Part A: Course Overview
Course Title: Artificial Intelligence in Marketing
Credit Points: 12.00
Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
MKTG1512 |
City Campus |
Undergraduate |
625H Economics, Finance and Marketing |
Face-to-Face |
Sem 1 2025 |
Course Coordinator: Jessica Pallant
Course Coordinator Phone: +61 (3) 99258266
Course Coordinator Email: jessica.pallant@rmit.edu.au
Course Coordinator Location: Melbourne Campus Building 80
Course Coordinator Availability: By appointment via email
Pre-requisite Courses and Assumed Knowledge and Capabilities
Recommended Prior Study:
- 008953 - Marketing Principles or 056171 - Value-driven Marketing
Course Description
Artificial Intelligence (AI) has critical implications for many aspects of marketing. While generative AI tools have become popular among end-users, AI has many uses that may not always be seen or understood by consumers. AI has the potential to empower creative marketing practices, predicting future trends, and even personalisation at broad scale.
Through this course, you will explore the broad-reaching implications of AI for marketers, beginning with defining the different types of AI and their applications. You’ll also learn practical tips for maximising the value of AI for marketers, while navigating relevant ethical and privacy concerns that AI raises.
Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers’ professional competencies:
12. Content creation
15. Marketing technology
You will also work towards developing the following AMI professional competencies:
5. Digital
20. Innovation and quality management
21. Communications
23. Ethics and integrity
Objectives/Learning Outcomes/Capability Development
-
On successful completion of this course, you will be able to:
CLO 1: Define and compare types of Artificial Intelligence and their applications for marketers.
CLO 2: Critically evaluate and critique the opportunities and challenges Artificial Intelligence presents for marketers.
CLO 3: Critically analyse and apply the use of Artificial Intelligence tools in marketing activities
CLO 4: Communicate individually and/or collaboratively the impact that Artificial Intelligence has on individuals, organisations and society at large.
Overview of Learning Activities
In this course, you will be encouraged to be an active learner. Your learning will be supported through various online, and in-class activities comprising individual and group work. These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems, conducting presentations, producing written work and collaborating with peers on set tasks or projects.
Overview of Learning Resources
Various learning resources are available online through MyRMIT Studies/Canvas. The lecture notes and workshop notes are posted on Canvas.
RMIT Library provides extensive resources, services and study spaces. All RMIT students have access to scholarly resources including course related material, books, e-books, journals and databases. Contact: Ask the Library for assistance and information on Library resources and services: http://www.rmit.edu.au/library.
Study support is available for assistance with assignment preparation, academic writing, information literacy, referencing, maths and study skills.
Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.
Overview of Assessment
The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.
Assessment Task 1: (30%)
Linked CLOs: 1,2,3,4
Assessment Task 2: (40%)
Linked CLOs: 2,3,4
Assessment Task 3: (30%)
Linked CLOs: 1,2,4
Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and individual consultation.