Artificial Intelligence in Digital Marketing

Artificial intelligence and machine learning is now used by all marketers in almost every aspect of their work. Whether predicting customer behaviours, automating targeting, or enhancing bespoke mass communications, AI is at the heart of modern marketing. This course will place you at the forefront of the industry and you can graduate as a thought-leader in this emerging and exciting sector.

The modern marketing toolkit utilises AI for content personalisation, predictive analytics for customer insights and targeting decisions. Using machine learning, the customer journey can be mapped and predicted, and the customer experience is bespoke and enhanced even when dealing with massive customer databases. Dynamic content can change in line with a million or more customer touchpoints to provide an ever-changing automated engagement tailored to the individual.

This course can position you at the cutting edge of this graduate job market. You will be supported to graduate with the skills, knowledge and expertise needed to maximise the opportunities this new technology will provide for the digital marketing sector.

Developing your understanding

On this degree, you will study the mathematical and programming foundations of AI, as well as the practical analysis of the data generated by AI tools. You will be taught how to use, apply, and manipulate current AI tools and explore contemporary issues in AI application. You can also learn how to plan, implement, and monitor marketing activity which will ensure a business is successful and profitable.

This course is also accredited by the CIM, which ensures a high standard of teaching is met and that the most up-to-date information is taught.

The rising popularity of companies using technology to aid their success means that this course will be able to equip you with the knowledge, confidence and skillset to shape organisations’ marketing strategies in the modern world.

On this course you will:

• Explore how AI can be applied in the field of digital marketing and delve into the big questions around the ethics of using AI, how can and should be used, what are the issues and how do we effectively use AI tools
• Be exposed to fundamental aspects of marketing but focus heavily on the use of digital tools in marketing; you will learn to create and analyse marketing strategies as well as working in a digital space
• Identify the differing nature of customer needs and wants within a chosen marketing environment
• Analyse the key components in digital marketing for organisations and how consumers discover and engage with online content and evaluate a range of digital tools and platforms

Industry connections

The University has strong connections with industry, so we will support you to find hands-on experiences through internships and placements.

You have the option to take a placement year between years two and three. This will give you substantial experience as well as insight into the careers available to you once you graduate. You may also gain confidence and improve your success and progression in jobs.

You could have the chance to study a semester abroad to gain additional experience of living in a different country.

Exciting facilities

You will be taught in a range of creative spaces including:

• Computer Lab - home to our specialist hardware facilities and software access, including Python, Visual Studio, Unreal Engine, Unity, Apache, PHP, MySQL, Azure Cloud Services and DirectX/OpenGL, as well as our data cave and Virtual Reality Suite
• The Cavendish Building - a superb new International Business School that is full of creative learning spaces

Please note that our modules are subject to change - we review the content of our courses regularly, making changes where necessary to improve your experience and graduate prospects.

How you will learn

Our teaching methods consist of:

• lectures
• seminars
• practical sessions
• group working
• visits to exhibitions, trade fairs and companies
• research projects
• internships and/or placements
• case studies, briefs, projects or scenarios from real workplaces

How you will be assessed

Modules are normally assessed through a mixture of:

• assignments
• examinations
• workshops
• class tests
• practical labs
• coursework
• portfolios
• assignments
• case studies
• oral and graphic presentations
• teamwork projects
• computer testing
• examinations

The Individual Project module encourages students to use and apply research and innovation tools and approaches in a practical context. Sustainability thinking is integral to several modules.

There is a huge range of job opportunities in marketing and related sectors, as well as up and coming roles for AI. Employers and companies have identified a need to expand their efforts in this area. They are looking for graduates who can bridge the gap between the areas of digital marketing and the more technical teams involved in AI, and are seeking those with a skillset that are able to understand the ethical and societal dimension of bringing in new technologies that are bound to have a profound impact on everyone. You can support in providing guidance on how to integrate AI into processes and systems to organisations.

Contextual offers may apply to students who meet certain criteria.

Further information about our fees and support you may be entitled to

Additional costs and optional extras

Additional information about your studies

Teaching hours

Like most universities, we operate extended teaching hours at the University of Derby, so contact time with your lecturers and tutors could be anytime between 9am and 9pm. Your timetable will usually be available on the website 24 hours after enrolment on to your course.

Course updates

The information provided on this page is correct at the time of publication but course content, costs and other individual course details do change from time to time and are updated as often as possible, so please do check these pages again when making your final decision to apply for a course. Any updated course details will also be confirmed to you at application, enrolment and in your offer letter.

If you are thinking about transferring onto this course (into the second year for example), you should contact the programme leader for the relevant course information as modules may vary from those shown on this page.