AI in marketing

AI in Marketing is an innovative academic unit exploring AI's disruptive and transformative potential in modern marketing. This unit enables you to critically understand the paradigm shift in marketing due to AI's influence. It emphasizes enhancing your skills for competitive advantage by understanding, creating, communicating, and delivering customer value in the AI era. You will explore AI's practical applications from AI-based analytics, decision-making tools, chatbots, to AI-driven content creation, optimizing customer journeys and personalizing marketing content. The course also addresses crucial ethical issues, such as privacy and algorithmic bias, in AI marketing.

Active learning - This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.

Enquiry-based learning - This unit engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.

Case-based teaching - This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.

Problem-based learning - This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.