Units / MKM3500
MKM3500 · AI in marketing
2026 Handbook6 credit pointsLevel 3Department of Marketing
Last checked: 23 Aug 2026 UTCOverview
AI in Marketing is an innovative academic unit exploring AI's disruptive and transformative potential in modern marketing. This unit enables you to critically understand the paradigm shift in marketing due to AI's influence. It emphasizes enhancing your skills for competitive advantage by understanding, creating, communicating, and delivering customer value in the AI era. You will explore AI's practical applications from AI-based analytics, decision-making tools, chatbots, to AI-driven content creation, optimizing customer journeys and personalizing marketing content. The course also addresses crucial ethical issues, such as privacy and algorithmic bias, in AI marketing.
Offerings
| Campus | Teaching period | Mode |
|---|---|---|
| Malaysia | First semester | Teaching activities are on-campus (ON-CAMPUS) |
Assessment
The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.
| # | Assessment | Type | Weight | Hurdle |
|---|---|---|---|---|
| 1 | 1 - Written | Written | 60% | — |
| 2 | 2 - Project | Project | 40% | — |
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Requisites
The Handbook lists no prerequisite, corequisite or prohibition for this unit.
Learning outcomes
- discuss the philosophical and conceptual foundations of AI for application in Marketing
- develop AI-driven marketing solutions using appropriate concepts, models, techniques for for business challenges
- evaluate AI-driven marketing for commitment to ethical and socially responsible business solutions.
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.
| Activity | Duration |
|---|---|
| Tutorials | 24 hours |
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