Course objectives

 The aim of this course is to equip students with the knowledge and applied skills to design, implement, and evaluate marketing-technology (MarTech) solutions that enhance experiential marketing. The course emphasises not only the technical understanding of MarTech platforms but also their strategic use in shaping meaningful customer experiences. Students will explore how technology, creativity, and ethics intersect to build trust, engagement, and long-term brand value.

Learning outcomes

Upon completion of the course students are expected to be able to:

• Analyse and evaluate the role of MarTech in enhancing customer experience and business performance.
• Apply data-driven methods to segment audiences and automate customer communications.
• Design and interpret marketing analytics dashboards and experimentation results.
• Produce and present a MarTech project that integrates creativity, technology, and ethical practice.
• Understand the structure and strategic purpose of the MarTech ecosystem.
• Examine how data, automation, and analytics support experiential marketing.
• Develop the ability to design and plan customer journeys using marketing technologies.
• Reflect critically on ethical, legal, and governance issues in technology-enabled marketing.

Course content

• The MarTech ecosystem: technologies, platforms, and vendor categories shaping modern marketing
• Role of MarTech in designing data-driven and experiential customer experiences
• Data collection and consent management: first-party data, event tracking, and privacy compliance
• CRM and CDP systems: architecture, functions, and use in personalized engagement
• Analytics and measurement: tracking pipelines, funnels, KPIs, dashboards, and attribution models
• Experimentation frameworks: A/B testing, holdouts, and performance optimization
• Marketing automation: lifecycle triggers, segmentation, and personalized communication
• Omnichannel journey design across web, mobile, email, and social platforms
• Integration of paid and owned media through SEO, ads, and influencer marketing
• AI-driven marketing: recommendation systems, predictive analytics, and creative automation
• Data ethics and governance: algorithmic bias, GDPR, CCPA, and the EU AI Act
• Emerging trends: cookieless marketing, immersive experiences, and sustainable innovation
• Evolving MarTech careers and competencies: data strategy, automation, CX design, and growth marketing