Addressing the challenges posed by digital marketing and artificial intelligence are central to business survival and success. Strategies must be developed which include optimising online and store sales, utilising chatbots which can offer human like interactions and integrating artificial intelligence to all business functions.
You’ll learn how digital businesses integrate online and offline assets in a multi -channel approach and how to utilise digital marketing applications and data to create effective marketing campaigns. You will gain the knowledge to develop digital marketing strategies that use a variety of tools to target, acquire and retain customers. You will discover the power of artificial intelligence and machine learning, the software equivalent of work experience, and how these innovations can improve business efficiency and increase revenues.
Lecture 16, Seminar 16, Independent Study 118, Assessment Preparation 50
Individual Portfolio (1500 words) worth 40%.
Examination (2 hours) worth 60%.
Reassessment Method: 100% Examination – 2 hours
On successful completion of this module, students will be able to:
1. Evaluate the threats, security and otherwise, posed by artificial intelligence (AI) and digital marketing.
2. Critically assess the digital business models made possible by digital marketing and AI.
3. Evaluate the relationship between digital marketing, AI and the wider organisation.
4. Examine the key issues in the development and implementation of digital marketing and AI strategies.
5. Analyse the importance, and limitations, of data driven digital marketing/AI tools such as search engine optimisation, social media, and large language models to acquire and retain customers
University of Kent makes every effort to ensure that module information is accurate for the relevant academic session and to provide educational services as described. However, courses, services and other matters may be subject to change. Please read our full disclaimer.