1. Demonstrate the ability to critically evaluate the role of Artificial Intelligence in digital marketing, assessing its impact on brand strategy, automation, and consumer engagement.

Knowledge & Understanding, Enquiry.

2. Research and apply AI-driven tools to develop a brand identity, digital presence, and marketing strategy, synthesising insights to inform decision-making.

Analysis, Problem Solving.

3. Generate innovative AI-powered marketing content, websites, and presentations, demonstrating the ability to effectively communicate findings to a professional audience.

Application, Communication.

Digital portfolio 3000 words creating a digital AI integration strategy weighted at 70%

LO1 and 3


Presentation of AI tools and evidence of the possible integration weighted at 30%

LO2

The AI in Digital Marketing module provides students with a hands-on, practical exploration of how Artificial Intelligence (AI) is transforming the way marketing content, strategies, and digital assets are created. This module will equip students with both theoretical knowledge and applied skills, enabling them to critically assess and leverage AI-powered tools for marketing purposes. Through a combination of case studies, practical exercises, and project-based learning, students will engage with AI technologies to develop presentations, build websites, and create brand strategies that align with contemporary digital marketing practices.

The module begins with an introduction to AI in marketing, covering machine learning, natural language processing, and generative AI. Students will explore how AI can be used to enhance creativity, efficiency, and data-driven decision-making in marketing campaigns. They will critically examine how AI is reshaping content creation, from automated copywriting and design to AI-generated video and interactive media. Through guided workshops, students will experiment with AI tools such as chatbots, automated graphic design platforms, and content-generation models to produce compelling marketing materials.

A major focus of this module is the practical application of AI in branding and digital presence. Students will learn how AI-powered platforms can assist in designing logos, defining brand identities, and generating unique brand narratives. They will use AI-driven insights to develop comprehensive brand strategies, leveraging predictive analytics and customer segmentation to refine positioning and messaging. As part of this process, they will engage in projects where they apply AI tools to craft and refine brand storytelling, ensuring alignment with target audiences.

The ethics of using AI such as Deep Fake will be considered including ways to spot any issues that may be ethically challenging.

Additionally, students will explore how AI facilitates website creation, personalisation, and optimisation. Using AI-assisted website builders and automation tools, they will design and develop functional, responsive, and engaging digital experiences.

The module will culminate in a series of applied projects where students integrate AI tools into real-world marketing challenges. They will create AI-assisted presentations, digital marketing campaigns, and fully developed brand strategies, demonstrating their ability to apply AI effectively within a professional marketing context. By the end of the module, students will have a comprehensive understanding of how AI is revolutionising digital marketing and will be proficient in using AI-driven tools to innovate within the industry.

The AI in Digital Marketing module explores the transformative impact of Artificial Intelligence on modern marketing strategies, equipping students with the skills to integrate AI-driven tools into digital campaigns, branding, and content creation. Through a hands-on, project-based approach, students will experiment with AI-powered platforms to develop brand identities, build websites, and create personalised marketing strategies. The module covers key areas such as AI-generated content, predictive analytics, automation in customer engagement, and AI-driven SEO, providing both theoretical insights and practical applications. Students will critically assess the ethical implications of AI in marketing, including bias, transparency, and data privacy. By engaging with cutting-edge AI tools, they will develop innovative approaches to digital marketing, preparing them to leverage AI for competitive advantage in the evolving digital landscape.

This module will use a mix of learning techniques and hands on interactive tasks to explore the module content.

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module. Learning approaches include peer-to-peer, work-based, live demonstrations, workshops, group activities and simulations, plus business demonstrations from a problem and practice-based learning perspective. Where possible this will also include guest lecturers.

Hamdan, A. and Aldhaen, E.S. (2024)¿Artificial Intelligence and Transforming Digital Marketing. 1st edn. Cham: Springer Nature Switzerland. Available at: https://doi.org/10.1007/978-3-031-35828-9.
Information, M.L. and and Johnsen, M. (2025)¿AI in Digital Marketing: Harnessing AI tools to revolutionize digital marketing strategies. Packt Publishing.

Abdelouahab Elmourabit, E. (2025)¿Digital Marketing with AI: Your Comprehensive Guide to Automating and Enhancing Marketing Strategies. Lulu.

Digital Marketing Strategy, Planning & Disruption Third Edition Annmarie Hanlon - Cranfield University

Stuart, J. et al., (2020), Artificial Intelligence: A Modern Approach, Prentice Hall, New Jersey, 4th edition. ISBN-13: 978-0134610993

Principles of Marketing for a Digital AgeSecond Edition

Marketing with AI For Dummies (For Dummies (Business & Personal Finance))¿Paperback – 23 Sept. 2024

VLE learning support material to be provided for independent / self-directed learning
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