Integrated Digital Marketing and Communication G (12033.1)

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.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Evaluate, interpret and reflect on how consumers are identified and reached online via a complex network of different media organisations and systems;
2. Synthesise knowledge and hypothesise plausible strategies for real-world applications of digital advertising and marketing campaigns;
3. Categorise and differentiate the elements of digital media landscape involved in online marketing communications; and
4. Identify and critique digital channels used in online marketing communications.

Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
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
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 - communicate and engage with Indigenous Australians in ethical and culturally respectful ways
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

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

11868 Digital Advertising and Marketing Principles G AND 11464 Digital Marketing

Assumed knowledge

None.