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. About the course 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. Who is the course for? 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. Learning Outcomes 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 How/when will the course be delivered? 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 and funding Course fees for 23/24 are £1,750 but funded places are available for people employed or unemployed in Scotland (residency requirements apply). Funding 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. Eligibility 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. You can find out more about residency criteria on the SAAS website or in this summary. 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 upskilling@ed.ac.uk 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. What will I receive upon completion? You will receive a certificate of completion. How to apply There are no more funded places available for this course - you can still register and pay for a place via the Business School: Future of Marketing registration page Related Courses Introduction to Big Data and Analytics in Marketing Introduction to Data Ethics for Business Future is FinTech Climate Change Risk in Finance Contact Us This article was published on 2024-06-06