| CODE | MRK2703 | ||||||||
| TITLE | Marketing and Artificial Intelligence | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | This study-unit delves into the transformative impact of Artificial Intelligence (AI) on marketing, equipping students with the knowledge and skills to leverage AI-driven tools and insights to enhance customer engagement, optimize campaign effectiveness, and make data-informed strategic decisions. As AI continues to shape the marketing landscape, students will explore how it enables more precise customer segmentation, personalized experiences, and predictive analytics that allow for proactive responses to changing consumer behavior. Throughout the unit, students will examine foundational AI concepts. By integrating practical applications with theoretical understanding, this unit emphasizes the use of AI to gather and interpret information uncovering valuable insights that guide marketing strategies and enhance competitive positioning. The study-unit also addresses the ethical implications of AI in marketing, prompting students to consider issues around data privacy, transparency, and fairness in automated decision-making. By developing both technical proficiency and critical thinking, students will be prepared to apply AI in a responsible and strategic manner, recognizing its potential to shape the future of marketing and drive value creation for businesses. Upon completion, students will be proficient in using AI-powered tools for marketing analysis, demonstrate strong analytical and communication skills, and possess the strategic insight needed to make informed, ethical, and impactful marketing decisions in an AI-enhanced business environment. Study-unit Aims: The study unit aims to: - Familiarize students with foundational AI concepts and their transformative applications within the marketing field; - Enhance students’ understanding of leveraging AI and technology to create competitive advantages, with a focus on data-driven strategies and customer insights; - Equip students with analytical skills to interpret customer trends and make informed, technology-driven marketing decisions that align with strategic objectives; - Prepare students to critically assess the ethical considerations and strategic implications of AI in modern marketing practices. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Explain the fundamental principles of AI and its evolving role in shaping marketing practices; - Identify and evaluate a range of AI-powered tools used for data analysis, customer segmentation, and trend forecasting in marketing; - Describe how AI can be strategically applied to develop targeted marketing campaigns and improve decision-making processes; - Evaluate the ethical implications of AI in marketing, including considerations around data privacy, fairness, and the societal impact of automated decisions; - Assess the influence of AI and emerging technologies on competitive advantage, market positioning, and long-term marketing strategies. 2. Skills By the end of the study-unit the student will be able to: - Apply critical thinking and problem-solving skills to address real-world marketing challenges using AI-driven solutions; - Develop analytical skills to extract, interpret, and apply meaningful insights from customer data to inform marketing strategies; - Utilize AI-powered tools and platforms proficiently to support customer analysis, segmentation, and campaign optimization; - Demonstrate ethical decision-making by identifying and addressing potential ethical challenges in the use of AI within marketing contexts; - Combine strategic thinking in the use of AI, aligning technology applications with broader marketing goals and organizational objectives. Main Text/s and any supplementary readings: Main Texts - Venkatesan, R., & Lecinski, J. (2021). The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. Stanford University Press. Supplementary Readings - Roetzer, P., & Kaput, M. (2022). Marketing Artificial Intelligence: AI, Marketing, and the Future of Business. BenBella Books. - Teixeira, S., & Remondes, J. (Eds.). (2023). The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics: Competitive Strategies and Tactics. IGI Global. - Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3, 119-132. - Hicham, N., Nassera, H., & Karim, S. (2023). Strategic Framework for Leveraging Artificial Intelligence in Future Marketing Decision-Making. Journal of Intelligent and Management Decision, 2(3), 139-150. - Mariani, M. M., Perez‐Vega, R., & Wirtz, J. (2022). AI in marketing, consumer research and psychology: A systematic literature review and research agenda. Psychology & Marketing, 39(4), 755-776. - Ma, L., & Sun, B. (2020). Machine learning and AI in marketing–Connecting computing power to human insights. International Journal of Research in Marketing, 37(3), 481-504. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Tanya Sammut Bonnici |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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