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MKTG3110
Digital Marketing

1. Introduction

MKTG3110 Digital Marketing is a 3000-level elective unit in the Marketing major. This unit provides an end-to-end view of Digital Marketing campaigns, from conceptualisation through to design and execution. Attention is given to the techniques and technologies unique to Digital Marketing, as well as to social media platforms and their networked nature. Students gain an understanding of the digital consumer journey and learn practical Digital Marketing skills that are applicable in the workforce.

Prerequisites: MKTG1001 Marketing Principles

2. Difficulty

Difficulty: Medium

 

This unit places an emphasis on first learning theoretical concepts and frameworks, and thereafter applying these learnings to a hypothetical digital marketing project. Building on many of the foundational skills and knowledge of MKTG1001, this unit requires a high level of commitment to self-organise and synergise in teams for assessment deliverables such as written reports. For tutorial activities and assignments, it is important to be continually engaged in real-life social media trends as they emerge as this unit is not static; though the concepts are straightforward, they often evolve. Using real-life examples will aid in putting theory into context.

3. Workload

The workload for this unit heavily consists of work towards the group project, which spans the entire semester and involves the creation of a hypothetical brand and its Digital Marketing strategy. Regular team meetings and communication is required to plan and execute project tasks throughout the semester. Groups must write a comprehensive and coherent update report and end-of-semester report about the direction and Digital Marketing strategy of their hypothetical brand, drawing upon foundational marketing concepts, as well as new Digital-specific ones.

 

Besides the group project, there are three short quizzes to be completed individually on lecture content early in the semester. In addition, weekly participation and a research participation mark are recorded.

4. Textbooks/Readings

All readings for this unit are available on Canvas.

5. Assessment Breakdown
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  • Tutorial Participation (10%): Based on class attendance and participation in discussions and activities. 

  • Research Participation (2%): Either participation in a research study OR submission of a research paper review.  

  • During-Semester Quizzes (18%): Quizzes based on lecture topics.

  • Group Project Update Report (10%): Production of a report that outlines a hypothetical brand proposal for a product, with an emphasis on macro- and micro-environmental analysis, as well as the Product and Pricing elements of the Marketing 4Ps.

  • Group Project Report (25%): Production of a Digital Marketing strategy report that addresses the information contained in the Update Report. Students propose digital strategies that are built on and relevant to the information they compiled in their Update Reports.

  • Final Exam (35%): A take-home exam.
     

Please note that assessments may vary across semesters. This information was sourced from the Unit of Study Outline for Semester 1 of 2021, and may be out of date. For the most up-to-date information, refer to the Unit of Study Outline for the semester and year relevant to your studies.​

6. Unit Highlights
  • Gaining understanding of technical terms and definitions that are used in the Digital Marketing field.

  • Gaining insight into various different digital marketing tools such as SEO, influencers and website design.

  • Formulating an integrated digital marketing strategy for a hypothetical brand and product.

  • Linear structure that is straightforward to follow throughout the semester.

7. Skills Learnt
  • Report writing

  • Team collaboration

  • Digital Marketing funnel theories and tools

  • Industry and competitor research

  • Critical thinking in relation to the selection and implementation of a mix of digital marketing tools that best achieve desired outcomes

  • Ability to formulate an integrated digital marketing strategy

8. Lecturer Advice

This course is particularly suitable for people who have a genuine interest in digital consumption behaviours and would like to learn more about how digital behaviours can drive digital marketing strategies. Be ready to stay up to date with the fast-paced nature of the digital environment.