Marketing of products and utilization of artificial intelligence (5cr)

Objective

The student will be able to:
- plan and implement the marketing of different types of productions strategically and operationally
- utilize artificial intelligence (AI) in content production, target group analysis, and campaign planning
- evaluate the effectiveness of marketing and develop it based on data
- recognize ethical and creative perspectives in the use of artificial intelligence

Content

1. Special features of production marketing
• Identifying production target groups
• Value-based and experiential marketing
• The role of marketing in different stages of production
2. Marketing planning and implementation
• Defining and segmenting target groups
• Positioning and core messages
• Channel selection and campaign planning
3. Utilizing artificial intelligence in marketing
• AI tools in content production (e.g., creating text, images, and videos)
• AI analytics: identifying target group behavior and trends
• AI-assisted campaign planning and A/B testing ideation
• Ethical perspectives and the role of creative work alongside AI
4. Current topics
• Social media algorithms and influencer marketing
• Data utilization and privacy protection
• The role of AI in the future of the cultural sector

Assessment criteria, satisfactory (1)

The student recognizes the basic concepts of production marketing and knows how to use AI tools under guidance.

Assessment criteria, good (3)

The student is able to plan a marketing campaign and utilize AI tools in content production and analytics.

Assessment criteria, excellent (5)

Students will learn to apply AI tools creatively and critically in the marketing of productions and to evaluate their impact and ethical dimensions.