UnitLevel 5Postgraduate

AMG5046 AI and the future of Asian industries

Faculty of Arts

AMG5046 AI and the future of Asian industries is a level 5, 6-credit-point, postgraduate unit from the Faculty of Arts, offered in 2027 in Semester 2 at Malaysia. It has no prerequisites.

Credit points: 6
Offered in 2027: Semester 2; Malaysia
Assessment: No exam; 2 tasks
Workload: 144 hours; per semester

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Requisites

Before AMG5046

No prerequisites or corequisites besides the enrolment rules below.

After AMG5046

No unit lists AMG5046 as a prerequisite in the 2027 handbook.

Enrolment rules

Pre requisite: Students must have completed at least 12 credit points of Master’s level units

Co-requisite: Students must be enrolled in the Masters of Strategic Communication Management A6030 to complete the unit.

Overview

In this unit, you examine how artificial intelligence (AI) is reshaping strategic communication and the creative industries across Asia, with a focus on Southeast and East Asian contexts. You explore three core technologies—generative AI, sentiment analysis and predictive analytics—and assess their roles within marketing, media and cultural sectors.

The unit begins with an introduction to key AI concepts and their relevance to contemporary communication strategies. You then analyse AI‑driven content creation in Southeast Asian marketing campaigns, including personalised advertising in Malaysia and automated influencer marketing in Singapore. Subsequent modules focus on sentiment analysis and predictive analytics, comparing how these tools are used to generate consumer insights in Southeast Asia and China. Case studies include applications in e‑commerce and social media platforms such as WeChat.

This unit equips you with advanced skills in generative AI for content creation, predictive analytics for trend forecasting, and culturally informed strategy design—capabilities that are increasingly in demand across Asia‑Pacific marketing and communication industries.

Offerings in 2027

Teaching period	Campus	Mode
Second semester	Malaysia	On campus, block

Assessment

Design ProjectProject
40%
Digital contentArtefact
60%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Learning outcomes

When you finish this unit, you should be able to:

1
compare case studies from Southeast and East Asia to unpack diverse regional applications and impacts of AI in advertising, film, and cultural institutions;
2
examine the concepts of generative AI, sentiment analysis, and predictive analytics to assess their role in shaping communication strategies and creative workflows;
3
critically assess the ethical, cultural, and societal implications of AI adoption in Asian contexts;
4
create a case study on how AI technologies are transforming creative and cultural industries across Asia, with emphasis on marketing, media, and screen sectors.

Workload and teaching

Lectures6 hours
Tutorials12 hours
Teaching approachEnquiry-based learning
Teaching approachActive learning
Teaching approachCase-based teaching
Teaching approachResearch activities

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per teaching period typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

This unit engages students in enquiry-based learning, where they will be encouraged to use their own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.

Students participate in class.

Students learn about different national contexts, and devised their own AI Strategy Concepts tied to a specific national context within Asia.

This unit allows students to develop their research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies.

Contacts

Chief Examiners: Dr Agata Frymus
Unit Coordinators: Dr Agata Frymus

Common questions

What are the prerequisites for AMG5046?

AMG5046 has no prerequisites, but enrolment rules apply.

When is AMG5046 offered?

In 2027, AMG5046 runs in Semester 2 at Malaysia.

How much work is AMG5046?

The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.

Does AMG5046 have an exam?

No. AMG5046 has 2 assessment tasks and no exam.

More details

Credit points: 6
Level: 5
Study level: Postgraduate
Faculty: Faculty of Arts
Organisational unit: Malaysia School of Arts and Social Sciences

Type: Coursework
EFTSL: 0.125
Student contribution: SCA Band 4
Study abroad: Not available
Handbook years: 2027