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Artificial Intelligence as an Opportunity for Marketing Communication

  • Artificial Intelligence (AI) is often said to increase efficiency which is why it is especially interesting to companies seeking possibilities to improve existing processes. Consequently, this thesis, written in cooperation with the Corporate Communications and Marketing / Public Affairs department at Marquardt GmbH, explores opportunities in this field by determining prerequisites that should be met when considering working with AI as well as risks that should be taken care of. In order to determine the department’s level and progress in the field of AI, the employees involved in the existing tasks and processes completed a questionnaire, resulting in the department being at the lowest level. Moreover, providers of tools within the fields of social bots, document classification, content marketing, media planning and sentiment analysis are compared with the help of utility analyses, allowing for a recommendation regarding what the next steps of the department should be. The fields were chosen premised on the emplyoees’ current tasks while information required for the analyses was obtained by contacting the providers as well as their websites. Based on findings of the thesis, the department is recommended not to follow the trend of AI immediately as the effort required would be disproportionate to the return.

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Author:Janina Tritschler
Advisor:Heike Stengel
Document Type:Bachelor Thesis
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Release Date:2020/05/12
Tag:Artificial Intelligence; Marketing
Degree Program:IBM - International Business Management
Functional area:Marketing
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt