Week 1 Topic: Introduction to AI and Data-Driven Marketing
Essential Reading
Daffner, B. (2024) ‘Are You AI-Ready? A Roadmap to Mastering Marketing Technology in a Data-Driven World’, Journal of Digital & Social Media Marketing, 12(2), pp. 117–128.
Mariani, M. Vega, R. and Wirtz, J. (2022) ‘AI in Marketing, Consumer Research and Psychology: A Systematic Literature Review and Research Agenda’, Psychology & Marketing, 39(4), pp. 755–776.
Supplementary Reading
Davenport, T. H. (2018) ‘Artificial intelligence for the real world’, Harvard Business Review.?January–February.
De Bruyn, A., Viswanathan, V., Shan Beh, Y., Kai-Uwe Brock, J. & von Wangenheim, F. (2020) ‘Artificial intelligence and marketing: pitfalls and opportunities’, Journal of Interactive Marketing.?51:91-105. DOI: https://doi.org/10.1016/j.intmar.2020.04.007.
Fountaine, T., McCarthy, B. & Saleh, T. (2019) ‘Building the AI-powered organization’, ?Harvard Business Review.?July–August.
Marvi, R., Pantea F. and Cuomo, M. (2024) ‘Past, Present and Future of AI in Marketing and Knowledge Management’, Journal of Knowledge Management, 29(11), pp. 1–31.
Rosário, T. and Raimundo, R. (2025) ‘The Integration of AI and IoT in Marketing: A Systematic Literature Review’, Electronics (Basel), 14(9), pp. 1854.
Week 2 Topic: Data Sources, Quality, and Governance
Essential Reading
Rajan, P. (2024) ‘Integrating IOT analytics into marketing decision making: A smart data-driven approach’, International Journal of Data Informatics and Intelligent Computing,?3(1), pp.12-22.
Schmuck, M. (2022) ‘Data Governance Issues in Digital Marketing: A Marketer’s Perspective’, Expert Journal of Marketing, 10(2), pp. 124-142.
Wang, J., Liu, Y., Li, P., Lin, Z., Sindakis, S. and Aggarwal, S. (2024) ‘Overview of data quality: Examining the dimensions, antecedents, and impacts of data quality’, Journal of the Knowledge Economy,?15(1), pp.1159-1178.
Supplementary Reading
Alhitmi, K. (2024) ‘Data Security and Privacy Concerns of AI-Driven Marketing in the Context of Economics and Business Field: An Exploration into Possible Solutions’, Cogent Business & Management, 11(1), pp. 1-9.
Lim, H. (2020).?7 types of data bias in machine learning.?Available: https://lionbridge.ai/articles/7-types-of-data-bias-in-machine-learning/ [2021, June 6].O’Hara, C. (2021) Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement. Hoboken, N.J: Wiley.
Roselli, D., Matthews, J. & Talagala, N. (2019) Managing bias in AI: what should businesses do??Forbes.?29 May. Available: https://www.forbes.com/sites/cognitiveworld/2019/05/29/managing-bias-in-ai-what-should-businesses-do/?sh=3cce26471440 [2021, 30 March].Wei, J. (2020).?Bias in Natural Language Processing (NLP): a dangerous but fixable problem.?Medium. 2 September. Available: https://towardsdatascience.com/bias-in-natural-language-processing-nlp-a-dangerous-but-fixable-problem-7d01a12cf0f7 [2021, March 30].
Week 3 Topic: Analytical Tools and Techniques
Essential Reading
Singh K., Rahul, P., and Asha, T. (2025)?Marketing Analytics Using Excel: A Beginner’s Guide. First edition. London: SAGE Publications, Ltd. UK.
Grigsby, M. (2022). Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques. 3rd ed. London: Kogan Page, Limited.
Supplementary Reading
Adeniran, I.A., Efunniyi, C.P., Osundare, O.S. and Abhulimen, A.O. (2024) ‘Transforming marketing strategies with data analytics: A study on customer behaviour and personalization’, International Journal of Management & Entrepreneurship Research, 6(8), pp.41-51.
Ijomah, T.I., Idemudia, C., Eyo-Udo, N.L. and Anjorin, K.F. (2024) ‘Harnessing marketing analytics for enhanced decision-making and performance in SMEs’, World Journal Of Advanced Science And Technology,?6(1), pp.1-12.
Week 4 Topic: Predictive Analytics and Customer Segmentation
Essential Reading
D’Arco, M. (2019) ‘Embracing AI and Big Data in Customer Journey Mapping: From Literature Review to a Theoretical Framework’, Innovative Marketing, 15(4), pp.102–115.
Kasem, M.S., Hamada, M. and Taj-Eddin, I. (2024) ‘Customer profiling, segmentation, and sales prediction using AI in direct marketing’, Neural Computing and Applications,?36(9), pp.4995-5005.
Pande, P. (2025) ‘Big Data Analytics in E-Commerce Driving Business Decisions Through Customer Behavior Insights.” ITM web of conferences, 76, pp. 1-11.
Supplementary Reading
Adeniran, I.A., Efunniyi, C.P., Osundare, O.S. and Abhulimen, A.O. (2024) ‘Transforming marketing strategies with data analytics: A study on customer behaviour and personalization’, International Journal of Management & Entrepreneurship Research,?6(8), pp.41-51.
Kumar, V., Rajan, B., Venkatesan, R. & Lecinski, J. (2019) ‘Understanding the role of artificial intelligence in personalized engagement marketing’,?California Management Review.?61(4):135-155. DOI: https://journals.sagepub.com/doi/10.1177/0008125619859317.
Week 5 Topic: AI Applications in Digital Marketing
Essential Reading
Hamdan, A. and Esra A. (2024) Artificial Intelligence and Transforming Digital Marketing. 1st ed. 2024. Cham: Springer Nature Switzerland.
Venkatesan, R., and Lecinski, J. (2021) The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. Stanford, California: Stanford Business Books.
Supplementary Reading
Acatrinei, C. (2025) ‘Artificial Intelligence in Digital Marketing: Enhancing Consumer Engagement and Supporting Sustainable Behaviour Through Social and Mobile Networks’, Sustainability, 17(14), pp. 6638.
Manolica, A. (2025) ‘Adoption of AI in Digital Marketing: Comparing Gen Z and Gen Y through the Technology Acceptance Model’, Brain. Broad research in artificial intelligence and neuroscience, 16(3), pp. 102.
Overgoor, G., Chica, M., Rand, W. & Weishampel, A. (2019) ‘Letting the computers take over: using AI to solve marketing problems’, ?California Management Review.?61(4):156-185. DOI: https://journals.sagepub.com/doi/10.1177/0008125619859318.
Week 6 Topic: Strategic Decision-Making with Data
Essential Reading
Hossain, Q., Yasmin, F., Biswas, T.R. and Asha, N.B. (2024) ‘Data-Driven Business Strategies: A Comparative Analysis of Data Science Techniques in Decision-Making’, Scholars Journal of Economics, Business and Management,?9, pp.257-263.
Nnaji, U.O., Benjamin, L.B., Eyo-Udo, N.L. and Etukudoh, E.A. (2024) ‘A review of strategic decision-making in marketing through big data and analytics’, Magna Scientia Advanced Research and Reviews, 11(1), pp.084-091.
Supplementary Reading
Badmus, O., Rajput, S., Arogundade, J. and Williams, M. (2024) ‘AI-driven business analytics and decision making’, World Journal of Advanced Research and Reviews,?24(1), pp.616-633.
Nugroho, D. and Angela, P. (2024) ‘The impact of social media analytics on some strategic decision making’, IAIC Transactions on Sustainable Digital Innovation (ITSDI), 5(2), pp.169-178.
Fountaine, T., McCarthy, B. & Saleh, T. (2019) ‘Building the AI-powered organization’, ?Harvard Business Review.?July–August.