Guided self-learning + final presentations . Goal: understand how different AI types work and assess their marketing value, limits, and managerial implications in your sector.

What you will learn

  • De-mystify AI: stop thinking “magic tool”; think inputs → mechanism → outputs → quality → limits.
  • Think like a manager: judge feasibility, value, risks, accountability, and safeguards.
  • Compare AI types: understand what each type can do (and cannot do) in marketing.

You are not expected to code, manipulate datasets, or build technical systems. This module is conceptual and marketing-oriented.

Team format

Work in teams of 2–3 students. Choose one case in tourism, hospitality, or food service, and keep it as the common thread across all five fact sheets.

Required order (do not change)

  1. Fact Sheet 1: Generative AI
  2. Fact Sheet 2: Agentic AI
  3. Fact Sheet 3: Descriptive AI
  4. Fact Sheet 4: Predictive AI
  5. Fact Sheet 5: Prescriptive AI
You can ask different questions for each AI type, but the core structure below must remain the same.

Working method: fact sheets

You will produce five fact sheets (one per AI type). The aim is to explain mechanisms clearly and apply them to your case.

Mandatory structure for every fact sheet

  1. Define the AI type
  2. Explain the main algorithms mobilized
  3. Identify generative AI tools
    Include a table: Tool / Main features / Usage possible in Tourism / Hospitality / Food Service
  4. Propose possible uses (2–3 use cases for your case)
  5. Reflect (value vs hype, risks, accountability, safeguards)
Important: In the tools table (section 3), keep it short and factual. Use cases belong in section 4.

Deliverables

1) Written dossier (email submission at the end of the module)

  • Introduction (½ page): your case + marketing challenge + chosen sector
  • Five fact sheets: in the required order (Generative → Agentic → Descriptive → Predictive → Prescriptive)
  • Appendix “GenAI tools”: one clean tools table you can reuse across sheets
  • Conclusion (½ page): compare the five AI types + trade-offs + governance (validation, traceability, accountability)

2) Presentation deck (for the final session)

  • 8–10 slides max, aligned with your five fact sheets
  • One slide per AI type: one strong idea + one limitation + one safeguard
  • One synthesis slide: value, risks, what must remain human

Final exam (written)

The assessment is a written final exam. The exam questions will be constructed from your submissions (fact sheets + written dossier). Your work shapes the exam.

What this implies

  • Be precise: avoid “AI optimizes…” without stating objective, mechanism, outputs, and limits.
  • Use consistent definitions: generative ≠ agentic; descriptive ≠ predictive ≠ prescriptive.
  • Make safeguards explicit: accountability, human validation, and traceability.

Start with Fact Sheet 1 — Generative AI and go in the required order.

Go to Fact Sheet 1