The Bachelor of Science (BSc) in AI Digital Marketing is an innovative undergraduate programme designed to prepare students for the rapidly evolving digital economy, where Artificial Intelligence (AI), data analytics, and digital marketing are transforming how organisations connect with customers and grow their businesses.
The programme combines essential marketing knowledge with practical skills in AI-powered marketing, social media marketing, search engine optimisation (SEO), digital advertising, content strategy, marketing analytics, consumer behaviour, e-commerce, and marketing automation. Students will learn how AI technologies can be applied to analyse customer data, personalise marketing experiences, optimise campaigns, generate and manage digital content, and support data-driven decision-making.
Through hands-on projects, case studies, industry-relevant tools, and real-world marketing challenges, students will develop the ability to design, implement, measure, and optimise effective digital marketing strategies. The programme also emphasises creativity, critical thinking, ethical and responsible use of AI, communication, and strategic problem-solving, ensuring graduates are equipped to adapt to emerging technologies and changing consumer behaviour.
Upon completion, graduates will be prepared for a wide range of career opportunities, including AI Digital Marketing Specialist, Digital Marketing Executive, Social Media Strategist, SEO/SEM Specialist, Content Marketing Specialist, Marketing Data Analyst, E-Commerce Executive, CRM and Marketing Automation Specialist, Digital Advertising Specialist, and Digital Marketing Consultant.
The BSc in AI Digital Marketing is ideal for students who are passionate about technology, creativity, business, and marketing and who want to build future-ready skills for careers in the AI-driven digital marketplace.
The Bachelor of Science (BSc) in AI Digital Marketing is designed to equip students with a combination of marketing knowledge, digital capabilities, data-driven decision-making skills, and practical understanding of Artificial Intelligence (AI). The programme responds to the growing demand for marketing professionals who can effectively use emerging technologies to understand consumers, develop digital strategies, automate marketing activities, and improve business performance.
Students begin by developing a strong foundation in business, marketing principles, consumer behaviour, communication, and digital technologies. These fundamental areas help students understand how organisations operate, how customers make decisions, and how marketing creates value in increasingly digital environments.
As students progress, they explore key areas of digital marketing, including social media marketing, content marketing, search engine optimisation (SEO), search engine marketing (SEM), digital advertising, e-commerce, customer relationship management (CRM), email marketing, and digital campaign management. Students learn how to plan and execute integrated digital marketing strategies across multiple platforms and customer touchpoints.
A distinctive feature of the programme is the integration of Artificial Intelligence into marketing practice. Students are introduced to AI concepts and their applications in areas such as customer segmentation, predictive analytics, personalised marketing, recommendation systems, conversational AI, content generation, marketing automation, and campaign optimisation. The emphasis is not only on using AI tools but also on understanding how and why AI can support better marketing decisions.
The programme also develops students’ capabilities in marketing analytics and data interpretation. Students learn how to collect, analyse, visualise, and interpret digital marketing data to understand customer behaviour, measure campaign performance, identify market opportunities, and support evidence-based decision-making.
Practical learning is embedded throughout the programme through case studies, projects, simulations, digital marketing campaigns, industry-based assignments, and the use of relevant digital and AI tools. Where appropriate, students may also undertake internships or industry projects, allowing them to apply their knowledge in real business environments.
The programme places strong emphasis on the ethical and responsible use of AI and customer data. Students examine issues such as data privacy, algorithmic bias, transparency, intellectual property, responsible content creation, and the wider social implications of AI-driven marketing.
By the end of the programme, graduates should be able to combine marketing strategy, creativity, technology, AI, and data analytics to develop effective and responsible digital marketing solutions. This interdisciplinary approach prepares graduates for professional roles in digital marketing, marketing analytics, e-commerce, social media, content strategy, marketing automation, digital advertising, and AI-enabled marketing.
Semester 1
1. Principles of Marketing in the Digital Age
2. Consumer Behaviour & Digital Customer Experience
3. Digital Content Creation & Creative Communication
4. Fundamentals of Artificial Intelligence & Digital Technologies
Semester 2
5. Social Media & Influencer Marketing
6. Search Engine Marketing: SEO & Paid Search
7. Digital Advertising & Media Planning
8. E-Commerce & Omnichannel Marketing
Semester 3
9. Marketing Analytics & Data Visualisation
10. AI for Marketing & Customer Insights
11. CRM & Marketing Automation
12. Generative AI & Content Marketing Strategy
Semester 4
13. AI-Driven Digital Marketing Strategy
14. Predictive Analytics & Marketing Intelligence
15. Digital Marketing Research & Capstone Project
16. Digital Ethics, Data Privacy & Responsible AI
Semester 5
17. Professional Internship in AI Digital Marketing
18. Internship Applied Project
19. Professional Practice & Career Development
20. Internship Reflective Portfolio & Industry Presentation
1. Principles of Marketing in the Digital Age – An introduction to modern marketing principles, digital transformation, market segmentation, targeting and positioning, with an emphasis on how businesses develop effective marketing strategies in a digital environment.
2. Consumer Behaviour & Digital Customer Experience – An exploration of consumer psychology and online behaviour, focusing on customer journeys, digital touchpoints, engagement and the creation of meaningful customer experiences across digital channels.
3. Digital Content Creation & Creative Communication – A practical introduction to content strategy, copywriting, storytelling, visual communication and video creation, incorporating creative design tools and AI-assisted content creation for digital marketing.
4. Fundamentals of Artificial Intelligence & Digital Technologies – An introduction to artificial intelligence, generative AI, machine learning concepts and emerging digital technologies, with practical applications in marketing, business and customer engagement.
5. Social Media & Influencer Marketing – A practical exploration of social media marketing, community building and influencer marketing, covering content planning, audience engagement, social listening and campaign performance across major digital platforms.
6. Search Engine Marketing: SEO & Paid Search – An introduction to search engine optimisation (SEO) and paid search marketing, covering keyword research, website optimisation, search advertising, campaign management and performance measurement.
7. Digital Advertising & Media Planning – An introduction to digital advertising strategies, audience targeting and media planning, with practical skills in campaign budgeting, advertising platforms, campaign execution and performance optimisation.
8. E-Commerce & Omnichannel Marketing – An exploration of e-commerce and digital retail strategies, covering online marketplaces, customer journeys, conversion optimisation and the integration of online and offline channels to create seamless customer experiences.
9. Marketing Analytics & Data Visualisation – An introduction to marketing analytics and data-driven decision-making, covering digital marketing metrics, campaign measurement, customer data, dashboards and data visualisation for evaluating marketing performance.
10. AI for Marketing & Customer Insights – An exploration of AI-powered marketing applications, including customer segmentation, behavioural analysis, personalisation, predictive insights and the use of AI to support marketing decision-making.
11. CRM & Marketing Automation – An introduction to customer relationship management (CRM) and marketing automation, covering customer lifecycle management, email marketing, lead nurturing, automated workflows and personalised customer communication.
12. Generative AI & Content Marketing Strategy – A practical exploration of generative AI in digital marketing, covering prompt development, AI-assisted text, image and video creation, content planning, brand consistency and AI-enabled content workflows.
13. AI-Driven Digital Marketing Strategy – An advanced exploration of how artificial intelligence can support digital marketing strategy, covering campaign planning, customer targeting, personalisation, optimisation and AI-assisted marketing decision-making.
14. Predictive Analytics & Marketing Intelligence – An introduction to predictive marketing and business intelligence, covering customer trends, forecasting, marketing performance, predictive analytics and the use of data to identify future marketing opportunities.
15. Digital Marketing Research & Capstone Project – An applied module combining digital marketing research with a capstone project, enabling students to investigate a real-world marketing challenge and develop an innovative AI-enabled digital marketing solution.
16. Digital Ethics, Data Privacy & Responsible AI – An examination of ethical and responsible digital marketing practices, covering data privacy, responsible AI, algorithmic bias, transparency, intellectual property and the ethical management of customer information.
17. Professional Internship in AI Digital Marketing – A structured industry placement that enables students to apply their knowledge of digital marketing, AI, content creation, analytics and marketing technologies within a professional working environment.
18. Internship Applied Project – A workplace-based project that requires students to identify and address a real organisational marketing challenge through the practical application of digital marketing, AI, analytics or automation.
19. Professional Practice & Career Development – A career-focused module developing professional communication, teamwork, leadership, personal branding, portfolio development, workplace professionalism and employability skills for the digital marketing industry.
20. Internship Reflective Portfolio & Industry Presentation – A professional portfolio and presentation that enables students to document their internship experience, demonstrate acquired competencies, reflect on professional development and present the outcomes of their industry-based learning.
Graduates of the Bachelor of Science (BSc) in AI Digital Marketing will be equipped with a combination of marketing, creative, analytical and AI-driven digital skills, preparing them for diverse career opportunities across digital agencies, technology companies, e-commerce businesses, corporate marketing departments, start-ups and entrepreneurial ventures.
Career opportunities include:
AI Digital Marketing Specialist – Uses artificial intelligence, marketing technologies and data insights to plan, automate and optimise digital marketing campaigns.
Digital Marketing Executive / Specialist – Plans and manages integrated digital marketing activities across websites, search engines, social media, email and other digital channels.
Social Media Executive / Strategist – Develops social media strategies, manages online communities, creates campaigns and analyses audience engagement across social platforms.
Content Creator / Content Marketing Specialist – Develops engaging written, visual and video content using creative tools and AI-assisted technologies to support brand communication and marketing campaigns.
SEO & SEM Specialist – Improves website visibility through search engine optimisation, keyword strategies, paid search advertising and performance analysis.
Digital Advertising / Performance Marketing Specialist – Plans, manages and optimises paid digital advertising campaigns using audience targeting, campaign analytics and performance data.
E-Commerce Executive / Specialist – Manages online stores, digital marketplaces, product promotions, customer journeys and conversion strategies to increase online sales.
Marketing Data Analyst – Analyses customer and campaign data, develops dashboards and transforms marketing information into actionable insights for business decision-making.
CRM & Marketing Automation Specialist – Manages customer relationship systems, email marketing, customer segmentation, automated workflows and personalised customer communication.
AI Content Specialist / Generative AI Specialist – Uses generative AI technologies to support content development, creative production, campaign ideation, personalisation and marketing workflows.
Digital Customer Experience Specialist – Designs and improves digital customer journeys and touchpoints to enhance customer engagement, satisfaction and loyalty.
Digital Marketing Consultant – Advises businesses on digital marketing strategies, AI adoption, marketing technologies, online customer acquisition and digital transformation.
Brand & Digital Communications Executive – Develops brand strategies and manages digital communication, online campaigns, content and brand engagement across multiple channels.
Marketing Technology (MarTech) Executive – Supports the implementation and management of marketing technologies, AI tools, analytics platforms, CRM systems and automation solutions.
Digital Entrepreneur / E-Commerce Business Owner – Applies digital marketing, AI, content creation and e-commerce skills to establish, promote and grow an independent online business or start-up.
With professional experience, graduates may progress into senior positions such as Digital Marketing Manager, AI Marketing Strategist, E-Commerce Manager, Performance Marketing Manager, Head of Digital Marketing, Marketing Analytics Manager, Digital Transformation Manager, Marketing Technology Manager, or Chief Marketing Officer (CMO).
The future of marketing is already changing. Artificial Intelligence is transforming how brands create content, understand customers, personalise experiences, analyse data and make marketing decisions. As businesses accelerate their digital transformation, they increasingly need professionals who understand not only marketing, but also how to work effectively with AI, data and emerging digital technologies.
Studying AI Digital Marketing today means preparing for the careers of tomorrow. Traditional marketing skills alone are no longer enough. Future marketers need to know how to combine creativity, digital strategy, social media, data analytics, automation and AI to remain competitive in a rapidly evolving job market.
The question is no longer whether AI will be used in marketing—it is how effectively you can use it.
By starting now, students can develop future-ready skills, gain practical industry experience and learn how to use AI as a powerful tool for creativity, productivity and smarter decision-making.
Don’t just adapt to the future of marketing. Be ready to lead it.
