Advanced Digital Marketing (9932.2)

Please note these are the 2020 details for this unit
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Advanced Digital Marketing
Available teaching periods Delivery mode Location
View teaching periods
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Level 2 - Undergraduate Intermediate Unit 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)
In this unit, students will be introduced to into the various digital marketing strategies that have rapidly evolved in recent years. Students will develop the skills and understanding required for designing and implementing these strategies for various organisation types and stages of maturity, utilising a plethora of modern technologies. In addition, students will develop the skills required to effectively assess and improve digital marketing campaigns as well as learn how digital marketing plays a crucial role in supporting more traditional techniques. This unit is delivered self-paced online, requiring students to self-manage their work load, developing many skills required of outstanding graduate students.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Understand the drivers of change in the marketing function;
2. Clearly explain the key factors of effective marketing through digital channels;
3. Demonstrate an ability to interpret digital consumer interaction to inform business decision making;
4. Clearly explain the function and relevance of various digital tools and techniques in relation to digital marketing strategies; and
5. Design high-reach and high-engagement digital marketing strategies.


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 - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology


Prerequisites

Fundamentals of Marketing, 9958

Corequisites

Enrolment in one of: Bachelor of Applied Entrepreneurship, 334JA; Bachelor of Applied Entrepreneurship (Social Entrepreneurship), 335JA; Bachelor of Applied Business (Management), 332JA; Bachelor of Applied Business (Marketing), 333JA.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

Fundamental concepts of marketing, marketing strategy, market concepts and customer behaviour.
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

There is no set text for this unit.

Instead, a set of readings will be available on the Ducere Learning Management System.

Submission of assessment items

Extensions & Late submissions

The below is applicable to Ducere students:

All coursework must be submitted online via the submission portals set up within the Ducere Learning Management System.

The submission file name should be in the following format:

  • StudentID_UnitCode_Assignment#

  • Example: 3123456_9123_A1

Further details can be found in the Ducere Course Outline.

Special assessment requirements

To pass this unit, students must obtain an aggregate mark of 50% or more.

Academic integrity

Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.

To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.

Use of Text-Matching Software

The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.

Participation requirements

Daily activity on the Ducere Learning Management System is strongly recommended.

Required IT skills

  • Proficiency in the Microsoft Office suite or equivalent is highly recommended.

  • A desire to explore new software and technologies is encouraged.

  • Basic navigation skills to utilise the Learning Management System effectively.

In-unit costs

None.

Work placement, internships or practicums

None.