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

On this module, you’ll explore the integration of contemporary technologies across marketing decisions. Although technologies will shift with time, we’ll look at current examples such as blockchains, internet of things (IoT), and artificial intelligence (AI).

You’ll gain insights into how these technologies drive innovative marketing strategies, covering tactics such as:

customer interactions
algorithm management
content creation
the effectiveness of marketing investments.

With a focus on technology, we’ll analyse the impact of these technologies in business-to-business, business-to-consumer, and consumer-to-consumer contexts.

Through behavioural insights, case examples, and interdisciplinary research, you’ll develop a foundational understanding of how contemporary technologies can be used in 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.