Units / MKM5202
MKM5202 · Emerging tech and AI applications in marketing
2027 Handbook6 credit pointsLevel 5Department of Marketing
Overview
This unit explores the transformative role of emerging technologies and artificial intelligence (AI) in contemporary marketing. You will critically examine cutting-edge tools and platforms, such as AI-driven analytics, automation, and personalisation technologies, to understand how they reshape customer engagement, brand management, and overall marketing strategy. Emphasis is placed on developing the ability to evaluate the strategic potential of these innovations within diverse business contexts. Beyond technology, the unit addresses the ethical, legal, and societal challenges that arise from adopting AI in marketing practices. You will investigate responsible innovation frameworks and develop practical strategies to navigate potential risks, ensuring sustainable and ethical implementation. Through a combination of theory, case studies, and projects, learners will design data-informed, AI-enabled marketing solutions that align with organisational goals and evolving market demands.
Offerings
The Handbook publishes no offerings for this unit.
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 - Artefact | Artefact | 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
Learning outcomes
- critically assess emerging technologies and AI-driven tools within marketing, examining their potential to transform customer engagement, brand strategy, and organisational performance
- design data-informed, AI-enabled marketing strategies that integrate advanced analytics, automation, and personalisation to address complex business challenges
- examine the ethical, legal, and societal implications of implementing AI and emerging technologies in marketing, and propose strategies to address potential risks and ensure responsible innovation.
Workload
| Activity | Duration |
|---|---|
| Tutorials | 24 hours |
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