Essex Business School Summer Sessions

Module Aims

• To provide you with a comprehensive understanding of the applications of AI in marketing, including its potential to enhance consumer engagement, optimise campaigns, and drive business growth.
• To critically analyse the ethical and societal implications of AI in marketing, including issues of privacy, bias, and transparency, and explore strategies for responsible AI use.
• To equip you with practical skills to leverage AI tools and technologies for tasks such as predictive analytics, personalisation, and content optimisation in marketing contexts.

Skills for Your Professional Life

• Data-driven decision-making: ability to analyse consumer data and derive actionable insights using AI tools to support strategic marketing decisions.
• Tech-savviness in marketing: proficiency in leveraging AI technologies such as chatbots, recommendation systems, and predictive analytics to create innovative and personalised marketing campaigns.
• Ethical and strategic thinking: competence in addressing ethical considerations and balancing automation with creativity to build sustainable, consumer-centric marketing strategies.

Lecture Topics will cover the following subjects

• Introduction to AI in Marketing
• AI-Powered Customer Insights
• Personalisation in Marketing
• AI in Advertising and Media Buying
• AI-Powered Customer Relationship Management (CRM)
• Ethical Implications and Challenges of AI in Marketing
• AI in Social Media Marketing
• Measuring ROI and Campaign Effectiveness with AI
• The Future of AI in Marketing
• Group Presentations

A full teaching timetable will be provided to students nearer the course date.

Learning and Teaching Methods

The following learning and teaching methods will inform the pedagogical process of the course: lectures, seminars.

Interactive lectures: each session will combine foundational theory with real-world examples of AI applications in marketing.

Seminars will focus on practical aspects of using the material taught in lectures for solving real-life problems.

Assessment

You are required to work on a mini project on any aspect of AI and its applications in marketing. You will be required to work in groups and present your project in the final session of the module. The group projects will be rated and there is a best group presentation award to be won!

Each project will be judged on critical analysis and clarity of the presentation.

Dr Abhisek Kuanr is a Lecturer in Marketing at Essex Business School, University of Essex, UK. His research and teaching focus is on the intersection of marketing and technology, with a particular emphasis on Artificial Intelligence (AI), consumer behaviour, and digital marketing. Dr Kuanr is passionate about exploring how AI-driven technologies are reshaping the marketing landscape and empowering businesses to engage with consumers in innovative and personalised ways.

Module Aims

The module aims to provide the students with the following:

• Understanding of how sustainability principles and practices can equip managers and entrepreneurs with the tools and strategies needed to create long-term value while addressing critical ESG challenges.
• Awareness of the frameworks, tools, and technologies, including AI, that can be applied to assess and enhance sustainability performance across diverse business functions and industries.
• Practical skills in evaluating, analysing, and designing sustainable strategies that align with organisational goals, stakeholder expectations, and global sustainability objectives, ensuring a positive impact on both businesses and society.

Skills for Your Professional Life

• Critical thinking: understanding different sustainability frameworks, strategies, and their applicability in various business contexts.
• Strategic insight: enhancing the ability to integrate sustainability principles into business models and decision-making processes, with a focus on long-term value creation.
• Problem-solving skills: the ability to identify, assess, and ESG challenges within the business environment, while considering the needs of various stakeholders.

Lecture Topics

• Introduction to Sustainability in Business
• Environmental, Social, and Governance (ESG) Principles
• The Role of Sustainability in Business Strategy
• Sustainable Operations Management and Efficiency
• Circular Economy and Sustainable Supply Chains
• Introduction to Artificial Intelligence for Sustainability
• Digital Technology Applications in Sustainable Resource Management
• Sustainable Innovation and Green Technologies
• Developing a Sustainability Strategy for Organisations
• Project Presentations

Learning and Teaching Methods

The following learning and teaching methods will inform the pedagogical process of the course: lectures, seminars.

• Lectures will focus on the key theoretical concepts of sustainability, including environmental, social, and governance (ESG) principles, sustainable business strategies, and the role of Artificial Intelligence in promoting sustainability.
• Seminars will provide an interactive platform for applying sustainability concepts to real-world scenarios. Students will work in groups, engaging in discussions, case studies, and collaborative problem-solving. In the final seminar session, each group will present their project, showcasing their analysis and proposed solutions to sustainability challenges in business.

Assessment

As part of your assessment, you will undertake a group-based mini-project focused on a specific aspect of sustainability and its practical applications in business. In the final session of the module, you will present your findings and recommendations to the class. Projects will be evaluated based on the depth of analysis, the relevance of solutions proposed, and the effectiveness of the presentation. The best group presentation will be recognised with an award.

Dr Wenjuan Zeng is a Lecturer in the Strategy, Operations and Entrepreneurship Group (SOE). Dr Zeng’s research interests lie in the areas of (1) Operations and Supply Chain Management and (2) Technology Management. Much of her research integrates these two fields, focusing on the application, integration, capability development, and impact of digital technologies on operations and supply chain quality management. 

£900 per module

• Please note that the fees cover teaching and some social programme activities (See below for details)
• Accommodation in not included - See below for full accommodation details

On-campus accommodation options are available from £45 per night

Rooms are self-catered with ensuite or shared facilities. Price includes utilities, internet access, and 24/7 security.

Please note that accommodation is NOT included in the tuition fee.

Included in the Programme Fee:

• Welcome BBQ
• Colchester walking tour and free time
• London day trip
• Farewell ceremony

Optional Extras - Not Included in the Programme Fee:

• Dedham Vale countryside trip
• Traditional Sunday Roast
• Colchester Zoo visit

At Essex Business School, we do more than teach business—we challenge conventions, drive innovation, and inspire the next generation of global leaders.

As one of the UK’s top business schools, Essex Business School is known for its:

• Future-focused curriculum – Our programmes emphasise cutting-edge topics like AI, sustainability, and ethical business practices.
• World-class faculty – Learn from renowned academics and industry experts at the forefront of business research and practice.
• Hands-on learning – Engage in real-world applications through case studies, projects, and interactive discussions.
• Global community – Network with students and professionals from around the world, broadening your international perspective.
• Innovative approach – As the UK’s first zero-carbon business school building, EBS is committed to sustainability and forward-thinking education.