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Digital Marketing (11179.2)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 3
HECS Bands:

Band 3 2013-2020 (Expires 31 Dec 2020) Band 4 2021 (Commenced After 1 Jan 2021) Band 5 2021 (Commenced Before 1 Jan 2021)

Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School


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Unit Outlines

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  • 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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