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 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: Contact 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 by communication industries to describe past consumer behaviour, 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 behaviour and motivations.

In this course you will examine the nexus between behavioural science and big data. It is relevant to those who need to work with data analytics across a range of settings; from government through marketing and business to the creative industries. You will investigate social, psychological and cultural influences on consumer attitudes, perceptions and consumption behaviour. 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

For students enrolled in Bachelor of Communication - Advertising (BP219), you will develop the following program learning outcomes:

  • Apply a body of theoretical and practical knowledge and specific skills in your discipline in which to base your professional practice or future study
  • Critically analyse, synthesize and reflect on your discipline in both local and international contexts
  • Apply initiative and judgment in planning, problem solving and decision making in your practice or future study

If you are enrolled in this as an Option course, it will complement the learning outcomes you are developing in your program.

Course Learning Outcomes

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


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

Overview of Learning Activities

You will be actively engaged in a range of learning activities such studios, project work, lectures, tutorials, class discussion, individual and group activities. Delivery may be face to face, online or a mix of both.

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.

There are services available to support your learning through the University Library. The University Library has extensive resources for Media and Communication 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 as well as a range of study support services. For further information, please visit the Library page on the RMIT University website and the myRMIT student portal.

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 (30%): Consumer insights. Linked course learning outcomes: 1 & 3

Assessment task 2 (30%): Consumer analytics. Linked course learning outcomes: 1, 2 & 3

Assessment task 3 (40%): Real-world project. Linked course learning outcomes: 2, 3 & 4

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.