Programme overview
Insights & emerging technology
Marketing professionals will study how to respond to new and emerging technologies to create value and design a seamless consumer experience. They will develop an agile mindset able to continually revise marketing strategy and tactics.
Wellbeing and sustainability in marketing
Looking at those already leading the way in this area, programme participants will build their knowledge in consumer wellbeing, sustainability and delivery of the Net Zero agenda. They will understand the role of marketing in both driving and communicating business change.
AI in marketing
Participants will develop an understanding of AI and its marketing application. Most importantly, marketers will also be able to ask questions about data ethics and apply learnings across marketing activities.
Digital Transformation
Participants will learn how to transform their organisation into a digital business. They will develop an appreciation of the legal challenges technologies present.
Programme dates
Monday 3 February 2025 – Friday 11 April 2025
Programme format
- Delivered online
- Taught over 10 weeks
- Learn through a mixture of online self-study and 6 x 1-hour live sessions delivered via Zoom
Presenters
- Dr Ewelina Lacka – Reader in Digital Marketing & Analytics, University of Edinburgh Business School
- Dr Jennifer Yule – Lecturer in Marketing, University of Edinburgh Business School
- Dr Ben Marder – Senior Lecturer in Marketing and Director of PGR Programmes, University of Edinburgh Business School
- Dr Teea Palo – Senior Lecturer in Marketing, University of Edinburgh Business School
- Professor Tina Harrison – Personal Chair of Financial Services Marketing and Consumption and Head of Marketing Group, University of Edinburgh Business School
- Dr Mary Ho – Lecturer in Marketing, University of Edinburgh Business School
- Professor Angela Tregear – Personal Chair in Marketing, University of Edinburgh Business School
- Dr Andre A P Santos – Professor of Statistics, CUNEF Universidad
- Professor Shannon Vallor – Baillie Gifford Chair in the Ethics of Data and Artificial Intelligence, Edinburgh Futures Institute, University of Edinburgh
- Dr Hajar Mozaffar – Senior Lecturer in Innovation and Programme Director for MSc Entrepreneurship & Innovation, University of Edinburgh Business School
- Dr Jordana Viotto – Lecturer in Entrepreneurship, University of Edinburgh Business School
- Deborah Crompton – Teaching Fellow in Innovation and Digital Entrepreneurship, University of Edinburgh Business School
- Professor Burkhard Schafer – Professor of Computational Legal Theory, Edinburgh Law School
- Wendy McCallum – Executive Education Lecturer in Climate and Sustainability, University of Edinburgh Business School
- Dr Antonia Gieschen – Lecturer in Predictive Analytics, University of Edinburgh Business School
Time commitment
4 hours of study per week over the programme of 10 weeks.
Modules
| Week | Module Title |
|---|---|
| 1 | Induction |
| 2 and 3 | Agile Marketing |
| 4 and 5 | Wellbeing and Sustainability in Marketing |
| 6 and 7 | AI Marketing |
| 8 and 9 | Digital Transformation |
| 10 | End of Programme |
Fees
£1,500
A 20% discount is available for University of Edinburgh alumni. Please get in touch with the Executive Education team to receive the ePay discount code.
Certification
Participants will receive a digital badge as well as a certificate from the University of Edinburgh Business School on completion of this programme.