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.