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 |
Availability
-
UC - Canberra, Bruce
Year Teaching Period Convener Mode of Delivery 2021 Semester 2 DR Irfan KHAN (Ph: +61 2 62012742 ) FLEXIBLE
Possible changes to your unit's learning activities and assessment items
As a result of the Australian Government's and or the ACT Government’s directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, you may find that learning activities and/or assessment items in some units you are studying have changed. 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. The new learning activities and/or assessment items will continue to meet the unit's learning outcomes, as described in the Unit Outline.
New learning activities and/or assessment items are available on your unit's UCLearn(Canvas) teaching site. Please contact your Unit Convener with any questions.
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.
Syllabus
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.
Prerequisites
11176 Marketing Fundamentals
Corequisites
None.
Assumed Knowledge
None.
Incompatible Units
None.
Equivalent Units
6379 Internet Marketing
Referenced Courses
- MGB106 Bachelor of Business (Marketing)
- MGAR03 Bachelor of Business/ Bachelor of Arts
- MGIT03 Bachelor of Business/ Bachelor of Business Informatics
- MGAR01 Bachelor of Business/ Bachelor of Communication and Media
- MGAR02 Bachelor of Business/ Bachelor of Design
- MGSC03 Bachelor of Business/ Bachelor of Laws
- MGSC02 Bachelor of Business/ Bachelor of Science in Psychology
- MGIT02 Bachelor of Business/ Bachelor of Information Technology
- SCMG01 Bachelor of Politics and International Relations/ Bachelor of Business