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Root number
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526852 |
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Semester
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HS2026 |
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Type of course
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Block Course |
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Allocation to subject
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Business Administration |
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Type of exam
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Seminar paper |
| Title |
Sex and Gender in Marketing: Evidence, Mechanisms of Action, and a Critical Approach to AI |
| Description |
Sex and Gender in Marketing: Evidence, Mechanisms of Action, and a Critical Approach to AI
Does “sex” actually work in advertising—and if so, how? When does it backfire? And does marketing shape our perceptions of gender, or does it merely reflect them? In this course, we will examine the current state of research on various topics related to sexuality and gender in marketing. For example, the impact of sexual stimuli and their limitations; boomerang effects and their moderating factors; learning-theoretical explanations of “sex sells”; the influence of marketing on gender roles; and contemporary gender cultures (such as “Tradwife” and the “Manosphere”).
At the same time, the seminar makes the use of AI a subject of study in its own right: Since generative AI has become an integral part of the curriculum, participants will learn to use it productively and to systematically verify its outputs against the original sources—identifying which models, prompts, and procedures lead to more errors and which lead to fewer. The underlying principle: To demonstrate an AI error, one must understand the source—thus, an in-depth engagement with the literature emerges as a byproduct of the verification process. Accordingly, it is not the AI output that is evaluated, but rather the documented, source-cited verification process.
Format: Intensive course consisting of an introductory session, two intensive sessions, and guided self-study phases.
Note on AI tools: In the seminar, we will work with AI models and compare their strengths and weaknesses; this is part of the course content. Students are responsible for organizing and financing their own access to more powerful (and in some cases, paid) models. However, it is also possible to complete the assignments using freely available models. |
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ILIAS-Link (Learning resource for course)
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Registrations are transmitted from CTS to ILIAS (no admission in ILIAS possible).
ILIAS
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Link to another web site
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| Lecturers |
Prof. Dr.
Claude Mathias Messner, Teaching Staff, Faculty of Business, Economics and Social Sciences ✉
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ECTS
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3 |
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Recognition as optional course possible
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Yes |
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Grading
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1 to 6 |
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| Dates |
Friday 18/9/2026 08:00-10:00
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Friday 16/10/2026 13:00-17:00
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Friday 23/10/2026 13:00-17:00
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| Rooms |
Seminarraum 105, Engehalde, E8
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| Students please consult the detailed view for complete information on dates, rooms and planned podcasts. |
User:
Öffentlicher Bereich
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