Artificial Intelligence in Marketing

What is the course about?

Is that artificial intelligence or can I throw it away? If you listen to the press, politicians and business leaders, you might think that AI is the best "since sliced bread". But then why do only 7% of the marketing managers in DACH use AI in their daily work? Apparently there is a difference between wish and reality.

The Espresso course therefore answers the most important questions that marketing managers currently have about AI in a pragmatic way:

• Why is AI suddenly felt to be so important in business and the press?
• Is AI really new?
• What is AI actually, and how does machine learning fit in?
• How do marketing managers see the benefits of AI today and in the future?
• How is AI used in marketing today?
• What types of managers are there in AI?
• Which AI marketing tools already work in practice today and have proven to be successful?
• What practical tips help making the use of AI in marketing successful?

Course content

What will you learn?

You will find high-quality learning videos, additional materials, free access to the latest study "AI - the Future of Marketing", links to further information and a certificate of participation.

What you always wanted to know about artificial intelligence - practical and tangible.

What is the target audience?

The course is aimed at marketing professionals, people responsible for digitalisation and students in the field of marketing, PR, and advertising.

What prior knowledge is required?

Basic knowledge of business administration and marketing will help you to understand. Openness, the willingness to change and the will to implement.

Course instructors

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Claudia Bünte

Prof. Dr. Claudia Bünte is a proven international marketing and branding expert. She has held a number of management positions at global companies around the world: Associate Principal at McKinsey & Company, Global Vice President of Brand and Marketing Strategy at Volkswagen AG, Director of Knowledge and Insights Europe and Director of Strategy and Planning for Germany and three other markets at The Coca-Cola Company. Other responsibilities included working with top brands such as NIVEA, Apple and Siemens.

She holds a doctorate in brand strategy and teaches marketing at international universities, especially the SRH Berlin University of Applied Science. As managing partner of Kaiserscholle GmbH, she advises international companies on all marketing and brand management issues as well as on digital transformation.

Prof. Bünte researches in the field of Artificial Intelligence in Marketing, current publications include AI in Marketing and AI in China - how the digital transformation revolutionizes retail and marketing. Her most recent innovation trip to China was in November 2019, prior to which she led a project for the introduction of prestige car brands in Beijing.

Prof. Bünte is also a member of the Academic Advisory Board of Analyx GmbH, an international company that transforms Big Data Analytics into business-oriented software tools for marketing managers.