This online course is designed to prepare marketing professionals for the future of marketing. Over ten weeks, course participants will develop an agile mindset and data literacy skills. They will become marketing technologists aware of the opportunities and challenges digital transformation presents. Course participants will learn about the role marketing plays in a range of social, moral, and legal issues to ask important questions concerning consumer wellbeing, data ethics, sustainability, and NetZero.


The course is running from 23 January 2023 to 2 April 2023.


The course will be delivered over 10 weeks in self-study on the online learning platform FutureLearn. Live sessions will take place on Zoom.

Time commitment

4 hours of study per week.




Through the Scottish Funding Council (SFC) Upskilling Fund, a limited number of fully funded places are available on Data Upskilling Short Courses at the University of Edinburgh.

For details around eligibility and to apply, please click the following link:

Apply for SFC funding for the January intake


Register for January


  • Dr Ewelina Lacka, Reader in Digital Marketing and Analytics
  • Dr Jennifer Yule, Lecturer in Marketing
  • Dr Ben Marder, Senior Lecturer in Marketing
  • Dr Teea Palo, Senior Lecturer in Marketing
  • Professor Tina Harrison, Professor of Financial Services Marketing
  • Dr Mary Ho, Lecturer in Marketing
  • Professor Angela Tregear, Professor of Marketing
  • Dr Fumi Kitagawa, Senior Lecturer in Entrepreneurship and Innovation
  • Dr Victoria Rodner, Lecturer in Marketing
  • Dr Andre Santos, Lecturer in Predictive Analytics
  • Professor Shannon Vallor, Professor of Ethics of Data and Artificial Intelligence
  • Dr Hajar Mozaffar, Senior Lecturer in Innovation
  • Dr Jordana Viotto Da Cruz, Lecturer in Entrepreneurship
  • Debbie Crompton, Teaching Fellow in Innovation and Digital Entrepreneurship
  • Professor Burkhard Schafer, Professor of Computational Legal Theory


While the 4 Ps of Marketing—product, price, place, and promotion—remain relevant, the marketing and marketing profession are changing. This course alerts marketing professionals to the changes facing marketing and prepares them for the future.

During this course, participants will develop an agile mindset and will become marketing technologists—they will be able to use new and emerging technologies to design a seamless consumer experience. They will be able to initiate and drive important conversations about the role marketing plays in facilitating consumer wellbeing, and in driving sustainability and the Net Zero agenda.

While not all marketers of the future will have to have advanced data analytic skills, marketers must understand and appreciate the value of data in a broader business context. The participants taking this course will develop data literacy skills. They will learn about visual data and the application of AI for business. Importantly, they will be able to ask questions concerning data ethics as businesses undergo digital transformation.

About the Programme

This ten-week course consists of four interconnected blocks. Each thematic block includes four asynchronous self-paced sessions after which course participants are asked to engage with an activity task. Each thematic block concludes with a live facilitated session, which provides an opportunity for further discussion.

The four thematic blocks are:

Agile Marketing

Exploring the changes in consumer behaviour and macro environment conditions, the first block introduces the concept of marketing agility. The course participants will learn about a range of technologies and how they can be used to facilitate consumer experience.

Future of Marketing

Starting with the assessment of the growing role of technologies in service, the second block alerts course practitioners to the fact that the marketing of the future is more than MarTech (Marketing Technology); in the future, marketing will play a key role in a range of social issues, including consumer wellbeing, sustainability, and the drive towards Net Zero.

Data in Business

Without doubt data and data-driven insights will become critical in the future. During the third block of the course, the participants will learn about data in a broader business context. They will develop an understanding of visual data and the application of AI for business. To contrast the discussion, the block concludes with deliberation on data ethics—a critical issue for every business.

Digital Transformation

As a result of the Covid-19 pandemic, many businesses had no other choice but to undergo digital transformation. The final thematic block of the course explores key issues related to the digital transformation of businesses and doing business online, as well as a range of legal issues of doing so.