Digital Marketing Transformation & Social Perspectives
| Topic: | Digital Marketing Transformation & Social Perspectives |
| Modul: | Modul 8a-f: Marketing II |
| Lecturer: | Prof. Dr. Sascha Alavi |
| Scope / Credits: | 4 SWS / 7,5 Credits |
| Course Type: | Lecture & Exercise |
| Language: | English |
| Location & Date: | Tuesday, 8:15 - 9:45 a.m. Tuesday, 10:15 - 11:45 a.m. |
| Start of Lectures: | tba |
| Start of Exercises: | tba |
Content Overview
This course explores the profound transformation of marketing in the digital age, with a particular focus on the societal implications of emerging technologies and artificial intelligence (AI). Students will examine how digital platforms, data-driven marketing, automation, and generative AI are reshaping consumer behavior, organizational practices, communication, and the broader social fabric.
Beyond technological and managerial perspectives, the course critically investigates the social, ethical, and psychological consequences of digital marketing transformation. Topics include the impact of AI and algorithmic systems on employment and workforce structures, deskilling and automation, AI-driven decision-making, digital inequality, surveillance capitalism, and the changing nature of human creativity and labor. In addition, the course addresses the societal effects of social media ecosystems, including addictive platform design, misinformation, attention economies, mental health challenges, polarization, and the influence of recommendation algorithms on public discourse and consumer behavior.
Learning Objectives
Through interdisciplinary perspectives combining marketing, technology, sociology, psychology, and ethics, students will develop a critical understanding of both the opportunities and risks associated with digital transformation. The course emphasizes responsible innovation and encourages students to reflect on how organizations, policymakers, and society can shape a more sustainable and human-centered digital future.
By the end of the course, students will be able to:
- Understand key drivers of digital marketing transformation and AI adoption
- Analyze the societal and ethical implications of AI technologies in marketing
- Critically assess the impact of social media and digital platforms on individuals and society
- Evaluate challenges related to automation, deskilling, and AI-driven labor transformation
- Discuss regulatory, ethical, and sustainability perspectives in digital ecosystems
- Develop informed and responsible approaches to digital marketing strategy in an AI-driven world