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Publikation Development of a theoretical marketing technology maturity model(Inderscience, 2024) Hüttermann, Marcel; Kaeppeli, Lisa; Rozumowski, Anna; Klaas, MichaelMarTech is defined as tools and technology used to assist professionals in reaching the defined company goals by supporting them throughout the complete marketing campaign execution and evaluation process from acquisition to customer retention. With the increasing complexity of tools available for a multitude of functionalities, sometimes even overlapping capabilities, finding the right solution for a business is becoming increasingly complex. The aim of the study was to develop a theoretical maturity model for marketing technology to help businesses assess their current state and show potential further development regarding marketing technology. Based on literature review and 20 interviews with experts in the field of marketing technology our aim was reached, and the model could be developed. The research findings involve a comprehensive audit of relationships before data analysis, leading to the amalgamation of dimensions such as ‘team structure’ and ‘skills’ into the consolidated ‘people’ dimension. The dimensions – technology and data, strategy, organisation, people and skills, and customers – are explored in subsequent chapters, offering insights into their roles in MarTech maturity and guiding businesses in assessment and development.01A - Beitrag in wissenschaftlicher ZeitschriftPublikation Turning language and communication into productive resources. Language policy and planning and multinational corporations(Oxford University Press, 2018) Del Percio, Alfonso; Tollefson, James W.; Perez Milans, MiguelSociolinguistic production has recently turned its attention to the analysis of language and communication in multinational corporations. Scholars have explained that, under current capitalist conditions, language and communication have been resignified by managers, consultants, and marketing specialists as economic assets that contribute to the individualization or customization of products and services. This chapter discusses the techniques, tactics, and forms of expertise through which language and communication are governed and then turned into productive resources within multinational corporations. Drawing on an ethnographic documentation of the management of language and communication within a Swiss multinational, the chapter demonstrates that corporate actors’ policing of language and communication is not merely linguistic policing. Rather, it is a means to discipline and express control over those actors producing language and communication. That is to say, such forms of policing are a method of enhancing multinationals’ productivity and securing their competitiveness under changing market conditions.04A - Beitrag SammelbandPublikation Förderung von AI Literacy als Schlüsselkompetenz. Ein Pilotprojekt(wbv Media, 2024) Felder, Juliane; Heuss, SabinaDie Einführung in das wissenschaftliche Schreiben an der Hochschule für Wirtschaft (HSW) der Fachhochschule Nordwestschweiz (FHNW) stellt Studierende vor Herausforderungen. Insbesondere seit der Einführung von Schreibtools mit Künstlicher Intelligenz (KI) werden zusätzliche Kompetenzen wie AI Literacy benötigt. Genau hier setzt das Pilotprojekt der HSW an. Um den kritisch-reflektierten Umgang mit KI-Tools zu fördern, wurden im Rahmen des Projekts Workshops entwickelt, die flexibel in der Lehre eingesetzt werden können. Das Projekt bietet somit einen innovativen Ansatz, um Studierende und Dozierende auf die Anforderungen der KI-Ära vorzubereiten, und fördert die Entwicklung von AI Literacy als Schlüsselkompetenz.01A - Beitrag in wissenschaftlicher Zeitschrift
