MKTG 7034 Digital Marketing

Credit Points 10

Legacy Code 201026

Coordinator Michael Lwin Opens in new window

Description In the last decade or so, marketing has moved from traditional practice to the digital realm where technology now drives many decisions in marketing strategy. It is now even more important that all types of organisations are able to deliver the right message, to the right people, at the right time. Digital marketing is often closely linked to the internet as the primary channel of contact and where success is measured via mobile and social media marketing. This unit will teach students the principles of digital marketing so they understand the key frameworks of digital marketing technology and are able to apply marketing strategies to target tech savvy consumers.

School Business

Student Contribution Band HECS Band 4 10cp

Check your HECS Band contribution amount via the Fees page.

Level Postgraduate Coursework Level 7 subject

Equivalent Subjects BUSM 7089 - Strategic Marketing for Managers

Restrictions Students must be enrolled in a postgraduate program.

Assumed Knowledge

An understanding of marketing theory and relevant principles is assumed.

Learning Outcomes

On successful completion of this subject, students should be able to:
  1. Analyse the digital marketing theoretical framework
  2. Evaluate digital consumer behaviour within the context of marketing strategy
  3. Apply discipline knowledge to create a digital marketing campaign
  4. Demonstrate the ability to track and evaluate a campaign
  5. Analyse digital transparency, data governance and policy

Subject Content

1. An overview of the digital marketing landscape
2. Consumer behaviour in a technology driven environment
3. Investigate digital platforms and marketing channels
4. Design a digital marketing strategy
5. Evaluate digital analytics and metrics to make business decisions
6. Digital transparency, data governance and policy

Assessment

The following table summarises the standard assessment tasks for this subject. Please note this is a guide only. Assessment tasks are regularly updated, where there is a difference your Learning Guide takes precedence.

Item Length Percent Threshold Individual/Group Task
Portfolio 3,000 words equivalency 50 N Individual
Report 2,000 words equivalency 30 N Group
Applied Project 1,000 words equivalency 20 N Individual

Teaching Periods

2022 Quarter 2

Parramatta City - Macquarie St

Evening

Subject Contact Michael Lwin Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

View timetable Opens in new window

2022 Quarter 4

Parramatta City - Macquarie St

Evening

Subject Contact Michael Lwin Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

View timetable Opens in new window

Uoe - Ho Chi Minh City

Day

Subject Contact Michael Lwin Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

View timetable Opens in new window