| Semester 1, 2020 Online | |
| Short Description: | Digital Marketing & Branding |
| Units : | 1 |
| Faculty or Section : | Faculty of Business, Education, Law and Arts |
| School or Department : | School of Management and Enterprise |
| Student contribution band : | Band 3 |
| ASCED code : | 080505 - Marketing |
| Grading basis : | Graded |
Staffing
Examiner:
Rationale
Advances in digital technologies have not had a big impact on the basic principles of marketing and branding. Marketers are still interested in understanding the behaviour of their consumers, learning about their ideal markets, demonstrating the value of their products or services, generating leads and building relationships. However, the digital technologies have had an enormous impact on the application of those marketing and branding principles. It is that impact that this course will explore.
Synopsis
This course will begin by reviewing marketing and branding principles before looking at the impact of digital technology on the application of marketing and branding strategies. The course will focus on exploring how businesses are using digital technologies to understand consumer behaviour, find ideal markets, demonstrate value, generate leads and build relationships. Finally the course will explore how marketers can review and measure the impact of their activity through digital analytics.
Objectives
On successful completion of this course students should be able to demonstrate:
- an understanding of how digital technology have impacted the application of marketing and branding principles;
- the ability to communicate clearly and concisely in presenting relevant knowledge, ideas, and judgments to a target audience;
- the ability to work collaboratively and to develop informative and relevant digital artefacts;
- initiative, critical thinking, and creativity and digital literacy applied to relevant marketing and branding principles and tactics;
- the ability to synthesis digital marketing and branding knowledge, concepts, theories and principles within this context to make considered judgments.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | The digital marketing landscape | 10.00 |
| 2. | Branding in the digital age | 20.00 |
| 3. | Digital marketing tools | 25.00 |
| 4. | Digital marketing and branding plans, strategies and tactics | 25.00 |
| 5. | Digital marketing and branding analytics | 20.00 |
Text and materials required to be purchased or accessed
ALL textbooks and materials available to be purchased can be sourced from (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2020&sem=01&subject1=MKT2013)
Please for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)
There are no texts or materials required for this course.
Reference materials
Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Chaffey, D, & Smith, P 2013, Emarketing Excellence : Planning and Optimizing your Digital Marketing, Taylor & Francis Group, London.
Champion, J 2018, Inbound Content, John Wiley & Sons, Incorporated, Newark.
Kotler, P, Kartajaya, H, & Setiawan, I 2017, Moving from Traditional to Digital, John Wiley & Sons, Hoboken, New Jersey.
Student workload expectations
| Activity | Hours |
|---|---|
| Directed 精东传媒app | 39.00 |
| Independent 精东传媒app | 126.00 |
Assessment details
| Description | Marks out of | Wtg (%) | Due Date | Notes |
|---|---|---|---|---|
| ASSIGNMENT 1 | 100 | 25 | 26 Mar 2020 | |
| ASSIGNMENT 2 | 100 | 35 | 14 May 2020 | |
| ONLINE EXAM | 100 | 40 | End S1 | (see note 1) |
Notes
- This will be an online exam. Students will be provided further instruction regarding the exam by their course examiner via 精东传媒appDesk. The examination date will be available via UConnect when the Alternate Assessment Schedule has been released.
Important assessment information
-
Attendance requirements:
Online: There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.
On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration. -
Requirements for students to complete each assessment item satisfactorily:
Due to COVID-19 the requirements for S1 2020 are: To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.
Requirements after S1 2020;
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.) -
Penalties for late submission of required work:
Students should refer to the Assessment Procedure (point 4.2.4) -
Requirements for student to be awarded a passing grade in the course:
Due to COVID-19 the requirements for S1 2020 are: To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.
Requirements after S1 2020;
To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course. -
Method used to combine assessment results to attain final grade:
The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course. -
Examination information:
Due to COVID-19 the requirements for S1 2020 are: An Open Examination is one in which candidates may have access to any printed or written material and a calculator during the examination.
Requirements after S1 2020;
This is a closed examination. Candidates are allowed to bring only writing and drawing instruments into the examination. -
Examination period when Deferred/Supplementary examinations will be held:
Due to COVID-19 the requirements for S1 2020 are: The details regarding deferred/supplementary examinations will be communicated at a later date.
Requirements after S1 2020;
Any Deferred or Supplementary examinations for this course will be held during the next examination period. -
精东传媒app Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene 精东传媒app policies and practices. These policies can be found at .
Assessment notes
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Referencing in assignments:
Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at .