You are cordially invited to attend the next CEGE4ALL: Markets & Policy Research Workshop by Carsten Baumgarth (HWR Berlin & UEH Ho-Chi-Minh-City), on “Augmented Intelligence for (Brand) Science”. The workshop will take place on March 26th, between 11.30 am and 1 pm in room EP002.

Date: March 26th
Time: 11.30 am and  pm
Where: Porto - Foz Campus - Room EP002 (Paradise Building)

Registration is mandatory. Please register here by March 25th indicating if you will be attending in person or online. 


 

Prof. Dr. Carsten Baumgarth has been Professor of Brand Management at the Berlin School of Economics and Law since 2010 and is also an adjunct professor at Ho Chi Minh City Open University in Vietnam and Research Fellow at UEH. He was born in Darmstadt in 1968 and studied, obtained his doctorate, and qualified as a professor at the University of Siegen. From 2006 to 2010, he taught and conducted research as an associate professor at Marmara University in Istanbul, Turkey.

His approximately 500 publications to date have appeared in top journals such as Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Journal of Product & Brand Management, Journal of World Management, and International Journal of Arts Management. He is the author of the textbook “Markenpolitik” (4th edition) and editor of the standard work “B-to-B-Markenführung” (2nd edition). His research has been recognized with several Best Paper Awards.

He is co-founder of the Institute for Sustainability (2012) and the Expert Council for Technology Brands (2015). He also runs the research platform B*lab at the HWR Berlin, is the creator of the Instagram science channel Brückenbau Marke (Bridge Building Brand), and co-hosts the webinar series KI-Garage für Marken (AI Garage for Brands).

 On the session:

Artificial intelligence is not only changing markets and organizations, but it is also changing how we conduct research. This workshop invites scientists to view AI not as a threat, but as a productive research partner to be actively utilized
 
The focus is on the concept of augmented intelligence: the targeted combination of human expertise with AI-supported tools. Building on this, we use concrete examples from brand research to show how AI can be used sensibly and responsibly in research – from idea generation and theory formation to empirical phases and science communication.

The workshop is deliberately designed to be hands-on: in short exercises, participants experiment with AI tools themselves and reflect on their potential, limitations, and implications for their own research practice.

Requirements:

Please bring your own laptop with internet access. A ChatGPT Pro account is ideal but not required; access to other AI tools (e.g., Gemini or Canva) is an advantage. Basic familiarity with scientific research routines is assumed.

Goal:

New perspectives, concrete use cases—and the motivation to actively and thoughtfully integrate AI into your own research.