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NBS8665 : Artificial Intelligence in Business

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Davit Marikyan
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 2 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


This module is designed to provide students with an in-depth understanding of the implications that the adoption and acceptance of artificial intelligence (AI) can have and their significant impact on the business world. The module's objective is to offer students with a foundational understanding of AI in the business sector, emphasising the ethical and societal dimensions of AI implementation. It aims to provide insights into how AI can reshape strategies, business models and operations, enhance decision-making, and drive innovation. The course will also explore the interactions between AI and human workers, the governance of AI, and the anticipation of future technological trends. Such a comprehensive and holistic approach will help student better prepare for ever-evolving AI landscape.

Outline Of Syllabus

The module will cover topics such as:
•       Introduction to Artificial Intelligence in Business
•       Ethical and Societal Implications of AI Adoption/Acceptance
•       AI Strategy and Business Model Innovation
•       AI Applications in Business Operations
•       AI in Marketing and Customer Experience
•       AI-driven Innovation and Product Development
•       Human-AI Collaboration and Workforce Transformation
•       AI Governance and Responsible Innovation
•       Future Trends and Emerging Technologies

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion121:0021:00N/A
Scheduled Learning And Teaching ActivitiesLecture92:0018:00Lectures
Scheduled Learning And Teaching ActivitiesSmall group teaching11:001:00Assessment clinics / formative feedback
Guided Independent StudyIndependent study160:0060:00N/A
Teaching Rationale And Relationship

The lectures will focus on developing student knowledge in the topics discussed. These will be complemented by relevant case studies and guest talks. Students will be expected to carry out directed reading and independent studies where appropriate.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay1M1002000-word essay.
Assessment Rationale And Relationship

The essay will assess the students’ grasp of AI adoption and acceptance challenges and opportunities in a business case study of their choice. Students will need to undertake the necessary background research to identify the latest key articles related to their topics, synthesise them and present their arguments accordingly. Formative feedback will be given throughout the module.

Reading Lists