Digital Marketing (11179.2)

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.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. 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 Fundamentals

Corequisites

None.

Incompatible units

None.

Equivalent units

6379 Internet Marketing

Assumed knowledge

None.