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.