Foundations of Marketing and AI Applications

About

This module introduces students to the core principles of marketing and explores how artificial intelligence is transforming modern marketing practices. Topics include consumer behaviour, segmentation, branding, and marketing strategy, alongside AI applications such as predictive analytics, personalisation, and digital advertising. Through interactive workshops, case studies, and an AI Skills Bootcamp, students will develop practical knowledge and critical understanding of how data-driven technologies are transforming marketing practice

Course leader

Dr Mina Tajvidi and Dr Arash Valipour

Target group

Undergraduates

Course aim

This module aims to provide you with a solid foundation in key marketing concepts and introduce you to AI tools and data-driven decision-making in contemporary marketing contexts. You will explore how businesses understand consumer behaviour, develop marketing strategies, and use AI tools to enhance decision-making, targeting, and customer engagement. The module encourages critical reflection on the ethical and creative implications of AI in marketing practice and supports the development of practical, employability-oriented skills relevant to global business environments

Fee info