Postgraduate Course: Innovative Technology in Marketing (CMSE11689)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 10 |
ECTS Credits | 5 |
| Summary | The Innovative Technology in Marketing course is strategically crafted for students eager to master the integration of emerging technologies into marketing. This offering is designed to explore cutting-edge tools such as artificial intelligence (AI), augmented reality (AR), virtual reality (VR), and blockchain. This course will advance students understanding of how these technologies can reshape marketing strategies and execution, by how these channels and tools differ from other marketing applications from a consumer psychology perspective. The application of these technologies in solving real-world business challenges forms a core part of the curriculum, making it highly relevant and pragmatic. |
| Course description |
Innovative Technology in Marketing explores the realms of how individuals attend to, comprehend, and store in memory information delivered through innovative technologies. Specifically, students delve into the application of Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI) technologies within marketing strategies, equipping students with the knowledge to design and implement immersive experiences for consumers, enhancing brand engagement and driving sales through innovative digital platforms, while considering the ethical and user experience considerations of these emerging technologies.
Outline content
1. Introduction to Innovative Technology in Marketing
2. Key Theoretical Underpinning of Innovative Technologies
3. Augmented to Virtual Realities
4. Augmented to Virtual Realities Continued
5. Artificial Intelligence
*order of topics subject to change
Student learning experience
The course will be taught in interactive sessions, students will be expected to complete readings before attending. Optional complementary readings will also be suggested. Reflection on experiences with these technologies are central to the class experience.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
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| Academic year 2025/26, Not available to visiting students (SS1)
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Quota: None |
| Course Start |
Block 4 (Sem 2) |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
100
(
Lecture Hours 10,
Seminar/Tutorial Hours 1,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
87 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
|
| Additional Information (Assessment) |
100% Blog (Individual) - 1,000 words - Assesses all course Learning Outcomes |
| Feedback |
Formative: Feedback will be delivered through class discussion and a Q&A session about the assignment.
Summative: Feedback on the assignment will be provided in the form of comments and rating scales to contextualise the mark awarded. |
| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Understand and critically assess innovative technologies in marketing.
- Critically consider differences among innovative technologies and how these alter consumer engagement in comparison to traditional media.
- Critically evaluate marketing strategies that adopt these technologies and examples in practice.
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Reading List
| Cowan, Kirsten, Seth Ketron, and Alena Kostyk. The Reality of Virtuality: Harness the Power of Virtual Reality to Connect with Consumers. Berlin; De Gruyter, 2023. https://doi.org/10.1515/9783110980561. |
Additional Information
| Graduate Attributes and Skills |
Communication, ICT, and Numeracy Skills
After completing this course, students should be able to:
Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and responsible relationships.
Practice: Applied Knowledge, Skills and Understanding
After completing this course, students should be able to:
Apply creative, innovative, entrepreneurial, sustainable and responsible business solutions to address social, economic and environmental global challenges.
Cognitive Skills
After completing this course, students should be able to:
Be self-motivated; curious; show initiative; set, achieve and surpass goals; as well as demonstrating adaptability, capable of handling complexity and ambiguity, with a willingness to learn; as well as being able to demonstrate the use digital and other tools to carry out tasks effectively, productively, and with attention to quality.
Knowledge and Understanding
After completing this course, students should be able to:
Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.
Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly. |
| Keywords | ITM |
Contacts
| Course organiser | Dr Kirsten Cowan
Tel:
Email: Kirsten.Cowan@ed.ac.uk |
Course secretary | |
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