Studying online (if an online offering is shown below)
There are now 2 possible online modes for units:
Units with modes Online timetabled and Online flexible are available for any student to self-enrol and study online.
Click on an offering mode for more details.
Unit Overview
- Description
As artificial intelligence (AI) continues to transform industries, markets, and consumer expectations, this unit offers a timely opportunity to explore strategic application of AI in Marketing. Grounded in marketing theories, frameworks, and methods, the unit examines how AI technologies influence organisational and human decision-making processes. Beyond technical proficiency, it emphasises AI's impact on consumer choice, brand engagement, and marketing strategies—equipping students to navigate and lead in AI-driven workplaces.
The unit blends theoretical foundations with practical applications. Students will analyse human interactions with AI and assess strategies for its effective integration into marketing practice. They will critically examine how AI-empowered tools such as large language models and computer vision technologies (e.g., facial expressions and emotional responses to video ads, or visual sentiment analysis applied to social listening and user-generated content monitoring) are reshaping the customer journey, enabling personalisation, and redefining marketing roles.
The curriculum is structured around three interrelated levels of analysis:
- Individual level: Examining consumer experiences with AI, trust, perceived value, and psychological barriers to adoption.
- Organisational level: Investigating strategies for integrating AI with human intelligence to enhance decision-making processes and value creation.
- Societal level: Addressing ethical considerations, economic shifts, and the evolving dynamics of human-AI collaboration.
A central theme of the unit is reframing AI as a collaborator that augments—rather than replaces—human creativity, empathy, and judgement. By understanding AI's capabilities and limitations, students will learn to align their professional skills with intelligent systems.
By the end of the unit, students will have developed a comprehensive understanding of how AI intersects with Marketing practice, along with awareness of its benefits, risks, and ethical implications. Whether or not students pursue AI-focused roles, the ability to evaluate and strategically apply AI tools will be an essential asset in the future of Marketing.
- Credit
- 6 points
- Offering
Availability Location Mode First year of offer Not available in 2025 UWA (Perth) Face to face - Outcomes
Students are able to (1) articulate the value creation potential of AI, including understanding psychological factors that influence human responses to marketing automation; (2) integrate human insights with machine intelligence to enhance decision-making and create engaging, AI-powered consumer experiences; (3) critically evaluate the impact of AI technologies in personal contexts and business environments to promote positive transformations; (4) collaborate effectively within diverse teams; (5) deliver clear, coherent, and engaging oral presentations; (6) produce clear and concise written communication; and (7) critically analyse ethical considerations and implications related to the use of AI in marketing.
- Assessment
Indicative assessments in this unit are as follows: (1) participation; (2) group project & presentation; and (3) individual report. Further information is available in the unit outline.
Student may be offered supplementary assessment in this unit if they meet the eligibility criteria.
- Unit Coordinator(s)
- Dr Thuy "Rosie" Pham
- Unit rules
- Prerequisites
- Successful completion of
- Contact hours
- lectures/tutorials: up to 3 hours per week
- The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
- All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
- Visit the Essential Textbooks website to see if any textbooks are required for this Unit. The website is updated regularly so content may change. Students are recommended to purchase Essential Textbooks, but a limited number of copies of all Essential Textbooks are held in the Library in print, and as an ebook where possible. Recommended readings for the unit can be accessed in Unit Readings directly through the Learning Management System (LMS).
- Contact hours provide an indication of the type and extent of in-class activities this unit may contain. The total amount of student work (including contact hours, assessment time, and self-study) will approximate 150 hours per 6 credit points.
Face to face
Predominantly face-to-face. On campus attendance required to complete this unit. May have accompanying resources online.
Online flexible
100% Online Unit. NO campus face-to-face attendance is required to complete this unit. All study requirements are online only. Unit is asynchronous delivery, with NO requirement for students to participate online at specific times.
Online timetabled
100% Online Unit. NO campus face-to-face attendance is required to complete this unit. All study requirements are online only. Unit includes some synchronous components, with a requirement for students to participate online at specific times.
Online Restricted
Not available for self-enrolment. Students access this mode by contacting their student office through AskUWA. 100% Online Unit.
NO campus face-to-face attendance. All study and assessment requirements are online only. Unit includes some timetabled activities, with a requirement for students to participate online at specific times. In exceptional cases (noted in the Handbook) students may be required to participate in face-to-face laboratory classes when a return to UWA’s Crawley campus becomes possible in order to be awarded a final grade.
External
No attendance or regular contact is required, and all study requirements are completed either via correspondence and/or online submission.
Off-campus
Regular attendance is not required, but student attends the institution face to face on an agreed schedule for purposes of supervision and/or instruction.
Multi-mode
Multiple modes of delivery. Unit includes a mix of online and on-campus study requirements. On campus attendance for some activities is required to complete this unit.