Course Schedule

Veranstaltungen von Prof. Dr. Monika Imschloß


Lehrveranstaltungen

Advanced Perspectives on M&E: Leveraging Artificial Intelligence (AI) for Entrepreneurial Action (Seminar)

Dozent/in: Monika Imschloß

Termin:
 wöchentlich | Dienstag | 14:15 - 15:45 | 07.04.2025 - 11.07.2025 | C 5.310 Seminarraum

Inhalt: This is a course designed to learn about academic findings pertaining to the use of AI, but also to learn about the application of AI for entrepreneurial actions. Students should apply this knowledge to solve an AI-challenge. For doing so, the tentative outline of this course is follows: 8.4-6.5.: regular sessions on Tuesdays 2.15-3.45 23./24.5: Two days block seminar on Friday (between 12-20.00) & Saturday (between 8.15-16.00) 1 recap sessions after the block seminar on Tuesdays 2.15-3.45 Structure and content: 1.) Theoretical Foundation – individual sessions - Students get an overview of academic research (primarily from the domain of marketing/business administration) on selected aspects of AI. - To be decided: This could include that students briefly present a designated paper in front of the class. 2.) Practical Foundation– individual sessions - Students get an initial understanding of how generative AI generally works. - Students get an overview and a first experience in working with different generative AIs (e.g., ChatGPT, DALL-E). 3.) Application of Knowledge – block session - AI-Challenge: Leveraging Artificial Intelligence (AI) for Entrepreneurial Action. - Students will be introduced to an entrepreneurial case (e.g., create a business plan/pitch deck for xy or create a holistic marketing strategy for product xy). - Students will work on the case in student-teams and will apply AI to solve entrepreneurial challenges (e.g., idea generation, creation of marketing content, prototyping, business model development, etc.). - Teams will be coached

Innovation & Market Creation (Seminar)

Dozent/in: Monika Imschloß

Termin:
 wöchentlich | Montag | 10:15 - 11:45 | 07.04.2025 - 11.07.2025 | C 12.002 Seminarraum

Inhalt: This seminar provides you with the theoretical and practical fundamentals on innovation management activities and processes so as to create new markets. We will particularly look at user-centered innovation approaches such as design thinking as they are crucial for generating new ideas and spurring innovations.

Marketing in Times of Digitalization and Sustainability (Vorlesung)

Dozent/in: Monika Imschloß

Termin:
 wöchentlich | Dienstag | 12:15 - 13:45 | 07.04.2025 - 11.07.2025 | C HS 3

Inhalt: The course deals with key activities of marketing management. Marketing activities are determined by managerial decisions concerning product management, pricing, communication activities, and distribution channels. Consequently, these four key areas of marketing will receive special attention in this lecture. Participants will develop an understanding for the strategic relevance of market orientation for firm success. The analysis of markets and consumer behavior are important prerequisites for successful marketing activities. Therefore, a selection of tools to analyze the micro- and marcoenvironment will be introduced. Like other business activities, marketing is subject to control mechanisms measuring its effectiveness and efficiency. Thus, a selection of instruments used in marketing controlling are introduced. Furthermore, being the interface between firms and customers, marketing bears societal responsibility. For this reason, participants will be encouraged to reflect critically upon the impact of marketing on society.

Forum for Bachelor Thesis (Kolloquium)

Dozent/in: Monika Imschloß

Termin:
 14-täglich | Montag | 14:15 - 15:45 | 07.04.2025 - 11.07.2025 | C 6.316 Seminarraum

Inhalt: This colloquium addresses IBAE and BWL students who currently write or are about to write their bachelor thesis. This colloquium focusses on quantitative theses, including surveys or experimental study designs. After an introduction to academic research and writing (e.g., tips for literature search, structure of the theses, tips on avoiding common mistakes, etc.), this colloquium provides you with a methodological foundation for quantitative studies, i.e., how to set-up online surveys (SoSci) and analyze experiments (SPSS). Moreover, you will have the possibility to present and discuss your work-in-progress bachelor thesis to obtain feedback.

Marketing in Times of Digitalization and Sustainability (Übung)

Dozent/in: Monika Imschloß, Nora Wolfeil

Termin:
 14-täglich | Dienstag | 08:15 - 09:45 | 15.04.2025 - 11.07.2025 | C HS 4

Inhalt: The course deals with key activities of marketing management. Marketing activities are determined by managerial decisions concerning product management, pricing, communication activities, and distribution channels. Consequently, these four key areas of marketing will receive special attention in this lecture. Participants will develop an understanding for the strategic relevance of market orientation for firm success. The analysis of markets and consumer behavior are important prerequisites for successful marketing activities. Therefore, a selection of tools to analyze the micro- and marcoenvironment will be introduced. Like other business activities, marketing is subject to control mechanisms measuring its effectiveness and efficiency. Thus, a selection of instruments used in marketing controlling are introduced. Furthermore, being the interface between firms and customers, marketing bears societal responsibility. For this reason, participants will be encouraged to reflect critically upon the impact of marketing on society.