Header

Search
Department of Business Administration Marketing in the Digital Economy

Courses

Course Catalogue

V-Nr Course Start / End Date Lecturers Room
1070
03VU22MO0197
from 16.09.2026
to 16.12.2026
 siehe Details Andrea Giuffredi-Kähr siehe Details
2151
03SEDOEC1195
from 21.09.2026
to 14.12.2026
 Mo 14:00-15:45, alle 2-3 Wochen, ab 21.9. Luis Aguiar René Algesheimer Andrea Giuffredi-Kähr Ulrich Kaiser Martin Natter PLM-1-103/4
5692
03SEDOEC1306
from 11.11.2026
to 13.11.2026
 siehe Details Andrea Giuffredi-Kähr Shubin Yu siehe Details

Course Catalogue

PhD Seminar: Generative AI for Marketing Research Methods

Prof. Shubin Yu, HEC Paris

Wed-Fri, November 11-13, 2026, 10:15-12 and 14-18

Rooms:

  • Wed, Nov 11: SOE-F-11
  • Thu, Nov 12:  SOE-F-9 (10:15-12) and KOL-H-309 (14-18)
  • Fri, Nov 13: KOL-H-309

This workshop introduces generative AI as a practical research infrastructure for marketing scholars. Unlike a general AI tools course, the workshop is organized around marketing research problems: how to design experiments, analyze high-dimensional marketing data, and build auditable AI-supported research workflows. The center of the course is high-dimensional data analysis: text, images, voice, embeddings, behavioral traces, survey data, and large-scale consumer or market datasets. 

Please find the syllabus here (PDF, 180 KB).

Link to module.

Top

Additional Information

News & Information

For further information about the faculty, please visit the faculty's website: https://www.oec.uzh.ch/en.html

New Minor Study Program: Minor in Marketing, Digital Transformation and Entrepreneurship

The master's study programm "Minor Marketing", available since fall 2021, is being replaced by the new "Minor in Marketing, Digital Transformation and Entrepreneurship" starting in 2026.

Students already inrolled in the minor study program Marketing may complete the program. For more information, please go to the faculty's website

In the new minor study program "Marketing, Digital Transformation and Entrepreneurship" students will understand how digitalization, new technologies, and sustainability influence a firm’s marketing activities. They learn to design innovative business models, understand consumer behavior in an increasingly digital environment, and make data-driven decisions.

Detailed information is to be found on the websites of the business department and the faculty.