The course provides a holistic understanding of the emerging marketing technology (MarTech) landscape, including the data, technology and platform ecosystem. By understanding the trends driving that landscape, marketing leaders will be open to 'emerging technologies' and be able to identify the value and relevance of MarTech to organisations ie a Market Landscape Analysis report with Concept Map. The focus of the course is on the implementation of suitable MarTech stack use cases proposal this will allow students to achieve marketing objectives.

Upon completion of this course, students should be able to understand the emerging marketing technology landscape, the drivers and barriers to the digital transformation of marketing functions, and be able to recommend solutions that provide value to the business and its stakeholders.