Modules

Core Module Information
Module title: Analytics and AI for Marketing Strategy
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT11127
Module leader: Simone Kurtzke
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

In this module, you will develop in-depth understanding of the theory, practice and managerial implications of using analytics and AI as part of an organisation's marketing strategy. The syllabus will introduce you to key principles and challenges, including the analysis and evaluation of data from websites and social media to improve marketing performance. You will engage with a range of literature to reflect critically on contemporary issues and evaluate the role of data and AI ethics in an organisational context. In addition, you will get hands-on experience in analytics and AI tools used by marketing practitioners, resulting in strong strategic and applied knowledge in AI and analytics on successful completion of the module.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Critically evaluate the role of analytics and AI in marketing strategy.

LO2: Define and analyse commonly used analytics metrics in the context of marketing objectives.

LO3: Demonstrate a critical understanding of the main tools and techniques involved in data-driven marketing.

LO4: Critically appraise the ethical implications of analytics and AI on business practice.
Full Details of Teaching and Assessment
2024/5, Trimester 1, In Person, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Simone Kurtzke
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 12 Lectures will introduce new topics and provide an overview of key concepts including web analytics, social media analytics, AI and algorithms, data-driven marketing, ethics and governance.
Face To Face Tutorial 24 Computer labs will give you hands-on experience in analytics and AI tools. Interactive case studies based, as far as possible, on real organisations and real datasets: to help you apply what you have learned to real-world situations.
Online Guided independent study 164 Directed reading: Textbook chapters and resources help you learn more about specific topics in depth. Additional independent learning: we expect you to conduct further undertake additional independent learning and digital skills practice to address any additional weaknesses and gaps you identify to achieve the required depth of applied learning. A reading list and audio, video and online materials help you learn at your own pace and explore topics in more depth.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Portfolio 50 2~3 Week 13 , WORDS= 1,000 words A practice-based portfolio assessment consisting of analytics exercises and a 1,000-word commentary contextualising these within data-driven marketing.
Oral Presentation 50 1~4 Week 7 HOURS= 15mins 500words A 15-minute-recorded presentation on a contemporary strategic issue of analytics and AI in marketing, with a 500-word reflection.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader
 

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