Overview
This course examines the interaction among human behavior, markets, and digital technologies. Students investigate how preferences, identity, culture, social influence, information, and incentives shape consumption, economic activity, and participation in digital environments.
Topics include behavioral decision-making, constructed demand, customer journeys, market segmentation, branding, digital marketing, platform business models, network effects, algorithms, personalization, online communities, influencer culture, e-commerce, the attention economy, data privacy, cybersecurity awareness, digital inequality, and the social consequences of technology. Current cases from search, social media, mobile commerce, streaming, peer-to-peer platforms, and digital payments support applied analysis.
Students learn to interpret basic customer and market evidence, evaluate how digital platforms create and capture value, identify ethical issues in data-driven marketing, and assess how digital systems can expand or restrict participation. Emphasis is placed on responsible recommendations for engaging defined audiences.
Learning Outcomes
- Analyze consumer behavior, platform behavior, and the influence of incentives, information, culture, and social interaction in digital markets.
- Map a digital customer experience using evidence from customer journeys, touchpoints, channels, and behavioral data.
- Evaluate a digital business model, including its value proposition, revenue logic, network effects, and mechanisms for value capture.
- Interpret basic customer, market, and platform evidence to distinguish needs from constructed demand and support business decisions.
- Recognize algorithmic bias, privacy risks, cybersecurity concerns, and digital inequalities in data-driven marketing and platform activity.
- Synthesize a responsible recommendation for engaging a defined audience through digital channels.
- Present evidence-based conclusions clearly in written, visual, and oral business formats.
Timetable
| Type | Length | Frequency | Period |
|---|---|---|---|
| Lecture | 2 hours | Weekly | All semester |
| Tutorial | 1 hour | Weekly | All semester |
| Workshop | 2 hours | Fortnightly | All semester |
Assessment Schedule
| Type | Description | Weighting |
|---|---|---|
| Quiz | Weekly quizzes (6 × 5%) | 30.00% |
| Assignment | Digital customer experience map | 20.00% |
| Assignment | Digital business model evaluation | 20.00% |
| Deliverable | Responsible audience engagement recommendation | 20.00% |
| Exam | Final examination | 10.00% |
Prerequisites
- Requirement 14 NCEA Level 2 English credits, externally assessed
Teaching Staff & Programs
This course is delivered jointly by faculty from the participating programs listed below. In line with the Douchewater Way, the University of Sexology tailors core instruction directly to each cohort's specific discipline — adapting curriculum to program needs rather than forcing students into a one-size-fits-all model. Learn more about our approach at The Douchewater Way.
