Course Catalogue

AI in Marketing MGT5510

  • Academic Session: 2026-27
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Collaborative Online International Learning: No
  • Curriculum For Life: No

Short Description

Many organisations are accelerating the adoption of Artificial Intelligence (AI) technologies to enhance their performances. In Marketing and Sales jobs, AI is expected to bring about $463 billions of annual productivity, replacing or augmenting human marketing and sales professionals in completing different tasks (Harkness et al., 2023).

 

In the light of this, the course AI in Marketing will provide introductory, and yet comprehensive view of AI usage in marketing and sales as well as the danger and ethical issues relating to the AI usage in marketing. Specifically, the course focuses on the exploring various theories that explains AI-human relationships, and how AI is strategically implemented and create values in marketing. Drawing on the latest academic research, case studies and practical examples, students will develop the following skills that are most needed and important in the global job market:

 

■ Critical assessment of AI usage in marketing

■ AI literary

■ Practical use of AI (learning how to create prompt for chatbot and AI-enhanced advertisement).

 

These skills are developed through workshops and lectures through discussion of different topics using the latest research papers, case studies and practical examples as well as course assessment (portfolio).

 

Reference:

Harkness, L., Robison, K., Stein, El., and Wu, W. (2023, December 5th). How generative AI can boost consumer marketing. McKinsey & Company. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-generative-ai-can-boost-consumer-marketing

Timetable

5 x 2 hour lectures

2 x 2 hour tutorials

Requirements of Entry

Students must be registered on one of the associated programmes listed in this course specification.

Excluded Courses

None

Co-requisites

None

Assessment

1. Portfolio; Individual; 1700 words; 100%; ILOs 1-3.

Course Aims

The course aims to:

 

■ Equip students with advanced knowledge on how AI is implemented in different areas of marketing (and sales) as well as critical thinking of AI ethics and development of AI literacy.

Intended Learning Outcomes of Course

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

 

1. Evaluate how Artificial Intelligence can create value for marketers and organisations.

 

2. Apply latest AI related research and tools to inform marketing strategy.

 

3. Critically assess the ethical issues relating to AI in marketing.

Minimum Requirement for Award of Credits

No exceptions