Execution of the Project Study
The project study is carried out in collaboration with a business partner. The supervision is divided between the business partner and the professorship, with the business partner setting the substantive focus.
Scope
- The project study is conducted by a team of 2-5 students.
- The project study period spans 3-6 months, depending on whether the project study is conducted on a "full-time" or "part-time" basis.
Evaluation
- Contributions to the project will be evaluated individually. The judgment of the business partner will be incorporated into the evaluation.
- The evaluation will be based on two components at the end of the project study:
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A project report of approximately 10 pages per person, adhering to the formatting regulations of the professorship of Digital Marketing. The form and length of the report can be adapted to the specific project in coordination with the professorship and/or the business partner, in exceptional cases.
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A 20-30 minute final presentation, conducted in conjunction with the supervising professorship and the business partner.
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Both the presentation and the project report should be submitted before the official end of the project study. The same applies to the date of the final presentation.
Topic
Students can either work on a topic provided by the professorship or submit their own proposal (together with a business partner). The professorship will decide whether the topic is applicable and acceptable for a project study.
As part of this project study, you should explore how Generative AI could support the creation of engaging, educational short-form content on TikTok. This can include investigating opportunities and usage across universities, testing use cases, and explore limitations. Potential work packages are:
- Explore AI-supported ideation and content creation workflows
- Identify potential applications in academic and university settings
- Assess limitations, risks, and ethical considerations
- Provide high-level recommendations for responsible use
This project study aims to explore how the search behavior of prospective students is changing due to the rise of ChatGPT and other Generative AI tools. The study will investigate whether applicants increasingly rely on AI assistants rather than traditional search engines such as Google when researching universities and study programs and what this shift means for visibility and digital reach. Building on these insights, the project will assess how classical SEO strategies perform in AI-driven environments and outline what adaptations may be required to ensure strong positioning within both search engines and GenAI platforms.
Potential work packages:
- Analyze current search behavior and usage patterns of prospective students, e.g., differences between Bachelor and Master students
- Evaluate the impact on classical SEO, e.g., which traditional methods remain effective, and which lose relevance in AI-mediated search
- Investigate emerging “AI-SEO” requirements and how to structure content and data for optimal visibility
- Provide strategic recommendations, practical measures, and a high-level roadmap to ensure strong positioning in AI-driven search ecosystems
Current Project Studies with Companies
- From Prototype to SaaS: Business Development & Commercial Operations for demi
- Business Development und Marktforschung für den Krankentransport for Muniqo
- AI-enabled and AI-native Productivity Advisor Persona for Allianz
- Hands-On Marketing & Sales Student Project for Flyby
- Interdisciplinary Project in the IT Department for Ecco Collection
- Partner Growth Strategy for pulse Energy
- End-Customer Acquisition Strategy for pulse Energy
- GenAI Content Marketing for Kalasar
- Revenue Operations System for Kalasar
- Operation or Sales Strategy for Start-Up Acta Energy (IDP)
- Market Analysis for Start-up Muniqo Performante
- Project Anaylsis and Go-to-Market-Strategy for Wine Accessoires
- Marketing & Content Strategy Development bei Leois Food
- Projectstudy Digital Marketing - Formtastic
- Sales Strategy for a Nutritional Supplement at adfemin
For individual proposals, applicants must submit a project outline (1-2 pages, bullet points acceptable) before the start, describing the topic, the objective, and the planned course of the project study. The nature of the project, the motivation, the goal, and the work of the project team (scope and responsibilities) must be clarified in the outline. This outline forms the basis for the topic-finding process among the applicants, the business partner, and the professorship of Digital Marketing.
Application
You first apply to the business partner for the topic. Only once you have confirmation from the business partner to process the project study can you apply to the professorship. To apply for a project study at our professorship, the following documents must be submitted three to four weeks before the planned start date (by email as a single PDF file):
- Overview of the project study:
- Team (including names, semester, course of study, matriculation number, and technical/business administration specialization)
- Desired start date
- Topic preference
- Business partner
- Current grade report and CV for all team members
- If necessary, project outline (as mentioned above)
Please refrain from preliminary inquiries and send us your complete application documents immediately. We can only decide on the supervision of a project study based on complete documents.