Future of Marketing
While the 4 Ps of Marketing—product, price, place, and promotion—remain relevant, the marketing and marketing profession are changing. This course alerts marketing professionals to the changes facing marketing and prepares them for the future.
This online course is designed to prepare marketing professionals for the future of marketing. During this course, participants will develop an agile mindset and will become marketing technologists, skilled in the use of new and emerging technologies to design a seamless consumer experience.
Learners will be able to initiate and drive important conversations about the role marketing plays in facilitating consumer wellbeing, and in driving sustainability and the Net Zero agenda. They will develop data literacy skills and learn about visual data and the application of artificial intelligence for business. Importantly, they will be able to ask questions concerning data ethics as businesses undergo digital transformation.
Participants will learn how to use new and emerging technologies to design a seamless consumer experience through a series of live and recorded lectures. The lectures will introduce and demonstrate concepts and tools that will provide a starting point for interactive exercises that will provide hands-on experience of both the challenges and capabilities of marketing in a digital age.
This course has been carefully curated by 15 academic experts from across the University of Edinburgh including:
- Dr Ewelina Lacka, Reader in Digital Marketing and Analytics
- Dr Jennifer Yule, Lecturer in Marketing
- Dr Ben Marder, Senior Lecturer in Marketing
- Dr Teea Palo, Senior Lecturer in Marketing
- Professor Tina Harrison, Professor of Financial Services Marketing
- Dr Mary Ho, Lecturer in Marketing
- Professor Angela Tregear, Professor of Marketing
- Dr Fumi Kitagawa, Senior Lecturer in Entrepreneurship and Innovation
- Dr Victoria Rodner, Lecturer in Marketing
- Dr Andre Santos, Lecturer in Predictive Analytics
- Professor Shannon Vallor, Professor of Ethics of Data and Artificial Intelligence
- Dr Hajar Mozaffar, Senior Lecturer in Innovation
- Dr Jordana Viotto Da Cruz, Lecturer in Entrepreneurship
- Debbie Crompton, Teaching Fellow in Innovation and Digital Entrepreneurship
- Professor Burkhard Schafer, Professor of Computational Legal Theory.
This course builds on fundamental marketing concepts and therefore prior knowledge of marketing will be beneficial. The course is designed for professionals with a background in marketing who are looking to upskill. Business and start-up owners with marketing experience will also benefit from the course content.
To recognise changes marketing is facing in the future
To be able to initiate and drive important conversations about the role of marketing in facilitating consumer wellbeing, sustainability and Net Zero
To appreciate the value of data in marketing and business at large
To develop an understanding of opportunities and challenges deriving from digital transformation
This is a 10-week course, consisting of four interconnected blocks comprising a total of 40 hours study. Each thematic block includes four asynchronous self-paced sessions after which course participants are asked to engage with an activity task. Each thematic block concludes with a live facilitated session, which provides an opportunity for further discussion.
The course will be delivered online in self study via FutureLearn. The six one-hour live sessions will take place on Zoom. They will take place from 2-3pm on Tuesdays in week 1 and week 10 and on Thursdays in weeks 2-9.
Course fees for 23/24 are £1,750 but funded places are available for people employed or unemployed in Scotland (residency requirements apply).
Through the Scottish Funding Council (SFC) Upskilling Fund, a limited number of fully-funded places are available on Data Upskilling Short Courses at The University of Edinburgh.
Funded places are available to those who meet SFC fee waiver criteria:
“Courses/provision is open to all Scottish-domiciled/’home fee’ students, which is consistent with SFC’s policy for core funded student places. Students from the rest of the UK (rUK) are not normally considered eligible for SFC funding. If however a university is working with a Scottish/UK employer which has a physical presence or operating in Scotland, rUK employees of that employer would be eligible.”
If you are from outside Scotland, you need to have settled status in the UK and meet other residency criteria:
- be ordinarily resident in the United Kingdom, the Channel Islands or the Isle of Man for the three years immediately before course start date, and
- have ‘settled status’ in the UK (as set out in the Immigration Act 1971) at the course start date, and
- be ordinarily resident in Scotland at the course start date.
Funding eligibility will be assessed at the point of each application for each course; you may be asked to provide further information if you do not meet the general residence conditions. You can check your likely fee status here: https://www.ed.ac.uk/tuition-fees/fee-status/work-out Please email us at firstname.lastname@example.org if you would like to discuss your funding eligibility before applying.
Please note that full-time students (including full-time PhD students) are not eligible for funding.
You will receive a certificate of completion.