Course 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, course 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.
Course dates
Start date: 22 September 2025
The course content will be made available via the Canvas learning platform for a period of six months.
Course format
This is an online, self-paced course that requires a study commitment of one hour per week. No live sessions will take place. Additional study materials are available for those who wish to delve deeper into related topics at their own discretion.
Modules
| Week | Module Title |
|---|---|
| 1 | Marketing agility and consumer experience |
| 2 | Marketing 4.0 and future of social media |
| 3 | Servitisation and FinTech |
| 4 | Sustainable marketing |
| 5 | AI in marketing |
| 6 | Data and AI ethics |
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
- Professor Shannon Vallor – Baillie Gifford Chair in the Ethics of Data and Artificial Intelligence, Edinburgh Futures Institute, University of Edinburgh
- Wendy McCallum – Former Executive Education Lecturer in Climate and Sustainability, University of Edinburgh Business School
- Dr Antonia Gieschen – Lecturer in Predictive Analytics, University of Edinburgh Business School
Fees
£249
Certification
Participants will receive a certificate from the University of Edinburgh Business School on completion of this course.
Legal disclaimer
For questions, please get in touch with the Enquiries Team.