Digi-AI Marketing Accelerator (MKT378)

MKT378 Digi-AI Marketing Accelerator is a final-year applied marketing course that prepares students to use artificial intelligence in real-world digital marketing execution. The course adopts an agency execution perspective, focusing on how marketing teams and agencies use AI to conduct market research, develop strategy, execute campaigns, optimise engagement and conversion, and report marketing impact. Rather than teaching AI tools as isolated applications, the course introduces an agentic AI approach, where one AI orchestrator supports students in interpreting marketing tasks, recommending appropriate tools, coordinating workflows, generating outputs, and evaluating outcomes across the marketing execution process. Students will learn how to apply AI in areas such as insight discovery, campaign planning, creative development, performance optimisation, CRM, analytics, and reporting. The course emphasises practical application, human judgment, ethical responsibility, and work readiness. Students will develop the ability to decide when AI should be used, how AI-supported outputs should be evaluated, and where human marketers must intervene to ensure strategic fit, brand consistency, ethical appropriateness, and commercial relevance. The framework positions the course as an AI-orchestrated agency execution journey. The six teaching sessions move from integrated marketing communication and AI ecosystem understanding, to market insight and research, strategy development and planning, awareness execution, engagement and conversion optimisation, and retention, analytics and reporting. Each session is structured around five common components: core marketing problem, agentic AI role, practical application focus, evaluation focus, and human judgment, ethics and limits.

• Integrated marketing communication and the agency execution process
• Agentic AI as a marketing workflow orchestrator
• AI-supported market research, customer insight discovery, and trend scanning
• Competitor analysis, source evaluation, and actionable insight development
• Campaign objectives, segmentation, targeting, positioning, and value proposition development
• AI-assisted campaign planning, channel selection, and content calendar development
• AI-assisted creative production for awareness campaign execution
• Digital channel adaptation, paid/owned/earned media, and platform fit
• Engagement optimisation, CTA refinement, chatbot flows, and lead generation
• Conversion optimisation, landing pages, A/B testing, and performance metrics
• CRM, retention, customer intelligence, and re-engagement strategies
• AI-supported analytics, dashboards, ROI reporting, and responsible AI evaluation

• Explain how AI is transforming digital marketing execution from an agency and integrated marketing communication perspective.
• Analyse the role of agentic AI in supporting key marketing tasks, including market research, campaign planning, creative execution, optimisation, CRM, analytics, and reporting.
• Differentiate appropriate AI-supported approaches for different stages of the marketing execution process, including insight discovery, strategy development, campaign execution, engagement optimisation, and performance reporting.
• Evaluate the strategic, ethical, and practical limitations of AI-assisted marketing decisions and outputs.
• Apply agentic AI to coordinate AI-supported marketing workflows across insight discovery, campaign planning, campaign execution, optimisation, and reporting.
• Develop AI-assisted digital marketing campaign materials and critically appraise their quality using marketing knowledge, performance metrics, ethical standards, and human judgment.