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These pages provide you with a brief introduction to your course and some suggested pre-reading. The pre-reading is recommended to help you feel comfortable with the topics that form the foundation of the course. You will receive your induction timetable in July or August and your streams will be confirmed on your Moodle pages closer to the time.

Your induction is a two-week compulsory period where you will get acquainted with your fellow students, the careers team and course faculty through a combination of in-person and online sessions. It also involves completion of the final stages of the student registration process.

Throughout induction you will receive classes related to your course as well as a range of careers events. These events will be included in your induction timetable and in the careers event timetable.

The induction also includes sessions on how to excel in group projects and how to use generative AI tools responsibly, critically and effectively. These are essential skills for succeeding in a programme that combines marketing, digital platforms, data, automation and AI-enabled decision making. Make sure you attend the induction to meet your group members in time and to set yourself up for success from day one.

We look forward to welcoming you all in September.

Questions?

If you have any questions about the student experience on one of our MSc degrees, who better to ask than one of our current MSc students? Our helpful Online Student Ambassadors will be happy to answer your queries.

Timetables

You should use the MyTimetable system to view your timetables. Your timetable will be available later this summer. Important: To help you generate an accurate timetable please read this quick guide on how to use the system first.

Pre-course reading

No matter if you have studied or practised marketing, digital marketing, computer science or business analytics before, or are stepping into uncharted territory by studying for an MSc in Digital Marketing with AI, it is useful to get back into the mindset of studying at university.

Your future lecturers have selected resources that provide a first overview of the subjects they will teach. These are not required readings and they are not necessarily the textbooks that will be used in class, but they will help you prepare for your studies at Bayes.

Shared programme foundations

Marketing Strategy and Practice

* What Is Strategy? by Michael E. Porter, 1996, Harvard Business Review.

* Johnson, Michael and Fred Selnes (2004), “Toward a Dynamic Theory of Exchange Relationships: Customer Portfolio Management,” Journal of Marketing.

* Dawar, Niraj (2013), “When Marketing Is Strategy,” Harvard Business Review.

* Selnes, F., and Johnson, M. D. (2022). “Manage Your Customer Portfolio for Maximum Lifetime Value,” MIT Sloan Management Review.

Marketing Fundamentals

* Blythe, Jim and Jane Martin (2016). Essentials of Marketing, 6th Edition. Harlow, Pearson.

* Berger, Jonah (2014). Contagious. Simon and Schuster.

* Berger, Jonah, and Katherine L. Milkman (2012), “What Makes Online Content Viral?” Journal of Marketing Research, 49(2), 192 to 205.

* Browse AdAge and sign up to their newsletter to follow how marketing practice is changing.

Consumer Insights (Dr. Janina Steinmetz) 

  • Berger, J. (2016). Invisible influence: The hidden forces that shape behavior. Simon and Schuster.

Digital Marketing with AI specialist modules

You can subscribe to AI & Marketing Insights newsletter by Dr Yusuf Oc on LinkedIn https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7447317754061217792

And also watch marketing and AI Youtube videos on his channel https://www.youtube.com/@yusufoc

Technology and Marketing: Artificial Intelligence and Machine Learning Applications in Marketing

* Iansiti, M. (2020). Competing in the Age of AI: Strategy and Leadership When Algorithms and Networks Run the World. Harvard Business Review Press.

* Gill, C. (2019). The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI. Kogan Page.

* Malm, P. (2020). The Language Effect: Why AI-Powered Copywriting is a Marketer’s New Best Friend. Known Publishing.

* March, J. (2018). Message Me: The Future of Customer Service in the Era of Social Messaging and Artificial Intelligence. BookBaby.

* Use the AI Handbook for marketers from Think with Google as an accessible industry entry point.

AI-Enabled Performance Marketing and Big Data Analytics

* Start with Think with Google AI Excellence for applied examples of AI in marketing and advertising.

* Explore Google Skillshop for free training on Google Ads, measurement and platform tools.

* Review key marketing analytics ideas through Nichols, Wes (2013), “Advertising Analytics 2.0,” Harvard Business Review.

* Revisit Spiegelhalter, D. (2019). The Art of Statistics: Learning from Data. Penguin UK, especially if you have not studied statistics recently.

Social Media Marketing and Digital Advertising

* Chaffey, Dave and Fiona Ellis-Chadwick (2022). Digital Marketing, 8th Edition. Pearson. Available in the library.

* Follow the latest news about social media trends.

* Listen to the opinions of industry experts and compare them with academic research and platform evidence.

* Read this article on how social media may help you land a job or damage your professional positioning.

SEO, GEO and E-Commerce

* Use the Google Search Central SEO Starter Guide to understand how search engines read and rank online content.

* Use the Google Merchant Center help pages to understand product feeds, shopping visibility and e-commerce platform requirements.

* Chaffey, Dave and Fiona Ellis-Chadwick (2022). Digital Marketing, 8th Edition. Pearson. Focus on search, customer journey mapping, conversion optimisation and e-commerce.

Generative AI Skills and AI Ethics

* Begin with Google AI Essentials if you want a practical introduction to using generative AI tools in everyday work.

* Read the NIST AI Risk Management Framework to understand responsible AI, risk, transparency and governance from a business perspective.

* Seldon, A. and Abidoye, O. (2018). The Fourth Education Revolution: Will Artificial Intelligence Liberate or Infantilise Humanity? The University of Buckingham Press.

* Critically compare the benefits of generative AI with risks around bias, hallucination, data privacy, intellectual property and over-reliance.

Consumer Psychology in the Age of AI

* Mothersbaugh, D. L., Kleiser, S. B., Hein, W., and Oc, Y. (2024). Consumer Behaviour International Edition, 1st edition. McGraw-Hill Education. Available in the library.

* Berger, J. (2016). Invisible Influence: The Hidden Forces That Shape Behavior. Simon and Schuster.

* Krishna, A. (2012), “An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment and Behavior,” Journal of Consumer Psychology, 22, 332 to 351.

* Pieters, Rik and Michel Wedel (2004), “Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects,” Journal of Marketing, 68, 37 to 50.

Marketing for a Better World: Sustainability, Equity and Inclusion

* Mayer, C. (2018). Prosperity: Better Business Makes the Greater Good. Oxford University Press.

* Collier, P. (2019). The Future of Capitalism: Facing the New Anxieties. Penguin.

* Kotler, Philip (2011), “Reinventing Marketing to Manage the Environmental Imperative,” Journal of Marketing, 75, 132 to 135.

* Explore the United Nations Sustainable Development Goals and consider how marketing, technology and AI can support or undermine social and environmental goals.