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.
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 Examination | 50 |