Integrated Digital Marketing and Communication G (12033.1)
Please note these are the 2024 details for this unit
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | Online On-Campus |
UC - Canberra, Online Bruce, Canberra |
| EFTSL | Credit points | Faculty |
| 0.125 | 3 | Faculty Of Arts And Design |
| Discipline | Study level | HECS Bands |
| School Of Arts And Communications | 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) |
This unit introduces you to a fresh perspective on digital thinking, innovative marketing models in the digital realm, and effective strategies for digital success. It provides you with knowledge and skills in the key pillars of digital marketing: content, social, and search, by combining theoretical concepts with practical applications. You will learn about digital consumers and an integrated approach that combines multiple strategies, touchpoints, data, and organisational functions to create and communicate a consistent brand message. The project-based assessment gives you the opportunity to analyse a local organisation's digital capability and design a content marketing campaign for it.
1. Explain how the emerging digital culture is shaping consumer behaviour and digital transformation;
2. Use theoretical frameworks to examine digital marketing and communication effectiveness;
3. Identify and critique various digital technologies and emerging practices used in contemporary marketing and communication; and
4. Generate plausible strategies for real-world digital marketing campaigns.
1. UC graduates are professional - communicate effectively
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
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
Learning outcomes
Upon successful completion of this unit, students will be able to:1. Explain how the emerging digital culture is shaping consumer behaviour and digital transformation;
2. Use theoretical frameworks to examine digital marketing and communication effectiveness;
3. Identify and critique various digital technologies and emerging practices used in contemporary marketing and communication; and
4. Generate plausible strategies for real-world digital marketing campaigns.
Graduate attributes
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills1. UC graduates are professional - communicate effectively
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
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
Prerequisites
None.Corequisites
None.Incompatible units
None.Equivalent units
Equivalent units 11868 Digital Advertising and Marketing Principles G AND 11464 Digital MarketingAssumed knowledge
None.
Availability for enrolment in 2025 is subject to change and may not be confirmed until closer to the teaching start date.
| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
|---|---|---|---|---|---|
| 2024 | UC - Canberra, Online | Semester 1 | 05 February 2024 | Online | Dr Momoko Fujita |
| 2024 | Bruce, Canberra | Semester 1 | 05 February 2024 | On-Campus | Dr Momoko Fujita |
| 2025 | Bruce, Canberra | Semester 1 | 03 February 2025 | On-Campus | Dr Momoko Fujita |
| 2025 | Bruce, Canberra | Semester 1 | 03 February 2025 | Online | Dr Momoko Fujita |
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit
timetable.
Required texts
Kaufman, I., Horton, C., & Soltanifar, M. (2023). Digital marketing: Integrating strategy, sustainability, and purpose. Taylor & Francis.
Participation requirements
Participation in workshops: Students will work on the team project under the instructor's supervision during the workshops. If you need to miss any of these workshops, you should communicate with your teammates and follow up on the progress in a timely and respectful manner.
Participation in Week 9 and 13 workshops: Students are required to participate in the team project pitch session in the Week 9 workshop and the final team presentation session in the Week 13 workshop. They are also expected to actively engage with other teams' presentations by asking questions and making comments.
Required IT skills
Basic IT skills are required to complete the unit assessment.
Work placement, internships or practicums
None
