Emerging IT Trends for Digital Marketing - BUSN9139

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2022 to 2023
Autumn Term 7 15 (7.5) Mu Yang checkmark-circle


Marketing has become a digital process, blurring the lines between IT and marketing, and making IT an essential ingredient. Technology is becoming the fundamental essence for supporting digital marketing activities. This module aims to introduce the emerging and on-going IT trends and the applications of these technologies.

Topics to be covered are likely to include: Micro and Edge computing environments; IT applications and customer experience; Decision support systems; Internet of Things (IoT); Blockchain technology; Cyber security; Cloud computing; Social technology; Virtual reality.


Contact hours

24 hours lectures and seminars



Method of assessment

Group poster presentation (20%)
Individual applied/industry report (80%)

Indicative reading

Wright, T. and Snook, C. J. (2017). Digital sense: The common sense approach to effectively blending social business strategy, marketing technology, and customer experience, 1st ed, John Wiley & Sons. ISBN-10: 1119291704.

Schwalbe, K. (2013). Information Technology Project Management. 7th ed. Course Technology. ISBN-10: 1285847091.

See the library reading list for this module (Canterbury)

See the library reading list for this module (Medway)

Learning outcomes

Demonstrate a systematic understanding of emerging information technologies, applications in digital marketing, limitations and future trends; Critically examine a series of case study approaches to how businesses have attempted to incorporate emerging information technologies to support digital marketing decision-making; Develop and design academic arguments around key future trends in information technologies most likely to impact upon business and digital marketing practices; Critically examine and operationalise strategies for the likely impact of emerging information technologies for digital marketing in contemporary organisations.


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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