Global Marketing, AI & Digital Networks

Summary of module for applicants:

This module explores how digital technology  shapes global marketing strategy. You'll analyze international consumer behavior and digital networks while developing actionable marketing solutions for today's interconnected business landscape.

The module integrates theory with practical applications using professional tools and live business data. You'll develop expertise valuable for roles in global marketing, digital strategy, and international business development.
Access to our specialist Strategy and Marketing Lab supports hands-on learning with industry-standard tools and data analytics.

Main topics of study:

•    Global marketing strategies and market entry
•    AI impact on marketing
•    Network analysis and consumer behavior
•    Data-driven decision making
•    Marketing program development and control
•    International market opportunities
•    Strategic marketing plans
•    Digital technology  

Learning Outcomes for the module

At the end of this module, students will be able to:
1.    Critically apply marketing theories and practices in a digital and global context.
2.    Synthesise how firms internationalise and expand within overseas markets using real world examples. 
3.    Plan global marketing approaches which are holistic and customer centric.
4.    Critically appraise various  global marketing programmes which harness technology and digital networks and tools (e.g, AI, IoT, cloud-based platforms).