Advanced Digital Marketing (9932.2)
|Level:||Level 2 - Undergraduate Intermediate Unit|
|HECS Bands:||2, 3|
|Faculty:||Faculty of Business, Government & Law|
|Discipline:||Canberra Business School|
UC - Ducere, Online
Year Teaching Period Convener Mode of Delivery 2020 Teaching Period 3 DR Jennifer LOH (Ph: +61 2 62068371 ) ONLINE 2020 Teaching Period 4 DR Jennifer LOH (Ph: +61 2 62068371 ) ONLINE 2020 Teaching Period 6 DR Jennifer LOH (Ph: +61 2 62068371 ) ONLINE
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- Teaching Period 3, 2020, ONLINE, DUCERE-ONL (197701) - View
- Teaching Period 6, 2019, ONLINE, DUCERE-ONL (187828) - View
- Teaching Period 4, 2019, ONLINE, DUCERE-ONL (187774) - View
- Teaching Period 3, 2019, ONLINE, DUCERE-ONL (187752) - View
- Teaching Period 6, 2018, ONLINE, DUCERE-ONL (180961) - View
- Teaching Period 4, 2018, ONLINE, DUCERE-ONL (181038) - View
- Teaching Period 3, 2018, ONLINE, DUCERE-ONL (181037) - View
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In this unit, students will be introduced to into the various digital marketing strategies that have rapidly evolved in recent years. Students will develop the skills and understanding required for designing and implementing these strategies for various organisation types and stages of maturity, utilising a plethora of modern technologies. In addition, students will develop the skills required to effectively assess and improve digital marketing campaigns as well as learn how digital marketing plays a crucial role in supporting more traditional techniques. This unit is delivered self-paced online, requiring students to self-manage their work load, developing many skills required of outstanding graduate students.
On successful completion of this unit, students will be able to:
1. Understand the drivers of change in the marketing function;
2. Clearly explain the key factors of effective marketing through digital channels;
3. Demonstrate an ability to interpret digital consumer interaction to inform business decision making;
4. Clearly explain the function and relevance of various digital tools and techniques in relation to digital marketing strategies; and
5. Design high-reach and high-engagement digital marketing strategies.
Online and self-paced study equivalent to 150 total learning hours.
Fundamentals of Marketing, 9958
Enrolment in one of: Bachelor of Applied Entrepreneurship, 334JA; Bachelor of Applied Entrepreneurship (Social Entrepreneurship), 335JA; Bachelor of Applied Business (Management), 332JA; Bachelor of Applied Business (Marketing), 333JA
Fundamental concepts of marketing, marketing strategy, market concepts and customer behaviour.