Course Catalogue

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This course aims to introduce students to the rapidly evolving role of artificial intelligence (AI) in shaping contemporary marketing strategies. Students will gain a foundational understanding of key AI technologies and critically assess their applications, benefits, and limitations in real-world marketing scenarios. Emphasis is placed on ethical, strategic, and creative considerations in using AI platforms, encouraging students to think innovatively and responsibly about the future of marketing.

8 x 2 hour lectures

3 x 2 hour tutorials

Mandatory:

Entry to an Honours programme in Business and Management or a GPA of 12 in the level 2 courses listed below for students taking an Honours programme in another subject:

■ MGT2010 - Business Decision Analysis

■ MGT2011 - Fundamentals of Human Resource Management

■ MGT2012 - Services and Operations Management

■ MGT2014 - Entrepreneurship

None

None

1. Report; Individual; 2500 words; 100%; ILOs 1-4.

This course aims to develop students' understanding of the role of artificial intelligence in contemporary marketing contexts and its implications for marketing strategy and practice. Specifically, the course aims to:

■ Develop students' understanding of key AI concepts, technologies, and applications as they relate to modern marketing practice, including data-driven targeting, personalisation, and customer engagement.

■ Enable students to evaluate, compare, and critically assess AI-enabled marketing tools and platforms, considering their strategic value, limitations, and impact on marketing performance.

■ Strengthen students' awareness of the ethical, social, and regulatory considerations associated with the use of AI in marketing, supporting responsible and reflective decision-making.

■ Support the development of critical thinking, creativity, and problem-solving skills through the analysis and design of AI-informed marketing solutions aligned with customer needs and organisational objectives.

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

1. Investigate the role of artificial intelligence in contemporary marketing contexts, including how AI technologies are used to support data-driven marketing decisions and customer engagement.

2. Analyse and compare the capabilities and limitations of AI-enabled marketing tools and platforms, evaluating their potential impact on marketing strategy and performance.

3. Apply AI-related concepts and techniques to marketing scenarios in order to develop and justify AI-informed marketing solutions aligned with customer and business needs.

4. Critically evaluate the ethical, social, and regulatory implications of using artificial intelligence in marketing practice, demonstrating awareness of responsible and sustainable decision-making.