Marketing and Artificial Intelligence

The MAI (Master in Marketing and Artificial Intelligence) program is designed for students who want to shape the future of marketing through the power of artificial intelligence. This program is ideal for those who are excited about combining strategic marketing knowledge with cutting-edge AI applications to gain a competitive edge in the digital marketplace.

Interested students need to hold an economics Bachelor’s degree and have advanced English proficiency (see detailed requirements in How to Apply).

Information about MAI´s Program Structure, Curriculum and More

* 5 CPs per module; 30 CPs for Master thesis

** For more elective modules see a comprehensive list of courses in English

The MAI program starts in Winter and Summer term and is standardly designed to be completed within three semesters, but all students have the possibility to extend their studies to four semesters.

• The standard track is of three semesters and designed for students who hold a Bachelor’s degree of 210 ECTS.

• The flexible track is of four semesters and a selectable option for all students. The fourth semester is mandatory for students who hold a Bachelor’s degree of 180 ECTS to make up the difference of the missing 30 CPs.

The 1st and 2nd semester consist of required fundamental courses and elective courses to reflect specialization at Aalen university.

Within the standard track in the 3rd semester the thesis is completed under supervision. The thesis can be a theoretical or praxis-oriented one that can be written in cooperation with a company.

Within the flexible track students either extend their studies with an internship that may be passed at a company in Germany or abroad or with an additional theoretical semester at Aalen university or at a partner university abroad in the 3rd semester. In this case the master thesis is completed in the 4th semester.

MAI Courses

In the Master’s program in Marketing and Artificial Intelligence (MAI), you’ll learn how to combine modern marketing strategies with the power of artificial intelligence. You’ll explore topics like sustainable and international marketing, brand management, and gain skills to analyze consumer behavior using AI to make data-driven decisions.

Additional focus areas include automating marketing processes and developing innovative content strategies. Courses are designed to address current issues in each field, ensuring you stay up-to-date with the latest trends and challenges in marketing and AI. You’ll also acquire leadership skills and intercultural negotiation techniques, essential for managing international teams and projects.

In each semester one course is elective and can be chosen from the program itself or from other Master programs at the university. Any chosen elective must fulfil two criteria: business related and taught in English. Please refer to the English taught lectures catalogue of the International Relations Office for possible options.

Learning Groups MAI

The goal of the MAI program is to equip students with the skills to understand the latest advancements in marketing and artificial intelligence and to apply these tools to solve real-world business challenges.

To achieve this, the program emphasizes small class sizes and interactive learning. A variety of teaching formats—including lectures, group projects, presentations, individual assignments, and research opportunities—ensure a dynamic and engaging learning experience.

The MAI program places a strong focus on developing students' analytical capabilities. Professors guide students in independently gathering, evaluating, and synthesizing information, enabling MAI graduates to generate innovative ideas and solutions rather than merely adopting existing ones.

The short answer is lots of things! With this degree, you have a choice between traditional or non-traditional path.

1) The first path is the classic one of going into a large mid-sized or a global firm in marketing or sales department, depending on your training in technical or in marketing area. But, there are new kinds of jobs.

2) The non-traditional path is emerging in developing new strategies for marketing intelligence, product management, servitization process management, etc. As manufacturing companies move into new types of services, digitization, new ownership structures of automobiles and other gadgets, you will find that there are jobs and careers that are right for you.

• A professionally qualifying university degree in a related field, e.g. marketing, business informatics, economics or marketing.
• Above-average degree (at least grade 2.5).
• University degree with at least 210 ECTS or with at least 180 ECTS (30 ECTS must be acquired during the Master's programme). At least half of those ECTS must have been in business or economics related fields.
• Very good English language skills: B2 level according to the Common European Framework of Reference for Languages (CEFR). A certificate or equally valid evidence has to be presented.
• Selection interview in case of implementation.