| Zuletzt geändert: | 27.05.2025 / Sorace |
| EDV-Nr: | 337098e |
| Studiengänge: |
Online-Medien-Management (Bachelor, 7 Semester) , Prüfungsleistung im Modul Online Marketing II
in Semester
4
Häufigkeit: immer |
| Dozent: | Prof. Dr. Jan Kirenz |
| Sprache: | Vorlesung deutsch, Materialien englisch |
| Art: | - |
| Umfang: | 2 SWS |
| ECTS-Punkte: | 2 |
| Workload: | 2 ECTS, 60 hours |
| Inhaltliche Verbindung zu anderen Lehrveranstaltungen im Modul: | Exercise Big Data and Web Analytics (337098f). |
| Prüfungsform: | |
| Bemerkung zur Veranstaltung: | Deutsch |
| Beschreibung: |
In the rapidly evolving digital landscape, understanding how to leverage data and technology is crucial for success. This course is designed to equip students with the knowledge and skills necessary to navigate and optimize the digital customer journey through advanced web analytics and generative artificial intelligence technologies.
The course covers a broad spectrum of tools and techniques, from web analytics to the pioneering realms of Generative AI, including basics, state-of-the-art applications, and prompt engineering. Through a combination of theoretical foundations and practical case studies, students will learn how to interpret web tracking data, utilize social media metrics, and deploy generative AI solutions for real-world challenges. The course will also explore theoretical digital marketing frameworks, Google Ads, social media tools, and how to create interactive dashboards, providing a comprehensive view of how these technologies can be integrated to drive digital innovation. Upon successful completion of this course, students will be able to:
Master Web Analytics Tools: Develop proficiency in using key web analytics tools, including Google Analytics, Google Search Console, and UTM Tracking, to gather, analyze, and interpret web data. Leverage Social Media Insights: Understand how to measure and interpret social media metrics and the impact of social media campaigns using tools like Facebook metrics and Social Media Tools. Apply Generative AI in Digital Strategies: Acquire foundational knowledge and practical skills in Generative AI, including prompt engineering and the use of OpenAI Assistants API, to enhance digital marketing strategies. Design and Deploy AI-driven solutions: Learn how to create and deploy interactive tools using Generative AI to optimize marketing workflows. |
| English Title: | Lecture Big Data & Web Analytics |
| English Abstract: |
In the rapidly evolving digital landscape, understanding how to leverage data and technology is crucial for success. This course is designed to equip students with the knowledge and skills necessary to navigate and optimize the digital customer journey through advanced web analytics and generative artificial intelligence technologies.
The course covers a broad spectrum of tools and techniques, from web analytics to the pioneering realms of Generative AI, including basics, state-of-the-art applications, and prompt engineering. Through a combination of theoretical foundations and practical case studies, students will learn how to interpret web tracking data, utilize social media metrics, and deploy generative AI solutions for real-world challenges. The course will also explore theoretical digital marketing frameworks, Google Ads, social media tools, and how to create interactive dashboards, providing a comprehensive view of how these technologies can be integrated to drive digital innovation. |
| Literatur: |
Brynjolfsson, E., Li, D., & Raymond, L. R. (2023). Generative AI at work (No. w31161). National Bureau of Economic Research. Chui, M., Hazan, E., Roberts, R., Singla, A., & Smaje, K. (2023). The economic potential of generative AI. McKinsey & Company white paper, Weitere Literatur finden Sie in der HdM-Bibliothek. |
Termine
Das Innovationsforum BioGamesLab ist ein Projekt des Fraunhofer Institut für Produktionstechnik und Automatisierung IPA in Kooperation mit der Hochschule der Medien. Es wird vom Bundesministerium für Bildung und Forschung als Teil der Förderinitiative "Innovationsforen Mittelstand" gefördert.
