From the kick-off workshop, through interviews and practical insights with staff, to the final presentation – throughout the entire summer semester, students on the course “Potentials of Artificial Intelligence in Corporate and Marketing Communications” worked closely with the health and wellbeing specialist Beurer, based in Ulm, as their industry partner. The course was led by Prof. Dr Wilke Hammerschmidt, together with Kerstin Glanzer, Head of Marketing at Beurer GmbH, who, as a co-lecturer, contributed valuable insights from the business world.
Right from the start, during a kick-off workshop at Beurer’s headquarters, the students gained an insight into current communication and marketing processes. As the semester progressed, they conducted guided interviews with staff, analysed academic literature and engaged intensively with the opportunities and challenges of using AI in corporate and marketing communications.
Successful knowledge and technology transfer
“The confident use of artificial intelligence is becoming a key skill for communications and marketing professionals. During the seminar, our students were able to explore how scientific methods can be used to support companies in the strategic introduction and further development of AI applications. Together, we were able to identify further opportunities for the use of AI,” says Prof. Dr Wilke Hammerschmidt.
The collaboration also offered particular added value for Beurer: the students’ scientifically sound analysis and fresh perspective provided valuable insights for the future design of communication and marketing processes. Beurer was very satisfied with the results and will once again be a industry partner for this module in the winter semester.
