Generative AI in Marketing
 

Cooperating countries: Mozambique and Austria

Coordinating institution: University of Applied Sciences Kufstein Tirol, Peter Schneckenleitner, peter.schneckenleitner@fh-kufstein.ac.at

Partner institution: Universidade Zambeze

Project duration: 1 September 2024 - 31 August 2026

Abstract: 

This project aims to establish a sustainable partnership and beneficial cooperation in the field of marketing between the two project partners in Austria and Mozambique. The overall goal is to recognize the economy and companies' requirements for future marketing graduates in our countries early, integrate corresponding measures into university teaching, and thus sustainably improve education in Austria and Mozambique.

Generative Artificial Intelligence (AI) is a game changer in marketing. The proposed project will investigate the adoption and impact of generative AI in marketing practices in Mozambique and Austria. This research will provide insights into the role of generative AI in transforming marketing landscapes within these two countries. It thus also will shed light on the unique challenges and opportunities for integrating generative AI into leading-edge teaching to provide high-quality education. This research project will, therefore also professionalize higher education teaching in Marketing in both countries in the long term.

The proposed project includes the co-creation of supervised student projects and the joint development of research questions, surveys, and seminars. To establish a strong collaboration and sustainable network between the partner institutions, collaborative workshops and seminars will be held, with at least one per annum at each institution. These workshops contribute to a deeper understanding of how generative AI can be harnessed, whether in emerging or mature markets.

• Joint development of research questions
• Joint development of a questionnaire for marketing experts
• Joint development and implementation of sustainable teaching methods.

Overall this project is intended to provide a starting point for further cooperation and exchange, enabling long-term cooperation between Austria and Mozambique as part of Africa-UniNet.