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Digital Marketing (11179.2)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School


Possible changes to your unit's learning activities and assessment items

For the remainder of 2020, resulting from Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, any exams that are required for assessment in a unit will be online exams. Online exams may also use online proctoring to help assure the academic integrity of those exams. Please contact your unit convener with any questions.

While the University has made efforts to ensure that Unit Outlines reflect a unit’s learning activities and assessment items, any changes to Australian Government directives because of the COVID-19 pandemic may require changes to these during the semester to ensure the safety and well being of students and staff. These changes will not be updated in the published unit outline, but will be communicated to you via your unit’s UCLearn(Canvas) teaching site. Any changes made will continue to meet the unit’s learning outcomes, as described in the Unit Outline.

Unit Outlines

To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

  • Semester 2, 2020, ON-CAMPUS, BRUCE (197626) - View
  • Semester 2, 2019, ON-CAMPUS, BRUCE (184590) - View

If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.


This unit serves as a bridge between new technologies and relevant areas of existing knowledge. It develops a framework for understanding the forces driving the digital revolution in marketing and business. It introduces the many new tools, challenges and techniques needed to update conventional marketing approaches. Topics covered include: customisation and community building, the role and scope of the internet in marketing research, security issues and electronic payment systems, business models for internet commerce, database integration and the importance of the internet and intranets in business to business marketing. Pricing issues and regulatory issues will also be discussed, as well as generating site traffic through a variety of means. The role of social media as part of an integrated marketing strategy will be explored in detail as well as virtual reality platforms that are used in digital marketing.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Apply marketing strategies to e-commerce;

2. Identify elements of good website design and make suggestions based on theoretical foundations how to improve the online presence of both large and small businesses and organisations in Australia and globally;

3. Analyse current issues of digital marketing and provide suggestions for improvement;

4. Analyse and identify disruptive technologies;

5. Explain how to create site traffic; and

6. Identify new or entrepreneurial business processes that will emerge in the future and explain their impact on marketing strategy.

Assessment Items

Contact Hours

Three hours of interactive workshops, lectures and tutorials on-campus per week.


11176 Marketing Fundamentals



Assumed Knowledge


Incompatible Units


Equivalent Units

6379 Internet Marketing

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