Part A: Course Overview
Course Title: Introduction to Marketing Technology
Credit Points: 12.00
Course Coordinator: Dr Jason Pallant
Course Coordinator Phone: +61 3 9925 1783
Course Coordinator Email: Jason.pallant@rmit.edu.au
Course Coordinator Location: Building 80, Level 10
Course Coordinator Availability: By appointment via email
Pre-requisite Courses and Assumed Knowledge and Capabilities
Recommended Prior Study:
056171 - Value-driven Marketing
Course Description
Marketers have access to a wide range of technologies to connect with customers and create engaging customer experiences. These marketing technologies, referred to as ‘MarTech’, perform a range of functions including collecting and analysing consumer data, creating personalised experiences for consumers, and even automating marketing operations. Yet the wide range of technologies available also creates challenges, as marketers commonly need to utilise dozens of technologies simultaneously to implement marketing strategies.
Through a variety of learning activities and practical activities, you will learn the core concepts of Marketing Technology, explore the evolving Marketing Technology landscape, and evaluate the opportunities and challenges Marketing Technology creates for marketers. These topics will arm you with critical skills to perform modern marketing activities through emerging technologies.
Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers’ professional competencies:
15. Marketing technology
You will also work towards developing the following AMI professional competencies:
5. Digital
Objectives/Learning Outcomes/Capability Development
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On successful completion of this course, you will be able to:
CLO 1: Define Marketing Technology and the impact of marketing technology on marketing practices.
CLO 2: Evaluate the evolving Marketing Technology landscape and the opportunities and challenges for marketers.
CLO 3: Critically analyse the strategic value of Marketing Technology across different marketing functions.
CLO 4: Communicate individually and/or collaboratively the value and trade-offs of Marketing Technology to a range of stakeholders through reports, presentations, and business cases.
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 of 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: (20%)
Linked CLOs: 1,2,3
Assessment Task 2: (40%)
Linked CLOs: 1,2,3
Assessment Task 3: (40%)
Linked CLOs: 3,4
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.