Digital Marketing PG (11424.2)

You will engage in this unit with new and emerging technologies and as well as relevant areas of existing knowledge. The unit provides you with a framework for understanding the forces driving the digital revolution in marketing and business. It enables you to critically evaluate 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. Critically evaluate marketing strategies in a variety of e-commerce marketing settings and provide practical solutions to the problems that you have identified.
2. Assess elements of good website design and apply theoretical foundations to recommend improvements in the online presence of large and small businesses and organisations in Australia as well as globally.
3.Critically analyse current issues in digital marketing and propose recommendations for improvement.
4. Analyse and critically evaluate the impact of disruptive technologies in digital marketing contexts and provide solutions how organisations can deal with these.
5. Critically apply theory to develop strategies to create site traffic in a variety of business settings.
6. Evaluate and compare entrepreneurial business processes that may emerge in the future and assess their impact on marketing strategies of both domestic and global businesses and organisations.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
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 - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development

Prerequisites

None.

Corequisites

None.

Incompatible units

11179 Digital Marketing AND 6379 Internet Marketing

Equivalent units

None.

Assumed knowledge

None.