COURSE CURRICULUM

The BSc (Hons) Artificial Intelligence and Digital Marketing curriculum combines technical expertise in artificial intelligence with modern digital marketing practices, preparing students to develop innovative, data-driven marketing solutions. In the first year, students study core modules including Logic and Discrete Mathematics, Programming, Ethics and Artificial Intelligence, Digital Skills for Artificial Intelligence, Introduction to Digital Marketing, and Marketing Fundamentals. These modules establish a strong foundation in programming, mathematical reasoning, AI ethics, digital technologies, and core marketing principles while introducing students to consumer behaviour, marketing concepts, and the responsible use of artificial intelligence. Students develop essential skills in algebra, logic, discrete mathematics, graphs, networks, matrices, and problem-solving that underpin AI development and data analysis. In the second year, students build advanced technical and marketing knowledge through core modules in Data Science and Modelling Fundamentals, Introduction to Machine Learning, Research Methods in Artificial Intelligence, Team Project on Contemporary Issues in AI, Digital Tools, Technology and Platforms, and Digital and Social Media. These modules develop expertise in data modelling, forecasting, visualisation, exploratory data analysis, machine learning, AI research methods, digital platforms, and social media marketing, while team projects provide practical experience in solving real-world AI and marketing challenges. In the final year, students enhance their professional skills through core modules including Frontiers in Artificial Intelligence and Data Science, Deep Learning, Individual Project in Applied AI, Marketing Strategy, and Applied Digital Marketing. Students explore the latest developments in AI and data science, advanced deep learning techniques, industry-standard software, strategic marketing, and digital campaign management while completing an independent AI project that applies technical knowledge to practical business problems. Throughout the programme, students develop strong analytical, programming, communication, research, and strategic decision-making skills, enabling them to integrate artificial intelligence into modern marketing environments. Overall, the curriculum combines mathematics, computing, machine learning, data science, digital marketing, and applied project work to prepare graduates for careers in AI-powered digital marketing, marketing analytics, customer insights, business intelligence, data science, e-commerce, marketing technology, and digital innovation across a wide range of industries.