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.
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
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
|On completion of this unit, students should be able to:||GA1||GA2||GA3||GA4||GA5||GA6||GA7|
|1||analyse and discuss current and emerging trends in digital marketing, including mobile technology||Knowledge of a discipline|
|2||evaluate strategies for segmenting and targeting customers in a digital marketing environment||Knowledge of a discipline|
|3||analyse and apply the strategies used in developing the marketing mix for digital marketing, including pricing, product, distribution and promotion||Intellectual rigour|
|4||demonstrate creativity and innovation in the application of digital marketing strategies||Creativity|
|5||create an e-marketing plan.||Knowledge of a discipline|
- Strauss, J & Frost, R , 2012, E Marketing - International Edition, 6th, Pearson Education, Australia.
Teaching and assessment
|Lecture online 1 hour (12 weeks)|
|Exam: closed book||40%|
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2018 Commonwealth Supported only. Student contribution band: 3
Please check the international course and fee list to determine the relevant fees.