Part A: Course Overview
Course Title: Consumers and 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
The way consumers interact with products, services, and brands are increasingly facilitated by technology, across physical, digital, and even virtual environments. Emerging technologies influence and drive consumer behaviour, creating diverse opportunities for marketers to interact with consumers in new and engaging ways, but has also raised challenges around understanding changing consumer behaviour and requirements to maintain consumer privacy and business ethics.
This course explores the essential but challenging role of technology in facilitating consumer behaviour and associated marketing activities. Through engaging online activities, lectures, tutorials, and assessment tasks, you will learn core theories of consumer behaviour and then apply these theories to understand about how consumers interact with emerging technologies, the opportunities and challenges this presents for marketers, and the need for marketers to manage consumer privacy and business ethics principles.
Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers’ professional competencies:
2. Customer experience
You will also work towards developing the following AMI professional competencies:
23. Ethics and integrity
Objectives/Learning Outcomes/Capability Development
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On successful completion of this course, you will be able to:
CLO 1: Apply core theories of consumer behaviour to explore how consumers interact with emerging technologies
CLO 2: Apply concepts of consumer behaviour such as segmentation and personalisation to technology- facilitated marketing activities
CLO 3: Critique and apply concepts of consumer privacy and business ethics to evaluate the impact of technology on consumer behaviour
CLO 4: Critically reflect on your own understanding and consumer behaviour in relation to emerging marketing technologies
CLO 5: Communicate individually and/or collaboratively the impact that emerging technologies have on consumer behaviour.
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 (20%)
Linked CLOs: 1,2,3
Assessment Task 2: (50%)
Linked CLOs: 1,2,3,5
Assessment Task 3 (30%)
Linked CLOs: 1,3,4,5
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