Technology in Marketing
| Module title | Technology in Marketing |
|---|---|
| Module code | BEM3093 |
| Academic year | 2025/6 |
| Credits | 15 |
| Module staff | Dr Mohammad Saleh Torkestani (Lecturer) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
Module description
Unlock the power of Marketing Technologies (MarTech) with this hands-on module designed to provide practical insights and foundational skills in marketing tools. You’ll explore key technologies such as AI, augmented and virtual reality, predictive analytics, Internet of Things (IoT), and basic neuromarketing to understand their role in enhancing marketing strategies and consumer engagement. Through interactive workshops and real-world projects, you will develop innovative solutions to complex marketing challenges while critically examining ethical and sustainability considerations in the use of these technologies. Designed for both specialist and non-specialist students, this module equips you with essential skills to thrive in the rapidly evolving, tech-driven marketing landscape.
Module aims - intentions of the module
This module aims to introduce students to the foundational concepts and practical applications of marketing technologies. Students will develop a critical understanding of how MarTech tools are used to engage consumers, optimise campaigns, and drive organisational success. By engaging with research-enriched teaching and real-world examples, students will learn to analyse consumer behaviour and market trends through technology. Additionally, the module fosters creativity and technical skills by enabling students to build and apply simple MarTech solutions such as chatbots or basic API integrations. The ultimate goal is to prepare students for employment in technology-driven marketing roles, equipping them with relevant and adaptable skills.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Analyse and apply Marketing Technologies to marketing strategies.
- 2. Evaluate ethical and practical considerations in deploying entry-level marketing technologies.
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 3. Integrate marketing theories with technologies to understand consumer behaviour and market trends.
- 4. Apply MarTech tools in marketing context.
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 5. Exhibit critical thinking to assess the influence of technology on consumer behaviours and marketing practices.
- 6. Communicate complex concepts to diverse audiences in the marketing domain.
Syllabus plan
The indicative syllabus plan includes:
- Overview of Marketing Technologies: Understanding their evolution, significance, and applications in marketing environments.
- SEO and Digital Tools: Exploring techniques and tools to optimise online visibility and enhance customer engagement.
- Innovative Solutions and Immersive Technologies: Exploring AI, AR/VR, IoT, Neuromarketing and other tools for enhanced customer experiences.
- Marketing Automation Basics: Introduction to tools and strategies for streamlining marketing processes and improving efficiency.
- Ethical and Practical Challenges: Addressing considerations in the adoption and use of marketing technologies.
- Practical Activities and Case Studies: Engaging with real-world scenarios to reinforce learning and create marketing solutions.
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching Activity | 20 | Lectures introducing core MarTech concepts and tools. Workshops and seminars focusing on hands-on applications. |
| Guided Independent Study | 130 | Reading, research, and preparation for assessments. |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Seminar Discussions | During seminars | 1, 2, 5 | Verbal feedback from the instructor and peers during the seminars. |
| Workshop Exercises | During workshops | 1, 4, 6 | Immediate verbal feedback during the workshop sessions |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Case Study Report | 50 | 1500 words | 1, 3, 5, 6 | Written feedback provided via ELE |
| Practical Project | 50 | 1500 words | 1, 2, 4, 6 | Written feedback provided via ELE |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Case Study Report | Case Study Report | 1, 3, 5, 6 | Referral/deferral period |
| Practical Project | Practical Project | 1, 2, 4, 6 | Referral/deferral period |
Re-assessment notes
Re-assessments will follow the same format as the original assessments, but the topic, data, and materials must be new. Marks for re-assessment due to referral will be capped at the pass mark.
Indicative learning resources - Basic reading
- Janet Driscoll Miller, J. L. (2020). Data-First Marketing: How to Compete and Win in the Age of Analytics (1st ed.). Wiley.
- Martin Kihn, K., & Christopher B. O’Hara, O. (2021). Customer data platforms: use people data to transform the future of marketing engagement (1st ed.). Wiley.
- Sponder, M., & Khan, G. F. (2018). Digital Analytics for Marketing. Routledge.
- Kotler, P., & Armstrong, G. (2021). Principles of Marketing. Pearson.
Indicative learning resources - Web based and electronic resources
- ELE – Faculty to provide hyperlink to appropriate pages
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | None. |
| Module co-requisites | None. |
| NQF level (module) | 6 |
| Available as distance learning? | No |
| Origin date | 17/01/2025 |
| Last revision date | 06/03/2025 |
