IDEAS home Printed from https://ideas.repec.org/p/ddf/wpaper/61.html
   My bibliography  Save this paper

Veränderung der Marketing-Berufsbilder durch KI: Nachwuchswissenschaftliche Impulse

Author

Listed:
  • Olexiy Khabyuk (Hrsg.)

    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Defne Duran
  • Alina Mörtl
  • Anne Odendahl
  • Sarah Schimschal
  • Lea Bernard
  • Yuliia Hrechukha
  • Nina Marten
  • Mariam Ziaei Javid
  • Nicole Zimmermann
  • Charlotte Langer
  • Leona Orth
  • Leonie Schönwasser
  • Maren Winkelmann
  • Selina Menger
  • Emily Tiemann
  • Greta Scharf
  • Janna Kürten
  • Lena Wilms
  • Tatjana Larina

Abstract

Der Sammelband präsentiert die Ergebnisse studentischer Arbeiten aus dem Modul "Multimediamanagement" im Master-Studiengang "Kommunikations-, Multimedia- und Marktmanagement". Im Fokus steht die Untersuchung des Status Quo sowie der Auswirkungen generativer KI auf zentrale Berufsbilder im Marketing, wie Social Media Manager, E-Mail-Marketing-Manager, Projektmanager im Marketing und PR-Manager. Basierend auf Inhaltsanalysen von Stellenanzeigen und Interviews mit Praktikern werden aktuelle Anforderungen und Entwicklungen aufgezeigt. Die Ergebnisse verdeutlichen, dass KI alle untersuchten Berufsfelder beeinflusst, jedoch in unterschiedlichem Ausmaß: Während Tätigkeiten wie Social Media und E-Mail-Marketing bereits stark durch KI-Tools geprägt werden, zeigen sich im Projekt- und PR-Management bislang weniger umfassende Veränderungen. Der Sammelband bietet nicht nur wissenschaftlich fundierte Einblicke, sondern auch wertvolle Impulse für die Weiterentwicklung der Marketingbranche.

Suggested Citation

  • Olexiy Khabyuk (Hrsg.) & Defne Duran & Alina Mörtl & Anne Odendahl & Sarah Schimschal & Lea Bernard & Yuliia Hrechukha & Nina Marten & Mariam Ziaei Javid & Nicole Zimmermann & Charlotte Langer & Leona, "undated". "Veränderung der Marketing-Berufsbilder durch KI: Nachwuchswissenschaftliche Impulse," Duesseldorf Working Papers in Applied Management and Economics 61, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:61
    as

    Download full text from publisher

    File URL: https://nbn-resolving.org/urn:nbn:de:hbz:due62-opus-48484
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ioana Olariu & Bogdan Nichifor, 2015. "A Conceptual Approach On Press Conference," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.

      More about this item

      Keywords

      Digitalisierung; Generative KI; Stellenanforderungen;
      All these keywords.

      JEL classification:

      • M5 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics
      • M50 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - General

      NEP fields

      This paper has been announced in the following NEP Reports:

      Statistics

      Access and download statistics

      Corrections

      All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ddf:wpaper:61. See general information about how to correct material in RePEc.

      If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

      If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

      If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

      For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stefanie Soehnitz (email available below). General contact details of provider: .

      Please note that corrections may take a couple of weeks to filter through the various RePEc services.

      IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.