5XÉçÇøÊÓƵ

Innovative Technologies in Contemporary Marketing (N1655)

15 credits, Level 6

Spring teaching

This unit explores the integration of contemporary technologies across marketing decisions. Although the technologies examined will shift with time, current examples include:

• blockchain
• internet of things (IoT)
• artificial intelligence (AI).

You will gain insights into how these technologies can drive innovative marketing strategies and tactics including customer interactions, algorithm management, content creation, and the effectiveness of marketing investments. The focus is squarely on technology, with the impact of contemporary technologies examined across business-to-business, business-to-consumer, and consumer-to-consumer contexts.

Through a combination of behavioural insights, case examples, and interdisciplinary research, you will gain a foundational understanding of leveraging contemporary technologies for marketing.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The 5XÉçÇøÊÓƵ may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum.

We’ll make sure to let you know of any material changes to modules at the earliest opportunity.