Digital Marketing (11179.2)
Available teaching periods | Delivery mode | Location |
---|---|---|
View teaching periods | Flexible |
UC - Canberra, Bruce |
EFTSL | Credit points | Faculty |
0.125 | 3 | Faculty Of Business, Government & Law |
Discipline | Study level | HECS Bands |
Canberra Business School | Level 3 - Undergraduate Advanced Unit | Band 4 2021 (Commenced After 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905) Band 5 2021 (Commenced Before 1 Jan 2021) |
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.
Graduate attributes
1. UC graduates are professional - communicate effectively1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology
Prerequisites
11176 Marketing FundamentalsCorequisites
None.Incompatible units
None.Equivalent units
6379 Internet MarketingAssumed knowledge
None.Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
---|---|---|---|---|---|
2023 | UC - Canberra, Bruce | Semester 2 | 31 July 2023 | Flexible | Dr Irfan Khan |
2024 | UC - Canberra, Bruce | Semester 2 | 29 July 2024 | Flexible | Dr Irfan Khan |
Required texts
Textbook:
- Marjolein, Vi, Berend, S, Mike, B., (2021) Digital Marketing Fundamentals: From Strategy to ROI, Routledge, ISBN 9789001749842
Recommended reading:
- Larson, J and Draper, S., (20210Digital Marketing Essentials: A Comprehensive Digital Marketing Textbook, Stukent
- Kingsnorth, S., (2019) Digital Marketing Strategy: An Integrated Approach to Online Marketing Kindle Edition, Kogan Page; 2 edition,
Other useful sources for your research- other sources will be provided on Canvas
Websites:
www.slideshare.com PowerPoint presentations about a variety of topics
http://www.emarketer.com/Products/Reports.aspx - some executive summaries of reports are free
https://www.thinkwithgoogle.com/intl/en-aunz/ Think with Google
Magazines
Business Review Weekly http://www.brw.com.au
Fortune http://www.pathfinder.com/fortune
Harvard Business Review http://www.hbsp.harvard.edu/frames/groups/hbr
Brand Equity http://www.economictimes.com/today/pageequi.htm
B&T Weekly www.bandt.com.au
Newspapers
The Age http://www.theage.com.au
The Australian Financial Review http://www.afr.com.au
The Sydney Morning Herald http://www.smh.com.au
Market and Audience Research
https://www.nielsen.com/au/en/
http://www.petnet.com.au/statistics.html
Consulting firms- often interesting reports
Jupiter http://www.jupiter.com
Marketing Sherpa http://www.marketingsherpa.com
KPMG http://www.kpmg.com.au/index.htm
Gartner group http://www.gartner.com
Boston Consulting Group http://www.bcg.com
Deloitte. http://www.deloitte.com
Ernst and Young http://www.ey.com
Forrester http://www.forrester.com
Price Waterhouse Coopers http://www.pwcglobal.com.au
Landor http://www.landor.com
Interbrand http://www.interbrand.com
http://www.webresearchforum.com
Government departments
http://www.finance.gov.au/agimo/index.html
http://www.aph.gov.au/library/intguide/econ/ecomaus.htm
Submission of assessment items
Extensions & Late submissions
Please provide the details of each student: Name, ID, tutor and tutorial time
Further information provided in canvas and during the lectures
Academic integrity
Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
Participation requirements
Students are required to attend all tutorial sessions. The unit relies on students being independent learners. The lectures are pre-recorded. However, the tutorials run as a flipped classroom and student participation is encouraged to facilitate effective learning. Students who are unable to attend their allocated tutorial can attend another tutorial in that particular week.
Required IT skills
Basic IT skills: Word, Excel, Powerpoint- students will be required to join various social media sites.
Work placement, internships or practicums
None