Program Objectives
This training program is open to anyone interested in expanding their professional skills. The practical examples and exercises are chosen so they map well to the daily work of Procurement Specialists; participation is expressly open to everyone, regardless of current professional role. The course teaches methods, tools, and content that can be applied in many different work contexts.
The following typical tasks from the daily work of Procurement Specialists serve as worked examples in the exercises; they can be adapted to other fields of activity during the course:
- Supplier scorecards
- Negotiation packages
- Contract drafts
- Sourcing strategies
- Category maps
The program comprises two core courses:
- **Marketing: Market Analysis with AI**
* Fundamentals and benefits of market analysis.
* Components of modern market analysis: data, sources, and AI.
* Marketing-relevant analysis fields and their classification.
* Reading demand and dynamics: trends, seasonality, and signals.
* Analyzing competition: offerings, messages, and channels.
* Understanding target groups: data, patterns, and access.
* Segmenting markets: attractiveness, potential, and focus.
* Developing personas: objectives, barriers, and triggers.
* Mapping the customer journey: phases, touchpoints, and friction points.
* Consolidating insights: from large datasets to clear recommendations.
* Reporting and visualization: preparing and presenting results effectively.
* Future outlook: trends and next steps.
- **AI Management: Prompt Engineering**
* Foundations of Artificial Intelligence and language models.
* Introduction to AI management and prompt engineering.
* Constructing effective prompts: structure and language choice.
* Defining objectives and tasks in prompt engineering.
* Techniques for contextualization and detailing.
* Understanding AI hallucinations.
* Prompting for image generation.
Upon completion of this program, participants will be able to:
- Apply AI tools for more efficient and precise market analysis.
- Interpret market data, trends, and competitive landscapes.
- Develop detailed target group profiles and customer journey maps.
- Formulate actionable recommendations based on AI-driven insights.
- Design and implement effective prompts for AI language models.
- Manage AI interactions to achieve specific business objectives.
- Understand the fundamentals of AI and its application in business contexts.
Career Prospects
The competencies acquired in this program are applicable in various professional roles. This includes positions in marketing, market research, business intelligence, product management, and AI consulting. Participants will be prepared for tasks involving data analysis, strategic planning, and the implementation of AI-driven solutions within organizations.