Course Catalogue

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This course aims to introduce students to the strategic approach to immersive computing technologies (ICTs) in marketing and embed their knowledge within digital marketing frameworks. The students will be introduced to different ICT-related tactics, and how these tactics can be matched to the organisation's strategic marketing objectives. The topics covered in the course will include VR/AR technology, mixed reality content, tailoring ICT tactics for targeted market segments, boosting consumer engagement and improving consumer attitudes via ICT, brand storytelling in mixed reality, selling products in mixed reality, mixed reality-based marketing events, and more.

Blended learning sessions of 2hrs x 8 weeks, including workshops: 2 hrs x 2 weeks.

 (Please refer to MyCampus for timetable)

Students must be in their final year of their Business and Management Honours. Please refer to the current undergraduate prospectus at: https://www.gla.ac.uk/undergraduate/

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Students will be assessed in two ways:

1. Group presentation (40%). Students will work in teams to develop an ICT-marketing initiative for a brand and present the results of their work.

2. Written assignment (60%) students will submit a written piece critically examining the ICT-marketing initiative.

Reassessments are normally available for all courses, except those which contribute to the Honours classification. Where, exceptionally, reassessment on Honours courses is required to satisfy professional/accreditation requirements, only the overall course grade achieved at the first attempt will contribute to the Honours classification. For non-Honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions for this course are described below. 

This course aims to expose students to the wide range of ICTs in marketing, and associated challenges and opportunities for businesses. It will provide students with tools to critically examine and appraise the use of ICTs in marketing, and equip them with the necessary skills and understanding to incorporate ICTs in marketing from both strategic and tactical perspective. Further, this course aims to promote collaborative and communicative skills.

By the end of this course students will be able to:

1. Describe and adapt the frameworks for deploying immersive technologies in marketing strategically

2. Integrate ICT-marketing initiatives into customer journey and adapt them for the target market

3. Devise and review ICT-marketing initiatives

4. Develop ICT-marketing initiatives by collaborating with a marketing team

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.