Foundations of Marketing and AI Applications

Overview

Academic Leads: Dr Mina Tajvidi and Dr Arash Valipour

Syllabus: SUM5000U Foundations of Marketing and AI Applications [PDF]

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 content is subject to change.

Course aims

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.

Teaching and learning

You will be taught through a combination of lectures, seminars, practical workshops and field trips. 

Learning outcomes

Academic Content:

• Explain core marketing concepts and evaluate their use in practice.
• Analyse the role of artificial intelligence in shaping marketing strategy and customer experience.

Disciplinary Skills - able to:

• Apply marketing and AI tools to real-world case studies and simulated business problems.
• Interpret marketing data and use insights to design evidence-based recommendations.

Attributes:

• Communicate marketing and AI insights clearly using written, oral, and visual formats suitable for academic and professional contexts.

Fees

Additional costs

All reading material will be provided online, so it is not necessary to purchase any books.

For course and housing fees visit our finance webpage

Entry requirements

Course prerequisite:

No prior experience in marketing or AI is required.

We welcome Summer School students from around the world. We accept a range of qualifications

How to apply

Have a question? Get in touch - one of the team will be happy to help!

Applications close 25 May 2026