Course Title: People and Data

Part A: Course Overview

Course Title: People and Data

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 1 2018,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020,
Sem 2 2020,
Sem 1 2021,
Sem 2 2021,
Sem 1 2022,
Sem 1 2023,
Sem 1 2024

Course Coordinator: Dr Dooyeon Park

Course Coordinator Phone: TBC

Course Coordinator Email:

Course Coordinator Location: Building 9 Level 5

Course Coordinator Availability: Please check with course coordinator

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

We increasingly rely on networked computer systems and smart devices to sustain our daily lives. Yet even the simplest of activities: using public transport, going shopping or calling a friend, generates a staggering volume of data that can be used to describe past buying behavior, predict future purchases, and prescribe new ways to reach and influence us. But before data can be used in a meaningful way, it is first necessary to understand human behavior and motivations.

In this course you will examine the nexus between behavioural science and big data. You will investigate social, psychological and cultural influences on consumer attitudes, purchase and consumption. You will also learn how data analytics can be used to describe, predict, and inform strategic advertising and media planning decisions. In the process, you’ll explore and anticipate the future of the advertising industry itself.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

In this course you will develop the following program learning outcomes: 

  • Acquire and apply knowledge of local and international perspectives and issues about contemporary advertising.
  • Critically reflect on your work to demonstrate autonomy, good judgment and ethical responsibility.
  • Undertake research into contemporary media and communication theory and practice to explore possible industry and career directions. 

Upon successful completion of this course, you will be able to:

  • Investigate the demographic, social, and cultural influences on consumer behavior; acquiring insights that will inform strategic decisions such as target audience segmentation, digital and traditional media selection, and advertising campaign planning.
  • Examine the key areas of consumer analytics: descriptive, predictive and prescriptive, and understand their application to real-world communication practices.
  • Apply digital literacy and an analytic mindset to gathering and interpreting data, in order to gain consumer insights and make strategic advertising and media recommendations
  • Explore the ethical implications of accountability, consent, ownership and access to consumer information.

Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as studios, project work, lectures, tutorials, class discussion, individual and group activities.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.
A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.
The University Library has extensive resources for Advertising students. The Library has produced a subject guide that includes quality online and print resources for your studies
The Library provides guides on academic referencing: and subject specialist help via your Liaison Librarian.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. 

Assessment Tasks  

Assessment Task 1: Consumer insights, 30% CLO1 

Assessment Task 2: Consumer analytics, 30%, CLO2 and CLO4 

Assessment Task 3: Project, 40% CLO3 


Feedback will be given on all assessment tasks. 

If you have a long-term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more. 

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions