Marketing Technologies
| Module title | Marketing Technologies |
|---|---|
| Module code | BEMM827 |
| Academic year | 2025/6 |
| Credits | 15 |
| Module staff | Dr Mohammad Saleh Torkestani (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
Module description
This module dives into the world of Marketing Technologies (MarTech), where you'll learn to use AI, augmented and virtual reality, predictive analytics, and Internet of Things (IoT) to revolutionise marketing strategies. You'll gain hands-on experience building tools like chatbots and integrating APIs, while also critically examining ethical and sustainability challenges in tech. Whether you're an experienced marketer or new to the field, this module is designed for you. By combining theory with real-world practice, you'll be equipped with key skills to thrive in the dynamic, tech-driven marketing landscape.
Module aims - intentions of the module
This module aims to provide you with a comprehensive understanding of marketing technologies and their application in solving contemporary marketing challenges. You will learn how to critically evaluate and apply tools such as AI, AR/VR, and predictive analytics to optimise marketing strategies and customer experiences.
Emphasising research-enriched learning, the module incorporates the latest academic insights and industry trends, enabling you to engage with real-world case studies and data.
Key learning opportunities include:
- Hands-on development of marketing solutions using coding and platform integration.
- Ethical considerations and sustainability in technology deployment.
- Development of skills to bridge the gap between theory and practice, fostering employability in tech-driven roles.
- Exposure to interdisciplinary collaborations, preparing students for the evolving demands of the digital economy.
Through this module, you will acquire the knowledge, critical thinking skills, and practical expertise needed to excel in the rapidly changing field of marketing technologies.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Analyse and apply emerging technologies to enhance customer engagement and marketing efficiency.
- 2. Evaluate the ethical implications and biases in the use of advanced technologies in marketing strategies.
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 3. Integrate marketing theories with emerging technologies to derive actionable marketing insights.
- 4. Develop innovative marketing solutions through the use of marketing technologies.
- 5. Develop MarTech solutions, such as coding marketing apps or prototyping chatbot solutions
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 6. Critically assess the impact of technology on consumer behaviour, marketing practices, and society.
- 7. Effectively communicate complex concepts to diverse audiences in the marketing domain.
Syllabus plan
The indicative syllabus plan includes:
- Emerging Marketing Technologies: Examining cutting-edge tools and their applications to drive marketing innovation.
- SEO and Optimisation Strategies: Leveraging advanced techniques to enhance online visibility and performance.
- Innovative Solutions and Immersive Technologies: Exploring AI, AR/VR, IoT, Neuromarketing and other tools for enhanced customer experiences.
- Marketing Automation and Workflow Optimisation: Advanced tools and strategies for automating campaigns and improving efficiency.
- Ethics and Sustainability in MarTech: Analysing challenges related to privacy, biases, and sustainable practices.
- Hands-On Development: Practical applications such as prototyping and integrating MarTech 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 activities | 20 | Lectures covering core marketing technologies, ethical considerations, and trends. 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, 6, 7 | Verbal feedback from the instructor and peers during the seminars. |
| Practical Workshop Activities | During workshops | 1, 3-5, 7 | 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 |
|---|---|---|---|---|
| Video individual Submission | 50 | 1500 words equivalent | 1, 3, 5-7 | Written feedback provided via ELE |
| Reflective Individual Report | 50 | 1500 words | 1-2, 4, 5, 7 | 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 |
|---|---|---|---|
| Video individual Submission | Video individual Submission (1500 words equivalent, 50%) | 1, 3, 5-7 | Referral/deferral period |
| Reflective individual Report | Reflective individual Report (1500 words, 50%) | 1-2, 4, 5, 7 | 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.
- Romero-Palma, M., & Seebacher, U. G. (2021). Choosing the Right Marketing Automation Platform: A SME Success Story. In B2B Marketing (pp. 559–578). Springer International Publishing. https://doi.org/10.1007/978-3-030-54292-4_24
Indicative learning resources - Web based and electronic resources
- ELE
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | None |
| Module co-requisites | None |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 17/05/2025 |
| Last revision date | 09/04/2025 |
