Integrated Digital Marketing and Communication G (12033.1)

Please note these are the 2024 details for this unit
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Integrated Digital Marketing and Communication G
Available teaching periods Delivery mode Location
View teaching periods On-campus
Online self-paced
Online real-time
 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.

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 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
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 Marketing

Assumed knowledge

None.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2025 Bruce, Canberra Semester 1 03 February 2025 On-campus Dr Momoko Fujita
2025 Bruce, Canberra Semester 1 03 February 2025 Online self-paced Dr Momoko Fujita
2025 Bruce, Canberra Semester 1 03 February 2025 Online real-time Dr Momoko Fujita
Not available

Required texts

Kaufman, I., Horton, C., & Soltanifar, M. (2023). Digital marketing: Integrating strategy, sustainability, and purpose. Taylor & Francis.

Submission of assessment items

Extensions & Late submissions

Artificial intelligence

Students are not permitted to use generative artificial intelligence (GenAI) in assessments for this unit.

GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:

  1. the Unit Convener has authorised GenAI use for that assessment
  2. the student uses GenAI in the way that the assessment instructions allow
  3. the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI acknowledgement statement in line with the assessment instructions.

Where the assessment instructions do not specifically state that GenAI may be used and how then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.

The GenAI for StudentsLinks to an external site. Library Guide provides further information, including how to reference GenAI.

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

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