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MKT2013 Digital Marketing and Branding

Semester 1, 2022 Online
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Grading basis : Graded
Course fee schedule : /current-students/administration/fees/fee-schedules

Staffing

Examiner:

Overview

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.

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.

Course learning outcomes

On successful completion of this course students should be able to demonstrate:

  1. an understanding of how digital technology have impacted the application of marketing and branding principles;
  2. the ability to communicate clearly and concisely in presenting relevant knowledge, ideas, and judgments to a target audience;
  3. the ability to work collaboratively and to develop informative and relevant digital artefacts;
  4. initiative, critical thinking, and creativity and digital literacy applied to relevant marketing and branding principles and tactics;
  5. 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

Chaffey, D. & Ellis-Chadwick, F., 2019, Digital Marketing: Strategy, Implementation and Practice, Pearson.

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Description Weighting (%)
ASSIGNMENT 1 25
ASSIGNMENT 2 35
ASSIGNMENT 3 40
Date printed 10 February 2023