Technology in Marketing
Technology in Marketing 2023-24
Bangor Business School
Module - Semester 2
The module will cover topics with an emphasis on understanding innovation and its role as a catalyst for change. Topics may include new product development and how technology is changing products, for instance smart wearables and innovations such as driverless cars. The use of robotics in both manufacturing and in the service and retailing industry will also be in focus. Augmented reality (AR) and other uses of technology in marketing is changing marketing practice will be covered. The concept of the Internet of Things and the emergence of Big Data and its role in marketing will be covered, particularly in the areas of gathering consumer insight and targeting consumers. Artificial intelligence (AI) and its role in marketing will also so be introduced. Criteria to evaluate appropriate use and effectiveness of technological applications in marketing will be introduced.
Topics may include but will not be limited to: - New product development (NPD) and product innovation - Managing & measuring innovation - The circular relationship between innovation and marketing - Technological trends in marketing - Innovation theories - IoT and AI in marketing - VR and AR in marketing - Natural Language Processing (NLP), Computer Vision (CV), robotics and machine learning in marketing - Innovation and value co-creation - Consumer acceptance of innovation
-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives. -good -B- to B+ (60-69%): Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills. -excellent -A- to A (70% +):* Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills. -another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.
- Appreciate the challenges of adoption of new technology such as AI, robotics, and AR in marketing.
- Awareness and appreciation of effective applications of the use of various new technologies within marketing contexts.
- Compare and contrast differing means by which technologies such as AI, robotics, and AR could be used to improve marketing practice in specific areas.
- Differentiate between effective and ineffective applications of technology in marketing.
- Understand the impact and influence of new technologies on marketing practice.
- Understand the role of theory in relation to the application, and consumer acceptance, of technological advances that are relevant for marketing practice.
Report that outlines ways in which technology could be incorporated into marketing practices for a specified product or service. The report will provide students with three scenarios, each of which covers a different new technology such as AI, VR, or robotics, that they should consider and formulate a plan of how the specified technologies can be effectively incorporated within the company’s marketing approach Word count: 2000
Exam (Centrally Scheduled)
A 2-hour unseen (essay style) examination that covers questions relating to theories and case studies covered in the module.