Digital Marketing PG (11424.3)
Available teaching periods | Delivery mode | Location |
---|---|---|
View teaching periods | On-campus |
Bruce, Canberra |
EFTSL | Credit points | Faculty |
0.125 | 3 | Faculty Of Business, Government & Law |
Discipline | Study level | HECS Bands |
Canberra Business School | Post Graduate Level | 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. Investigate and analyse current issues and problems in the domain of digital marketing and provide practical solutions to the problem 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. Analyse and critically evaluate the emerging trends in digital marketing by applying relevant theories and frameworks and provide recommendations how organisations can respond to the constantly changing business environment; and
4. Critically apply theories to develop strategies to create website traffic in a variety of business settings.
Graduate attributes
1. UC graduates are professional - communicate effectively1. 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
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - apply their knowledge to working with Indigenous Australians in socially just ways
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways
Prerequisites
None.Corequisites
None.Incompatible units
11179 Digital Marketing AND 6379 Internet MarketingEquivalent units
None.Assumed knowledge
None.Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
---|---|---|---|---|---|
2024 | Bruce, Canberra | Semester 2 | 29 July 2024 | On-campus | Dr Mehdi Hussain |
2025 | Bruce, Canberra | Semester 2 | 28 July 2025 | On-campus | Dr Mehdi Hussain |
Required texts
• Marjolein, Vi, Berend, S, Mike, B., (2021) Digital Marketing Fundamentals: From Strategy to ROI, Routledge, ISBN 9789001749842
Recommended reading:
Larson, J and Draper, S., (2021) Digital 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,
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
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
Submission of assessment items
Extensions & Late submissions
Please email to the unit convener and provide the details of each student: Name, ID, tutor and tutorial time
Further information provided in canvas and during the lectures
Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.
Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.
UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).
UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.
Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.
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 are 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