Artificial Intelligence for Brand Management MSc

Compulsory

• MG56004 - AI Strategy and Transformation

  This block has three main aims which are to:

  • Enable students to understand and evaluate various AI Strategies and transformation options from corporate, institutional, and national perspectives.
  • Introduce students to topics, concepts, theories, methodological approaches, and strategies relevant to the adoption, implementation, diffusion of AI from technological, ethical, legal and socio-economic aspects.
  • Develop students’ skills of critical thinking, logical analysis, argument, and judgement when analysing AI strategies in organisations via the use of case study and other materials exemplar readings and other information sources
• MG5YYY - Brand Analytics and AI Tools for Campaigns

  This module aims to develop an advanced understanding of data-driven branding and marketing analytics, with a particular focus on the application of artificial intelligence (AI) tools to campaign design, optimisation, and evaluation.

  It equips students with the skills to collect, analyse, and interpret digital branding/marketing data, and to translate insights into actionable brand and campaign strategies. The module emphasises hands-on use of analytics platforms, data visualisation tools, and AI technologies, enabling students to operate effectively in contemporary data-rich branding/marketing environments.

• MG5XXX - Brand Management in the Age of AI

  This module aims to develop an advanced and critical understanding of brand management in the context of artificial intelligence, digital transformation, and data-driven marketing. It equips students with the knowledge and practical skills required to design, manage, and evaluate brands using AI-enabled tools, consumer analytics, and digital platforms.

  The module emphasises the integration of strategic brand thinking with technological innovation, enabling students to understand how AI is reshaping brand identity, customer experience, and marketing communication. It also explores the ethical, societal, and managerial implications of AI in branding.

• MG5624 - Digital Marketing

  The aim of this module is deliver knowledge of the key aspects and tools needed to perform a successful digital marketing strategy to meet their marketing goal and to develop an understanding of the major concerns facing marketers in the fast growing era of digital marketing. The module forms part of a coherent programme of study, and contributes by addressing fundamental aspects of digital marketing to the commercial sector from a business and management perspective.

• MG5639 - Understanding Business and Management Research

  The module is predicated on the dominant role of both quantitative and qualitative methods in management research and the need to enable the understanding of research reports and use this information to improve the quality of work, decision-making, and the understanding of complex management problems. The latter will be instrumental in applying existing management theory and research to practical management problems as action researchers.

  The specific aims are:

  • To provide a balanced view of social science and business research methods enabling a critical understanding of research information.
  • To acquire theoretical and practical knowledge for business management by covering issues and debates in management research as reflected in the literature, with a particular focus on research carried out in the area of Business Intelligence and Digital Marketing, and Global and Supply chain Management Studies.
  • To provide knowledge of relevant research methods and techniques for Masters level project work.
• MG5638 - Dissertation

  The aim of this module is that of allowing you to conduct a piece of research including the identification of the research enquiry, data collection and analysis and the presentation of the results. The dissertation module, through the supervision of an academic member, develops you as an independent learner and brings together the knowledge and skills gained in the programme for the analysis of a specific business problem.  

Optional

• MG5620 - Contemporary Brand Management

  The module aims to provide a critical understanding of current theory and practice of Brand Management field including academic theories, frameworks and models within a business context. Students will be given opportunities to discuss current important issues in the field with a view to developing critical skills of evaluation and appraisal.

• MG5660 - Digital Innovation and Technology Management

  This module will develop and demonstrate a critical and practical understanding of the issues associated with digital innovations, modern technology management and business development. The module forms part of a coherent programme of study that seeks to develop and demonstrate critical reflection on the current theory and practice of management.

• MG55ZZ - Innovative AI Leadership and Business Models

  Students will learn to appreciate the issues and challenges that confront managers responsible for artificial intelligence and its implications for leadership and aligning its business model and structure, embedding corporate governance and understanding its application for resource and talent management and communication and marketing. The module will introduce students to topics, concepts, theories, methodological approaches and tools relevant to leading and managing organisations to benefit the implementation of AI. Students will develop their skills of critical thinking, logical analysis, argument and judgement when deploying AI in organisations via the use of case study and other materials exemplar readings and other information sources.