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09/06/2023 10:46
AI in marketing: media studies with innovative strategies for the digital marketing mix
Online marketing, especially in the form of social media, is now an integral part of the marketing mix of many companies. Manuel Fassmann, Director Strategy at EssenceMediacom, teaches the students in the bachelor’s degree program “Communication & Media Management” at the IST University of Management what support artificial intelligence (AI) can already offer to those responsible for marketing in their everyday work.
Facebook, Instagram, TikTok and other platforms open up new digital communication channels for companies. Marketing managers not only have to create suitable content for their own channels, but also plan and implement paid social campaigns in order to reach their target groups beyond their own profiles. Solid knowledge in the areas of online marketing, media planning and generative AI, which already offers support in many aspects, is therefore important basic knowledge for future marketeers.
The use of artificial intelligence is not only limited to complex topics such as image or video generation, which require a high level of expertise. “Artificial intelligence already offers a wide range of support for those responsible for marketing,” says Manuel Fassmann, Director Strategy at EssenceMediaCom. AI could be meaningfully integrated into everyday life – be it as a sparring partner for brainstorming, for a first quick status quo analysis or as an aid when writing texts or presentations.
The central focus of his daily work is to develop innovative media solutions for brands with his team. The expert and lecturer in the “Communication & Media Management” bachelor’s degree course at the IST University of Management teaches the basics required for this in the “Strategic and operational media marketing” module. The practice-oriented distance learning course is an answer to the changes in the media industry: significantly more digital, a larger selection of specializations and practical projects combined with important management know-how.
“We place a special focus on the topic of social media marketing, in which the students deal with various platforms such as Facebook, Instagram, LinkedIn, TikTok and BeReal and learn about the paradigm shift that social media has led to in the media landscape. We also address a topic of increasing relevance: artificial intelligence in marketing. We discuss how this technology is already being used successfully in marketing or in media market research and where it could be used in the future,” adds the head of the course and professor of media management, Prof. Dr. Miriam Goetz. To round off the module, Faßmann and Goetz work together with the students on a practical case study in which a real case from practice is analyzed. Possible ideas and solutions are developed in order to give the students a practical insight into the implementation of the knowledge they have acquired.
Further information on the bachelor’s degree in “Communication & Media Management” is available on the IST University website. The next start of studies is in October. Registrations are still possible.
Contact for scientific information:
Manuel Faßmann: manuel.fassmann@dozent.ist-hochschule.de
Prof. Dr. Miriam Goetz: mgoetz@ist-hochschule.de
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Manuel Faßmann, Director Strategy at EssenceMediaCom, trains media students at the IST University in …
Manuel Faßmann
Up-to-date content, practical relevance and maximum flexibility thanks to time and location-independent learning ze …
Criteria of this press release:
Journalists, Scientists and scholars, Students, Teachers and pupils, all interested persons
Media and communication sciences
transregional, national
Advanced scientific education, Studies and teaching
German
2023-09-06 08:49:18
#Media #studies #innovative #strategies #digital #marketing #mix
