Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
The following research builds an understanding of the practical implication of AI to marketing management. The study explores the research problem based on the empiricism of professionals. The investigation regards their perceptual understanding of AI's applicable influence on their responsibilities.
Purpose – This thesis seeks to contribute to the management and marketing literature by examining existing theories on marketing management and analyzing the empiricism of marketing managers. The intersection of marketing management, decision-making, and AI is singular in numerous ways. Thus, this thesis will initially aid in developing a correlating theoretical framework for the implications of AI in the role of a marketing manager that was not covered by previous research. Second, illustrate how the marketing management function is evolving and changing. Thirdly, describe the adaptable skills required of marketing managers. In this regard, the study poses the following question:
• How is AI affecting the job of a marketing manager?
• How is AI affecting marketing mangers’ decision-making and their responsibilities towards the company?
Method – The qualitative research methods for this research utilize a thematic analysis of two participatory groups. The chosen data sampling method is non-probabilistic with semi-structured online interviews of open-end questions.
Findings – AI is impacting and changing the functional responsibilities of a marketing manager. The results show that the adaption of AI is unavoidable, and marketing managers and companies that are refrained from adapting and embracing AI solutions will have difficulty competing in the market. Furthermore, the findings show that the market is becoming increasingly competitive, and regulatory changes regarding data sharing will make it more difficult for smaller enterprises to remain profit positive. AI solutions are one solution to the problem as managers believe that using AI is one way of dealing with targeting, conversion rates, net profits, and increasing financial accountability.
2022.