In an era of rapid technological transformation, leaders in high-tech and AI-driven organizations face unique challenges.
Prepare for the future of leadership, innovation, and technology: learn, lead, and enable innovation.
This module can be taken as an elective within the “Top Management in High-Tech and AI Ventures” certificate (see below for further information certificates). The module may be eligible for credit recognition in Master’s degree programs due to its advanced academic level; however, a Bachelor’s degree is not required to enroll in the course.
Description
The part-time module “Advanced Marketing” is aimed not only at general participants, but in particular at experienced specialists and executives as well as founders who seek to take on or expand responsibility in technology-oriented organizations. Within this module, you will not only acquire foundational knowledge but also deepen and apply your expertise in selected subject areas in a highly practical context (see topics below).
Participation is available either on-site or in a hybrid format. The language of instruction is English (German available upon request).
Lecturer (Module Coordinator):
Prof. Dr.Sc. Dr. Qeis Kamran (Prof. Dr.Sc.Dr. Qeis Kamran)
Lernziele
- Subject-Specific Competence:
Students develop an advanced understanding of contemporary marketing theories, including Design Dominant Logic (DDL) and Design Worldview (DWA). They critically examine how digital transformation, artificial intelligence, global cultural contexts, and societal change reshape marketing strategies and practices. - Methodological Competence:
Students are able to apply interdisciplinary concepts from marketing, design thinking, digital humanities, and artificial intelligence to analyze, design, and communicate complex marketing strategies. They assess market spaces using contemporary tools such as cultural capital analysis and hybrid innovation models. - Social and Personal Competence:
Students strengthen their critical thinking, creativity, and ethical awareness in a marketing context. They develop intercultural communication skills, teamwork abilities, and strategic foresight to operate innovatively in a global, digitalized, and ethically demanding marketing environment.
Lerninhalte
- Introduction to Advanced Marketing Paradigms:
Explore the evolution of marketing from traditional approaches to contemporary frameworks such as Design Dominant Logic (DDL) and Design Worldview (DWA), highlighting the shift toward design-driven value creation. - Digital Humanities and Marketing Innovation:
Examine how perspectives from digital humanities reshape customer experience, brand meaning, and value creation in modern marketing environments. - Artificial Intelligence and the Future of Marketing:
Discover how AI is transforming marketing through customer analytics, hyper-personalization, automated content creation, and intelligent marketing automation systems. - Global Consumption Spaces and Cultural Capital:
Analyze transnational markets, cultural branding strategies, and the influence of cultural capital on consumer behavior and purchasing decisions. - Hybridization and Disruptive Marketing Innovation:
Investigate hybrid value propositions, service ecosystems, platform economies, and disruptive strategies that redefine competitive market structures. - Ethical Challenges and Sustainability in Marketing:
Critically engage with the role of marketing in the context of climate change, social inclusion, and sustainable consumption, and apply ethical frameworks to marketing practice. - Future Trends in Marketing:
Explore emerging developments such as Artificial General Marketing Intelligence (AGMI), marketing in the metaverse, and innovations in experience-driven marketing. - Workshops and Practical Exercises:
Participate in concept development projects, strategic simulation games, and collaborative analyses of future marketing scenarios.
Rahmendaten
Termine
1
Studiengänge und Kurse müssen getrennt voneinander bestellt werden!
Zertifikate
Additional modules in this subject area from our course portfolio:
- The New Space Economy
- Advanced Strategic Management
- Design Science and Design Thinking
- Innovation and Entrepreneurship
- Introduction to Artificial Intelligence and Prompt Engineering
Select two additional modules from the portfolio alongside “Advanced Marketing,” according to your individual interests, in order to obtain the Basic Certificate “Top Management in High-Tech and AI Ventures” (15 ECTS). Completing all six modules leads to the advanced certificate of the same name (30 ECTS).