Key facts
UNE unit code: DM331
*You are viewing the 2027 version of this unit which may be subject to change in future.
- Trimester 2 - On Campus
- Trimester 2 - Online
- Armidale Campus
- UNE Sydney Campus
- Yes
- No
- Yes
- 6
Unit information
Digital marketing businesses rely heavily upon Artificial Intelligence (AI) to attain competitive advantage. However, for AI to help with successful marketing efforts, it needs strategic planning, monitoring and. The benefits of AI integration within the marketing environment include enhanced accuracy of market research, on-demand service for customers and greater visibility of data insights.
This unit gives students the practical knowledge and skills, related to the fundamentals and concepts of AI integration in marketing, to achieve real-life business objectives. Students will understand the trends in integrating AI in marketing and also familiarise themselves with the challenges of the future of AI. The unit takes an applied approach to the study of AI in marketing strategies that enables students to critically understand the logic of integrating AI in real-life businesses. The extensive use of generative AI is a key feature of this unit.
Offerings
For further information about UNE's teaching periods, please go to Principal Dates.
| Teaching period | Mode/location |
|---|---|
| Trimester 2 | On Campus, UNE Sydney Campus |
| Trimester 2 | Online |
*Offering is subject to availability
Intensive schools
There are no intensive schools required for this unit.
Enrolment rules
Notes
Please refer to the student handbook for current details on this unit.
Unit coordinator(s)
Learning outcomes
Upon completion of this unit, students will be able to:
- demonstrate a comprehensive understanding of basic concepts of AI in marketing;
- use communication skills to review critically, analyse, consolidate and synthesise relevant AI marketing concepts and information drawn from a range of sources in order to demonstrate critical thinking and judgement in solving complex marketing problems;
- work independently to plan and apply AI marketing skills in practice to enhance professional knowledge; and
- demonstrate the ability to recognise, reflect on, and respond appropriately to a range of ethical, cultural or social issues influencing the practice of AI marketing in real-world environment.
Assessment information
Assessments are subject to change up to 8 weeks prior to the start of the teaching period in which you are undertaking the unit.
| Title | Must Complete | Weight | Offerings | Assessment Notes |
|---|---|---|---|---|
| AI in Marketing Case Study Analysis I | Yes | 25% | All offerings | No. words 2500 |
| AI in Marketing Case Study Analysis II | Yes | 25% | All offerings | No. words 2500 |
| Final Examination - Assurance Task | Yes | 50% | All offerings | There is a supervised exam during the teaching period in which you are enrolled. The exam will be offered online with supervision via webcam and screen sharing technology. Coordinated by UNE Exams Unit. Students must obtain at least 50% in the examination (and at least 50% overall) to receive a pass or better in the unit. |
Learning resources
Textbooks are subject to change up to 8 weeks prior to the start of the teaching period in which you are undertaking the unit.
Note: Students are expected to purchase prescribed material. Please note that textbook requirements may vary from one teaching period to the next.
Using Artificial Intelligence in Marketing
ISBN: 9780749483395
King, K., Kogan Page 1st ed. 2019
Text refers to: All offerings
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