Module Overview

Marketing Technology Landscape

The objective of this module is to introduce students to the technology advances that are shaping the current trends in marketing and advertising, and to highlight possible future trends that will further impact on the marketing landscape in the near future.

Module Code

MKTL H2000

ECTS Credits


*Curricular information is subject to change

Marketing Technology Categories

Marketing Experiences: — more specialized technologies that directly affect prospects and customers across their lifecycle,Marketing Operations: — the tools and data for managing the “back-office” of marketing, Marketing Middleware:— Marketing Backbone: —Platforms such as CRM,Infrastructure services:— such as databases, big data management, cloud computing, and software development tools.Internet services: — such as Facebook, Google, and Twitter

Data in Marketing and Advertising

1st party, 2nd party and 3rd party Data Data management, customer data, and data analysis platforms.

Online Advertising Landscape

Programmatic Advertising: Demand side platforms, agency trading desks, ad Servers, ad networks, ad exchanges and RTB and sell side platforms .

Emerging Technology

AI, and Semantic Web, Robotics, Mobile advances, Augmented and virtual reality

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)50
Formal Examination50