MKF3871 · New marketing technologies

Overview

This unit is designed to equip the next generation of marketers with a general understanding of how emerging technologies can be applied to solve marketing problems. Through the use of workshops, case discussions, and simulations, we will explore how extended reality (XR), avatars, digital assets, artificial intelligence and other emerging technologies can create value for customers. Using the metaverse as the guiding use case that integrates these technologies, this unit will equip you with a general understanding of the latest technological trends and how they can be used to solve marketing problems.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. understand the current competitive and technological landscapes for emerging marketing technologies
2. identify how emerging technologies such as AI and the metaverse create value for companies and customers
3. master the world-building principles at the basis of creating virtual economies
4. apply emerging technologies from use cases to solve problems in similar verticals.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.