Dominic Bergers |
| Frequency of offering | Fall semester |
| Duration of module | 1 semester |
| Range of application | M.Sc. MMM |
| Preliminary course work | – |