Unit description

Builds on foundation marketing units to introduce students to the role of technology and digital media in the development and presentation of marketing strategies and communications. Students examine and apply theories to digital marketing environments and the marketing mix. Covers the impact of social media and emerging digital marketing technologies.

Unit content

Topic 1  How digital marketing is changing marketing
Topic 2  Digital markets and business models in a digital economy
Topic 3  The electronic marketing plan
Topic 4  Understanding online consumers
Topic 5  E-market research
Topic 6  Online design principles
Topic 7  Tools of social media - a new wave of networking
Topic 8  Online Public Relations and campaigns
Topic 9  Ethical and Legal Issues
Topic 10  New digital marketing technologies

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

Learning outcomes and graduate attributes

Prescribed texts

Session 2

  • Strauss, J & Frost, R , 2012, E Marketing - International Edition, 6th, Pearson Education, Australia.
Prescribed texts may change in future study periods.

Teaching and assessment


Teaching method
Lecture online 1 hour (12 weeks)
Case study25%
Exam: closed book40%

Intensive offerings may or may not be scheduled in every session. Please refer to the timetable for further details.

Southern Cross University employs different teaching methods within units to provide students with the flexibility to choose the mode of learning that best suits them. SCU academics strive to use the latest approaches and, as a result, the learning modes and materials may change. The most current information regarding a unit will be provided to enrolled students at the beginning of the study session.

Fee information


Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2018 Commonwealth Supported only. Student contribution band: 3

Fee paying courses
For POSTGRADUATE or UNDERGRADUATE full fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees


Please check the international course and fee list to determine the relevant fees.