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Advanced Digital Marketing (9932.2)

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

Availability

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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

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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

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

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.

Learning Outcomes

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.

Assessment Items

Contact Hours

Online and self-paced study equivalent to 150 total learning hours.

Prerequisites

Fundamentals of Marketing, 9958

Corequisites

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

Assumed Knowledge

Fundamental concepts of marketing, marketing strategy, market concepts and customer behaviour.

Incompatible Units

None.

Equivalent Units

None.



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