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:

In this module, you will analyse the evolving scope and role of digital marketing in modern marketing practice, exploring how it influences strategies and communications in a rapidly changing business environment . You will develop a critical understanding of the fundamental theories and concepts that underpin digital marketing and learn how to apply them in real-world contexts. The module provides practical experience in the processes and techniques involved in analysing, planning and executing digital marketing campaigns, including strategy development, budgeting, data-driven decision-making, segmentation, profiling and targeting .You will also examine the behaviour of the digital consumer and the role of personalisation, from mass customisation to hyper-personalisation, and learn how these trends impact customer acquisition and retention strategies, including the use of Customer Relationship Management (CRM) systems and other marketing technologies. Alongside this, you will identify and analyse communications challenges and marketing opportunities associated with contemporary AI technologies, preparing you to design appropriate strategic and tactical digital marketing plans for organisations. The module further addresses key issues such as data quality, data protection and ethical considerations, as well as international perspectives and trends, equipping you with the knowledge and skills to operate effectively in a global digital marketing environment.
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
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.
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.
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 words You will create a 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 50 1~4 Week 13 HOURS= 6 minutes You will create a 6-minute digital presentation in the form of a video recorded on presentation software 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.Alternative assessment is available if you are not able to complete assessment 1 or 2, or both, for grounds set out in the University regulations.
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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