Modules

Core Module Information
Module title: Digital Marketing in an AI World
SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT09110
Module leader: Jackie Cameron
School The Business School
Subject area group: Marketing
Prerequisites

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

Theory, principles and practice of Digital Marketing. Its impact on marketing communications and marketing strategies and on current and evolving business models. DM strategy and planning, including budgeting. Theory and practice of data-driven marketing, including the collection, basic structure and management of data for DM. Data analysis, segmentation, profiling and targeting, the role of research and testing and the use of marketing databases in DM. The digital consumer, mass personalisation and hyper-personalisation and increasing customer control. Customer acquisition and retention, including Customer Relationship Management. Managing and evaluating campaigns. Creative - practices and strategies. Data quality, data protection and AI functions and issues. International issues in DM.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Analyse the evolving scope and role of Digital Marketing in modern marketing practice.

LO2: Demonstrate a critical understanding of, and apply the fundamental theories and concepts of Digital Marketing.

LO3: Demonstrate a critical understanding of the processes and techniques involved in analysing, planning and executing Digital Marketing campaigns.

LO4: Identify and analyse communications problems and marketing opportunities associated with contemporary AI technologies in order to prepare an appropriate strategic Digital Marketing plan for an organisation.
Full Details of Teaching and Assessment
2025/6, Trimester 2, 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: Jackie Cameron
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 10 In the lectures, we cover threshold concepts of relevance for analysing the digital environment. We include discussion of contemporary developments, techniques and tools used by marketing practitioners. This will contribute to the successful completion of the main summative assessment.
Face To Face Seminar 40 Interactive and practical sessions aimed at giving you the opportunity to build on knowledge and skills to help you excel as a digital marketing practitioner after you graduate.
Online Guided independent study 150 You are expected to undertake research and other exercises outside of lectures and seminars in order to help you develop your digital marketing expertise and enable you to successfully complete your assessment to a high standard.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 50 2~3 Week 8 , WORDS= 2000 Digital marketing plan that makes recommendations for a real-world organisation. Working in a group, you will assess the competitor landscape and use tools and techniques applied by digital practitioners in order to evaluate a digital campaign. You will learn how to tap into your creativity to develop plans for tactical assets that target specific markets and achieve marketing objectives. You will gain understanding in how to develop a digital marketing budget and identify ways to measure the success of your digital marketing activity. You can use your report as part of a portfolio of evidence when you apply for marketing jobs.
Oral Presentation 35 1~4 Week 13 HOURS= 10 minutes 10-minute digital presentation that gives you the opportunity to develop your skills to sell your marketing expertise. Your presentation is based on your group report. You are expected to recommend AI tools, and must disclose and justify the use of AI technology in your digital marketing plan - and indicate in your final slide how you added value to the AI usage. You can harness AI tools to demonstrate your expertise in using AI tools for effective marketing and can use this presentation as well as your report as part of a portfolio to show future employers.
Reflective Log 15 1~4 Week 13 , WORDS= 600 words At least 60% of marketing graduate employers are looking for people who understand how to deploy AI technology effectively. This assessment is an individual wrap-around reflection on how to use AI tools, and add value, to digital marketing outcomes. This report is aimed at helping you develop an understanding of how to share your expertise on digital marketing in an AI world when you speak to potential employers and embark on your marketing career. It is an assessment that should help you understand how to apply your new knowledge and skills in the workplace and develop your ability to promote your employability as a digital marketer.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Digital Marketing in an AI World
 

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