Strategy and Marketing

Innovative Technologies in Contemporary Marketing

Module code: N1655
Level 6
15 credits in spring semester
Teaching method: Lecture, Seminar
Assessment modes: Coursework, Report

This unit explores the integration of contemporary technologies across marketing decisions. Although the technologies examined will shift with time, current examples include:

• blockchain
• internet of things (IoT)
• artificial intelligence (AI).

You will gain insights into how these technologies can drive innovative marketing strategies and tactics including customer interactions, algorithm management, content creation, and the effectiveness of marketing investments. The focus is squarely on technology, with the impact of contemporary technologies examined across business-to-business, business-to-consumer, and consumer-to-consumer contexts.

Through a combination of behavioural insights, case examples, and interdisciplinary research, you will gain a foundational understanding of leveraging contemporary technologies for marketing.

Module learning outcomes

• Evaluate how emerging technologies can be integrated into marketing strategy and the supportive marketing mix.
• Critically evaluate the concept of digital transformation and its implications for marketing management across a range of marketing decision contexts.
• Synthesize emerging technologies for tactical marketing activations that enhance customer value.